Taurus takes WebCentral to new levels of brand awareness


WebCentral is Australia’s largest web and application hosting company. Established in 1997, it provides hosting and email services to companies of all sizes throughout the Asia Pacific region, from SMEs to corporate, government and enterprise clients with business-critical web applications.

A fast-growing company on a mission to step up its media coverage, WebCentral recognised the time was right to migrate from using freelance PR experts to the competitive full-service offering of IT PR agency, Taurus. Taking the company’s media exposure to new levels.


WebCentral takes the full-service agency option with Taurus


WebCentral has long understood the power of media coverage and Monique Roberts, the Company’s Manager of Corporate Communication, has worked with agencies and PR freelancers to achieve it. She explains, “We had two great PR freelancers working co-operatively but when they moved on it was time to re-evaluate our options.”

We were gun shy of agencies as we’re a medium sized company and had a bad experience with a previous agency intent on up-selling us rather than focusing on our stated objectives. As we were growing strongly as a company, we felt that our medium-term needs were likely to outgrow a freelance service and that we needed to find the right kind of agency that had the skills and resources to grow with us. Taurus was recommended to us and the concept of an established IT PR agency who had counted KAZ among its clients was the step up we needed to take,” she adds.


Increasing media coverage within budget


Monique explains, “Our Board and Executive Team wanted more media coverage but as we grow as a company it is also important to contain expenses to maximise profit. So we needed IT PR professionals with strong media relationships and the ability to deliver sound advice at a good price. Taurus won on all these points but, equally importantly, on enthusiasm.

Taurus’ passion for lifting WebCentral’s profile bowled us over. They were so keen to win our business. This was in contrast to our previous experience and those agencies who told us anything less than $10K a month was too small for them,” recalls Monique.

She continues, “The real volume and increased coverage lie in Taurus’ success in sniffing out and creating opportunities and the team’s expertise in pitching us for upcoming media features. Media releases are just 10% of the picture.”


Raising the profile of key executives


Our CEO is often interviewed for business and finance articles and this month’s MIS features our CIO along with a great photo in the article,” explains Monique.

She adds, “Then there are the niche requests for comment from our CFO at the end of the financial year. It all adds up to a greater breadth of opportunities for our senior team than ever before.”


How WebCentral gets value from Taurus


We get superb value from Taurus by doing what we do well in-house, that is knowing our products, doing the internal chasing of executives and drafting media releases or points for a feature pitch. Then we hand over to Taurus to polish it, advise us and swing into action with the media. So the focus is on solid hours of professional PR expertise,” states Monique.