Innovation & Technology PR
Many founders assume innovative work will automatically attract media attention.
In reality, media coverage isn’t driven by technical merit alone — it’s shaped by public relevance, timing and a compelling external angle.
That’s where Strategic PR comes in.
Who I work with
My clients include:
Technology and AI-driven businesses
Security, infrastructure and B2B service providers
Funds management and financial services firms
Medtech and health-adjacent businesses
Service-based businesses with a technical or regulated offering
Strategic PR is worth considering if:
your work is often misunderstood or oversimplified
accuracy and credibility are important
you want coverage that builds trust, not hype
You don’t need a “viral” story. You need a product or service with a clear point of difference that deserves attention.
What Strategic PR does
Strategic PR helps shape how your business is understood by the media — and, by extension, by clients, partners and stakeholders.
It focuses on securing earned media coverage across newspapers, magazines, digital publications, as well as TV, radio and podcasts. This coverage is editorial, not paid advertising, which gives it credibility and authority that marketing alone can’t achieve.
For innovation and technology businesses, this can include:
coverage of a new business, product or service
founder or executive profiles
expert commentary and thought leadership linked to your area of expertise
coverage of funding milestones, launches or major developments
Over time, consistent media coverage can:
build trust and credibility
position you as a knowledgeable voice in your field
provide third-party validation that supports growth
create content you can share across your own channels
contribute to longer-term digital visibility, including SEO
PR isn’t instant, and it isn’t guaranteed. But done well, it plays a meaningful role in building reputation and authority over time.
Why work with me
Before working in PR, I was a senior adviser to the Victorian Government on business regulation and, earlier, a civil litigation lawyer. I’ve also owned and operated an SME myself.
That experience gives me a clear understanding of the pressures involved in building and running businesses in complex or regulated environments.
I have a strong understanding of how business, technology and mainstream media operate, and what those outlets need in order to engage seriously with a story.
I don’t overpromise or take a scattergun approach.
My goal is to secure coverage that makes sense for your business and helps build credibility over time.
I’m a sole operator, so you work directly with me.
Meet Julia Hume
Before working in PR, I was a senior adviser to the Victorian Government on business regulation and, earlier in my career, a civil litigation lawyer. I also owned and operated Pentolina, an Italian restaurant in the Melbourne CBD, for five years.
That background has shaped my approach to PR — grounded in deep analysis, robust research and attention to detail. I bring resilience, determination and strong professional judgement, particularly in high-pressure environments.
I’m skilled at identifying the right angle, language and positioning to ensure your business’s point of difference comes across accurately and credibly in the media.
I believe in quality over quantity, and I tailor each PR pitch to the journalist and outlet.
How I work
Every engagement starts with a discovery call to understand your business, your goals and the media you want to reach.
From there, I offer two ways of working.
Option 1: PR retainer
Investment: $3,300 + GST per month
Timeline: Minimum 3 months
This option suits businesses with an evolving or emerging story, where flexibility and continuity are important.
A PR retainer provides ongoing support, shaped around what’s most impactful at any given time. This may include:
PR strategy and advice
Clarifying and refining your story
Media pitching across business, technology and mainstream media outlets
Media follow-ups
Guidance on timing announcements, launches or milestones
Interview preparation
Founder profiling and expert commentary opportunities
Core media assets are prepared as needed to support pitching and interviews. This may include a media release, bio, media gallery or pitch document.
Working together over time allows us to test different angles, refine the story and see what resonates with the media. It also means I can respond promptly to opportunities and shifts in the media landscape as they arise.
I recommend a minimum of three months because PR takes time to build momentum. Even if you secure a strong result early on, the real value comes from building on that coverage.
Option 2: Project-based PR
Investment: From $5,000 + GST
Timeline: Flexible
Project-based PR is designed for situations where there’s a single, clearly defined story or angle to focus on, rather than ongoing or exploratory PR with multiple narratives.
This option may be suitable if you have a clearly defined brief, such as:
a new business, product or service
a technology launch or major update
a funding milestone or business announcement
a specific campaign with a clear timeframe
A typical project may include:
clarification of the core story or media angle
drafting a media release and supporting pitch materials
preparation of key media assets, such as a short bio and imagery
pitching to a targeted list of relevant media
managing media enquiries during the campaign period
a short campaign summary at the conclusion of pitching
Projects are tightly scoped, with timing and deliverables agreed upfront.
Considering PR support?
If you’re considering PR support, I offer a free discovery call to talk through your goals and the best way to achieve them.
From there, I’ll outline a clear scope and costs.
Book a call or submit an online enquiry to get the ball rolling.