Coffee with: Jocelyn Hunter, Founder of BENCH PR
Q: Can you start by giving us a brief overview of BENCH PR and what sets it apart?
BENCH PR is a tech PR agency helping technology-driven companies grow across Australia, New Zealand, and Southeast Asia. Flexibility and remote work have been part of our culture since I founded the agency in 2008. We’re an all-female team, and everyone on our team has a minimum of 15 years’ PR experience, which adds to our depth of knowledge.
Q: Are you still involved with clients on a daily basis, or have you shifted your focus to managing the business?
After 16 years, I’ve moved more into a management role; I try to do a bit more of running the business rather than being in it.
I don’t write press releases as often anymore (I never really enjoyed that part too much anyway); my team does a fantastic job of that. However, I still review reports and provide input on media releases and opinion pieces. I love pitching stories to journalists, so I like to stay involved in that aspect.
We’ve been described in the past as ‘scrappy’ in our approach – we work quickly and go for every opportunity for our clients. We like to get stuck in and it’s difficult not to do that after all these years.
Q: It sounds like a balancing act between management and your passion for tech PR. What inspired you to start BENCH PR in the first place?
My husband and I were on a round-the-world trip, and after falling in love with Melbourne, we both got jobs there. My job was working for a large PR agency where I worked closely with their tech PR team in Sydney. Before that, I’d spent ten years working for tech PR agencies in the UK and thought, “Once I get my permanent residency visa, I’ll set up on my own.” So, I did!
Q: Looking back, what has been your favourite period of running the agency?
I enjoyed the early days of setting it up, but 2021 stands out as particularly memorable. During COVID, many of our tech clients flourished as companies sought solutions for remote work challenges. Despite strict lockdowns in Melbourne, we had a lot of work and the agency really thrived during that time.
Q: It’s fascinating how some sectors managed to grow during the pandemic. Can you elaborate on the types of clients you work with and your focus areas?
We primarily focus on B2B tech companies. Our clients range from major players like Twilio and GitLab to firms in security, such as BlueVoyant and Illumio. We work with all of our clients over the long term and are seen very much as part of their teams. We love tackling complex technologies that may not seem glamorous initially but are crucial for business success. We love the stuff that really enables businesses to thrive and do well.
Q: Do you have a preference for working with large international brands?
We do, but our sweet spot is really working with innovative companies that are challenging the status quo. We love disruptors. Our ideal client is typically a global tech firm looking to expand into Australia and Southeast Asia and they are doing something different. We also need to feel like we can add value otherwise we just don’t take it on.
Q: What advice would you give to tech companies looking to enter the Australian market?
Localization is crucial.
At a practical level, many companies don’t have local spokespeople, which can be challenging because Australian journalists prefer local representatives.
Understanding the diversity of the Asia-Pacific market is also important—each country requires a tailored approach. There are markets like India and Japan, which are totally different to Australia and New Zealand; you need local agency partners in those countries. We wouldn’t even attempt to work in those countries from here.
We also need clients to be agile, especially when news breaks, so if we have to wait for approvals, we miss opportunities.
