Ethical consumerism is on the rise and we’re becoming more conscious than ever before when it comes to slow-living, sustainability and collaborating with brands and businesses that consider their environmental impact on the world.

This is not always easy when PR traditionally is about strategies that promote consumerism, as in encouraging people to buy more stuff. Whether it’s a product, place, service or thing our job at-large, is to support our clients in growing and sustaining a successful business and part of that is to make more sales. Therein lies the conundrum, how do we embrace a conscious approach to PR? How do we put our PR skills to use in a way that considers the impact on the world in an industry of fast consumerism and the divine calling to grow businesses?

Positive Purpose. We always circle back to why we exist and the ‘why’ of our clients. Our ‘why’ is simple. We exist to cultivate creative businesses, incredible products and services with a story. We want the products we PR to have a positive impact and purpose, and all Kondo-like ponder before taking something on ‘does it spark joy?’ ‘Does it have a positive impact on the lives of others? Was it thoughtfully created? Does it negatively impact the environment and how? Does it offer an important solution to someone’s problem? We’re not perfect, but we, more and more try to take a mindful and purposeful approach in our PR pursuits.

Less is More. We love a ‘buy well, buy once’ approach and believe it has a huge impact on the way we consume goods and the future of our planet earth. We consciously consider where the things we PR end up and what their place of rest will be. So we naturally place value on quality over quantity.

We look to Unearth Genuine Stories that Connect Like-Minded Communities. It is stories that foster a meaningful connection between consumers and products. We’re driven by the purpose, the meaning and the stories behind why a business exists, just as much as the quality of the product or service its self. We’re inspired by mood-shifting stories and the products that exist because of them.

Essentially, we’re passionate about working with brands that aspire to make a positive impact and contribution to our community and the world at large. Our approach is that small adjustments together make for great change.


About raraPR

raraPR is an Australian public relations, digital marketing and branding agency. We are PR mentors, brand boosters and community creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

Our Ethos
We’re a passionate team who thrive on creating content that works. Or in other words, tasteful brand assets that build equity for a business.
We’re driven by the purpose, the meaning and the stories behind why a business exists as much as the quality of the product or service.
We’re inspired by being around the start-up community, entrepreneurs, intrepreneurs, solopreneurs, creators, makers, thought-leaders, dreamers and seekers willing to go beyond the good for the truly great.
The desire to help people take their business to the next level and reach their potential drives everything we do.
We get excited about producing innovative and thoughtful PR, digital, social media and design outcomes.
We’re at our natural best when we’re connecting talent and bringing communities together inside and outside the company.
We collaborate and become a seamless extension of our clients’ team.
We see, listen, mentor, educate, inspire, support, direct, provide clarity and instil confidence within our team andour community.
We care about providing value, which is the fundamental centrepiece of what we do.
We’re all about honesty and integrity, authenticity and transparency. That’s how we roll.