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Newsroom instincts.
Sharp judgement.

We know how newsrooms think, how reputations are built and what makes stories stick.

From iconic festivals and hospitality brands to high-growth businesses and industry leaders across Australia and New Zealand, we help organisations earn attention, build trust and shape conversations that matter.

Let's talk

How we help

Great PR starts with sharp judgement
Every media opportunity, major announcement and defining moment starts with a decision. We help organisations make the right ones, bringing newsroom instincts, strategic thinking and hands-on support to every brief.

Prepare for the spotlight

Communicate with clarity and confidence. From media interviews to crisis situations we prepare leaders to stay composed, deliver their message and perform under pressure.

Earn Infuence

The right story deserves the right audience. We find the angle, shape the story and put it in front of the right journalist, earning attention that's grounded in trust.

Protect Reputation

Reputation is built long before a crisis. We work alongside CEOs, founders and leadership teams through the moments that matter, providing trusted advice, sharp judgement and practical support.

Trusted by Australia and New Zealand's leading media

The work behind the headlines

Every organisation has a story. The right one builds trust, earns attention and changes the conversation. Here's a look at some of the work we've helped bring to life.

All projects
January 11, 2026
1
min read

‍Beervana & Visa Wellington On a Plate

How Thorn PR helped shape the national story behind Wellington’s flagship food and drink festivals — and delivered measurable economic impact.

See this project
June 5, 2026
2
min read

AI and PR: The Yin and Yang of Modern Reputation

As AI search grows, PR is becoming critical to brand visibility. Learn how media coverage, thought leadership and reputation influence AI recommendations.

See this project
July 21, 2025
1
min read

Positioning Hnry as the leading voice for sole traders across Australasia.

Discover how Thorn PR helped Hnry become the leading fintech for sole traders across Australasia—driving 85+ media stories, boosting brand visibility, and positioning its CEO as a trusted expert in tax and self-employment.

See this project

Client love

Thorn PR always does their homework - arriving with smart research and a sharp understanding of how a journalist might dissect a story. They’ve been open, collaborative, and willing to explore different content approaches. On top of that, they’re just genuinely lovely to work with: warm, kind, and incredibly well-connected. Their insight into the wider PR landscape has been invaluable in helping us see the bigger picture.

Pearl Dupont
,
Real Estate Marketing Manager

The biggest impact we’ve seen is in our brand awareness and legitimacy. Being featured in major news publications regularly means potential business partners are seeing our achievements and opinions out in the world. While it’s not an easy thing to measure, Evenx has grown its number of professional partnerships during our time with Thorn PR, and having our company represented well in the media has definitely helped those deals go through. I’d highly recommend Thorn PR to any company, especially in the tech space. They’re a talented, collaborative partner with a great sense of humour, smart advice, and real experience helping companies like ours share their stories in an authentic way.

Justin Rypma
,
Tech Marketing Manager

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!

Philip Fierlinger
,
Co-CEO of Upstock

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.

Chris Petersen
,
FMCG Marketing Manager

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!

Ben Cumming
,
HELL
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The people behind the stories

Our team has placed more than 1000 stories, created global headlines and worked with some of the world’s biggest brands, including Marvel, FIFA and Disney.

Jacinda Thorn

Founder & Principal Adviser

Jacinda Thorn has built her career on understanding what makes people pay attention.

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A former award-winning broadcaster, journalist and political adviser, she brings more than two decades of experience helping organisations shape the stories that build trust, influence opinion and earn attention for the right reasons.

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As founder of Thorn PR, Jacinda works alongside ambitious businesses, industry leaders and some of Australasia's best-known events, helping them identify opportunities others often miss.

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She has an instinct for spotting the story before it becomes obvious, connecting the dots between business strategy, public perception and the news cycle to create momentum that feels both timely and authentic.

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Clients don't come to Jacinda simply for media coverage. They come for her judgement. Whether navigating a high-pressure issue, launching something new or building long-term reputation, she's often thinking three steps ahead, anticipating the questions, the risks and the opportunities before they emerge.

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Known for her close client relationships and hands-on approach, Jacinda believes the best communications advice comes from genuinely understanding the people behind the business. She works as an extension of her clients' teams, combining strategic counsel with newsroom instincts and practical execution to help organisations make smart communications decisions with confidence.

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When she's not helping shape the newscycle, you'll find Jacinda soaking up Melbourne's incredible food, event and shopping culture, and spending time with her family and dog Bubbles.

Hannah Palframan

Media & Reputation Adviser, New Zealand

Hannah is the kind of communications professional every journalist hopes will be on the other end of the phone. With exceptional media relationships built working alongside New Zealand's newsrooms, she understands exactly what makes a story land, how to shape a compelling pitch, and when to pick up the phone rather than hit send.

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Known for being calm under pressure, Hannah thrives in fast-moving media environments. Whether she's juggling multiple breaking conversations, coordinating interviews, fielding calls from journalists or managing complex campaigns with competing deadlines, she brings a level head, sharp judgement and unwavering attention to detail.

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Her ability to anticipate what media need, paired with genuine relationships across the industry, means opportunities are carefully created, they don't happen by chance.

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Clients value Hannah for her responsiveness, strategic thinking and ability to make even the most demanding communications challenges feel seamless.

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At Thorn PR, Hannah works closely with clients to turn complex stories into headlines, combining newsroom instincts with thoughtful counsel and flawless execution. She's passionate about helping organisations build credibility, earn meaningful coverage and navigate high-pressure moments with confidence.

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Outside of PR, Hannah is a fearless trail runner and loves to spend her weekends exploring Aotearoa's stunning landscape.