This week Vince sits down with Jasmin Hyde, founding director of Hyde and Seek Communications, a PR agency based in Australia.
They cover how AEO and AI visibility are reshaping PR strategy, why case studies are nearly non-negotiable for Australian media, why a phone call still beats an email pitch there, and the tools and databases her team actually uses.🔑 Key Takeaways:Case studies are the single biggest lever in Australian PR — journalists want validation from a real person or customer, not just data.
A "no" over the phone beats a "no" over email — email silence tells you nothing; a phone call almost always gets you a reason and a chance to reshape the pitch.
Reactive PR should never be a standalone strategy — it can't shape a story the way targeted, proactive PR can, so the strongest programs run both together.
Copying a UK or US playbook is the most common market-entry mistake — Australian coverage responds to local spokespeople, local data, and local relevance, not an imported case study.
⏰ Timestamps
00:00 – Intro
02:11 – What's the difference between traditional PR, digital PR, and media relations today?
03:49 – Do you specialize in a certain type of PR, or does it depend on the client?
05:06 – How is AI visibility (AEO) changing the way brands think about PR strategy?
07:46 – What PR tactics stand out — data-driven stories, case studies, and reactive PR?
17:41 – What makes pitching in Australia different from the US and UK?
21:09 – How do you find local case studies and run campaigns without being on the ground?
24:23 – Why do phone calls still matter in Australian PR?
26:18 – Is Australia's journalist scene a tight-knit world — and how is it changing?
28:52 – What media databases and tools do you rely on?
32:31 – What campaigns are you most proud of, and where can people find you?
Jasmin Hyde, Founding Director, Hide and Seek Communications https://hydeandseek.agency/ https://www.linkedin.com/in/jasmin-hyde/
Check out ListIQ, our AI-powered media list building tool:
Link: https://www.buzzstream.com/listIQ
See the full transcript:
https://www.buzzstream.com/blog/jasmin-hyde-australian-pr/
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