CHE Proximity has announced the launch of its new PR/content agency Attention+Influence, combining the traditional skills of media, communications and influencer management with branded storytelling, cultural analysis, technology and data.

The 31-person team – bringing together PR agency, PR Edge, and CHE Proximity’s editorial function, Newsroom – was established in June this year and is made up of PR professionals, journalists, writers and social media specialists, to meet changing client requirements.

“The Attention+Influence model is equipped to deal with the challenges modern brands face. Customers don’t care whether they see our clients on owned, earned or bought channels – all that matters is the experience,” says CEO Chris Howatson.

“To deliver that seamless experience, brands need to go beyond influencing customers and start making meaningful contributions to culture. That starts with a way of thinking this team has an unparalleled ability to offer. Attention+Influence is our solution to modern PR,” he said.

Mike Doman (ex-head of newsroom) and Simone Pipkorn (formerly general manager of PR Edge) run the Attention+Influence team.

Added Mike Doman (ex-head of newsroom): “Look at any brand that’s making a significant impact today and it’s evident that a point of view is as important as a proof point. That’s what we’re able to deliver across the entire customer journey.

“We have some of the brightest minds in Australia when it comes to motivating behavioural change across owned and earned channels,” he said.

While Simone Pipkorn (formerly general manager of PR Edge) added: “Combining the two disciplines makes sense – commercially and in terms of an offering that will deliver better results for our clients.

“Public relations has always been about great storytelling. Turning brand values into believable truths. Steering big ideas into niche markets. Today, PR is further nuanced. It’s about shareable and sustained engagement with the right people, not everyone.

“Our new agency model allows us to seamlessly integrate earned, owned and paid channels. We’ll be pushing our owned publications harder, approaching earned opportunities in smarter ways, leveraging the strength of our global relationships and bringing in more talent to make it happen.”