Engage Biased for a single announcement, ongoing media relations or executive profiling.
Sydney’s public relations agency
Helping organisations secure relevant media coverage, manage important announcements and strengthen their public profile.
Find the strongest media angle
Identify why the story matters outside the organisation and make its relevance clear.
Prepare your spokespeople
Give executives clear messages, supporting materials and practical preparation for media interviews.
Reach the right media
Take the story to journalists and publications that are relevant to the organisation and its audiences.
Public relations support for important announcements, credible expertise and work that deserves wider recognition.
You have a major announcement
A report, launch, appointment, partnership or major milestone is approaching and the organisation needs more than a media release.
Your executives have expertise worth sharing
Your executives have credible expertise, but no clear position or consistent way to contribute publicly.
Your organisation is not receiving the right attention
The organisation is doing something valuable, but the story is too technical, too internally focused or not reaching the people who should care.
See how Biased has helped organisations earn coverage and achieve practical outcomes.
Biased works with national brands, major projects, industry bodies and not-for-profit organisations to turn communications into public attention, stakeholder interest and practical action.
Western Sydney Lakes
Western Sydney Lakes
Meals on Wheels
Meals on Wheels
Landcom – Sydney Metro Northwest Places
Landcom – Sydney Metro Northwest Places
Spectres Australia Pride Basketball
Spectres Australia Pride Basketball
QBD Books
QBD Books
Construction Industry Culture Taskforce
Construction Industry Culture Taskforce
Public relations and media relations services
Everything needed to position, prepare and take your story to the media.
Good public relations starts well before a journalist is contacted. Biased works with the organisation to decide what should be said, why it matters, who should say it and where the story has the best chance of earning relevant attention.
Media positioning
Establish what the organisation can credibly say, why it is relevant now and how it should be positioned within the wider conversation.
Story and angle development
Find the point of interest beyond the organisation and shape it into a clear, timely and useful story.
Media releases and supporting materials
Develop media releases, pitches, briefing notes, talking points, opinion pieces and background materials that journalists can easily understand and use.
Journalist outreach and media management
Identify relevant journalists, tailor the approach and manage outreach, enquiries, interviews and follow-up across local, metropolitan, national, trade, print, online, radio and television media.
Executive profiling and thought leadership
Clarify what an executive should be known for and create credible opportunities for interviews, commentary, opinion articles and industry contribution.
Spokesperson preparation and media training
Prepare executives and subject-matter experts with clear messages, anticipated questions, interview practice and practical guidance.
Public relations support to suit the brief
Major announcements and launches
For a report, launch, appointment, partnership, new location, expansion or organisational milestone that needs coordinated public relations support.
Biased can take responsibility for:
- Establishing the media position
- Finding the strongest angle
- Developing key messages
- Writing media materials
- Preparing executives and spokespeople
- Managing outreach, interviews and follow-up
Ongoing public relations support
For organisations that need consistent and relevant media activity rather than isolated bursts of coverage.
Biased develops a practical pipeline of announcements, commentary and media opportunities connected to what the organisation is doing and where it needs to be seen.
Biased can support:
- Public relations planning
- Story and opportunity development
- Media relationship management
- Business and organisational announcements
- Media monitoring and response
- Ongoing executive profiling
Executive profiling and thought leadership
For CEOs and senior leaders with credible expertise but no clearly established external position.
Biased helps executives determine what they should be known for, develop relevant commentary and prepare for media and industry opportunities.
Biased can provide:
- Executive positioning
- Message and profile development
- Commentary planning
- Opinion and contributed articles
- Interview preparation
- Spokesperson training
Public relations services in Sydney and across Australia
Sydney-based public relations support for corporate, government and not-for-profit organisations nationwide. Biased provides public relations and media relations services across New South Wales and throughout Australia.
Support can be delivered for a defined announcement, as an ongoing public relations program or as experienced additional capacity for an existing communications or marketing team.
Work can be delivered in person or remotely depending on the organisation, opportunity and support required.
Public relations frequently asked questions
Why choose Biased over a larger corporate communications agency?
A public relations agency helps an organisation decide what it should say publicly, identify why the story matters and reach the media and audiences most likely to care.
Biased handles the work from media positioning and materials through to spokesperson preparation, journalist outreach, interviews and follow-up.
What is the difference between public relations and media relations?
Media relations focuses on identifying, approaching and responding to journalists and media outlets.
Public relations is broader. It can combine media relations with major announcements, executive profiling, thought leadership, stakeholder communications and reputation management.
Can Biased manage a single announcement or launch?
Yes. Biased can manage the public relations surrounding a report, launch, appointment, partnership, event, expansion or organisational milestone.
We establish the media position, develop the materials, prepare the people involved and manage outreach through to interviews and follow-up.
Can Biased work with our internal communications team?
Yes. Biased regularly works alongside internal communications and marketing teams.
We can lead the media relations, add experienced capacity during a busy period or take responsibility for a defined announcement or part of the wider communications program.
Does Biased provide media training?
Yes. Biased prepares executives and spokespeople for interviews, announcements and other public-facing situations.
Preparation can include key messages, anticipated questions, interview practice and guidance on responding clearly under pressure.
Where does Biased provide public relations services?
Biased is based in Sydney and supports organisations throughout New South Wales and across Australia.
Public relations and media relations support can be delivered in person or remotely depending on the brief.
Led by Biarta Parnham. Involved from the start.
Biarta founded Biased in 2020 after developing her experience across specialist firms and cultural institutions in Sydney and London.
Her previous roles include Strategic Partnerships Manager at the Australian Museum and Development Manager at the National Art School. She holds a Bachelor of Communications in Public Relations and a Bachelor of Business and has served as a juror for the Mumbrella CommsCon Awards.
Biarta works directly with clients to understand the organisation, challenge the media angle and make sure its public position can withstand attention beyond the media release.