Influencing

Influencing is a media database and distribution service based in Sydney, Australia, designed to support public relations and communications professionals in getting their news to the right audiences efficiently. Founded in 2000, the company provides tools that simplify media outreach, from building targeted media lists to distributing press releases. Its core offering combines a premium media database with an integrated media releases tool, allowing users to manage their PR workflows in one platform.

Services and Capabilities

Influencing focuses on two primary areas: media database access and news distribution. The media database is curated to help users find relevant journalists, editors, and outlets across Australia. It is updated regularly to maintain accuracy, which is critical for effective media relations. The built-in media releases tool enables users to create, send, and track press releases directly from the platform. Additionally, Influencing offers a PRWire service, which distributes news to a broad network of media outlets and online channels. While the company's core services are centered on media database and distribution, typical capabilities for a PR agency of this nature also include:

• Media list building and management
• Press release creation and distribution
• Video news release production and dissemination
• Media monitoring and reporting
• Targeted media outreach for campaigns
• Integration with PR workflows and CRM tools

Who They Help

Influencing serves a broad range of clients, from solo operators to large public companies, but its primary user base consists of PR agencies and internal communications departments. According to the company, approximately half of Australia's Top 25 PR agencies are subscribers to Influencing. This suggests the platform is trusted by established firms that require reliable media data and distribution capabilities. Internal PR teams within organizations also use Influencing to streamline their media relations efforts, often finding they can achieve more with fewer resources. The PRWire service is particularly popular among businesses of all sizes, including Australia's largest public companies, for distributing news announcements.

Approach and Philosophy

Influencing positions itself as a practical tool for modern PR workflows, emphasizing efficiency and simplicity. The company's approach is to reduce the complexity of media outreach by providing a single platform for database management and distribution. Rather than offering consultancy or creative services, Influencing focuses on the infrastructure that supports communications professionals. This includes ensuring the media database is comprehensive and up-to-date, and that the distribution service reaches relevant journalists and outlets. The company's philosophy is rooted in the belief that sophisticated PR processes are necessary for success in today's media environment, and its tools are designed to help users adapt to these demands without requiring extensive manual effort.

Location and Credentials

Based at 8 Oxford Street in Sydney, New South Wales, Australia, Influencing has been operating since 2000, giving it over two decades of experience in the Australian media landscape. Its longevity in the market indicates a stable presence and a deep understanding of local media relations. The company's client list, which includes many of Australia's top PR agencies, serves as a credential for its reliability and effectiveness. For communications professionals in Australia looking for a straightforward way to manage media lists and distribute news, Influencing offers a focused solution that has proven useful across a wide range of industries.

Influencing is a good fit for PR agencies, corporate communications teams, and independent professionals who need a reliable media database and distribution service. Its tools are designed to streamline the process of getting news to journalists and beyond, making it particularly useful for organizations that prioritize efficiency and accuracy in their media relations efforts. While it does not replace strategic PR consulting, it provides the foundational infrastructure that many communications teams rely on daily.