Our Team
Regional PR Co is a small team split across country Australia. We live where we do because we love it, plain and simple. We’ve done our time in the city, worked with big agencies and corporate media – it was fun and we learned a lot, but give us boots over heels any day.
We believe ‘ordinary’ people often have the most extraordinary stories. There’s beauty in the smallest of details and many times, country business owners and creatives don’t realise how powerful their experiences are. This is where we step in. Since launching in 2018, The Regional PR Co. has developed highly effective integrated campaigns for a broad range of clients. Category experience spans agribusiness, agtech, tourism, social enterprise, the arts and more. Our storytelling approach is what makes Regional PR unique. Rather than a one-size-fits-all mentality, we create campaigns that are tailored using imaginative content to attract journalists, connect with audiences and create an impact. We work hard to grow relationships with the media that matters.
Our spirited, delightful and hard-working crew have landed clients between the pages of Country Style, The Fin Review and Forbes Magazine, on main stages at Vogue Codes and Global Food Forum, and helped brands and founders go viral.
Georgie Robertson - Founder & Public Relations Director
Georgie Robertson is a red dirt country girl from way back. Growing up on a remote sheep station, it was a 2.5 hour drive for the Robertson family to the nearest town. She studied via School of The Air and understands the heart of regional Australia because she’s lived it.
In 2018 she founded The Regional PR Co. because she wanted to bring the people, communities and issues of rural life into the mainstream. Since then she has become one of the go-to voices for PR and media communications in the bush, working with entrepreneurs, solopreneurs, small businesses and big organisations that give a damn about regional Australia.
With a client list that includes Telstra, Iris & Wool and Buy From The Bush to name a few, Georgie is passionate about giving regional stories the exposure and reach they deserve and her work has seen bush business make their way into the pages of local, national and international media.
Ella Smith - Senior Account Director & Storytelling Genius
Ella is a born-and-bred Northern Rivers girl, whose affinity for regional Australia has since taken her across far-flung outback Queensland to the shearing sheds of WA, and much of the country in between.
Ella has an extensive career as a journalist and editor, as well as leading large-scale communication strategies for some of the country’s biggest infrastructure projects while working as a senior media adviser at the top tier of Government.
While highly experienced in strategic media and communications, Ella's real passion lies in out-of-the-box storytelling that captures the colour and character of the people who call regional Australia home.
Lara Finlay - Client Services Director & Business Operations Specialist
Lara is a country girl at heart. Growing up in the Traprock region in Queensland, she knows the pulse of rural and regional Australia intimately, living and breathing its unique challenges and opportunities.
A passionate farmer and an advocate for rural communities, Lara combines her extensive background across various domains including business management, communications, project management, corporate affairs, stakeholder engagement and event management to bring unique expertise and authenticity to her work.
With experience across agriculture, private equity, finance, logistics and property sectors, she prides herself on her intuition, meticulous attention to detail, and an uncanny ability to forge genuine connections with people and brands alike.
As RPR’s Client Services Director, Lara embodies leadership, collaboration, and creativity. She thrives on simplifying the complex, creating value, and ensuring that her team and clients succeed. Her work reflects her unwavering commitment to putting rural and regional Australia in the spotlight, giving its stories the exposure and reach they deserve.
Lara's down-to-earth approach and strategic mindset make her a trusted partner for entrepreneurs, solopreneurs, small businesses, and large organisations that care about the bush. Her passion for rural life and her professional acumen have seen her lead projects with local, national, and international impact.
Emma Scott - Creative Director & Brand Strategist
Emma Scott is an award-winning creative director and brand strategist.
Throughout Emma’s 20 years in the industry she has developed a great love and appreciation for the power of brand.
By combining conscious thinking with processes she gets to the heart of a value proposition with speed; and then layers in her creative skills to build out a unique and impactful brand expression.
Em's superpower is understanding the alignment between business goals, overarching mission, and core purpose, then applying her creative skills to build out a unique and impactful brand expression.
At Regional PR we know that the most beautiful logo in the world won't get more business, but a great strategy will make a lasting impression.
Casey Dunn - Communications Specialist
Casey is passionate about stakeholder engagement and in particular, helping agricultural businesses to identify and overcome challenges through clever interactions with their stakeholders. Her strengths are in translating technical or complex information into a practical format for agricultural businesses to use, ensuring they can get the right information to the right people to use in the right way.
Casey has worked across a range of industries and business environments within the agricultural sector, including government, corporates and state farm organisations. She has extensive experience in stakeholder management, strategic communication, government relations and the Rural Research and Development Corporation model.
Casey currently works with agribusiness clients to design and deliver communications and stakeholder engagement strategies that help them to meet their business objectives.
Casey grew up in Forbes, in the central west of NSW, where her father runs a successful stock and station agency. She holds a Bachelor of Science from the Australian National University, majoring in Resource and Environmental Management.
