How Brand Ambassadors deliver PR Results

Every day, we’re bombarded with hundreds of competing businesses and brands. Whether you’re selecting a restaurant, choosing an outfit for your next event, or deciding which political party deserves your vote, navigating the consumer ‘paradox of choice’ can leave you feeling lost and uncertain. Amid these endless options, consumers are increasingly prioritising trust when choosing where to spend their cash.

This is where brand ambassadors come in – individuals who genuinely represent and advocate for a brand within their network and community. They don’t simply promote products; they embody the brand’s ethos, vision, and messaging through their content and interactions. While often confused with influencers, the ambassador approach is far less transactional and centres on authentic advocacy.

As a nationally renowned PR agency, we believe sometimes it’s crucial to look beyond traditional strategies and explore alternative pathways to gaining the media spotlight. Here are three compelling reasons your business may like to consider brand ambassadors, along with one of our own success stories that you might draw inspiration from.

Humanises your business

By putting a face to your business, you create an emotional connection. Brand ambassadors translate corporate values into relatable experiences and interactions, making your brand more approachable to its target audience. Modern consumers have become experts at quickly dismissing inauthentic marketing so humanising your brand isn’t just beneficial – it’s essential.

Ensures consistent messaging

Unlike one-off influencer campaigns, brand ambassadors integrate your brand consistently into their content over time. Whether they’re participating in social media campaigns, product collaborations, or being interviewed by national news outlets, they serve as credible third-party communicators for your brand through ongoing content creation and community interaction.

Extends audience reach

Unlike one-off influencer campaigns, brand ambassadors integrate your brand consistently into their content over time. Whether they’re participating in social media campaigns, product collaborations, or being interviewed by national news outlets, they serve as credible third-party communicators for your brand through ongoing content creation and community interaction.

Extends audience reach

Brand ambassadors already have a direct audience who knows them and what they stand for. Your business is tapping into that audience, that connection, that trust. When ambassadors share content related to your brand, they introduce it to their followers, many of whom may never have encountered your business before. This organic reach can be more effective than traditional advertising – after all, the message is coming from a trusted voice rather than a faceless corporation.

Our success story

One of our greatest brand ambassador stories is that of our client, Kynd, Australia’s first supplements brand with a give-back model – donating an immunity sachet to someone in need with every purchase. Seeking to boost brand awareness, Kynd strategically partnered with Turia Pitt as their inaugural ambassador, whose values of honesty, wellbeing, and positivity perfectly mirrored the brand’s ethos.

This was the start of many media wins and remarkable results, from a single Sydney event, we generated national coverage across TV, radio, print, and digital media. Our campaign delivered 55+ media stories worth more than $859,000 in ASR value, reaching more than 1.76 million Australians; all working within the confines of a limited ambassador schedule.

As our Kynd success story proves, the right ambassador enhances brand awareness and extends audience reach. Finding this perfect match requires industry insight and established connections.

From a PR perspective, leveraging the signing of a brand ambassador that lends gravitas to your organisation and is a well-known identity can help achieve media coverage. Our senior PR team’s experience at the highest levels of Australian media and corporate communications can offer advice on your chosen ambassador and utilise our media and news experience to tell your story in an engaging way.

If you are wanting to transform your PR strategy, simply reach out to us through the ‘Contact Us’ button below.