Four Aussie agencies named top channel PR companies

By Elliott Richardson in Marcoms News on

A study conducted by Forrester Research has named PR Deadlines, Watterson Marketing Communications, Einsteinz Communications and Bass PR among the top channel-focused public relations companies in the world.

Forrester surveyed a range of technology-focused companies and journalists about the PR firms they work with on a regular basis, asking which of these firms provides the best content, stories and outreach.
Of the estimated 25,000 PR firms worldwide, 85 channel PR firms shone through, with Watterson and Einsteinz two of the four top Australian companies, while Bass PR was named one of the top 13 worldwide firms.
Watterson Marketing Communications boss, Hannah Watterson said she is proud of the work her company does in the tech channel.
“Watterson Marketing Communications has worked closely with channel media in A/NZ since our, and their, inception – from the launch of IDG’s Reseller (later renamed Australian Reseller News) to Computer Reseller News (CRN) and then TechDay’s Channel Life magazine,” she said.
“We have worked with many vendors that have go-to-market models based on the channel and have worked with some of the industry’s best channel partners. We even hired a former channel journalist!”  
Watterson added that she values the work and coverage of the news outlets that report on the channel across Australia.
“Today’s channel media has stayed true to the philosophy of reporting on news and trends which can help channel partners improve their businesses and drive up the value and uniqueness of the Australian and New Zealand IT industries.”
Pru Quinlan of Einsteinz Communications said her team’s experience was a key component of the company’s effectiveness.
“We’re honoured, absolutely, to be acknowledged as one of the top PR consultancies and are firmly of the view it comes down to a very important differentiator for us which is, you can’t fake experience. My team is super experienced and so we’re able to deliver pretty nuanced campaigns for our clients and they’re obviously achieving their goals very well.”
Quinlan added that Einsteinz has remained one of Australia’s best channel agencies across a changing tech media landscape.
“The market has changed considerably over the last two decades since Einsteinz Communications opened its doors and I think it’s always been important to be respectful of all of those who have been involved in the process of news making and breaking but I think it’s even more important today that we are mindful of what matters to all parties,” Quinlan said.
Bass PR’s David Bass said he was excited to be named among the world’s best channel PR firms.
“We were thrilled to be named to Forrester’s top tech vendor channel firms globally and honoured to have a seat next to some of the world’s leading public relations consultancies. Most of our clients have a channel approach to sales so we’re delighted that the consulting, strategy and tactical programs that we’ve put in place for them over the years continue to pay dividends, create positive impact and fuel their momentum,” Bass said.
He added that the focus is always on what the media and ultimately the audience want to report on, so providing relevant content that serves his clients’ needs is of the utmost importance.
“Our role is to ensure that the material we provide to journalists and their readers has context for the Australian and New Zealand market while also being timely and removed of jargon. Right now, we’re all storytellers, taking our client content, creating a story and ultimately ensuring that this material can be easily consumed by the target end user audience.  
“We never forget to think who is the ultimate consumer of a piece of content and what are they getting out of this material? Will it make a difference to their business, will it positively impact their customers, partners and employees, is it really useful? Does it support their brand ambitions? Why should a journalist care about this story? If you can’t answer these questions then perhaps it’s worth considering another tactic other than media relations or going back to the drawing board!”

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