For Australian business and NFP leadership teams

Build your business or organisation's trust and profile, and protect its reputation

The only Australian 12-month online public relations program built for busy business and NFP managers, owners and teams

Attract new customers or supporters, become the recognised voice of authority in your industry, and lead confidently through any issue or crisis. Join the My PR Partner business and NFP community.

  • Build a strong business or organisation profile that attracts new customers or supporters
  • Become the voice of authority for your industry or sector
  • Build trust in your brand, team and communications
  • Develop effective media, communications and social media skills
  • Manage negative issues and protect your reputation
  • Master crisis communications to be prepared for any issue
Download program outline
Built for Australian business and NFP leadership teams and ownersDesigned for founders, CEOs, marketing, comms & client-facing teams

100% online

Learn at your own pace

12 monthly modules

Training + resource + Q&A

Whole-team program

Owner, exec, comms & client teams

Growth focused

Profile, trust and new customers

Certificate of completion

Endorsed by CRC Public Relations

Overview

Affordable PR training, resources and support that empowers your whole business or NFP team

The My PR Partner Business and NFP Program is a 12-month online training program designed for busy Australian business, charity and NFP owners, managers, and communication teams. Each team member learns at a time that suits them, and content is built with the full range of roles in mind, so your executive, marketing, communications and client-facing teams share the same language and pull in the same direction.

Built by CRC Public Relations, this is the distilled version of 15+ years of working alongside Australian businesses, charities and not for profit organisations through their biggest moments, from proud growth stories and national media wins to the hardest moments when their reputation came under pressure.

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”

Warren Buffett

Why business and organisation leaders choose this program

  • A shared PR mindset across owners, exec, marketing and client-facing teams
  • A ready-to-use library of resources, templates and checklists for business and NFPs
  • Expert support from real Australian corporate PR consultants, not academics
  • Practical frameworks to grow profile, trust and new customer and supporter attraction
  • Guest presenters across media, social, reputation and crisis communications
  • Monthly interactive Q&A on your specific business or NFP circumstances

What's included every month

Grow, protect, support and expertise - every single month for a year

This is not a passive video library. Each month, your whole team gets everything they need to build your business profile, win new customers, communicate confidently with media, and stand firm when your reputation is tested.

Brand, growth and social media

Learn the keys to PR-driven business growth without huge advertising costs. Build the profile, trust and story that win new customers on repeat.

Protect

Protect your valuable reputation and avoid a crisis that can damage your business. Spot issues early and respond with confidence and control.

Support

Receive ongoing PR support and training without consultancy costs - a real partner in your corner every month, for 12 months, and a team ready when you need them.

Expertise

Access the expertise of PR, business, and NFP experts who understand the realities of Australian businesses and charities and what actually moves the needle for owners and leadership teams.

12-month plan

Your month-by-month path, designed to go deeper over time

Every month delivers a training video, workbook, practical resource, Spotlight emails and an interactive Q&A. Below is the 12-month path your team follows, grouped into four quarterly phases. (Topics are current at this time but are subject to change and some modules may be substituted during the 12 months.)

Phase 1: Foundations (Months 1 to 3)

Build the mindset and find your voice

  • Month 1 · A PR mindset: How public relations underpins every growth and reputation win
  • Month 1 Resource: Communications tips for the whole team
  • Month 2 · Becoming the voice of authority in your industry or market
  • Month 2 Resource: 5 step guide to becoming an expert media commentator
  • Month 3 · Identifying your vulnerabilities before they escalate into a reputational issue
  • Month 3 Resource: The essential reputation checklist for business (special option for NFP)

Phase 2: Brand, growth and social media (Months 4 to 6)

Get on the front foot

  • Month 4 · PR that attracts new customers, supporters or donors: the growth PR strategy
  • Month 4 Resource: PR and content campaign template pack
  • Month 5 · The LinkedIn playbook: Drive business in a time-effective way
  • Month 5 Resource: LinkedIn tips and workbook
  • Month 6 · Using social media for business or organisation growth, with a social media specialist
  • Month 6 Resource: Business and NFP social media tips and response library

Phase 3: Reputation, issues and crisis (Months 7 to 9)

Grow trust, manage issues

  • Month 7 · Trust, reputation and turning negative issues into opportunities
  • Month 7 Resource: Issues-management framework for business and NFP
  • Month 8 · Avoiding and preparing for a crisis: Planning for any size business or organisation
  • Month 8 Resource: Crisis communication plan guide and templates
  • Month 9 · Three questions you must ask to effectively communicate through a crisis
  • Month 9 Resource: Guide from the Crisis Ready Institute

Phase 4: Mastery and application (Months 10 to 12)

Sharpen and apply

  • Month 10 · Building a national or local media profile with a small team
  • Month 10 Resource: Media list and pitch templates
  • Month 11 · Featured business owner: What worked, what didn't, and the lessons learned
  • Month 11 Resource: Best-practice PR playbook from a successful Australian business
  • Month 11 option · Featured charity CEO: What worked, what didn't, and the lessons learned
  • Month 11 Resource: Best-practice PR playbook from a successful Australian charity
  • Month 12 · Media training for your spokespeople: the art of a great interview
  • Month 12 is on call all year, so your spokespeople are media-ready whenever you need them

Who it's for

Business and NFP owners, CEOs and leaders

Elevate your business and build growth, trust, and a solid reputation through effective and PR-driven communication to your customers, staff and other stakeholders.

Business and NFP owners, CEOs and leaders

Elevate your business and build growth, trust, and a solid reputation through effective and PR-driven communication to your customers, staff and other stakeholders.

Charity and NFP leaders

Stand out, build profile and gain greater supporter and donor trust, be prepared for any issue, and generate a reputation that stands up under pressure.

Marketing and communications teams

Sharpen your content, channels and campaigns into consistent gains in customer, supporter or donor acquisition, brand profile and public trust, backed by frameworks from real Australian PR experts.

Client-facing teams

Turn every conversation, review and referral into a brand moment - because reputation is built in the frontline interactions your customers and supporters remember most.

Your presenters

Learn from Australia's leading business and NFP PR specialists

Lead presenter is Lyall Mercer, supported by a host of specialist experts and successful Australian business owners and charity CEOs who each bring real-world experience to the program.

Lyall Mercer

Lyall Mercer

Lead presenter | Co-founder, My PR Partner | Lead Strategist, CRC Public Relations

Former journalist with a 25+ year PR career spanning six continents. Lyall has assisted Australian businesses, from hospitality and professional services to national brands, as well as national charities and not for profits, spoken at numerous conferences, and trained executive teams and staff in the art of effective communication, and reputation and crisis strategy.
Melissa Agnes

Melissa Agnes

Featured presenter · Founder, Crisis Ready Institute (USA)

Globally recognised authority on crisis communication and crisis leadership. Creator of the Crisis Ready® Model, presenting exclusively through My PR Partner in Australasia, with a dedicated session on protecting business reputation when your brand is under pressure.

Plus training by leading Australian and international PR, digital, growth, reputation, social media, and crisis specialists, and discussions with successful Australian business owners and charity CEOs across the year.

The value your business or organisation walks away with

Outcomes that matter to your specific circumstances

Attract new customers

Use PR and earned media to build a trusted profile that pulls the right customers and supporters towards you.

Grow customer and supporter trust

Increase the felt value of your brand so existing customers and supporters stay longer, and become your advocates.

Own the media moment

Turn media interest, good or bad, into a chance to lead the conversation about your business, NFP or industry.

Deepen stakeholder trust

Build the kind of credibility with customers, supporters, and staff that makes hard conversations easier and good years better.

Be issues and crisis ready

Leave the year with frameworks, holding statements and a calm, repeatable response process for when your business or organisation is under pressure.

FAQ

Frequently asked questions

The program is designed for every business – small or large. You choose who you'd like to be involved each month. This includes owners, directors, CEO/MD, executive team, marketing and communications staff, and client-facing leads. The first month is intentionally shaped so everyone benefits.
Our Support Level is our most popular and includes on-call PR or issues & crisis assistance. Our Partner Level is for businesses who want the security of extra peace of mind, and includes personal, ongoing phone, email & Zoom PR support. Both of these levels also include many other features, extra resources and individual training. See our pricing and plans for details. All PR support is provided by the senior team at CRC Public Relations.
Yes. Every module is self-paced online, with a training video, workbook and downloadable resource released monthly. This includes the monthly Q&A.
Enrolment runs for 12 months from the day your business joins. You keep access to all modules, resources and recordings (after they are released) until the end of the 12 months. Many businesses choose to continue annually so new staff onboard into the same shared PR mindset. There is also an option to renew for new second year content for those who have completed year one.
We're opening enrolments to a small founding cohort of Australian businesses in 2026. The first 50 businesses on the waitlist receive a 10% founding-member discount on their first 12 months. Join the waitlist to lock in your place and your discount.
The Business Program covers everything most businesses need. However if any of your team wants the deeper, personal crisis leadership available, we offer the crisis masterclass as a separate flagship program. This features the Crisis Ready course with Melissa Agnes, CEO of the Crisis Ready Institute USA as well as other crisis-specific resources. This is personal (not team) training and businesses can enrol their CEO, owners or communications manager in this separately.
Yes. The fortnightly Spotlight email keeps key ideas alive, and the monthly interactive Q&A is where you can bring your business's live situation. When something serious breaks, your team has a clear path to call on the CRC Public Relations consulting team if required (available on support levels).
Absolutely. We actively encourage directors, partners and senior advisers to access the program, especially the growth, reputation and crisis modules.
Payment will be by annual subscription per business that can be paid in monthly instalments or annually. Payment is billed through our secure learning platform at checkout. You'll receive a tax invoice by email and immediate access to your business dashboard. Annual subscribers receive one month free and have the option of paying by invoice. Pricing details will be shared with the waitlist first.
We offer a 10 day free trial. Your online payment will not be processed for 10 days and during this time you are able to cancel. If paying annually by invoice you can still cancel within 10 days for a full refund, no questions asked. There is no refund after the 10 days (see T&C for full details).
Lyall Mercer and Barbara Gorogh, co-founders of My PR Partner

From the founders

A message from Lyall and Barbara

We have a deep understanding of the unique needs facing Australian business owners and leadership teams, not for profit organisations, and faith-based charities, having worked alongside organisations of every size - from local to national brands - for 15+ years through CRC Public Relations.

We've helped many businesses grow their profile, win new customers through trusted public relations, and protect their reputation when everything was on the line, and we've worked with national and global charities to help them prepare for and navigate issues and crises. That hard-won experience is what this program is built on.

We're excited to bring you high-quality training and resources, with optional support when you need it, that will help you and your team at an affordable cost. We hope to welcome you to our community of business and NFP leaders.

Lyall Mercer and Barbara Gorogh, Co-founders

Franchise, multi-location and group enrolments

Train every location, franchisee or business in your group under one enrolment

We work with franchise networks, multi-location businesses and business groups on bulk enrolments. Discounted per-business pricing, shared dashboards and an optional group-wide tabletop or media-training day with CRC Public Relations are all on the table.

  • Discounted per-business pricing across a group
  • Shared dashboard across all participating locations
  • Optional group-wide tabletop or media-training day with CRC Public Relations
  • Sector-specific onboarding with the My PR Partner team
Enquire about group enrolment

We'll reply within one business day.

Want to go deeper on crisis?

Add the Crisis Masterclass for your owner, CEO and executive team

The Business and NFP Program covers issues management and reputation defence. If your team wants the deepest crisis training available, we offer the Crisis Masterclass that includes the Crisis Ready® course with CEO of the Crisis Ready Institute Melissa Agnes. Enrol your CEO, media spokesperson and key executives in the Crisis Masterclass alongside your business and NFP program.

  • Full 12-month Crisis Ready® course with Melissa Agnes
  • Monthly resources, workbooks and templates
  • Regular Q&A and live discussion opportunities
  • The only specialised crisis communications course of its type in Australia
Learn about Crisis MasterclassTalk to our team

For Australian business and NFP leadership teams

Be one of the first 50 businesses and organisations on the waitlist

Enrolments open soon. Founding-member businesses and NFPs save 10% on year one and get first access before public release. Lock in your place today.

Talk to our business team

Powered by CRC Public Relations. 15+ years working with Australian businesses, charities and NFPs.