About

I go beyond and above the ordinary to get your business recognised as extraordinary.

VISION

The media is a level playing field where the most interesting stories get told and the most deserving people and businesses get featured – not just the ones with big budgets who’ve already been featured multiple times.

MISSION

To give new voices in business the opportunity to be seen and recognised by the public for their hard work and creativity.

MEET JULIA HUME

Lawyer.

Government policy adviser.

Restaurant Owner.

PR Professional.

My career path might not look logical.

But delve a little deeper, and you’ll see that I was always on the path to PR!

Stop 1: Law & Government

As a civil litigation lawyer working for a boutique Melbourne CBD law firm, I developed deep analytical skills and a keen attention to detail. I learned how to build an argument for my clients, digging deep to find missing pieces of information and present the best version of the facts to support my client’s case – much like crafting a story for the media!

As a senior public policy adviser for the Victorian Government for 10 years, I honed my deep analytical skills across a broad range of complex regulatory systems, creating new laws in areas as diverse as education, apprenticeships, consumer affairs and environment protection.

Working for the Government was a fantastic training ground for PR! Writing a brief to a Government minister is very similar to writing a media release or PR pitch - it’s all about being succinct, condensing large amounts of information, getting the point quickly, and presenting options and recommendations in a tactful, practical way. I also learned the art of building collaborative working relationships.

Stop 2: Hospitality… and an intro to PR

In 2018, I followed my passion to open up Pentolina, an Italian pasta bar in the Melbourne CBD. It was an incredible experience which pushed me to my limits (especially when the pandemic hit!) and I’m so proud to have made the restaurant a success for almost five years.

Ultimately, the high rent and rising costs in the restaurant industry made it unsustainable for me to continue, so I made the difficult decision to close Pentolina in December 2022, when my lease expired.

But there was a silver lining - Pentolina had introduced me to the world of PR!

I learned how to handle my own PR campaigns by completing Handle Your Own PR’s Accelerator program, and secured ongoing media coverage for Pentolina in all the major food media (e.g. Broadsheet, TimeOut, Good Food) plus TV (e.g. “A Moveable Feast”), radio (ABC Radio “Foodie Tuesday”) and podcasts (e.g. Deep in the Weeds).

I experienced first-hand how media coverage can transform a business! For example - we received hundreds of new bookings on the same day Pentolina was featured on the primetime TV show “A Moveable Feast”.

And when it came time to announce my decision to close Pentolina, I was able to secure national media coverage in Broadsheet, The Age Good Food, Herald Sun and News.com.au. The publicity was priceless: it meant that we were fully booked in the lead-up to the closure and were able to finish up on a high.

Final destination: PR

After closing Pentolina, I decided to devote myself full-time to PR, so I could fight for a cause very close to my heart – helping entrepreneurs and SMEs get the media attention they deserve.

I know how discouraging it is to feel unnoticed, and to see bigger, longer-established businesses get the lion’s share of media attention.

I also know how incredible it feels to land a great media article and see your public profile soar!

And on the side…

I have a flair for performance and love of bit of “razzle-dazzle”!

In my youth I was heavily involved in musical theatre, acting and cabaret. After taking an extended break to have a family and open a restaurant, I’ve recently returned to the music scene by forming “Yes We Are Woman”, a corporate singing/speaking duo with voice specialist Rachel Pietsch.

I love to put on a show, but I also love planning and organising! That’s one of the reasons why I loved running a restaurant – the thrill of service is much like the thrill of performing in a show. And that’s why I now love promoting events for other businesses and seeing all the pieces come together.

And in my spare time (if any!) I enjoy spending time with my 11 year old son, staying fit, and enjoying good food and wine with friends and family.

VALUES

  • LEVEL PLAYING FIELD

    Every business deserves an equal chance to be featured in the media. It’s in the public interest to make sure that new voices in business get the chance to be heard.

  • DILIGENCE

    As my client, you deserve my personal attention and best efforts. I’ll leave no stone unturned to get you the media attention you deserve.

  • TRANSPARENCY

    I’m upfront about costs and what’s included in the monthly retainer, and I’ll keep you updated on my PR activities and media contact in a timely manner.

  • INTEGRITY

    I’ll be honest about your chances of securing media coverage, and I won’t take you on as a client unless I’m confident that I’m the best person for the job.

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