Fashionable on the Inside

Melbourne's most astute publicity consultancy. Pybus PR specialises in consumer PR and digital strategy for the fashion and lifestyle industries, retail and the luxury category.

The Cover Story

The Cover Story

There is an exuberantly choreographed happy dance performed by PRs with the rare occurrence that a client lands on the cover of a magazine. It is the ultimate exposure for clients in printed media.

At Pybus PR we are proud to say we have done the happy dance quite a few times.  Most recently in The Age’s M Magazine, Peppermint Magazine and Jetstar’s in-flight magazine.

Now, we won’t give away all our clever PR tricks, but we will tell you this: landing a client on the cover requires solid relationships and a continuous dialogue with talented media professionals.

Here is the story behind three recent covers:

The Age, M Magazine

Our client, Vivian Ashworth, recently opened a beauty concept space – both offline and online. The team source ethical and cruelty-free beauty products while teaching good makeup techniques. It is their forward-looking philosophy that caught the interest of ingenious Journalist, Rachelle Unreich, when Pybus PR communicated the concept to her. The story of paper eyelashes landed right on the cover of M Magazine and Vivian Ashworth was quoted in the article as a leader in the field.

M Magazine arrives in The Sunday Age each week adding a little gloss to the respectable newspaper. Written in a style that is ideally suited to the relaxed frame of mind, M is smart, fun and useful. It reaches 414,000 readers each weekend, as well a thousands more online. M focuses on people – what they wear, where they go, what they do – covering lifestyle sections such as fashion, food, health, the home, gardening, and entertainment.

The Age, M Magazine Featuring Vivian Ashworth Paper Eyelashes

Peppermint Magazine

Popular vintage jewellery brand Ghost & Lola, which is in high demand these days with Fashion Editors, earned a cover and a beautiful fashion spread by stylist and journalist Leeyong Soo. The former Japanese Vogue writer sourced a range of ethical and sustainable styles for a shoot at the Werribee Open Range Zoo. Knowing that Pybus PR often represents clients with a sustainable and ethical edge, Leeyong came to us for style items. The fashion spread involved more than one Pybus PR client, including Bento as well.

The quarterly magazine is a smart publication focusing on style, sustainability and substance. It is a nod of approval in the fiercely loyal eco community to be featured in Peppermint.

Peppermint Cover Featuring Ghost & Lola


Jetstar Magazine

The only thing better than owning the cover is if it also features a well-loved celebrity. That is exactly what happened when beautiful songstress Kimbra was adorned in vintage designer jewellery from Parisian Street Society. It was Sydney based stylist, Jana Bartolo, with her keen eye for detail, style and luxury that came to us for the rare and one-of-a-kind jewellery.

Jetstar Magazine is a fresh and fun inflight magazine captivating more than one million readers monthly across the Australia/Pacific region. The content is tailored to affluent and leisure-oriented passengers, written by the clever journalists living in Jetstar’s destinations.

Jetstar Magazine Cover Featuring Kimbra Wearing Parisian Street Society


One comment on “The Cover Story

  1. sabinaeklund
    August 9, 2013

    Reblogged this on SABINA EKLUND and commented:

    A little piece about work at Pybus PR

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