Fresh off winning two prestigious industry accolades, Creative Concepts PR is expanding its services to provide an integrated approach that combines impactful media coverage with creative marketing solutions.
Since its inception in 2019, Creative Concepts PR has become synonymous with helping businesses and organisations build brand credibility and establish themselves as leaders in their field through creative storytelling and strategic media coverage.
Led by Julie Johnston, who was recently named 2024 North Queensland Communications Professional of the Year at the 2024 North Queensland Media Awards, the agency was born from a desire to help businesses better communicate with their audience and provide the media with newsworthy stories that would otherwise fly under the radar.
“Journalists are constantly on the lookout for compelling stories, yet many businesses and organisations either don’t know how to put themselves forward to the media or fail to recognise when they have something that is genuinely newsworthy,” explains Julie, who has over two decades of experience in the PR and marketing industry.
“That’s where we come in – serving as the conduit between the media and our clients. We find the beating heart of a story and great visual opportunities to create newsworthy media pitches for journalists that amplify our clients’ voices and ensure their message reaches the right audience at the right time.
“Whether it’s a product or service that helps people or makes a positive impact, we’re always asking: ‘What is it that you have to say that the world needs to hear?’”
Over the years, Creative Concepts PR has led a range of local, state, and national media campaigns earning themselves multiple accolades in the process, including the 2022 Townsville Chamber of Commerce ‘Best Micro Enterprise’ award and ‘Campaign of the Year’ at the 2024 North Queensland Media Awards for their national coverage of the 2023 Professional Bull Riders (PBR) Monster Energy Tour Grand Finals.
Julie attributes this success to the agency’s strong media relationships, expertise in crafting compelling stories, and a deep understanding of journalistic needs, which is further strengthened by their role as the publisher of BDmag.
“Having worked on both sides of the media landscape, we know what makes a story newsworthy and the type of content journalists’ want,” she says.
“When done effectively, publicity does more than just increase brand awareness – it builds trust and can position a person or organisation as a leader within their field or industry.
“We focus on ensuring our clients are remembered for their authenticity and expertise, with the goal of having the media seek them out for expert commentary on future issues.”
In 2022, Creative Concepts PR launched its quarterly ‘Meet the Press’ events, designed to connect the public directly with journalists and gain valuable insights into effective media engagement. Building on this success, they launched the ‘Create Your Own PR’ self-paced online course in 2023, empowering individuals with the tools to confidently manage their own PR efforts.
Now, after recognising the growing demand for holistic marketing solutions, the agency has expanded its services to include digital strategy, event marketing and activations, content production, and more – now all under one roof.
“Our clients wanted more than just great media coverage – they sought solutions that aligned with their broader marketing strategy,” explains Julie.
“It’s a natural progression for us because media coverage isn’t a one-time effort; its true value lies in amplifying it across platforms like social media, LinkedIn, and email databases to maximise impact.
“From strategy coordination and content creation to digital marketing and media coaching, we can help clients develop and implement holistic PR and marketing solutions that align with their overall business objectives.
“We also collaborate with and manage third-party specialists to ensure a seamless execution of projects and campaigns from start to finish.”
Creative Concepts PR now boasts a team of four dedicated skilled professionals across marketing and PR, with digital marketing specialist Sarah Dummer rounding out the skillsets offered by Julie, Meghan Boland and Kaitlyn De Lai.
“Sarah brings extensive expertise in digital marketing and social media, which has really enabled us to proactively further diversify our offerings, particularly in the digital strategy space,” says Julie.
“As a team, our collective skillset allows us to provide holistic marketing and media solutions to elevate our clients’ brands and credibility, whether that be through short-terms campaigns or working alongside them as an extension of their marketing team.”
Julie says their unique approach is rooted in their relatability and personal experience marketing their own business.
“Having navigated these challenges ourselves, we not only know what needs to be done but can meet business owners where they are at,” she says.
“We pride ourselves on having transparent and genuine relationships with all our clients, which allows us to have those open and honest conversations and guide them through the process to ensure they feel confident and supported every step of the way.”
