Tech Start-up

Tech start-up DiffuzeHR appointed CP Communications to build its profile and further establish its competitive advantage as a leader in providing automated HR systems within the booming SME landscape in Australia, in order to grain new clients and grow the business.

The aims of the PR strategy were:

  • To establish DiffuzeHR as a thought leader in HR technology for SMEs
  • To position the brand and its key spokespeople as the ‘go-to-source’ for comment on HR systematisation
  • To build trust and credible relationships with industry influencers
  • To create conversations about the business and the brand


CP Communications’ PR strategy ensured DiffuzeHR had a voice across all target industries and markets relevant to the organisation’s objectives – for example, workplace, HR, SMEs, start-ups, and IT.

The PR program for DiffuzeHR was around increasing the profile of the organisation and its key spokespeople through positioning them as thought leaders and industry experts. As such, the media strategy focused on editorial content and profiling opportunities in key print, online media, and TV.

PR tactics included securing media interviews through pitching interesting story angles to journalists and also creating engaging content that was pitched to relevant publications.

CP Communications used clever editorial content to raise the profiles of the key spokespeople within the company to position them as thought leaders.

PR tactics

Thought leadership

Part of the PR strategy for DiffuzeHR involved developing tailored media angles based on the growth of the industry, trends in HR and technology, and DiffuzeHR’s business story to demonstrate the company’s authority in the SME industry, HR, technology, and workplace compliance. These were pitched to targeted business, HR and industry publications.

As a result, DiffuzeHR was interviewed and profiled in top tier publications such as The Weekend Australian Professional, Sydney Morning Herald, Huffington Post Australia, Sky News Your Career, CareerOne, Short Press, and Daily Life.

Expert articles

Based on key trends in the workplace, HR and SME industries, CP Communications brainstormed a number of expert article ideas which were ghost written for key DiffuzeHR spokespeople. These articles were published in various media outlets, including Sydney Morning Herald My Small Business, Dynamic Business, Yahoo!7 Kochie’s Business Builders, Australian Anthill Online, and Leaders in Heels.

As a result, DiffuzeHR were positioned as experts within their field and received numerous ongoing article contribution commitments and agreements with leading influencers in media.

Industry targets

As the focus of DiffuzeHR included various different industries, targeted media pitching and articles were written and pushed out to media in various industries.

Leveraging on DiffuzeHR’s areas of expertise and past clients, media stories were created for key media in hospitality, technology, retail, financial services, accounting, start-ups, small business, women’s media, leadership, workplace, franchising, and manufacturing media.

The result was widespread coverage in leading industry-specific publications, including Hospitality Magazine, Financial Observer, Accountants Daily, Mortgage Professional Australia, Business Franchise Magazine, Inside Retail, and Financial Planning Magazine.


Through clever PR strategies, CP Communications significantly increased DiffuzeHR’s profile among its target audiences and became the recognised leader in HR issues for SMEs and HR systematisation in Australia. Not only did the PR greatly increase the visibility and reputation of DiffuzeHR, it also brought in new client opportunities.

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