PR Strategy & Media Kit

PR strategy Katrina Fox copywriter

Getting yourself or your brand into the media is free publicity.

Of course it needs to be the right media – whether that’s mainstream for brand building, or niche to get in front of your ideal customers – at the right time.

Hiring a publicist or PR agency can help with this – but it’s not cheap.

Typically you’ll need to spend AT LEAST $3,000 AUD or (likely) more PER MONTH with a publicist or PR agency, so over a year that’s a minimum of $36,000.

With my PR strategy and media kit option, you get everything you need to pitch the media yourself – or hire a VA or team member to do it, which is much more affordable.

For a one-off investment, you get:

  • Initial briefing call (60-90 minutes)
  • Creation of online media kit – press release, founder bios (differing lengths), suggested questions & answers, collation of photo and video assets (photo & video assets to be supplied by client)
  • Advice and suggestions on media outlets and sections to target
  • Creation of PR strategy document outlining steps, timing, types of media to target, potential angles for stories, leveraging social media for PR activities/coverage
  • Pitching advice & access to my comprehensive online PR course
  • 2 rounds of changes to press release and bios documents + 1 final proofread
  • 60-minute advisory call upon delivery of final documents where I explain the strategy and answer any questions you may have
  • 1 x 60-min media training session (mock interview)
  • 3 x 30-min monthly Zoom support calls after delivery of the strategy & media kit
  • Unlimited voice, text and email support for 3 months after delivery of the strategy & media kit (get me to review your or your team member’s pitches, answer any questions etc)


$7000 AUD. (Approx $4500 USD or £3600 UK pounds). GST added for Australian residents.


What does it cost?

A full PR strategy and media kit is $7000 AUD.

Do you contact the media for me and act as my publicist?

No, you or your team are responsible for outreach to the media. I provide you with everything you need to do this without paying hefty ongoing monthly fees.

How long does it take?

Depending on how much research I need to do, I can typically turn a PR strategy around in 6-8 weeks, possibly sooner.

How much notice do you need?

It depends on my workload. When you make an enquiry, be sure to list any project deadline if there is one.

Can I add more media verticals?

Yes, for an additional fee, which will be noted on your proposal.

What kind of clients or brands do you work with?

With more than 25 years’ experience as a journalist writing for a range of different industries, I can turn my hand to most topics and enjoy the diversity. That said, I specialise in purpose-led brands and thought leaders, including vegan, plant-based, alt protein, alt dairy, eco, BCorps. I also specialise in tech and SaaS. I’m happy to work with agencies as well as with brands directly. I don’t work with companies who sell or make products with animal ingredients; nor do I work with fossil fuel brands or Big Pharma.

What do you need from me?

You’ll need to complete a comprehensive briefing document about your brand and your business goals. We can do this together on a deep-dive Zoom call of between 60-90 minutes. No one knows your brand better than you, so this is an important step to help me deliver a solid PR strategy for you. You also need to allow time to review my first drafts of your media kit and for us to work together through any revisions, in line with the deadlines we set.

Why should I hire you?

You get the benefit of someone with more than 25 years’ experience as a journalist, writing for niche and mainstream media in the UK, US and Australia. So I know and understand what journalists want, how to find the stories in your brand, how to pitch, when to pitch etc. I’m also friendly, fun and reliable.

How do I get started?

Fill out the short form on my Contact page and we’ll go from there.

What's the process of working with you?

Find the details on my How I Work page.

I thoroughly appreciated being able to consult with Katrina on various strategies. She is very well connected in the vegan and plant-based business space and is full of expert PR and marketing knowledge. I highly recommend her services and am keen to work with her again.”

- Claire Smith, Beyond Investing

Katrina has a great eye for what’s trending and who to get your work in front of. I wanted to make sure my brand reached the right people with the right message and Katrina helped me do that. I recommend her 100 percent!”

- Sara Kidd, vegan pastry chef & author

“We are extremely happy that we hired Katrina to raise the profile of our company, as well as the profile of my personal brand as a plant-based health and fitness influencer in Australia and the USA. We were featured in several articles and a major plant-based cookbook. Katrina is not only hardworking, but really easy to work with, plus she's well connected and respected in the plant-based world. She remains flexible in her approach and can see fantastic opportunities as they arise.”

- Tammy Fry, Fry Family Food Company

Katrina was instrumental in ensuring my book launch was incredibly successful. Her reputation opened the doors to opportunities I’m sure I wouldn’t have landed on my own. Her PR, marketing and personal branding strategies have helped to position me as the go-to thought leader and expert in my field as a book consultant and publisher

- Mitali Deypurkaystha, Let's Tell Your Story Publishing

Hey, I'm Katrina Fox.
I help you find, craft & share your stories to inspire, influence & impact your audience. I'm a personal brand coach and PR strategist for purpose-led entrepreneurs as well as a content marketing writer and content strategist for agencies and larger brands. With more than 2 decades of experience as a journalist and seven years’ experience in copywriting, content marketing and PR, I’m here to help you use strategic storytelling to grow your business and become a stand-out star in your industry.

Keen to work with me?

Get in touch and we'll go from there.