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#5 Get Publicity That Turns a Profit with Sue Papadoulis

by | Nov 20, 2014 | Podcast, PR

Get Publicity That Turns a Profit

by Mara Roberts

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Sue Papadoulis is an experienced career journalist that wanted something more from her career and the impact her profession was making on the world. Two important career decisions saw Sue using publicity to launch her home-based business, and later launch Publicity for Profit; bringing her experience in the media industry to the corporate world.

Sue’s aha moment came when she made $40 000 in sales from her press coverage on A Current Affair and since then she has been training business owners not only to get coveted press coverage but to take simple steps to make a profit from their coverage.

It was an absolute honour to interview Sue …

Show Timeline

01:28 The moment Sue Papadoulis decided to go out on her own
01:58 Deciding between two scary options
03:50 Two turning points for Sue
04:30 Why we should consider press coverage for our business
06:00 $40 000 of sales from publicity coverage!
06:40 Shoot up your Search Engine Rankings
07:40 Get publicity first and then clients!
08:14 Deciding on a topic for your release
09:10 don’t just talk about yourself
10:00 Tie in with something that is already happening in the media
12:40 Make a follow-up phone call
14:10 Take a tailored approach
15:00 the biggest press release mistakes
17:32 Have a call-to-action in every press release
17:57 Get links from the media to your website

Show Notes

Book a free strategy call for your business

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Use Video to Add Context and Personality

Video is one of the most effective ways schools can communicate on LinkedIn, particularly when the goal is to explain, reassure, or give context — not to entertain or impress.

For schools, video works best when it focuses on:

  • Short messages from principals or leadership teams
  • Explanations of programs, pathways, or learning models
  • Teachers talking through how learning happens in practice
  • Insights into industry partnerships or senior school outcomes

Used consistently, video helps prospective families and staff understand how a school operates, rather than relying solely on written descriptions.

Below are examples of how schools are using video on LinkedIn effectively.

Use LinkedIn to Support Recruitment, Not Just Vacancies

LinkedIn is widely used for education recruitment in Australia, but posting job ads alone rarely delivers the best results.

Schools that attract strong candidates tend to:

  • Share content that reflects daily life at the school
  • Highlight professional learning and staff support
  • Give visibility to leadership and school values

When job opportunities are shared within this broader context, they reach candidates who already have a sense of alignment with the school.

Encouraging staff to share roles within their own networks further strengthens reach and improves candidate quality.

LinkedIn works best for schools when it is treated as a long-term brand channel rather than a noticeboard.

By focusing on people, consistency, and clear communication, education marketers can use LinkedIn to support recruitment, engagement, and reputation-building — without overcomplicating the process.

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