SXSW first reached Australia in 2023 with the debut of its spinoff, SXSW Sydney. Across seven days of keynotes, gigs, brand activations, and conversations in coffee queues, it's where inspiration collides with action. For first timers though, it can feel like a lot.
Now returning for its third edition from the 13th of October 2025, we've put together a survival guide to help newcomers navigate the event. We spoke to Amy Chilcott, PR & Communications Manager at SXSW Sydney; Jenna Woods, Senior Consultant at Thrive PR & Communications; and Alex Hayes, Principal of Clear Hayes and Curator of Clear Hayes House, for their insights.
Expect the unexpected
When asked about what first timers could expect at SXSW Sydney, Amy said that it's unlike anything else on the PR calendar.
"It's a chance to step outside the usual industry echo chamber and immerse yourself in new perspectives that can completely shift how you think about storytelling, brand building, and audience engagement."
She mentioned that participants would find themselves learning from world-class speakers, engaging in intimate mentor sessions, and discovering insights in unexpected places - no matter if it's a panel on AI ethics or a live music showcase.
Jenna, who described SXSW Sydney as the "Creative Olympics," added: "It's a high-energy, immersive convergence of global business, technology, creative industries, music, film, gaming, and more. The magic lies in juggling competing events and sometimes letting the unexpected happen."
And then there's Alex, a self-confessed SXSW veteran who's attended nine in Austin, two in Sydney and the inaugural London event this year. He said without a doubt that to first timers, SXSW Sydney would look like chaos, and that they're definitely right, but it's chaos in the best way.
He described it as "sprawling, noisy, eclectic and utterly addictive," and he suggested attendees let go of FOMO and lean into serendipity.
Finding balance: Planning without overplanning
Saying that SXSW Sydney is expected to be a packed schedule might be an understatement. Jenna described it as a "whirlwind of discovery and dialogue" with over 1600 sessions, hundreds of performances, screenings, games, and activations.
First time attendees might be tempted to build a perfectly organised back to back schedule from dawn to dusk, but all three experts cautioned against it.
To Amy, balance is key to making the most out of the event. Keeping your head down and rushing from one session to the next might not be the most ideal. Instead, make sure to "look up as the magic often happens in the hallways between sessions".
She further advised: "Map out your 'must-sees' while also leaving yourself space to follow curiosity. Sometimes the most valuable insights come from sessions that aren’t explicitly about PR - a cultural trend or breakthrough in tech can completely inform your work. Pace yourself, build in breaks, and use the SXSW Sydney app to stay organised."
Jenna recommended using the app as well, but noted the importance of detours, surrendering to the experience, and staying flexible: "Don't underestimate the value of non-conference spaces. Brand activations, lounges, live shows, and even the walk between venues often spark unexpected discoveries."
Alex agreed, noting that some of the most powerful takeaways come from what's unplanned: "Pick one or two must-sees each day, then leave space for spontaneity. Some of the best insights come from stumbling into the 'wrong' room and learning something totally different from your day job."
Do's and don'ts for PR professionals
So what should first-timers keep in mind to avoid rookie mistakes?
Amy's recommendations are:
- Do: Be open-minded, share what you're learning regardless of who to, and be intentional while networking instead of chasing for LinkedIn connections.
- Don't: Over-schedule or stick only to "safe" PR sessions. "Fresh thinking lives in other industries," she notes.
Jenna's suggestions include:
- Do: Be curious - explore the expo and ask questions, be intentional by aligning your agenda with your goals, and make time for spontaneity at spots like Tumbalong Park and SXSW Sydney Unlocked.
- Don't: Leave things to the last minute, forget the evenings as "the music and screen programs are not to be missed", and miss the big names, including keynote speakers like Brennan Lee Mulligan and Meredith Whittaker.
For Alex, his list touches on similar themes, but he stresses that one of the biggest "do's" is to keep an open mind.
He recommended keeping a close eye on the exhibitions, "Houses", and brand activations, noting these are often where the most creative ideas and best insights come to life. He also added that comms professionals can learn just as much from how speakers handle tough questions on stage as they can from a formal panel.
Networking that matters
Of course, a SXSW Sydney survival guide wouldn't be complete without talking about networking. For PR and comms professionals, the event is as much about creating meaningful connections through conversations as it is about content.
Amy's advice is to ditch the elevator pitch: "Approach networking as conversations, not pitches. Start with curiosity - ask people what they're working on or what brought them here. With so many industries colliding, you'll often find surprising synergies."
She suggested using the official meet-ups and mixers as softer entry points into building relationships, and to reach out and connect with attendees via the SXSW Sydney app.
A point that both Amy and Jenna touched upon is to think long-term, stressing the importance of the follow-up: "Anyone can chat at an event, but real value comes after. Grab details, connect on LinkedIn, and share insights so the relationship continues."
Alex brought it back to highlight the serendipity factor, explaining that connections are formed when they're not planned.
"Networking is the white space between the words in the official program. The best conversations often happen in the cracks - at a coffee cart, a pop-up gig, or while waiting in line. Go in with curiosity, not a hard sell. People remember genuine connections long after business cards are lost," he said.
As much as SXSW Sydney seems like a structured event where participants are supposed to follow through from A to Z, schedules should be used as a guideline and shouldn't be followed like some strict rulebook. For PR and comms professionals, the event's value lies in its unpredictability: the conversation you didn't expect, the panel that shifted your perspective, or the brand activation that sparked a new campaign idea.
Load up on your curiosity, plan your schedule loosely, don't be afraid to wander off the map, and just enjoy the ride. That's where participants will truly experience what SXSW Sydney will have to offer.
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