At Pratar, we create conversations.
Conversations that have real impact for our clients.
Pratar is a Swedish word that simply means talking, to have conversation. A word that describes what we do in PR - to engage people inside and outside an organisation to build, manage and protect reputation.
Pratar provides strategic communications services for technology and start-up companies.
Our founder has more than 25 years' tech PR agency experience representing some of the world's most innovative brands in software, hardware, telecommunications, managed services, devices and much more. Companies that have shaped our past and will continue to shape our future. Because technology plays such a pivotal role in business and in society, it requires specialist communications to help craft and tell stories to build, grow and protect reputations.
With an ever-changing landscape, and shifts in how audiences consume information, we know what works and what doesn’t.
Creating a strategy will bring structure to your communications. Public relations has and will continue to transform. In the wake of democratised content and satisfying the needs of a digitally connected audience, the PESO model hits all bases. Paid, earned, shared and owned media all have a critical role to play when we are building strategy.
Pratar will develop a strategy that is flexible enough to adapt to the changes around us and make sure our attention is focused on what's important.
To connect with each other, stories are a common tool used to cross barriers and preserve histories. We tell stories everyday. They help us to communicate feeling, emotion, and information in order to make sense of the world around us.
Technology can be intimidating and seem complicated, until it's seen in the context of everyday life. We help you define your 'why' and you tell your story in a language that's understandable, has impact and gives people an opportunity to relate.
Media relations is as important today as it has always been. Whilst the landscape has changed and there are now more channels to communicate through, the media is still vital in reaching your audience. As such, it's important you build trusted relationships with reporters and engage them in your story.
Media relations is a long game. It's about exchanging valuable content and insights that are timely and relevant. We will create and execute a media strategy that will help build and sustain your profile.
Aside from creating your media materials, we also develop content for the other channels you use to connect with audiences.
This includes social content, blogs, newsletters, white papers, award entries, and other collateral items.
Our media training workshops coach spokespeople to use words, tone, and body language to deliver stories in a powerful, meaningful and engaging manner.
The goal is to give spokespeople confidence to speak to reporters across all formats. Combining theory and practice, these hands-on workshops give you the skills to engage confidently.
With 16 years' experience running Australia's largest and most successful tech PR agency, we appreciate just how difficult it is to focus on leading and building a business.
Whether it's the vision of the agency, operations, talent or profile, Pratar can help you. Having walked in your shoes, we understand what's involved and can help tackle the problems keeping you up at night.
Graham White is the director and founder of Pratar.
He's a strong, passionate and acknowledged senior communications leader in Australia and overseas.
Formerly the Managing Director of Howorth, a specialist Australian technology agency, and more recently the Chief Operating Officer of Ogilvy PR Australia, he is driven by the power of communication. He founded Pratar in November 2020.
Graham had a stellar career at Ogilvy spanning almost 21 years. In addition to leading Howorth, he set up and led the agency's specialist social media practice for four years, and was the agency's Technology Practice lead in Asia Pacific.
Graham has deep sector expertise and is a highly regarded industry leader, with exceptional skills in building and managing reputation. In the UK, he spent four years at an independent technology agency, responsible for strategic campaign development for briefs in Europe, the Middle East and Africa.
His career was built in the technology and telecommunications sectors where his experience includes consulting at senior levels to brands that include AMD, Atlassian, BitDefender, BMC Software, Canon, Citrix Systems, Civica, Compuware, CSC, Dimension Data, EMC, Equinix, eSign, Fireeye, GSM Association, Intel, Intuit, Lexmark, Microsoft, Motorola, MYOB, Optus, Riverbed, RSA Security, SAP, Satyam Computer Services, SMS Management & Technology, Telstra, Thales, Twitter and Veritas.
Graham's passionate about the potential of technology and loves helping startups tell their stories. Over the past decade he has consulted and led external communications for many start-ups. This has included AtlasTrend, Castlepoint, Epicon, irexchange, Instaclustr, Luceo Energy, PeerBrief, Raiz Invest, Redback Technologies, Rimon Advisory, Safewill, Spaceship, thedocyard and Vow Food.
He also represents one of the world’s leading equity crowdfunding platforms, OurCrowd, headquartered in Israel. He has provided PR services in Australia for many of its portfolio companies including Airobotics, CropX, Edgybees, Global Kinetics, mPrest, Nanorep, Qure Investments and Sight Diagnostics.
Graham holds a first-class Bachelor of Arts Honours degree in Public Relations from Bournemouth University in England.