Meet Gossip Creative, an Australian boutique PR agency founded and run by Lauren Goss-Miller.
With more than 20 years of experience, Goss-Miller has built a business around providing brands with a 360-degree service, spanning PR and partnerships, website design and integrations, email marketing and customer retention, and social media strategy and content.
BD spoke with Goss-Miller all about Gossip Creative, the importance of understanding AI optimisation to boost your brand's visibility, and the industry trends she predicts we'll see in 2027. Keep reading to learn more.
Image: Gossip Creative founder, Lauren Goss-Miller.
For those that may not know Gossip Creative, can you introduce yourself, the agency and what you do?
I’m Lauren Goss-Miller, founder of Gossip Creative, a boutique PR, marketing and creative agency based in Sydney’s Hills District. I’ve spent more than 20 years in PR, marketing and brand strategy across beauty, wellness, fashion, lifestyle and wine.
I started Gossip Creative after running my own small business, Covert Wine Co., and realising there was no agency I could actually afford. So I built one.
Today I work with founder-led brands on PR and media relations, marketing strategy, creative and content, Squarespace and Shopify websites, and SEO and AI optimisation, so brands are visible on Google and in AI tools too.
You’ve worked with some wonderful hair and skincare brands, how does partnering with Gossip Creative set brands apart?
When you work with Gossip Creative, you work with me. There are no account managers or handoffs, so every pitch, every media relationship and every idea comes straight from the person who knows your brand best.
I also understand what it’s like to be a founder, because I’ve been one. That means I’m not just chasing headlines; I’m thinking about the whole picture, from your story and your website to your content and how journalists will see you.
My goal is simple: helping founder-led brands become impossible to ignore.
What’s your favourite part about working in the PR industry?
Honestly, it’s the moment a founder sees their brand somewhere they’ve dreamed of. There’s nothing quite like sending a client the link to their first big piece of coverage.
I also love the creative side: finding the angle no one else has thought of, and pulling together an idea that makes an editor stop scrolling.
How do you build media relationships and foster those connections over time?
I’ve worked on the other side of PR, so I know what journalists actually need: the right story, at the right time, with everything they need to say yes. I’d rather send one thoughtful pitch than forty generic ones.
I read what editors are writing, respect their time and deadlines, and only bring them brands I genuinely believe in.
Above all, I treat media relationships as real relationships, not transactions. Many of the editors I work with I’ve known for years.
You recently worked on the Omniae brand launch. How was that process taking a brand from the very beginning stages of launch to garnering media coverage?
Omniae was a true ground up launch, which is my favourite kind of project. Alongside PR, I built and designed the website, handled the SEO and AI optimisation, produced the content shoot and wrote the launch messaging.
From there we sent beautifully presented gifting boxes to beauty editors, podcast hosts and talent, each with a QR linked image library so media had everything at their fingertips.
It was a joy to see the Hair & Scalp Nourishing Oil named Leigh Campbell’s MVP on the You Beauty Podcast, and the launch event featured in Sydney Confidential in The Sunday Telegraph. It’s proof that a strong story, considered gifting and genuine relationships can launch a brand without a huge budget.
Image: Gossip Creative for Omniae
What activations did you execute at the event to make this such a stand out?
We wanted the afternoon at St Siandra in Mosman to feel intimate and memorable rather than big for the sake of it.
A professional tarot reader gave guests private readings, which tied beautifully into the brand’s ritual story, and we partnered with Pampelle on a custom signature drink. A DJ set the mood, and every guest left with a gift bag featuring partner brands like Sabbi and Sculpt Pilates Rose Bay.
My favourite moment was a surprise for the founders: I’d reached out to Sabbi (they're are huge fans) via an Instagram story and they sent a personal good luck video from Ash and Jase, which we played on the day. Seeing their reaction was everything.
What industry trends do you predict to see in 2027?
I think 2027 is the year of quality over quantity.
Events will get smaller and more curated, because an intimate room with the right people creates better content and stronger relationships than a crowded one. Brands will be much more selective with creators, looking at engagement and authenticity rather than follower counts, as audiences grow tired of content that feels overly salesy.
Founder storytelling will matter more than ever, because people buy from people.
And visibility is changing: being found in AI tools like ChatGPT is quickly becoming as important as ranking on Google, so PR and SEO will work hand in hand.
How can brands connect with Gossip Creative?
I’d love to hear from you! Visit gossipcreative.com.au, follow along on Instagram at @gossip__creative, or email me directly at lauren@gossipcreative.com.au. Every partnership starts with a conversation.
Image credit: Supplied
