The PR Hub

What The PR Hub does

The PR Hub is a Sydney-based public relations and strategic communications agency founded in 2013 by Samantha Dybac as a side hustle and grown into a boutique firm serving entrepreneurs, business leaders, and disruptive high-growth brands. The agency provides PR campaigns, personal branding, media relations, thought leadership development, crisis communications, event promotion, and capital raise communications, with a stated focus on founder and CEO profile building. Service delivery is human-capital intensive and built on practitioner expertise, media relationships, and strategic storytelling rather than proprietary technology. Revenue is generated through ongoing PR retainers and project-based engagements on quote-based pricing tailored to scope; no pricing is publicly disclosed.

The firm's go-to-market is founder-led sales with material inbound contribution from its owned content ecosystem. The 'Influence Unlocked' podcast, hosted by Samantha Dybac across multiple seasons on Apple Podcasts, Spotify, Google, and Pocket Casts, functions as both a thought-leadership platform and a client acquisition channel, complemented by a regularly published blog, LinkedIn presence, and the founder's Entrepreneurs' Organisation (EO) network in Melbourne and APAC. Customer acquisition also draws on referrals from existing clients and a partnership with ShellShocked Media (media trainer Shelly Horton) that creates cross-referral flow.

The PR Hub is privately held and bootstrapped by its founder, who remains CEO. The team consists of approximately 10 professionals including account directors, managers, an operations manager, a writer, a photographer/videographer, and administration. The customer roster spans industries and company stages — including ASX-listed Swoop Holdings (ASX:SWP) as agency of record for four years, XPENG Australia/TrueEV, KX Pilates, HungryHungry, FoodByUs, Start Beyond, Wink Models, eo, Kaunitz Yeung Architecture, and not-for-profits such as Adopt Change and My Forever Family NSW. The agency was voted Sydney's No 1 PR Agency by Top Experts in 2022 and operates from level 2/11 York St, Sydney NSW 2000. The company is geographically focused on Australia with no disclosed international expansion.

Name

The PR Hub

Legal name

The PR Hub

Website

https://theprhub.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

The PR Hub is a Sydney-based public relations and strategic communications agency founded in 2013 that provides PR campaigns, personal branding, and media relations for entrepreneurs, business leaders, and high-growth brands in Australia.

Ownership category

akta.pro rank

Product category

Public Relations Services

NAICS

Public Relations Agencies (54182)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Reputation Management & Online PR (BPAFADAN)

akta.pro secondary industries

Consumer & Lifestyle PR (MPAAADAB), Technology & B2B PR (BPAFADAI)

Keywords

• Public relations services
• Media relations
• Strategic communications
• Personal branding
• Crisis communications

Headquarters

HQ city

Darlinghurst

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. PR and Strategic Communications Retainers and Project Fees: The PR Hub generates revenue by providing ongoing public relations and strategic communications services to clients on a retainer basis, as well as project-based engagements. Services include media relations, personal branding, founder profile building, campaign development, crisis communications, and event promotion. The agency works with CEOs, founders, and high-growth brands across various stages of their business journey.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

The PR Hub is a Sydney-based public relations and strategic communications agency that delivers PR campaigns, media relations, personal branding, thought leadership development, crisis communications, and event promotion for businesses, founders, and personal brands. It also produces the "Influence Unlocked" podcast featuring founder and executive storytelling.

Product overview

The PR Hub operates as a PR and strategic communications agency rather than a traditional SaaS product. The core offering consists of high-impact PR campaigns and strategic communications services for business founders and leaders, including personal branding, media relations, thought leadership, and crisis communications. The agency also produces the 'Influence Unlocked' branded podcast as a content marketing vehicle to showcase their expertise and host interviews with industry leaders.

Differentiator

Problem solved

Functional benefit

Products and services

• PR & Strategic Communications Services

Quantifiable outcome

• More than doubled KPIs for Happly, securing coverage across Tier 1 business media, TV, radio, mainstream, and trade media, leading to business results and new leads.
• +1 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShellShocked MediaminorImplementation/ SI/ Consulting PartnerShellShocked Media, founded by media personality Shelly Horton, provides consultant media training services to The PR Hub's clients. The partnership enables The PR Hub to offer comprehensive client service including media coaching, interview preparation, and presentation skills training alongside its core PR offerings. Shelly Horton is described as The PR Hub's consultant media trainer.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• SBM Communications: Australian boutique PR agency serving technology, startup, and ASX-listed clients; directly comparable in size, market positioning, and founder/brand-focused campaigns to The PR Hub.
• Howorth Communications: Sydney-based boutique corporate communications and PR firm serving ASX-listed and growth-stage companies across technology, consumer, and healthcare sectors.
• WE Buchan: Australia-headquartered integrated communications agency providing PR, content, and influencer services to challengers and consumer brands.
• Coda Communications: Australian boutique consumer and corporate PR agency competing in the same Sydney marketplace for challenger and growth-stage brand mandates.
• SenateSHJ: Australia and New Zealand-headquartered strategic communications and PR agency serving listed and high-growth companies; close overlap with The PR Hub's ASX-listed client work and corporate storytelling mandates.

Broad incumbents

• Weber Shandwick Australia: Global PR network's Australia operation; competes in ASX-listed and consumer tech PR but operates at significantly larger scale with broader service portfolio than The PR Hub.
• Edelman Australia: Australian arm of global PR giant Edelman; competes for enterprise and ASX-listed mandates The PR Hub also targets, but as a broader portfolio incumbent rather than a boutique founder specialist.
• Ogilvy PR Australia: PR and earned media arm of Ogilvy Australia serving large consumer and corporate brands; overlaps with The PR Hub's consumer/lifestyle and B2B mandates but at larger scale.

Others

• ShellShocked Media: Media training consultancy founded by Shelly Horton; partner to The PR Hub for client media coaching — adjacent ecosystem participant rather than direct competitor.

Regional players

• Thinkerbell Communications: Australian-founded integrated communications agency known for bold founder-led brand work; comparable in ethos and challenger-brand focus though headquartered in Melbourne.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubepodcasts.apple.com/au/podcast/influence-unlocked/id1490324814
• Xx.com/theprhubglobal

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 The PR Hub