About me
Transforming Brands and Leaders into Industry Authorities
I’m here to help the businesses and leaders who are the “best-kept secrets” of their industry step out of the shadows and into the spotlight to accelerate their growth. Employing a mix of strategic media relations, impactful thought leadership, and a hands-on approach, I assist businesses and leaders in making them the go-to experts in their sectors.
Why be a “Hidden gem” when you could have the recognition you deserve?
If you’re like many of the clients I’ve worked with over the past 20+ years, you’re a visionary in your field. But you’re overshadowed by larger names. You stand in the crowd with a treasure chest of insights, but the spotlight and microphone always seems to pass to the person behind you. I’ve seen it many times: brilliant minds and innovative businesses lost in the industry’s background because they don’t have the resources or the strategy of the other bigger and more visible players.
The struggle isn’t just about getting noticed; it’s about finding your unique voice in a chorus of competitors so that they deliver value and keep coming back for your insights, and you start to achieve true brand awareness and impact that also feels aligned to you and your business.
Maybe you feel like you’re held back by a budget that doesn’t match your ambitions (hint: if your PR strategy is laser-focused you can still achieve mass recognition without the giant budget).
This is usually compounded by a lack of time, lack of a cohesive strategy, and team alignment issues. On top of that, the uncertainty of where to start can be paralysing.
The real issue is that overlooking these challenges doesn’t just keep you from getting the visibility you and your business deserve; it means missed opportunities for substantial growth.
In a world that moves at lightning speed, remaining hidden can result in your business or career stagnating (or worse…declining), opening the floor for your competitors to claim the opportunities and visibility that should be yours. Your potential is immense, and it’s time for it to be recognised and harnessed.
Redefining The Approach To PR – Tailored, Strategic, and Impactful
In my 20+ year journey of elevating brands and leaders, I’ve learned that true recognition requires more than just a generic, cookie-cutter strategy.
Traditional PR agencies often roll out their top talent at the beginning of a client relationship, but hand over to junior staff when it comes time to implement. This means businesses and leaders like you, who need their budget to deliver big results, don’t get the expert, dedicated advice they deserve. This approach leads to huge inefficiencies and underwhelming results.
So I created a new approach to building recognition for businesses and leaders that deserve to be known – one that’s highly personalised, targeted, and gets you featured in the right places to drive growth opportunities, fast.
Breaking Through Barriers
We start by tackling the challenges you and your business face – whether they’re internal struggles like fear of being visible, budget constraints, lack of time, or confusing messaging, clearing the way for effective brand building.
Reputation Identity Workshop
We go deep to uncover what sets your brand apart from your competitors, aligning your unique strengths with your reputation strategy goals.
Industry “White-space” Discovery
We do market research to analyse your sector, we identify areas where you can stand out, setting you up as a leading authority from the start.
Preparing Your Reputation Toolkit
You receive a set of tailored tools, messaging and materials, ensuring you’re ready to make immediate impact.
Support and Growth
My personalised plans guide you towards sustained visibility, evolving with regular strategic reviews to ensure your continuous success.
I’ve helped hundreds of clients not just gain attention but become respected voices in their fields. Together, we can unlock your potential and place you at the forefront of your industry.
The proof of our approach lies in the success of our clients.
Businesses and leaders who partnered with us have gained coverage in media like the Australian Financial Review, The Australian, The Sydney Morning Herald, AFR BOSS and Smart company to name a few. They’ve become go-to experts in their fields, enjoying the credibility and respect that comes with being a recognised thought leader in their industry.
But what’s more important is they have also seen tangible growth in their business or their career thanks to the opportunities that are only possible through the right industry recognition.
Ready To Go From “Best Kept Secret” To Thought Leader Within Your Industry?
WHY 200+ BUSINESSES & PROFESSIONALS HAVE
CHOSEN
TO BUILD THEIR RECOGNITION
Personalised Advisory Over Generalisation
Unlike large PR firms, our approach is deeply personalised. We focus on understanding your unique story, ensuring that you receive dedicated attention from a senior strategist and a reputation program that aligns with your specific goals.
Strategically Targeted
We believe in a highly targeted approach. It’s about pinpointing the most effective channels and crafting messages that resonate deeply with your audience, ensuring more impact for your budget.
Multi-Platform, Modern Strategies
Moving beyond the confines of traditional media, we integrate social media, digital content, speaking engagements and profiling opportunities – into your strategy. This approach connects you with your audience in a more meaningful and engaging way.
Personalised Messaging & Content Creation
We use a tailored approach to ensure your messaging and content aligns perfectly with your voice, maintaining consistency and authenticity. We also ensure your content and messaging ‘owns a space’, setting you apart from your competitors.
CEO-Level Communication and Proactivity
Our communication is of the highest calibre, mirroring CEO quality and responsiveness. This commitment to excellence means you can trust that your reputation and brand are being managed with the utmost professionalism, discretion and care.
High-Level Visibility
We’ll provide a ladder to reach media relationships and profile-building opportunities that are usually exclusive to industry giants, giving you unparalleled reach and influence. As recognised experts, you’ll get consistent interviews and speaking opportunities.
Hi, I’m Angela Cross
With more than two decades in corporate PR and crisis and issues management, I’ve led reputation programs for multinational businesses, built thought leadership strategies for businesses and leaders, and been the driving force behind the successful creation of CEO and executive profiles.
I founded pilot PR in 2013, applying the asset-based approach to reputation I utilised with my corporate clients to deliver results-focussed, multi-platform reputation strategies for two types of clients: businesses that deserve recognition but don’t have it yet, and leaders who deserve a space as a thought leader.
This is where my strength lies: blending corporate PR, executive profiling, and thought leadership with the dynamism of editorial and social media, profiling and online communications. I don’t just see reputation as a concept but as a tangible asset, crucial for long-term success for both businesses and leaders.
If you’re a business, I work with you and your executive team to build a reputation program that directly supports your growth.
If you’re a leader, I work with you 1-1 to build a reputation program that’s aligned to who you are as a human and a leader, but gets you results fast – setting you apart from your peers and opening the gates of opportunity.
Free Resource
to Help You Elevate Your Reputation Starting Today
This easy-to-follow, step-by-step guide takes you through the process I’ve fine-tuned over the last 20+ years and to get our clients featured in the AFR (or any top-tier news outlet)
Follow these steps and you will see your brand move from unknown to the AFR faster than you think.
