About Sarah Shields

Sarah Shields is a Sydney-based public relations professional specialising in travel and tourism.

Sarah’s experience in PR and communications spans the breadth of the travel and tourism sector, including in luxury lodges, regional tourism authorities, tour operators, cruise lines and airlines.

Services include media relations and communications strategies, writing and distribution of press releases and stakeholder relations. Sarah writes and edits website, blog and social content, and plans, pitches and hosts media famils.

As a tourism specialist, Sarah Shields’ contacts cover the full gamut of media in Australia and in high-end travel media in overseas markets. Through travelling with editors and writers Sarah has developed close personal relationships that offer a high degree of editorial leverage.

Working with Sarah Shields

Sarah works across a portfolio of complementary travel clients, offering a central resource for media and opportunities for cross-promotion.

With a focus on travel and tourism, Sarah has established a network of industry stakeholders and contacts as well as a thorough understanding of the travel sector.

Experience working with cruise lines and airlines – and navigating communications through the bushfires and subsequent Covid-19 pandemic – means Sarah is adept at managing issues and crises.

Clients benefit from Sarah’s network of media and industry contacts and are assured that Sarah is personally handling their public relations.

Sarah operates as an independent public relations consultant with the dedication and function of an in-house employee, working closely with client marketing and operations teams for an integrated approach.

Sarah offers an agency alternative, with a personal, hands-on approach and the cost-benefits of working free of agency overheads. Sarah is set up to work remotely and flexibly to fit in with client requests.

Sarah brings her full range of media contacts and PR services to each task, and works regularly alongside federal and state tourism offices as well as industry stakeholders, offering a positive PR return for all parties.

Sarah is a member of the Australian Society of Travel Writers

Team Shields

In 2021, Sarah has been joined by Freya Shields who is based in Darwin and is currently studying a Bachelor of Communications at Charles Darwin University. Freya provides admin support including gathering media coverage and maintaining up-to-date media lists.