THEY

Based in Sydney, Australia, THEY operates from a prime location at 201 Kent Street in the city’s central business district. Sydney is home to a competitive media landscape, with a mix of national outlets, niche publications, and a strong digital presence. In this environment, THEY positions itself as a public relations and communications agency focused on cutting through the noise. The agency’s tagline, “We're specialists in earning attention,” reflects a straightforward approach: helping clients secure meaningful visibility rather than relying on generic outreach.

What THEY Does

THEY offers a range of public relations and communications services tailored to brands that need more than just press releases. The agency specializes in media relations, influencer marketing, and content marketing, with an emphasis on integrated campaigns that blend traditional and digital tactics. A core part of their work involves media and influencer integration—connecting clients with relevant journalists, bloggers, and social media personalities to build genuine partnerships. THEY also handles crisis management and issue management, helping brands navigate sensitive situations while protecting their reputation. Additionally, the agency supports business transitions, such as mergers, acquisitions, or rebranding efforts, through strategic communication and brand positioning. Other services include awards and speaking engagements, social media management, and internal communication, ensuring that messaging is consistent both externally and within organizations.

Services and Specialties

While THEY does not publish an exhaustive list of services, based on their industry focus and keywords, the agency likely offers the following capabilities:

• Media relations and media engagement strategies
• Influencer marketing and brand collaborations
• Content marketing and creative PR campaigns
• Crisis and issue management
• Social media content and management
• Brand storytelling and brand visibility
• Campaign strategy and high-impact campaigns
• Publicity campaigns and integrated campaigns
• Internal communication and client partnerships
• Awards and speaking engagements support

Expertise and Approach

THEY’s expertise lies in earning attention through strategic, creative work. The agency emphasizes “attention earning” as a core philosophy, meaning their campaigns are designed to capture audience interest in a crowded media environment. Their approach often involves brand storytelling—crafting narratives that resonate with target audiences and align with client goals. THEY also focuses on building genuine partnerships with media and influencers, moving beyond transactional relationships to foster long-term collaboration. The agency’s work in crisis management and issue management shows a commitment to protecting brand reputation, while their internal communication services help organizations maintain alignment during times of change. Whether through high-impact campaigns or subtle brand visibility efforts, THEY aims to deliver results that are measurable and meaningful.

Who THEY Is a Good Fit For

THEY is well-suited for businesses and organizations in Sydney and across Australia that need a dedicated partner for public relations and communications. The agency works well with brands undergoing transitions, such as startups scaling up, established companies rebranding, or firms entering new markets. Clients looking for integrated campaigns that combine media relations, influencer marketing, and content creation will find value in THEY’s holistic approach. Additionally, companies facing reputation challenges or seeking to enhance their brand positioning can benefit from the agency’s crisis management and strategic communication expertise. While THEY does not specify a niche industry, their focus on earning attention makes them a strong match for B2B and B2C brands that prioritize authentic storytelling and measurable outcomes. For organizations in Sydney that want a PR agency focused on results-driven, creative strategies, THEY offers a practical and experienced option.