FOR IMMEDIATE RELEASE
Australia, 30 June 2026: Award-winning Australian agency Pure Public Relations has launched its specialist reputation, crisis and issues management division, Pure Reputation, to help organisations protect and strengthen their reputation when it matters most.
The launch of Pure Reputation formalises the agency’s integrated approach to reputation management with a dedicated team of specialists.
The integrated approach has already delivered strategic reputation and issues management support for one of Australia’s largest insurance companies and their clients, businesses and charities, as well as nationwide industry associations across the telecommunications, credit reporting, real estate, motoring, education, technology and healthcare sectors.
Phoebe Netto, founder and Managing Director of Pure Public Relations, said the launch reflected the agency’s longstanding philosophy of building specialist expertise rather than offering every communications discipline under a generalist model.
“We’ve never believed in being everything to everyone. Our approach has always been to build genuine depth in specialist areas and bring those senior experts together to deliver the best outcomes for clients,” she said.
“What makes Pure Reputation unique is the combination of earned media expertise and issues management under one roof. When an issue emerges, clients need more than strategic advice – they need people who understand exactly how the media will respond and how to navigate that environment effectively.”
The new division comes as Jamie First joins the agency as Senior Strategic Communications and Reputation Manager.
Ms First previously served as Media Manager for Ambulance Victoria, leading high-stakes communications in one of the country’s most scrutinised public sector environments. Before that, she was a respected News Corp journalist.
Ms First’s appointment further strengthens Pure Reputation’s senior team of communications specialists, which includes Head of Media Kate McMahon, Senior PR Managers Anna Egelstaff and Robyn Holland, Content Team Lead Kara Ready and Managing Director Phoebe Netto.
Kate McMahon is an executive communications leader with more than 20 years’ experience across journalism, public relations, strategy and crisis communications. She led media for SA Health and the Victorian Government through the COVID-19 response, major public health issues, Royal Commissions and complex stakeholder environments.
Anna Egelstaff is a strategic communications specialist with more than 20 years’ experience across the arts, culture, health, and for-purpose sectors, with expertise in media relations, stakeholder engagement, and executive communications.
Robyn Holland is a media and communications specialist who started her career at The Sydney Morning Herald before moving into public relations, where she has advised organisations across industry associations, education, health, local government and the not-for-profit sector.
Kara Ready is a specialist content strategist and communications writer, bringing expertise across digital marketing, education, mental health, retail and the not-for-profit sector.
Pure Reputation sits alongside the agency’s earned media, advocacy, thought leadership, and government relations offerings, with a team of all-senior communications and PR professionals operating across Australia.
Ms Netto said the depth of senior talent across the business positioned the agency strongly for its next phase of growth.
“We’ve deliberately built a team of leaders in their craft – whether that’s media, content, strategy or client leadership,” she said.
“That depth of expertise allows us to provide genuinely strategic counsel while also delivering the execution clients need. It’s a model that has served our clients exceptionally well and one we’re continuing to invest in as demand grows.”
