Australia's public relations market reached roughly AUD 998 million in 2023 and continues to grow, with Sydney and Melbourne accounting for the majority of agency revenue and Brisbane emerging as a third hub. The current landscape is shaped by accelerating digital transformation, sustained crisis communications demand, and brand budgets shifting toward authentic storytelling across earned, owned, social, and influencer channels. Edelman led the major-firm market with reported AUD 98 million in fee income in 2025 and roughly 450 staff across Sydney, Melbourne, and Brisbane, but the most interesting story is the depth of independent agencies competing alongside the global networks. The firms below stand out across corporate, consumer, technology, and creative communications.
Edelman Australia. With offices in Sydney, Melbourne, and Brisbane, Edelman is the dominant enterprise communications firm in the country. It is the firm of record for boardroom-level corporate reputation, crisis readiness, and multi-market coordination. Its annual Trust Barometer is widely referenced by Australian boards, and its scale gives it specialist benches across public affairs, corporate, technology, and consumer that smaller competitors can't match.
ICON Agency. Headquartered in Melbourne with offices in Sydney, Brisbane, and Canberra, ICON is one of the most awarded independent agencies in Australia. The founder-led firm sits at the intersection of PR, digital, creative, and behaviour change, and works with global brands, Australian success stories, and government clients. ICON's multiple Agency of the Year wins reflect a track record that goes beyond traditional media relations into integrated brand campaigns.
Thrive PR + Communications. Thrive is Australia and New Zealand's largest family-owned, female-run independent PR firm, with more than 95 staff across six offices. The agency runs across consumer brand, lifestyle, technology, and corporate work, and is consistently cited among the country's strongest independents.
Herd MSL. Part of the Publicis network, Herd MSL is a leader in consumer, lifestyle, and brand storytelling, particularly in fashion, beauty, and FMCG. The agency is known for creative campaigns that drive earned media and social buzz, and its strength is in influencer and experiential work.
Burson Australia. Following the Burson–Hill & Knowlton merger that created the new Burson, the Australian operation has emerged as a leader in strategic communications, public affairs, and corporate PR. The firm is particularly strong in B2B, government relations, and crisis, and is best suited to corporate and public sector clients with regulatory complexity.
Havas Red Australia. Havas Red operates as the integrated PR, social, content, and experiential arm of the Havas network in Australia. For marketing leaders who need a single brand narrative stretched across multiple channels — rather than separate agencies for each lane — Havas Red has positioned itself as a deliberate alternative to single-discipline shops.
We. Communications Australia. The Australian arm of the global We. Communications network is positioned for technical and enterprise briefs that require thought leadership, corporate discipline, and creative storytelling under one roof. It is a sensible contender for brands managing complex B2B narratives or multi-stakeholder corporate work.
Sling & Stone. Founded in 2010, Sling & Stone has grown from a Sydney-based specialist into a global communications partner with offices in Sydney, Melbourne, Auckland, Singapore, and Los Angeles. Its core strength is helping startups and scale-ups craft bold, distinctive narratives, and the firm has built a strong reputation for cross-border brand campaigns where Australia is a launch or scaling market.
The Atticism PR. A boutique with offices in Sydney and London, The Atticism focuses on hospitality, lifestyle, technology, and property. Every account is run by a senior consultant, and the agency's strategy-first model has earned it consistent recognition in best-of lists and verified review platforms across consumer products and creative agency sectors.
The Ideas Suite. Founded in 2007 by former journalist Julia Nekich, The Ideas Suite has built a 15-year track record of journalist-led, narrative-driven PR. With offices in Sydney, Melbourne, and Brisbane, the agency uses a three-tier service model that includes founder oversight on every account, and is particularly strong in travel, e-commerce, and professional services.
Adoni Media. Brisbane-based with national reach, Adoni was founded by former television journalists and is widely cited among the country's most consistent media relations firms. The team's broadcast background has made it a frequent partner for brands and executives needing television-ready storytelling.
MediaCast. A Melbourne-headquartered integrated communications firm, MediaCast is known for high-impressions consumer campaigns, with award-winning work cited at impressions reaching the tens of millions. The agency operates across consumer brand and lifestyle work and ranks among Melbourne's stronger independents.
Elevate Communication. Brisbane-based and focused on premium Australian brands, Elevate has built a strategic communications practice working out of East Brisbane that punches above its size. The firm is a regular pick for Queensland businesses scaling nationally.
BlueChip Communication. Sydney-based and focused on financial services, BlueChip is regularly cited among Australia's leading specialists in investor relations, financial PR, and crisis communications for the wealth management, banking, and superannuation industries.
9-Figure Media. A newer entrant that has scaled quickly, 9-Figure Media works on guaranteed publicity packages for entrepreneurs, executives, and growth-stage businesses. The firm is regularly cited in Sydney best-of guides for its rapid-execution model.
For Australian brands selecting a partner, regional differences matter. Sydney leads in corporate, financial, and government work; Melbourne is stronger in creative and lifestyle; Brisbane has emerged as a hub for fast-growing consumer and SME work; and Perth retains specialist firms in resources and infrastructure communications. Boutique retainers typically run AUD 5,000–15,000 per month, while global network fees start closer to AUD 20,000.
Other Asia-Pacific markets: Japan · South Korea · India · Singapore · Philippines · Indonesia · Malaysia
