How to choose a PR agency in ANZ for tech and lifestyle brands
In the Australian and New Zealand markets, the difference between a story that is seen and a story that sticks comes down to the depth of narrative - and the discipline behind it. Many agencies can secure a headline, but truly effective PR creates impact that lasts beyond the news cycle.
Choosing a PR agency is not simply about outsourcing your communications. It’s about finding a strategic collaborator that shares your ambition and understands your why.
Whether you are a global tech company entering the Australian market, or a local lifestyle brand ready to scale, the right agency must do more than manage your reputation. They must find your story, help you earn it, and ensure it leaves a lasting mark on your audience.
The power of human storytelling
One of our core values at Adhesive is being human. In the context of choosing a PR agency, this means looking for a partner that prioritises people talking to people.
The Australian media landscape is fatigued by feature-heavy, product-led pitches. What journalists - and audiences - increasingly crave is the human insight behind innovation: the founder story, the problem being solved, the cultural tension being addressed, the data and insights.
In a crowded and fast-moving media environment, human storytelling isn’t a nice-to-have. It’s often the only way through.
Agile in a concentrated market
The AUNZ media landscape is highly concentrated and moves with incredible speed. To succeed, your agency must be agile - capable of pivoting strategy in real time as the news cycle shifts.
When considering which agency is right for you, move beyond polished credentials decks and standardised processes. Ask them to share a time they had to scrap a plan on the morning of a launch because of a breaking news event. What decisions did they make? How did they respond?
An agile agency doesn’t just stick to the deck. They find a new angle that keeps your story relevant and earns cut-through - even when the wheels threaten to fall off.
Strategic restraint
More activity doesn’t always mean more impact. A confident agency knows when not to push a story.
Ask how they decide which opportunities to pursue and which to pass on. The strongest partners are comfortable recommending restraint when timing, context or relevance isn’t right, protecting long-term brand equity rather than chasing short-term wins.
Transparency as the benchmark for success
Transparency should be a baseline, not a differentiator.
At Adhesive, we believe transparency is an obligation to both our team and our clients. We disclose our financial performance internally and publish our salary bands because an informed, empowered team delivers better work.
When choosing an agency, look for this same level of candour:
Are they upfront about which stories are likely to land - and which won’t - in the current media climate, even when it isn’t what you want to hear?
Do they openly share what didn’t work and why, and adjust the approach accordingly?
Not every pitch will cut through. That’s reality. What matters is how an agency handles missed opportunities. The right partner treats them as insight, not something to gloss over.
Transparency should also extend to team structure. Do they provide clarity on who is leading strategy, who your day-to-day contacts are, and how senior leadership is involved beyond the pitch? Senior leaders should be shaping direction and judgement, not just appearing at the beginning. The most effective agencies blend experienced oversight with a hands-on team empowered to move quickly - especially when the stakes are high.
Alignment with your wider business objectives
PR should never operate in isolation.
A strong agency understands how earned media ladders back to commercial objectives, brand positioning and long-term reputation. Ask how they collaborate with marketing, social or internal teams and stakeholders, and how they ensure coverage supports the bigger picture - not just their own KPI report.
Team stability and development
PR is ultimately delivered by people, not processes.
When assessing an agency, look closely at the team that will actually be working on your account — and how they’re supported to grow. Ask whether there is a clear development plan in place, including opportunities for, upskilling and progression.
High staff turnover is often a sign of under-resourced teams and short-term thinking. It also means your brand is repeatedly re-briefed, context is lost, and momentum stalls. Agencies that invest in their people build continuity, sharper judgement and deeper understanding of your business over time - all of which translate to stronger outcomes for you.
A transparent agency creates a safe environment to take creative and strategic risks. And that’s where the most memorable storytelling begins.
Practical steps: The PR selection checklist
To ensure you choose an agency capable of creating stories that stick, use these clear takeaways during your selection process:
The elevator pitch: Can the agency articulate your brand’s purpose in one sentence, without jargon?
The local lens: Do they have a dedicated presence in both Australia and New Zealand, or are they managing NZ from a Sydney desk? Is their Little Black Book genuinely regional as well as national?
The measurement mix: Do they measure impact through behaviour change and sentiment, or rely solely on reach and volume?
The modern toolkit: Is the agency actively integrating AI and emerging tools to improve insight, speed and precision - and can they clearly explain how this enhances outcomes?
The passion factor: Does the team seem genuinely invested in your mission, or are they simply following a script?
Final thoughts
Choosing a PR agency is the first step in a longer journey. The right partner will not only help you navigate the complexities of the ANZ media landscape, but will also push you to be more ambitious with your narrative. They will tell you no when you want to hear yes - always for the right reasons.
At Adhesive, we are constantly evolving to find your story, help you earn it, and make it stick. We call it Stories that stick.
Learn more about Adhesive, our award-winning work, and the team behind the narratives at
www.adhesivepr.com.au
Or better yet, drop us a line. We’re always up for a chat.
hello@adhesivepr.com.au