{"source":"CiteHawk AI Index","record":"PR agencies — 2026-11","url":"https://www.citehawk.com/leaderboards/editions/2026-11/pr-agencies/au","immutable":true,"snapshotId":"535d7ad9-c20a-4822-83ee-3a98f5fbde15","capturedAt":"2026-11-03T04:38:36.475+00:00","contentHash":"d2bbb30c8c7d72144db53b58bf59c55d5c51945aea767a56aef157e4cd7edc0b","contentHashSpec":"sha256-v1: hex SHA-256 of the UTF-8 bytes of the compact JSON array (no whitespace, non-ASCII characters unescaped, as JavaScript JSON.stringify emits) of [provider, run, model, text] tuples, one per captured answer, sorted by provider then run","registryRulesHash":"c45953a641fc763b2597a6a3f8837471f65b7550827fe50008bb0e5221fca519","registryRulesHashSpec":"sha256-v1: hex SHA-256 of the UTF-8 bytes of the compact JSON object {version, aliases, notInCategory, categoryAllow, serviceSlugRe} where aliases is the array of [foldedKey, canonicalName, pinnedDomain, categoryScope] tuples sorted by key, carrying a fifth regionScope element only on the entries that have one, notInCategory and categoryAllow are arrays of [categorySlug, domains] tuples sorted by slug, and every domain/scope list is itself sorted, carrying a trailing notInCategoryByRegion element, an array of [categorySlug, region, domains] triples sorted by slug then region, only when at least one region-scoped deny entry exists, and after it a trailing notInCategoryByName element, an array of [categorySlug, regionScope, names] triples sorted by slug then scope (regionScope \"*\" for every board region, names as published), only when at least one name-scoped deny entry exists","region":"au","prompt":"What are the best PR agencies in Australia? Recommend the top brands or products that people actually use.\n\nAnswer as if the user is in Australia.","providers":["openai","claude","gemini","perplexity","deepseek","grok","bing_copilot","google_aio","google_ai_mode"],"models":{"grok":"grok-4.3","claude":"claude-sonnet-5-5","gemini":"gemini-3.6-flash","openai":"gpt-6-sol","deepseek":"deepseek-flash","google_aio":"google_aio","perplexity":"sonar","bing_copilot":"bing_copilot","google_ai_mode":"google_ai_mode"},"runsPerProvider":1,"totalCalls":18,"ranking":[{"rank":1,"brand":"Sling & Stone","domain":"slingstone.com.au","entityId":"23595360-1812-4ae2-9173-4ac2c8506951","score":47,"mentions":8,"recommendedBy":["openai","claude","gemini","perplexity","deepseek","grok","bing_copilot","google_aio"],"averagePositionByProvider":{"grok":6,"claude":8,"gemini":1,"openai":1,"deepseek":13,"google_aio":2,"perplexity":6,"bing_copilot":10}},{"rank":2,"brand":"Edelman 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Communication","domain":null,"entityId":"46bcfd39-33ea-4cb1-ae01-6aa55c73f6a5","score":14.3,"mentions":2,"recommendedBy":["grok","google_aio"],"averagePositionByProvider":{"grok":7,"google_aio":6}},{"rank":15,"brand":"WE Communications","domain":null,"entityId":"6e074344-ae5d-4236-8b73-d111668622d7","score":13.8,"mentions":2,"recommendedBy":["perplexity","deepseek"],"averagePositionByProvider":{"deepseek":7,"perplexity":9}},{"rank":16,"brand":"Sefiani","domain":null,"entityId":"956c1d62-2f60-44b3-b1db-73bd6b828150","score":13.5,"mentions":2,"recommendedBy":["gemini","perplexity"],"averagePositionByProvider":{"gemini":16,"perplexity":4}},{"rank":17,"brand":"AMPR Group","domain":null,"entityId":"d37bec81-2c70-4af3-a110-a6af27260816","score":13.3,"mentions":2,"recommendedBy":["gemini","perplexity"],"averagePositionByProvider":{"gemini":11,"perplexity":12}},{"rank":18,"brand":"Piccolo PR","domain":null,"entityId":"8b5ae061-4771-49de-8bc0-53b103532a02","score":13.1,"mentions":2,"recommendedBy":["claude","perplexity"],"averagePositionByProvider":{"claude":14,"perplexity":13}},{"rank":19,"brand":"Thrive PR","domain":null,"entityId":"9a15d376-5298-4b2c-9dc9-a78eb7997da0","score":13,"mentions":2,"recommendedBy":["deepseek","bing_copilot"],"averagePositionByProvider":{"deepseek":22,"bing_copilot":6}},{"rank":20,"brand":"Good Talent Media","domain":null,"entityId":"205a519e-c2f1-4164-af26-ac51c4ce0227","score":12.9,"mentions":2,"recommendedBy":["claude","perplexity"],"averagePositionByProvider":{"claude":16,"perplexity":16}},{"rank":21,"brand":"Reconnect PR","domain":null,"entityId":"1aa60e8a-e504-4f27-9df5-64ba620f230a","score":12.8,"mentions":2,"recommendedBy":["claude","perplexity"],"averagePositionByProvider":{"claude":13,"perplexity":21}}],"answers":[{"provider":"bing_copilot","run":1,"model":"bing_copilot","capturedAt":"2026-11-03T04:38:36.482Z","text":"The top PR agencies people actually use in Australia are Edelman Australia, Ogilvy PR, Burson, ICON Agency, Herd MSL, Thrive PR, BENCH PR, AusFamous, Pure Public Relations, and Sling & Stone, each leading a major category from corporate to consumer to tech.\n\n🇦🇺 The Top PR Agencies in Australia (Based on 2026 Rankings)\n\nThese agencies consistently appear at the top of industry lists, including IBTimes, PRovoke, Clutch, DesignRush, and AusFamous.\n\n1. Edelman Australia — Best Overall Corporate & Reputation Leader\n\nStrengths: Corporate communications, crisis management, public affairs, sustainability storytelling.\nWhy people choose it: Global network + deep analytics (Trust Barometer).\nBest for: Large organisations, regulated industries, government.\n\n2. Ogilvy PR — Best for Creative, Integrated Campaigns\n\nStrengths: Blends PR with advertising and digital creativity; award-winning campaigns.\nBest for: Consumer brands, health, tech; brands needing big creative + earned media.\n\n3. Burson (Burson Australia) — Best for Public Affairs & Crisis\n\nStrengths: Government relations, B2B, policy expertise.\nBest for: Corporates, public sector, crisis-heavy mandates.\n\n4. ICON Agency — Best Multi-City, Cross-Channel PR\n\nStrengths: Offices in Sydney, Melbourne, Brisbane, Canberra; integrated PR + digital.\nBest for: Government, corporate, national campaigns.\n\n5. Herd MSL — Best Consumer & Lifestyle PR\n\nStrengths: Fashion, beauty, FMCG; strong influencer and experiential work.\nBest for: Lifestyle brands needing buzz and earned media.\n\n6. Thrive PR + Communications — Best Independent Corporate PR\n\nStrengths: Corporate, tech, finance, crisis; ANZ reach.\nBest for: Mid-sized businesses wanting senior attention without network pricing.\n\n7. BENCH PR — Best Tech & SaaS PR\n\nStrengths: Senior-led tech PR; strong Southeast Asia networks.\nBest for: SaaS, software, global tech brands.\n\n8. AusFamous — Best for Personal Brands & Media Placement\n\nStrengths: Owns a newsroom; excels at building founder/executive profiles.\nBest for: Individuals, public figures, entrepreneurs.\n\n9. Pure Public Relations — Best for Guaranteed Media Coverage\n\nStrengths: Guaranteed results; strong across states; senior-only team.\nBest for: Personal brands, SMEs, NFPs.\n\n10. Sling & Stone — Best Digital-First PR for Modern Brands\n\nStrengths: ANZ PR Agency of the Year; digital PR + influencer + content.\nBest for: Startups, e-commerce, online-first brands.\n\n📊 Quick Comparison Table: Who Leads Each Category\n\nCategory | Best Agency | Why It Leads\nCorporate & Reputation | Edelman Australia | Global scale, crisis depth 2\nCreative Consumer PR | Ogilvy PR | Award-winning integrated campaigns 2\nPublic Affairs / Government | Think HQ / Burson | Policy expertise, advocacy strength 2\nTech & SaaS | BENCH PR | Senior-led tech specialization 2\nLifestyle / FMCG | Herd MSL | Influencer + experiential excellence 2\nPersonal Brands | AusFamous | Owns a newsroom; media placement leader 1\nSmall Business | Reconnect PR | High client satisfaction, boutique focus 2\nDigital-First Startups | Sling & Stone | Modern digital PR + influencer muscle 2\n2 Sources2\n\n🌍 For U.S.-Based Clients (Your Location)\n\nIf you’re in the U.S. but need Australian PR support:\n\nEdelman, Ogilvy, Burson, and PRLab have global networks, making cross-border coordination easy.\nBENCH PR has strong Asia-Pacific reach, useful for tech expansion.\nSling & Stone and Thrive PR work well with international brands entering Australia.\n\n✅ How to Choose the Right One\n\nBased on the supplied rankings :\n\nCorporate reputation or crisis? Edelman or Burson.\nConsumer/lifestyle? Herd MSL or AMPR.\nTech/SaaS? BENCH PR or Sling & Stone.\nPersonal brand? AusFamous or Pure Public Relations.\nSmall business? Reconnect PR or Good Talent Media.\nGovernment/public affairs? Think HQ or Burson.\n\nIf you tell me your industry and goals, I can narrow this to one or two perfect fits.","extractedBrands":[{"name":"Edelman Australia","domain":"edelman.com","position":1},{"name":"Ogilvy PR","domain":"ogilvy.com","position":2},{"name":"Burson","domain":null,"position":3},{"name":"ICON Agency","domain":null,"position":4},{"name":"Herd MSL","domain":null,"position":5},{"name":"Thrive PR","domain":null,"position":6},{"name":"BENCH PR","domain":null,"position":7},{"name":"AusFamous","domain":null,"position":8},{"name":"Pure Public Relations","domain":null,"position":9},{"name":"Sling & Stone","domain":null,"position":10}]},{"provider":"claude","run":1,"model":"claude-sonnet-5-5","capturedAt":"2026-11-03T04:38:36.482Z","text":"Several ranking lists name the same agencies, though none of them is an official or independent ranking. Many are marketing pages or AI-generated leaderboards. Which agency is best depends on what you need.\n\n**Large corporate, crisis and public affairs**\n- **Edelman Australia** is the most frequently named. It's reported as Australia's largest PR firm, with AUD 98 million in fee income in 2025 and about 450 staff across Sydney, Melbourne and Brisbane.\n- **Burson Australia** is described as a leader in strategic communications, public affairs and corporate PR, following the Burson–Hill & Knowlton merger.\n- **Ogilvy PR** is a WPP-integrated agency, best for consumer PR, health and public affairs.\n\n**Network-backed agencies**\n- **Herd MSL** is the Publicis Groupe PR agency in Australia, operating from Sydney.\n- **Havas Red Australia** is the integrated PR, social, content and experiential arm of the Havas network.\n\n**Independents**\n- **ICON Agency** is an independent Australian agency built for complex change.\n- **Thrive PR + Communications** is Australia and New Zealand's largest family-owned, female-run independent PR firm, with more than 95 staff across six offices. It works across consumer, lifestyle, technology and corporate accounts.\n- **Sling & Stone** and **BENCH PR** are often suggested for tech. One ranking puts BENCH PR first for tech and startups, with Sling & Stone among the alternatives.\n- **Poem** is an independent creative-PR agency for consumer brands.\n- **Purple** (formerly Cannings Purple) is a Perth firm focused on resources, energy and financial services.\n\n**Small business or personal brand**\n- Pure Public Relations, Reconnect PR, Piccolo PR and Adoni Media are the names that come up. Pure Public Relations, Adoni Media, Good Talent Media and Reconnect PR are listed as alternatives for personal brands.\n\n**How I'd choose**\n- For a listed or regulated company or a crisis brief, start with Edelman or Burson.\n- For consumer, lifestyle or fashion brands, look at Herd MSL, Thrive or Poem.\n- For a tech startup, look at BENCH PR, Sling & Stone or Thrive.\n- For a small budget, look at Reconnect PR, Pure PR or Piccolo PR.\n\nOne source puts it this way: there is no single best agency, only the best fit.\n\nBe careful with lists like \"Top 10\" on agency-run sites. For example, the Bushnote list ranks Bushnote first, and some directories rank by ad spend or reviews. I'd shortlist three agencies, ask for case studies in your sector and for client references, and compare their retainer fees.\n\nI can narrow this down if you tell me your industry, budget and city.","extractedBrands":[{"name":"Edelman Australia","domain":"edelman.com.au","position":1},{"name":"Burson Australia","domain":null,"position":2},{"name":"Ogilvy PR","domain":"ogilvy.com","position":3},{"name":"Herd MSL","domain":null,"position":4},{"name":"Havas Red Australia","domain":"havas.com","position":5},{"name":"ICON Agency","domain":null,"position":6},{"name":"Thrive PR + Communications","domain":null,"position":7},{"name":"Sling & Stone","domain":null,"position":8},{"name":"BENCH PR","domain":null,"position":9},{"name":"Poem","domain":null,"position":10},{"name":"Purple","domain":null,"position":11},{"name":"Pure Public Relations","domain":null,"position":12},{"name":"Reconnect PR","domain":null,"position":13},{"name":"Piccolo PR","domain":null,"position":14},{"name":"Adoni Media","domain":null,"position":15},{"name":"Good Talent Media","domain":null,"position":16}]},{"provider":"deepseek","run":1,"model":"deepseek-flash","capturedAt":"2026-11-03T04:38:36.482Z","text":"No single “best” PR agency in Australia — it depends on whether you need consumer, tech, corporate/crisis, health, or government/public affairs. I’d shortlist like this:\n\n**Large/global full-service — safe for ASX-listed, crisis, government, major brands**\n- **Edelman Australia** — corporate, consumer, health, crisis; big integrated capability.\n- **Burson** — formed from BCW + Hill & Knowlton; corporate/crisis/public affairs strength.\n- **Weber Shandwick** — corporate, consumer, health/tech.\n- **Ogilvy PR** — consumer, corporate, health; strong integrated with advertising.\n- **FleishmanHillard** — corporate, consumer, tech/health.\n- **FINN Partners** — tech, health, consumer; strong senior-led teams.\n- **WE Communications** — tech/health/B2B.\n- **Porter Novelli** — consumer/health/corporate.\n\n**Strong local/independent or mid-size — often better value and more senior attention**\n- **Mango Communications** — consumer/lifestyle, food/bev, retail.\n- **One Green Bean** — consumer, food/bev, lifestyle; strong creative PR.\n- **The Works** — consumer, retail, food/bev.\n- **History Will Be Kind** — consumer/lifestyle, social-purpose, culture.\n- **Sling & Stone** — tech/startup/B2B/consumer tech.\n- **Poem** — consumer/lifestyle, food/bev, design.\n- **Liquid Ideas** — food/bev, hospitality, lifestyle.\n- **Haystac** — consumer/retail.\n- **Campfire** — consumer/lifestyle.\n- **Kite Communications** — food/bev/lifestyle, Melbourne strength.\n- **Espresso Communications** — tech/B2B.\n- **Sabio** — tech/B2B.\n- **Alt/Shift** — consumer/corporate, Melbourne strength.\n- **Thrive PR** — consumer/tech/corporate, national.\n\n**Corporate/crisis/public affairs — if that’s the brief**\n- **SEC Newgate Australia**\n- **GRACosway**\n- **Cannings Strategic Communications**\n- **Hawker Britton**\n- **Barton Deakin**\nPlus **Edelman/Burson/Weber Shandwick** for large corporate/crisis.\n\n**If you meant PR software/products that Australian comms teams actually use**\n- **Medianet** — very common for Australian media databases/distribution.\n- **Meltwater** — monitoring, social listening, media database.\n- **Cision** — media database/monitoring/distribution.\n- **Isentia** — legacy but still used in AU media monitoring.\n- **Streem** and **Truescope** — Australian/NZ real-time media monitoring.\n- **Muck Rack** — global media database/PRM, used by some AU teams.\n- **Prowly** — smaller teams/coverage reporting.\n- **CoverageBook** — coverage reporting.\n- **Notified** — press release distribution.\n- **Talkwalker/Brandwatch** — social listening.\n\n**If you meant consumer brands/products with real Australian usage and PR relevance**, the obvious ones are Woolworths, Coles, ALDI, Bunnings, Kmart, Chemist Warehouse, Telstra, Optus, Qantas, Apple, Samsung, Canva, Atlassian, Afterpay, Aesop, Bondi Sands, Who Gives A Crap, Koala, Stan/Binge and Uber Eats.\n\nMy practical advice: shortlist 2–3 agencies by sector, ask for **Australian case studies with measurable outcomes**, who the **day-to-day senior team** will be, their **media relationships**, and a fee estimate. Check **PRIA Golden Target Awards** and **Mumbrella CommsCon** winners as a signal — but don’t hire on awards alone.","extractedBrands":[{"name":"Edelman Australia","domain":"edelman.com.au","position":1},{"name":"Burson","domain":null,"position":2},{"name":"Weber Shandwick","domain":"webershandwick.com","position":3},{"name":"Ogilvy PR","domain":"ogilvy.com","position":4},{"name":"FleishmanHillard","domain":"fleishmanhillard.com","position":5},{"name":"FINN Partners","domain":"finnpartners.com","position":6},{"name":"WE Communications","domain":null,"position":7},{"name":"Porter Novelli","domain":"porternovelli.com","position":8},{"name":"Mango Communications","domain":null,"position":9},{"name":"One Green Bean","domain":null,"position":10},{"name":"The Works","domain":null,"position":11},{"name":"History Will Be Kind","domain":null,"position":12},{"name":"Sling & Stone","domain":null,"position":13},{"name":"Poem","domain":null,"position":14},{"name":"Liquid Ideas","domain":null,"position":15},{"name":"Haystac","domain":null,"position":16},{"name":"Campfire","domain":null,"position":17},{"name":"Kite Communications","domain":null,"position":18},{"name":"Espresso Communications","domain":null,"position":19},{"name":"Sabio","domain":null,"position":20},{"name":"Alt/Shift","domain":null,"position":21},{"name":"Thrive PR","domain":null,"position":22},{"name":"SEC Newgate Australia","domain":null,"position":23},{"name":"GRACosway","domain":null,"position":24},{"name":"Cannings Strategic Communications","domain":null,"position":25},{"name":"Hawker Britton","domain":null,"position":26},{"name":"Barton Deakin","domain":null,"position":27},{"name":"Medianet","domain":null,"position":28},{"name":"Meltwater","domain":"meltwater.com","position":29},{"name":"Cision","domain":"cision.com","position":30},{"name":"Isentia","domain":"isentia.com","position":31},{"name":"Streem","domain":null,"position":32},{"name":"Truescope","domain":null,"position":33},{"name":"Muck Rack","domain":"muckrack.com","position":34},{"name":"Prowly","domain":null,"position":35},{"name":"CoverageBook","domain":null,"position":36},{"name":"Notified","domain":null,"position":37},{"name":"Talkwalker","domain":"talkwalker.com","position":38},{"name":"Brandwatch","domain":"brandwatch.com","position":39},{"name":"Woolworths","domain":"woolworths.com.au","position":40},{"name":"Coles","domain":"coles.com.au","position":41},{"name":"ALDI","domain":"aldi.com.au","position":42},{"name":"Bunnings","domain":"bunnings.com.au","position":43},{"name":"Kmart","domain":"kmart.com.au","position":44},{"name":"Chemist Warehouse","domain":"chemistwarehouse.com.au","position":45},{"name":"Telstra","domain":"telstra.com.au","position":46},{"name":"Optus","domain":"optus.com.au","position":47},{"name":"Qantas","domain":"qantas.com.au","position":48},{"name":"Apple","domain":"apple.com","position":49},{"name":"Samsung","domain":"samsung.com","position":50},{"name":"Canva","domain":"canva.com","position":51},{"name":"Atlassian","domain":"atlassian.com","position":52},{"name":"Afterpay","domain":"afterpay.com","position":53},{"name":"Aesop","domain":"aesop.com","position":54},{"name":"Bondi Sands","domain":"bondisands.com.au","position":55},{"name":"Who Gives A Crap","domain":null,"position":56},{"name":"Koala","domain":"koala.com","position":57},{"name":"Stan","domain":null,"position":58},{"name":"Binge","domain":null,"position":59},{"name":"Uber Eats","domain":"ubereats.com","position":60}]},{"provider":"gemini","run":1,"model":"gemini-3.6-flash","capturedAt":"2026-11-03T04:38:36.482Z","text":"In Australia, picking the right PR agency heavily depends on your industry, size, and whether you need **creative consumer noise**, **tech & startup scale-up capabilities**, or **corporate reputation and crisis defence**. \n\nThe local market is split between Sydney (the hub for corporate, tech, and financial PR) and Melbourne (the hub for creative, lifestyle, and independent shops), alongside strong national players operating across state capitals.\n\nThe top PR agencies in Australia that brands actually use, broken down by specialty and reputation, include:\n\n---\n\n### 1. Best for Startups, Tech & Scale-ups\nIf you’re a high-growth tech brand, SaaS business, or venture-backed startup, standard corporate PR won't cut it. You need agencies that understand tech journalist rounds and rapid growth.\n\n* **Sling & Stone** (Sydney): Widely regarded as Australia’s premier agency for tech, startups, and disruptors. They have launched or scaled brands like Canva, Stripe, Uber, and Xero in ANZ. \n* **Thrive PR + Communications** (National): One of the largest independent PR agencies in Australasia. They do massive work across tech, consumer electronics, and innovation (clients include Samsung, LEGO, and Cisco).\n* **BENCH PR**: Highly regarded boutique specialist dedicated strictly to B2B tech, IT, and SaaS brands.\n\n---\n\n### 2. Best for Consumer, Lifestyle, & Creative Campaigns\nThese agencies specialise in consumer activations, launch events, influencer partnerships, and getting brands featured across *Nine*, *News Corp*, *News.com.au*, TV breakfast shows, and social platforms.\n\n* **Havas Red (formerly Red Havas)**: Consistently named PR Agency of the Year at major Australian awards (like the Mumbrella Awards). Known for high-impact consumer, travel, and lifestyle campaigns (e.g., Booking.com, Tourism Fiji, Spirit of Tasmania).\n* **AMPR Group** (Melbourne & Sydney): The undisputed powerhouse for fashion, beauty, retail, and lifestyle PR. If you need red-carpet talent management, launch parties, or runway events, AMPR is top-tier.\n* **Eleven** (TBWA network): Famous for \"earned-first\" creative campaigns that generate massive organic headlines rather than basic media releases.\n* **Poem**: A boutique creative PR shop in Sydney that punches well above its weight for consumer brands wanting viral PR activations.\n\n---\n\n### 3. Best for Corporate, Reputation & Crisis Management\nWhen you’re dealing with ASX listings, regulatory issues, corporate reputation, or a crisis on the front page of the *Australian Financial Review (AFR)*, you need heavy hitters.\n\n* **Edelman Australia** (Sydney & Melbourne): The global heavyweight. Best for corporate giants, multinationals, and big-budget reputation management. Famous for publishing the annual *Edelman Trust Barometer*.\n* **SEC Newgate Australia**: The gold standard in public affairs, corporate communications, and stakeholder/government relations. If your business faces political, community, or regulatory friction, they are the go-to.\n* **Sefiani (now part of Clarity Global)**: A top-shelf strategic agency for high-stakes corporate reputation, financial comms, and crisis management.\n* **Ogilvy PR**: One of the largest and most awarded integrated comms agencies in Australia, balancing corporate trust with creative storytelling.\n\n---\n\n### 4. Best for Government, NFPs & Inclusive Comms\n* **ICON Agency** (Melbourne & Sydney): A leading independent agency specializing in multi-channel government campaigns, public sector work, and healthcare.\n* **Think HQ**: Known for purpose-driven communications, social impact, and multicultural/inclusive PR (e.g., translating complex government or NFP messages for CALD communities).\n\n---\n\n### 5. Best for Small-to-Medium Businesses (SMBs) & Boutiques\nFor smaller local businesses or medium enterprises that don't have $10k–$20k/month retainers for global networks:\n\n* **Pure Public Relations**: Built specifically for SMBs, NFPs, and mid-market businesses. They focus heavily on business-driven ROI and guaranteed media outcomes over fluff.\n* **Agent99 PR**: Award-winning boutique agency for SMB B2B, food/beverage, and thought leadership campaigns.\n\n---\n\n### Summary Checklist for Choosing:\n\n| If your primary need is... | Look at shortlisting: |\n| :--- | :--- |\n| **Tech, SaaS, or Startup Launch** | Sling & Stone, BENCH PR, Thrive PR |\n| **Consumer, Fashion, Retail & Lifestyle** | AMPR Group, Havas Red, Herd MSL |\n| **Crisis Comms, AFR/Media Defence, Corporate** | Edelman, SEC Newgate, Sefiani |\n| **Government or Health/Social Impact** | ICON Agency, Think HQ |\n| **Mid-Market / SMB on a tight budget** | Pure Public Relations, Agent99 |","extractedBrands":[{"name":"Sling & Stone","domain":"slingstone.com.au","position":1},{"name":"Thrive PR + Communications","domain":"thrivepr.com.au","position":2},{"name":"Samsung","domain":"samsung.com","position":3},{"name":"LEGO","domain":"lego.com","position":4},{"name":"Cisco","domain":"cisco.com","position":5},{"name":"BENCH PR","domain":null,"position":6},{"name":"Havas Red","domain":"havas.com","position":7},{"name":"Booking.com","domain":"booking.com","position":8},{"name":"Tourism Fiji","domain":null,"position":9},{"name":"Spirit of Tasmania","domain":null,"position":10},{"name":"AMPR Group","domain":null,"position":11},{"name":"Eleven","domain":null,"position":12},{"name":"Poem","domain":null,"position":13},{"name":"Edelman Australia","domain":"edelman.com.au","position":14},{"name":"SEC Newgate Australia","domain":null,"position":15},{"name":"Sefiani","domain":null,"position":16},{"name":"Ogilvy PR","domain":"ogilvy.com","position":17},{"name":"ICON Agency","domain":null,"position":18},{"name":"Think HQ","domain":null,"position":19},{"name":"Pure Public Relations","domain":null,"position":20},{"name":"Agent99 PR","domain":null,"position":21}]},{"provider":"google_ai_mode","run":1,"model":"google_ai_mode","capturedAt":"2026-11-03T04:38:36.482Z","text":"Australia features a robust public relations and communications landscape, spanning large independent agencies, major creative-integrated hybrids, and specialized regional firms.\n\nThe top-rated and most prominent PR and integrated communications agencies operating in Australia include:\n\nThrive PR + Communications : Recognized as one of the largest independent, female-led agencies across Australia and New Zealand, with an expansive footprint spanning consumer, corporate, and tech brands. Howatson+Company : An independent creative and PR powerhouse that took out major industry accolades including PR Agency of the Year at the Mumbrella Awards. Howatson+Company ICON Agency : A large multi-city integrated communications firm known for data-driven strategies, public sector campaigns, and digital transformation PR. The Ideas Suite : A prominent boutique agency founded on journalist methodologies, specializing in publicity, thought leadership, and crisis management across eastern states. Elevate Communication : A key strategic player based in Queensland working extensively with scaling and premium Australian brands. Elevate Communication MediaCast : A high-impact integrated PR and media relations specialist known for massive consumer campaign reach and digital amplification.\n\nIf you'd like to narrow down the best choice, tell me:\n\nWhat industry or sector your brand operates in (e.g., tech, consumer lifestyle, corporate, government) Whether you are looking for national scale or a local/state-based team (Sydney, Melbourne, Brisbane, etc.) Your core goal (e.g., media coverage, crisis management, influencer strategy )\n\nI can tailor a specific recommendation for your brief.","extractedBrands":[{"name":"Thrive PR + Communications","domain":null,"position":1},{"name":"Howatson+Company","domain":null,"position":2},{"name":"Howatson+Company ICON Agency","domain":null,"position":3},{"name":"The Ideas Suite","domain":null,"position":4},{"name":"Elevate Communication","domain":null,"position":5},{"name":"Elevate Communication MediaCast","domain":null,"position":6}]},{"provider":"google_aio","run":1,"model":"google_aio","capturedAt":"2026-11-03T04:38:36.482Z","text":"Top public relations (PR) agencies in Australia span national and boutique firms recognized for media relations, brand reputation, and strategic campaigns:\n\nThrive PR + Communications : A prominent independent agency with a strong national footprint across consumer, corporate, and tech sectors. Sling & Stone : Well-known for working with high-growth startups, disrupters, and technology innovators. ICON Agency : An integrated creative and PR communications firm handling major brand and government campaigns. Agent99 Public Relations : A Sydney-based results-driven agency trusted for bold consumer and B2B brand storytelling. Cannings Purple : A leading strategic communications and PR consultancy based in Western Australia. BlueChip Communication : A specialized agency focused on financial services, wealth, and corporate reputation in Sydney.\n\nTop Brands & Products Used in Australian PR & Communications\n\nRather than physical consumer products, public relations agencies and corporate brand managers rely on industry-standard software, media intelligence platforms, and digital distribution tools to run campaigns that people actually see and use:\n\nMeltwater / Cision : The leading media monitoring and database tools used by Australian PR practitioners to pitch journalists, track media coverage, and measure brand sentiment. Canva : A globally popular, Australia-born visual design tool used heavily by PR teams to rapidly build media kits, press releases, social graphics, and stakeholder presentations. Prowly / Prezly : Modern PR software used to manage digital media rooms and distribute targeted press releases to journalists.","extractedBrands":[{"name":"Thrive PR + Communications","domain":null,"position":1},{"name":"Sling & Stone","domain":null,"position":2},{"name":"ICON Agency","domain":null,"position":3},{"name":"Agent99 Public Relations","domain":null,"position":4},{"name":"Cannings Purple","domain":null,"position":5},{"name":"BlueChip Communication","domain":null,"position":6},{"name":"Meltwater","domain":"meltwater.com","position":7},{"name":"Cision","domain":"cision.com","position":8},{"name":"Canva","domain":"canva.com","position":9},{"name":"Prowly","domain":null,"position":10},{"name":"Prezly","domain":null,"position":11}]},{"provider":"grok","run":1,"model":"grok-4.3","capturedAt":"2026-11-03T04:38:36.482Z","text":"**In Australia, the top PR agencies are led by a mix of global networks and strong local independents, with rankings based on fee income, awards, client work, scale, and multi-city presence (especially Sydney for corporate/finance/government and Melbourne for creative/lifestyle/consumer).**[[1]](https://everything-pr.com/australia-pr-firms)[[2]](https://everything-pr.com/best-australian-pr-firms)\n\nSydney tends to dominate corporate, financial, and public affairs work, while Melbourne excels in consumer, lifestyle, fashion, beauty, and FMCG campaigns. Brisbane, Perth, and Adelaide have more niche or emerging strengths.[[2]](https://everything-pr.com/best-australian-pr-firms)\n\nHere are the standout agencies that consistently rank at the top in 2025–2026 industry roundups (e.g., Everything-PR, PRovoke insights, and client feedback lists). These are the ones Australian and international brands actually engage for campaigns, based on their reported scale, wins, and visibility:\n\n- **Edelman Australia** (Sydney, Melbourne, Brisbane): The largest by far, with ~AUD 98 million in fee income and around 450 staff reported for 2025. It’s the go-to for enterprise-level corporate comms, crisis management, public affairs, and integrated campaigns across tech, finance, and government. Ideal if you need global resources and deep bench strength.[[2]](https://everything-pr.com/best-australian-pr-firms)\n\n- **ICON Agency** (Melbourne HQ + Sydney, Brisbane, Canberra): One of the biggest and most awarded independents, known for blending PR with digital, creative, and behaviour-change work. It serves global brands, Australian success stories, and government clients. Strong across multiple cities and frequently praised for innovation.[[1]](https://everything-pr.com/australia-pr-firms)\n\n- **Thrive PR + Communications** (Multiple offices, strong Sydney/Melbourne presence; 6 total): Australia and New Zealand’s largest family-owned, female-run independent (~95+ staff). Excels in consumer brands, lifestyle, technology, and corporate PR. Popular for its independent Aussie roots and broad national reach.[[2]](https://everything-pr.com/best-australian-pr-firms)\n\n- **Herd MSL** (National/Publicis network): A leader in consumer, lifestyle, fashion, beauty, and FMCG sectors. Good for brands wanting creative, integrated campaigns with network backing.[[1]](https://everything-pr.com/australia-pr-firms)\n\n- **Burson Australia** (National): Strong in strategic communications, public affairs, and corporate PR. Often highlighted for its depth in complex or B2B/government-related work.[[3]](https://www.ibtimes.com.au/20-best-pr-agencies-australia-2026-ranked-reviewed-maximum-impact-1861314)\n\n- **Sling & Stone** (Sydney, Melbourne + international): Tech-focused and growth-oriented; popular with startups, scale-ups, and challenger brands. Expanded from a Sydney base with a modern, results-driven approach.[[1]](https://everything-pr.com/australia-pr-firms)\n\n- **BlueChip Communication** (Sydney): Specialist in financial services, investor relations (IR), financial PR, and crisis comms. A go-to for ASX-listed or finance-heavy clients needing targeted expertise.[[1]](https://everything-pr.com/australia-pr-firms)\n\nOther notables that pop up in reviews include Ogilvy Australia (for creative/integrated work) and various boutiques or specialists depending on your sector (e.g., resources in Perth or lifestyle in Brisbane).[[3]](https://www.ibtimes.com.au/20-best-pr-agencies-australia-2026-ranked-reviewed-maximum-impact-1861314)\n\n**“Top brands or products people actually use”** in this context points to these agencies themselves—Australian companies and multinationals repeatedly turn to Edelman for big corporate/crisis needs, ICON and Thrive for independent creative firepower, and specialists like Sling & Stone or BlueChip for targeted briefs. Popularity shows in their fee income, office footprints, award wins, and mentions across industry lists.[[2]](https://everything-pr.com/best-australian-pr-firms)\n\n**Choosing one depends on your needs**: For national scale and complex issues, start with Edelman or Burson. For lifestyle/consumer or independent flair, look at ICON or Thrive. Check recent case studies, PRovoke or local awards (e.g., PRIA), and client testimonials. Many offer free initial consultations—reach out directly or via platforms like Clutch or local directories. Budgets vary widely (from boutique retainers to six-figure+ campaigns), and location matters for media relationships.\n\nIf you share more details (e.g., your city, industry like tech/fashion/finance, or budget range), I can refine these recommendations further. Always verify current capabilities as the industry evolves quickly.","extractedBrands":[{"name":"Edelman Australia","domain":"edelman.com.au","position":1},{"name":"ICON Agency","domain":null,"position":2},{"name":"Thrive PR + Communications","domain":null,"position":3},{"name":"Herd MSL","domain":null,"position":4},{"name":"Burson Australia","domain":null,"position":5},{"name":"Sling & Stone","domain":null,"position":6},{"name":"BlueChip Communication","domain":null,"position":7},{"name":"Ogilvy Australia","domain":null,"position":8}]},{"provider":"openai","run":1,"model":"gpt-6-sol","capturedAt":"2026-11-03T04:38:36.482Z","text":"If you’re hiring a PR agency in Australia, I’d shortlist by **the work you need**, not by a single “best agency” ranking. These firms have recent industry recognition and publicly documented work for brands Australians will recognise. A named client is evidence of experience, **not a guarantee that the account is still with the agency**.\n\n| Agency | Best fit | Why it makes the shortlist |\n|---|---|---|\n| **Sling & Stone** | Tech, startups and ambitious consumer brands | One of PRovoke Media’s **2026 Australia–New Zealand Agency of the Year** winners. Its reported work includes Stripe, HubSpot, Krispy Kreme and Bank Australia. ([provokemedia.com](https://www.provokemedia.com/latest/article/ruder-finn-named-asia-pacific-agency-of-the-year-for-2026?utm_source=openai)) |\n| **Herd MSL** | Major consumer campaigns and social-first PR | A strong option for brands needing earned media, creators and reputation work together. Its reported client roster includes Coles, McDonald’s, Telstra and DoorDash. ([provokemedia.com](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2026/the-17-best-agencies-in-australia-new-zealand/herd-msl)) |\n| **Ogilvy PR** | Large, integrated brand campaigns | Worth considering if PR needs to work alongside broader creative and influence activity. Recent reported wins include Airbnb, Specsavers, Garmin and Movember. ([provokemedia.com](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2026/the-17-best-agencies-in-australia-new-zealand/ogilvy-pr?utm_source=openai)) |\n| **Poem** | Consumer launches and culture-led campaigns | Its documented relationships include Uber, PlayStation, Sonos and Nespresso; it’s a particularly good pitch candidate when the brief is to earn attention beyond conventional press coverage. ([provokemedia.com](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2026/the-17-best-agencies-in-australia-new-zealand/poem?utm_source=openai)) |\n| **Edelman Australia** | Corporate reputation and complex, multi-market briefs | A broad-based choice with Australian work reported for HP, Taco Bell and Tourism and Events Northern Territory. ([provokemedia.com](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2026/the-17-best-agencies-in-australia-new-zealand/edelman)) |\n| **DarkHorse** | Luxury, beauty and experiential launches | Another **2026 Australia–New Zealand Agency of the Year** winner, with reported work for Sephora, Rare Beauty, La Mer and Range Rover. ([provokemedia.com](https://www.provokemedia.com/latest/article/ruder-finn-named-asia-pacific-agency-of-the-year-for-2026?utm_source=openai)) |\n| **SEC Newgate** | Public affairs, stakeholder engagement and sensitive issues | Better suited to policy or reputation challenges than a straightforward product launch. Its reported mandates include BHP, Optus, Westpac and Movember. ([provokemedia.com](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2026/the-17-best-agencies-in-australia-new-zealand/sec-newgate)) |\n| **Bench PR** | Specialist B2B and enterprise-tech PR | A more focused alternative to a large network, with reported clients including GitLab, Twilio and New Relic. ([provokemedia.com](https://www.provokemedia.com/events-awards/agencies-of-the-year/the-best-agencies-in-asia-pacific-2026/the-17-best-agencies-in-australia-new-zealand/bench-pr)) |\n\n**Where I’d start:** for a consumer product, invite **Herd MSL, Poem and Ogilvy PR** to pitch. For tech, start with **Sling & Stone and Bench PR**. For a corporate or public-policy issue, compare **Edelman and SEC Newgate**. Ask each for a recent *Australian* case study, the people who would actually run your account, and measurable outcomes beyond media impressions.","extractedBrands":[{"name":"Sling & Stone","domain":null,"position":1},{"name":"Herd MSL","domain":null,"position":2},{"name":"Ogilvy PR","domain":null,"position":3},{"name":"Poem","domain":null,"position":4},{"name":"Edelman Australia","domain":null,"position":5},{"name":"DarkHorse","domain":null,"position":6},{"name":"SEC Newgate","domain":null,"position":7},{"name":"Bench PR","domain":null,"position":8}]},{"provider":"perplexity","run":1,"model":"sonar","capturedAt":"2026-11-03T04:38:36.482Z","text":"For an Australian business, the strongest shortlist is **Edelman Australia, Burson Australia, Ogilvy PR Australia, Sefiani, Herd MSL, Sling & Stone, and Poem**. The right choice depends more on your sector and campaign goal than on a universal ranking.\n\n## Best PR agencies by need\n\n| Best for | Agencies to shortlist |\n|---|---|\n| Large brands and national campaigns | **Edelman Australia**, **Ogilvy PR Australia**, **Burson Australia** |\n| Corporate reputation, crisis and public affairs | **Sefiani**, **SEC Newgate Australia**, **Burson Australia** |\n| Technology, startups and B2B | **Sling & Stone**, **WE Communications**, **Bench PR** |\n| Consumer, lifestyle and FMCG | **Herd MSL**, **Havas Red Australia**, **Poem** |\n| Fashion, beauty and influencer campaigns | **AMPR Group**, **Piccolo PR**, **The Buzz Group** |\n| Broadcast and mainstream media coverage | **MediaCast**, **Good Talent Media** |\n| Hospitality, travel and lifestyle | **Soda Communications**, **Havas Red Australia**, **Piccolo PR** |\n| Boutique or more budget-conscious work | **Keep Left**, **Recognition PR**, **Sauce Communications**, **Reconnect PR** |\n\n## Top recommendations\n\n- **Edelman Australia** — the safest all-round choice for major brands, corporate communications, reputation and integrated campaigns. It is repeatedly identified among Australia’s leading agencies used by large organisations.[1][2]\n- **Burson Australia** — a strong option for reputation management, crisis communications, public affairs and complex corporate issues.[2][8]\n- **Ogilvy PR Australia** — best suited to large consumer launches and campaigns combining PR, creative, advertising and digital marketing.[2][10]\n- **Sefiani** — particularly strong for corporate reputation, crisis response, sensitive issues and senior-stakeholder communications.[5][6]\n- **Herd MSL** — a good national choice for consumer brands, earned media, social campaigns and integrated communications.[5]\n- **Sling & Stone** — a specialist choice for technology companies, startups, scale-ups and challenger brands.[5][10]\n- **Poem** — worth considering for consumer attention, creative earned-media ideas, social and influencer-led work.[5]\n- **MediaCast** — useful when television, radio, broadcast coverage and national media relations are central to the brief.[2][7]\n\n## Practical recommendation\n\n- Choose **Edelman, Burson or Ogilvy** if you need scale, national reach and multiple communications disciplines.\n- Choose **Sefiani or SEC Newgate** if reputation, government, investors or crisis preparedness matter most.\n- Choose **Sling & Stone** for an Australian tech or startup business.\n- Choose **Herd MSL, Poem or Havas Red** for a consumer product that needs attention, social conversation and lifestyle coverage.\n- Choose a boutique agency such as **Keep Left, Recognition PR, Sauce Communications or The Buzz Group** if senior-level attention and a more focused engagement matter more than a large network.[2][4]\n\nBefore appointing one, ask for three relevant Australian case studies, the actual senior staff who will work on the account, a clear definition of “results,” and a fee structure separating strategy, media relations, content, influencers and paid activity. Agency rankings are useful for building a shortlist, but client fit and relevant sector experience should decide the final appointment.","extractedBrands":[{"name":"Edelman Australia","domain":"edelman.com.au","position":1},{"name":"Burson Australia","domain":"burson.com.au","position":2},{"name":"Ogilvy PR Australia","domain":"ogilvy.com.au","position":3},{"name":"Sefiani","domain":null,"position":4},{"name":"Herd MSL","domain":null,"position":5},{"name":"Sling & Stone","domain":null,"position":6},{"name":"Poem","domain":null,"position":7},{"name":"SEC Newgate Australia","domain":null,"position":8},{"name":"WE Communications","domain":null,"position":9},{"name":"Bench PR","domain":null,"position":10},{"name":"Havas Red Australia","domain":null,"position":11},{"name":"AMPR Group","domain":null,"position":12},{"name":"Piccolo PR","domain":null,"position":13},{"name":"The Buzz Group","domain":null,"position":14},{"name":"MediaCast","domain":null,"position":15},{"name":"Good Talent Media","domain":null,"position":16},{"name":"Soda Communications","domain":null,"position":17},{"name":"Keep Left","domain":null,"position":18},{"name":"Recognition PR","domain":null,"position":19},{"name":"Sauce Communications","domain":null,"position":20},{"name":"Reconnect PR","domain":null,"position":21}]}]}