Internal communications is not a support function. It is the operating system of culture. Culture isn’t static. Nor is it a set of values on a wall, reinforced annually through engagement surveys and leadership offsites. The reality is that culture is dynamic. It shifts daily through behaviour, decision-making, and critically, through communication. Culture is not […]

By Amanda Lacey, Founder, POPCOM PR. For decades, product placement meant a logo in a film, a branded handbag, or a celebrity casually using a product in a magazine shoot. Today, one of the most valuable frontiers for brand integration is not on a screen people passively watch, but inside worlds they actively participate in: […]

Popcom is pleased to announce its partnership with The Medical Agency, a premium healthcare concierge service connecting global clients with leading medical providers across Asia. Founded in 2025, The Medical Agency is redefining how individuals approach their health, shifting from reactive treatment to proactive, personalised care. With a focus on high-quality, vetted clinics in destinations including […]

Why choosing the right PR agency matters Selecting the right PR agency in Sydney or anywhere is one of the most important decisions a business can make when looking to build its profile, reputation, or brand authority. One of the drivers for me starting Popcom was that I believe that effective public relations is about […]

A significant shift is underway in how younger Australians learn about money. Increasingly, the next generation of investors and savers are turning not to banks, accountants or financial advisers for their first insights, but to social media. Platforms like TikTok, Instagram and YouTube are now central sources of financial education for Gen Z and younger […]