Influencing

What Influencing does

Influencing is an Australian SaaS platform operating in the media relations and PR technology space, headquartered in Riverstone, NSW, and active for approximately 20 years. The platform connects journalists, PR professionals, brands, agencies, and subject-matter experts through a single workflow, claiming a registered user base of 26,000+ and a curated directory of 15,000+ Australian journalists. Its core user base sits across media (9 News, ABC), agencies (Ogilvy, Weber Shandwick), and consumer/internet brands (Razer, Airwallex, Linktree), with events such as IT Journalism Awards and the Influencing Insider editorial video series supporting ecosystem engagement.

The product surface spans the PR lifecycle: a Media List Builder powered by the proprietary Zeus Media Management System, an AI-assisted Press Release Builder, Campaign Management and Crisis Communication tooling, the Influencing Interviews video platform with AI transcription, the PRWire newswire for distribution, Media Monitoring, and Inbox Messenger for journalist outreach. PRWire press releases are indexed by Google News, which materially upgrades distribution value versus off-the-shelf wire services.

The business model combines a freemium tier for journalists with paid subscriptions for PR professionals and brands, enterprise contracts, newswire distribution fees via PRWire, and Influencing Interviews Premium revenue. No funding rounds, M&A, or public financial commentary are disclosed, consistent with a bootstrapped operating posture; headcount of 51-100 employees points to a small but established commercial team.

Name

Influencing

Legal name

Influencing

Website

https://influencing.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Influencing is an Australian SaaS platform connecting 26,000+ journalists, PR professionals, and brands through an AI-assisted media database (15,000+ Australian journalists), PRWire press release distribution, and the Influencing Interviews video platform.

Ownership category

akta.pro rank

Product category

Public Relations & Media Relations Software

NAICS

Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418), Advertising Material Distribution Services (54187)

SIC

Services-Advertising (7310), Miscellaneous Publishing (2741)

akta.pro primary industry

Influencer Marketing Platforms (Discovery/Search/CRM) (MPACAGAA)

akta.pro secondary industries

Influencer Campaign Strategy & Planning (BPAFAHAC), Influencer Measurement, Attribution & Analytics (BPAFAHAI), Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM)

Keywords

• Media relations platform
• Press release distribution
• Media database software
• PR communications tools
• Journalist outreach platform

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Premium Subscription Plans: Subscription-based revenue from premium tools and services including unlimited PRWire publishing, advanced analytics, media monitoring, automated reporting, and workflow features. Free tier available for basic access.
2. PRWire Newswire Distribution: Press release distribution service through PRWire, which publishes to web-based service and journalist portal. Part of premium subscription with unlimited releases for paid users.
3. Influencing Interviews Premium: Premium access to video interview platform features including transcription services and advanced video management

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Influencing is a multi-channel news management platform that connects journalists, PR professionals, brands and subject matter experts. It sells a SaaS suite that includes a Media List Builder (15,000+ Australian journalists), an AI-assisted Press Release Builder, Campaign Management, Crisis Communication, Media Monitoring, real-time Inbox messaging, and the Influencing Interviews video platform with AI transcription. Its owned PRWire newswire service distributes press releases to the web, a journalist portal, and is one of only two Google News-indexed Australian newswires.

Product overview

Influencing is a multi-channel news management platform that connects journalists, PR professionals, and subject matter experts. The platform operates as a unified ecosystem combining a media database of 15,000+ Australian journalists (Media List Builder), press release creation tools with AI writing assistance (Press Release Builder), campaign management with analytics (Campaign Management), crisis communication tools, and a video interview platform (Influencing Interviews). Additional modules include PRWire newswire distribution, media monitoring across thousands of sources, real-time Inbox messaging, and Influencing Insider educational video series. The platform is powered by Zeus, a proprietary media management system that tracks media changes across news articles and social profiles.

Differentiator

Problem solved

Functional benefit

Brands

• PRWire: Australia's most popular newswire service for press release distribution

Products and services

• Media List Builder Tool for PR professionals and brands to build targeted media lists using a comprehensive database of 15,000+ Australian journalists, filterable by beat, publication, location and influence score.
• Press Release Builder Press release creation tool with professional templates and AI-powered writing assistance for crafting announcements that get noticed by journalists and media outlets.
• Campaign Management Dashboard for managing multiple PR campaigns including outreach tracking, coverage monitoring and ROI analytics from a single interface.
• Crisis Communication Emergency response tools for crisis situations including rapid media alerts, stakeholder notifications and real-time monitoring during critical incidents.
• Influencing Interviews Video interview platform offering industry-leading AI-powered transcription accuracy, simplified copy-paste video editing, and a centralized interview library with AI querying capabilities.
• PRWire Australia's most popular newswire service, distributing press releases to a web-based service, journalist portal and social platforms, with Google News indexing for premium subscribers.
• Media Monitoring Online monitoring platform scanning tens of thousands of Australian and New Zealand sources covering online news, blogs, social platforms, magazines, newspapers, radio and television.
• Inbox Messenger Real-time messaging platform enabling journalists and communications professionals to connect via instant messaging, with journalist-controlled conversation initiation.
• Media Request Service Service allowing journalists to request interview subjects, background materials or products for review, integrated with Inbox Messenger for real-time follow-ups.
• Influencing PR Distribution Press release distribution system delivering releases via email, web (PRWire), journalist portal and social platforms with analytics on open rates, clicks, views and coverage.
• Influencing Insider Regular interactive video series interviewing Australia's most influential media and journalists to help PR professionals learn how to pitch and interact with media effectively.

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ACN NewswirecoreChannel Partner/ Reseller/ DistributorACN Newswire is a key distribution partner for Asian press releases. ACN distributes press releases in XML format to financial terminals, syndication partners, news databases, and websites globally including Bloomberg, Reuters, and over 3,500 websites, 8,000 media organizations, and 1.5 million professional desktops in 70 countries.
• PRWirecoreChannel Partner/ Reseller/ DistributorOwned newswire service that is Australia's most popular newswire and one of only two Google News-indexed Australian newswire services. Distributes press releases to web, journalist portal, and social platforms.
• Influencing PRminorChannel Partner/ Reseller/ DistributorRelated network brand providing additional PR services alongside the main Influencing platform.
• Google NewscoreTechnology or IntegrationPRWire is one of only two Google News-indexed Australian newswire services, providing significant visibility and distribution for published press releases.
• Influencing LiveminorGTM or Marketing PartnerLive event platform for hosting Influencing events including interviews and industry gatherings.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Cision: Global leader in PR software, media intelligence, and communications workflows. Comparable as a direct competitor in media database, monitoring, and press release distribution, but operates at vastly greater scale and geographic breadth than Influencing.
• Meltwater: Global media intelligence and social listening platform serving PR and communications teams. Overlaps with Influencing's media monitoring, analytics, and journalist discovery capabilities.

Direct peers

• Agility PR Solutions: Media intelligence platform providing journalist database access, media monitoring, and PR reporting. Directly competes with Influencing's Zeus-powered database and monitoring products.
• Notified (formerly PR Newswire): Press release distribution and earned media platform that competes directly with PRWire. Operates globally with broader geographic distribution and enterprise client base.
• Muck Rack: PR platform with a journalist database, media monitoring, and pitch tools targeting PR professionals. Closely comparable to Influencing's core Media List Builder and PR professional value proposition.
• Business Wire: Press release and news distribution service competing with PRWire for enterprise and corporate communications budgets. Closest comparable on the newswire/distribution side of Influencing's business.
• Prowly: SaaS PR platform offering media database access, press release distribution, and journalist outreach. Comparable in product surface area and target customer (PR professionals and agencies).
• Critical Mention: Media monitoring and intelligence platform tracking broadcast, online, and social coverage. Comparable to Influencing's Media Monitoring module for PR and corporate communications use cases.

Emerging players

• CoverageBook: PR reporting and analytics tool that helps PR professionals showcase media coverage. Adjacent to Influencing's Campaign Management analytics module but with a narrower reporting focus.
• Prezly: PR SaaS platform with online newsrooms, press release distribution, and journalist outreach. Comparable in serving small-to-mid-market PR teams, though smaller and less focused on a proprietary journalist database.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/influencingau
• LinkedInlinkedin.com/company/influencing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Influencing