The Australian Association of Psychologists Inc (AAPi) is a not-for-profit peak body for psychologists. Its primary goal is to address inequality in the profession and represent all psychologists and their clients equally to government and funding bodies.


On behalf of AAPi, Pure Public Relations advocates for and promotes equitable access for the Australian community to professional psychological services, funded under Medicare’s Better Access Scheme. In a crowded space already owned by key industry spokespeople, we needed to give AAPi a stronger voice, amplify its authority on the industry and boost the reputation of the thousands of registered psychologists around the country.  

We do this through a combination of media relations, government relations, member communications, advocacy work and communicating with a broad range of stakeholders. 

Pure Public Relations communicates on a number of complex issues on behalf of AAPi. These include government funding for mental health, the two-tiers of Medicare rebate for different types of psychologists, the registration system and education streams for psychologists.


Prior to Pure Public Relations becoming AAPi’s PR partner, the Australian    community was not aware of AAPi and its message was not accessible, nor easily understood. 

Through influential media coverage and government relations, Pure Public Relations has seen legislative changes made on behalf of AAPi. Consistent member communications and a grassroots campaign to mobilise member voices has seen AAPi member numbers grow and increased public support of its principles. 

AAPi has been – and continues to be – regularly featured across major news media, TV, radio, newspapers, magazines and online publications throughout Australia. It is now a regularly sought-after organisation for media comment on mental health issues. 

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