Mum PR rebrands to Kellie O’Brien Media

By Elly Glendenning in Marcoms News on

Tasmanian business Mum PR has rebranded to become Kellie O’Brien Media in a move to push the business into a “new sphere”.


Former journalist Kellie O’Brien launched Mum PR in 2011 whilst on maternity leave.


“When I started Mum PR it was solely focused on the mum market — either mumpreneurs or corporate businesses targeting the mum market,” O’Brien told Influencing. “My journalism background also meant most clients wanted public relations consulting, so the name Mum PR seemed to fit well.”


O’Brien spent more than 16 years as a journalist in Tasmania. She originally worked as a journalist at The Western Herald Newspaper before moving onto The Advocate Newspaper where she held the positions of senior journalist, chief copy sub and entertainment editor.


In a post on the revamped website, O’Brien said the launch of Mum PR was “pure accident” and she “didn’t intend to start a business”.


“I had every intention of going back to journalism after 12 months of maternity leave. It had been my dream job — the thing I’d always wanted to do,” she added. “Then someone lit a fire to start my own business and I got hooked.”


Over the past year, O’Brien noticed that the business started to change and found she was attracting clients that were outside the original mum market.


“Most want coaching in social media, digital marketing and business blogging having seen what I've done for my personal and business brands,” she said. “The name Mum PR and my messaging just became so redundant. And it was a tad embarrassing handing over a Mum PR business card to a construction company!”


Some of the main changes that Mum PR underwent included honing in on and catering the rebranded business to the ideal client as well as selecting a name that made it clear what the business did.


“Tweaking my messaging was also important — it's now really about the power of storytelling via social media, blogging and publicity to boost credibility, customers and cash flow for businesses,” O’Brien added.


Current clients for Kellie O’Brien Media range from financial planners through to an international food company and despite the rebrand and the broadening client base, O’Brien insists that she will continue to cater to mums and that many aspects of the business will remain the same.


“I’ll still be providing the same content — social media, blogging, digital marketing and public relations,” she said.


“As far as services, coaching seems to be a bit of a trend at the moment and it's really taken off for me in social media, blogging, digital marketing and publicity,” she added.


As for other businesses that are looking at rebranding, O’Brien urges them to understand that “branding is so much more than just the logo and your colour scheme”.


“It's about who you are, what you stand for and how people perceive you. It's important to look at where you're distributing your messages, how you communicate and what you communicate,” she added. “Look at your long term strategy and how that branding will be perceived in years to come. It's really about rebranding for longevity. Trust me, I'm in no hurry to do it again!”


With writing still her passion, O’Brien is also currently writing the biographical novel of one of Tasmania's most successful businessmen.


All media enquiries can be directed to O’Brien by email ( or phone (+61 418 172 533).




Contact the author of this article by email (, phone (+61 2 9894 6277) or on Twitter.


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