We're a people-first PR agency that believes strong relationships are stronger than spin.
Based in Melbourne and Wellington, we work across Australia and New Zealand, helping brands tell better stories; the kind that connect, cut through and create real impact.
We partner with innovators, disruptors and big thinkers to help them earn trust, gain visibility and grow influence. Our sweet spot? Newsworthy ideas, clear communication and smart storytelling. We kick superficial PR to the kerb and get to the good stuff - the work that actually moves the needle.
Going global in New York
Did you hear about the time we dropped a giant ESC computer key into the middle of New York City?
View projectNew to PR? You’re not alone.
We know it can feel overwhelming at first — that’s why we keep things personal, clear and collaborative. At Thorn PR, we work with a select group of clients so we can give each one the focus they deserve. From strategy and media training to proactive press, internal comms and crisis response, we cover it all — and we stay in step with you the whole way. With more than 20 years in PR and media, we know how to turn brand stories into headlines that stick. And more importantly, we know how to build trust that lasts.
Thorn PR is led by Jacinda Thorn, a former award-winning journalist and broadcaster. We bring newsroom instincts to every story, crafting media releases and media pitches that cut through and shape the news cycle.
Great PR starts with a plan that fits you. We craft smart, tailored strategies to build trust, boost visibility and make real impact — no fluff, no cookie-cutter solutions. From launches to long-term growth, we map the path that gets you noticed and remembered.
We make media training practical, collaborative and enjoyable. Whether online or in person, we’ll help you own the mic or camera and deliver your key messages with confidence every time. We also specialise in crisis media training — because when the pressure’s on, you want spokespeople who can handle it
Trusted by CEOs and founders we bring smart, steady advice to the table — grounded in years of experience navigating media, managing risk, and guiding brands through both high-stakes moments and long-term strategy. If you need a sounding board, a strategy session or someone to help manage an issue in real time, we’ve got you.
The greatest impact we’ve seen in our brand awareness and legitimacy. When being featured in major news publications on a regular basis, potential business partners see our achievements and opinions highlighted regularly. While not an easily trackable stat, Evenx has greatly increased its number of professional business partnerships during our time working with Thorn PR and having our company represented well in the media has certainly contributed to those valuable deals going through. I would highly recommend Thorn PR to any company (especially in the tech space) as a talented collaborative parter with good humour, effective advice, and proven experience guiding organisations like ours into the public eye in ways that are authentic to our brand and the stories we have to tell.
We’ve gotten excellent coverage thanks to Jacinda and her team. They helped us right out of the gate and ultimately landed us the coverage we coveted most: Kia Ora magazine. It’s had the impact we hoped – we’ve been so busy I haven’t had a moment free to write this feedback!
I love the word amplify that you use for describing how you assist brands, as that’s exactly what you’ve done.
With the monthly program of activity, each month saw us building a greater level of brand awareness amongst our target customers. One article in particular that Stuff ran with was picked up by multiple other prime time media outlets. We have had several of our large customers mention they saw the Stuff article and comment very favourably about it. I feel it has given us a great deal more credibility in their eyes as we continue to build our relationship with them.
As newcomers to the world of PR, it was really important to have someone of Jacinda’s calibre to hold our hand through the process and to justify the spend to the board. Jacinda worked tirelessly to achieve widespread coverage in all media channels which gave us a level of exposure that our marketing budget alone would not have been able to achieve.
We found working with Thorn PR a simple, stressless, economical but most importantly impactful way to stretch our marketing spend and maximise our exposure to influencers and the wider public.
Jacinda puts more than 100% into what she does, having both a strategic and creative approach to PR and delivers outstanding results. I’ve worked with Jacinda to launch two national brands, using PR as a critical part of the marketing strategy to create and build brand awareness. Through her work, we’ve been able to build genuine, ongoing and growing relationships with stakeholders and enormous brand value– and we have a lot of fun along the way!
Right from the beginning Jacinda impressed us with her desire to get to know our people and our ethos on a deep level – this is essential for a brand like HELL. Once the groundwork was done, Jacinda got straight to work delivering clear and measurable results from the get-go.
We appreciate the fact that she’s brave enough to tell us when we’re wrong, and we’re thankful that we’ve trusted her with a few big decisions that ultimately came off well!
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An award-winning broadcaster turned senior government advisor, Jacinda has spent over two decades in media and communications. She founded Thorn PR in 2019 to build the kind of PR agency she always wanted to work with — no spin, no ego, just smart people doing great work that matters.
She’s worked in newsrooms, political offices, and behind the scenes of some of New Zealand’s most high-profile media moments. Her specialty? Sharp strategy, strong storytelling and telling it straight.
