Pratar

Pratar is a specialised public relations and communications consultancy based in Sydney, Australia, focusing on the dynamic technology and start-up sectors. Established in November 2020 by industry veteran Graham White, the firm aims to create impactful conversations that build, manage, and protect the reputations of its clients. The name "Pratar" itself is Swedish for "talking" or "to have conversation," embodying the core of their service offering.

The consultancy offers a comprehensive suite of strategic communications services, including strategic planning, narrative development, media relations, media coaching, and content creation. Their approach integrates the PESO (Paid, Earned, Shared, Owned) media model to craft flexible strategies that adapt to an evolving digital landscape and digitally connected audiences. Pratar assists clients in defining their unique 'why' and translating complex technological concepts into understandable and relatable stories, ensuring their messages resonate with target audiences and the media.

At the helm is Graham White, the director and founder, who brings over 25 years of extensive tech PR agency experience to Pratar. His distinguished career includes serving as Managing Director of Howorth, a leading Australian technology agency, and later as Chief Operating Officer of Ogilvy PR Australia, following Ogilvy's acquisition of Howorth in 2002. White’s nearly 21-year tenure at Ogilvy saw him lead Howorth, establish the agency's first specialist social media practice, and head the technology practice across Asia Pacific. This deep industry knowledge and leadership experience form the bedrock of Pratar's specialised expertise.

Pratar serves a diverse clientele ranging from multi-national corporations to emerging Australian start-ups and companies within the venture capital ecosystem. Their expertise spans various technology verticals, including software, hardware, telecommunications, managed services, and devices. Graham White’s prior client roster at major agencies included globally recognised brands such as Atlassian, Intel, Microsoft, Optus, SAP, and Telstra. Since its inception, Pratar has also supported numerous start-ups and equity crowdfunding platforms, demonstrating a strong commitment to fostering innovation and growth within the Australian tech scene.