Retail PR agency serving Sydney and retailers across Australia

Retail PR for store openings,
expansion and partnerships.

Your team is managing the stores, the launch and the marketing. Biased handles the PR: shaping the announcement, preparing your spokespeople and approaching the media with a story relevant to their audience.

Work directly with experienced communications people who take responsibility for getting the announcement ready and managing the outreach.

Discuss your retail announcement
View our QBD Books work

PR off your team’s plate

Give the media materials, journalist enquiries and interview preparation a clear owner.

A local angle for each opening

Explain why your new store matters to the people who could shop there.

One coordinated announcement

Keep your marketing team, spokespeople and partners working from the same approved information.

QBD Books project from Biased’s retail PR portfolio

Retail PR experience with QBD Books.

Biased supports QBD Books across ongoing public relations, business announcements and executive profiling.

Our work has included new-store openings, national partnerships, media releases and targeted outreach across local, metropolitan, national, trade and broadcast media.

Commercial partnership communications have included QBD’s move into vinyl with Sony Music.

“Partnering with Biased took the pressure off our team”

Margaret Milton
Former Head of Marketing, Partnerships & Customer Experience, QBD Books

View the QBD Books project

What is your retail team preparing to announce?

QBD Books coverage in The Sydney Morning Herald, from the Biased project portfolio

A new store is opening

The location is confirmed and the opening is approaching. Your team needs a clear announcement, suitable imagery and a plan for reaching the media that matter locally.

Biased develops the story around what the store brings to the area, prepares the materials and manages the media outreach.

Your store network is expanding

You are entering another market or preparing several openings. There is a wider business story to tell, alongside the details that make each location relevant to its community.

Biased helps you explain the expansion, prepare leadership commentary and coordinate announcements across the rollout.

A partnership is ready to go public

A commercial collaboration, new range or charity partnership brings another organisation into the announcement. Messages, quotes, timing and approvals need to be agreed.

Biased brings the communications together and identifies the story for customers, industry and the relevant media.

What Biased takes off your retail team’s plate.

From the first brief to media follow-up, we manage the agreed PR work alongside your marketing team.

01

The story and the announcement

Establish what is new, why it matters and which audiences have a reason to care. We develop the messages and identify the facts needed to support them.

02

Media releases and supporting materials

Prepare the release, approved quotes, company background and opening details. We identify the images and supporting information journalists will need.

03

Retail media relations

Approach relevant local, retail trade, business and consumer media. Outreach is shaped around the announcement, the location and the interests of each audience.

04

Spokesperson preparation

Prepare executives and nominated spokespeople with key messages, likely questions and interview briefings. Give them a clear explanation of the announcement they can support publicly.

05

Partner and team coordination

Work with your nominated contacts to coordinate messages, approvals and release timing. Keep store teams, partners and other advisers informed where their involvement is needed.

06

Media enquiries and follow-up

Respond to journalist questions, coordinate approved answers and manage interview arrangements. Follow up relevant opportunities and review coverage against the brief.

A national announcement still needs a local reason to matter.

A store opening can be a local shopping story, part of a wider expansion or an opportunity to introduce a new retail experience. Each angle needs the right facts and audience.

Local and community media

What is opening, where it is, when people can visit and what it offers the area. A useful local story gives readers a reason to pay attention.

Retail and business media

The decisions behind the expansion, a new store format or a commercial partnership. We help spokespeople explain the business rationale and what comes next.

Consumer and specialist media

A new range, collaboration or experience that matters to a particular audience. We identify the relevant interests and publications for the story.

The announcement determines the approach. Some openings have a strong local story; others also support broader retail or business coverage.

Store opening PR, from preparation to follow-up.

01

Before the announcement

We confirm the opening details, intended audiences, spokesperson and approval process. We prepare the messages and media materials, identify suitable outlets and agree the timing of outreach.

Your team supplies confirmed business information and approved assets. Biased turns them into the materials needed to approach the media.

02

Through the opening or launch

We manage the agreed outreach, journalist enquiries and interview arrangements. If a date or detail changes, we work with your team to update the communications and advise the relevant contacts.

03

After the announcement

We follow up suitable opportunities and review the coverage. For retailers with more openings ahead, we use what we learn to inform the next announcement.

Have an opening or partnership coming up?

Tell Biased what is happening, which locations are involved and whether you have a confirmed announcement date.

Discuss your retail announcement

One opening, a store rollout or ongoing retail PR.

A single announcement

For a store opening, expansion milestone or partnership that needs a defined PR project.

We agree the scope around the story, media materials, outreach and spokesperson support required.

Several store openings

For a retail team managing announcements across different locations.

We establish the core messages and working process, then develop the local details and outreach for each opening.

Ongoing retail PR

For a marketing team with regular announcements, partnerships and opportunities to raise the profile of its leadership.

Biased adds experienced PR capacity, helping your team decide what warrants media attention and prepare the work needed to pursue it.

Discuss the support you need

Biarta Parnham, Biased founder
Biarta Parnham Founder, Biased

Senior PR support, working with your marketing team.

Biased works directly with marketing managers, brand teams and senior decision-makers. Biarta Parnham stays close to the brief, helping establish the story and oversee the communications through delivery.

Your team knows the business. We get across the announcement, agree who approves what and take responsibility for the PR work within the brief.

Where shopping-centre teams, commercial partners or existing agencies are involved, we coordinate with the relevant people so messages and timing stay aligned.

Our retail public relations support serves Sydney and retailers with store networks across Australia. The working arrangements are agreed around your team, locations and announcement.

Agree what the PR needs to achieve.

The priorities should be clear before outreach begins. Your brief may call for awareness around a new location, coverage of a partnership or opportunities for an executive to explain the business’s expansion.

We agree what to assess, such as:

  • Coverage in outlets relevant to your customers or industry.
  • Inclusion of important opening details and messages.
  • Opportunities for interviews and executive commentary.
  • Referral traffic where suitable tracking is available.

Store visits and sales are assessed alongside your wider launch activity and the data your business can provide.

Retail PR and store opening questions.

When should we involve Biased before a store opening?

Get in touch while the announcement, opening details and imagery are being prepared. This gives us time to assess the story and coordinate outreach with your wider launch activity.

If the opening is close, include the timing in your enquiry so we can assess what support is practical.

Can you manage PR for multiple store openings?

Yes. Biased can support a sequence of openings, using consistent brand messages with relevant local details for each location.

We agree the priorities, announcement schedule and approval process with your team.

Can you work with our shopping centre or existing marketing agency?

Yes. We can work alongside shopping-centre marketing teams, creative agencies, commercial partners and your internal team.

We establish who is responsible for each part of the communications and coordinate outreach to avoid conflicting messages or duplicate approaches.

What happens if our opening date changes?

Let us know as soon as a change is confirmed. We review the affected materials, adjust planned outreach and contact relevant journalists where updates are needed.

Keeping one nominated approval contact helps the team act on confirmed information.

Can you help announce a retail partnership?

Yes. Biased supports commercial and charity partnership announcements, including message development, approved quotes, media materials and outreach.

We work with the organisations involved to agree the story, sign-off process and timing.

Do we need a launch event or influencers?

That depends on the announcement, audience and budget. An event or creator activity may be useful, but each needs a clear role in the launch.

If your brief includes events, photography, paid creators or advertising, we agree how that work fits with the PR and what additional support is required.

How much does retail PR cost?

The scope depends on the number of locations, complexity of the announcement, materials required and length of support.

A single announcement can be scoped as a project. A store rollout or continuing media programme may need ongoing support. Share the brief and timing so Biased can discuss the appropriate scope and fee.

Will store opening PR bring more people into the store?

Relevant coverage can help people discover the store and understand what it offers. Visits and sales also depend on the location, offer and wider marketing activity.

We agree the role of PR within the launch and assess results against those objectives. Editorial coverage is decided by the media outlet.

Support for the wider communications brief.

Public relations and media relations

For announcements, media outreach and public profiling beyond your retail opening or partnership.

Explore public relations

Crisis communications and issues management

For sensitive situations involving media enquiries, customer concerns or growing public attention.

Explore crisis communications

Give your next retail announcement a clear owner.

Share the store opening, expansion or partnership you are preparing for, the locations involved and any confirmed timing.

Biased can assess the announcement and discuss the PR support your team needs.

Discuss your retail announcement