From Regional Secret to Global Headline: The Stawell Gift PR Win

In the world of publicity, there’s a common misconception that you have to already be “big” to get noticed on a global stage. Business owners often tell me, “Kate, I’m just a local player,” or “My story is too niche for the big networks.”

But here’s the truth: the world is getting smaller, and the appetite for authentic, compelling stories is getting bigger. If you know how to play your cards right, you can take a regional win and turn it into international PR gold.

We saw a masterclass in this recently with the Stawell Gift. For those outside the sporting world, it’s a historic but relatively small regional footrace in Victoria. This year, however, they brought out the Olympian and  global superstar, Sha’Carri Richardson, and gave her a 10-meter handicap – Way behind the other competitors. She still won, and suddenly, this “little regional race” was being talked about on a global platform.

That’s not just luck; that’s strategic PR. And it’s a lesson every business owner can learn.

The “Netflix Effect” on Small Business

We are currently living through what I call the “Netflix Effect.” People are looking for the extraordinary in the ordinary. Every small thing has the potential to go international because digital platforms have removed the old borders.

Whether it’s the AFL playing games in the States or the NFL “invading” our turf here in Australia, the barrier between local and global has vanished. For you, this means your “local” expertise or your regional success story is only one strategic pitch away from a massive audience.

Why You Can’t Wait for “Education”

One of the biggest PR “own goals” I see, and we saw it recently with some high-profile sporting “education” campaigns, is trying to solve a brand crisis with soft, generic messaging.

When a brand is in trouble, they often reach for the “we’ll ‘educate’ our people about XYZ” toolkit. But here’s the kicker: you can’t educate the public on something they’ve known for decades. If your brand takes a hit, “education” feels like a throwaway line.

In the media, authenticity wins every time. Don’t hide behind corporate jargon or “reviews.” Stand your ground, have a strong opinion, and be human. The public can cop a mistake, but they won’t cop being patronized.

From Regional Secret to Global Expert

So, how do you take your business from being a local secret to a global authority?

1. Leverage Your Unique Angle: The Stawell Gift didn’t just hold a race; they created a “David vs. Goliath” narrative with a global star. What is the “handicap” or unique challenge in your business that makes for a great story?
2. Be the Easiest Expert to Work With: Journalists are under-resourced and over-stretched. If you can provide punchy soundbites and a clear stance, you become their go-to person.
3. Think Small to Get Big: Don’t ignore the niche or regional outlets. Use them to build your “PR muscles,” gather your runs on the board, and then leverage that credibility to pitch the majors.

Ready to Take Your Story Global?

Stop waiting for the media to stumble across your business. Whether you’re operating in a small regional town or a city skyscraper, you have a story that deserves to be heard.

At the Meet the Press MasterClass, we show you exactly how to find those “global” angles in your “local” wins. We teach you the language of journalists, how to avoid the “own goals,” and how to build a brand that is respected on any stage.

Join us for our next MasterClass and learn to take control of your narrative.

Upcoming Event Dates:

• Sydney: May 14 & 15, 2026
• Melbourne: October 15 & 16, 2026

Places are limited to ensure you get the personalized, strategic support your business needs. Don’t miss your chance to turn your expertise into earned media excellence.