Entries by Max Tatton-Brown


Augur shares agency lessons from startup land

We’ve been writing again, this time for Influence, the official publication of the Chartered Institute of Public Relations. Cash obviously keeps you alive — but if you don’t really achieve momentum on the other three, you aren’t developing an engine that can sustain value for the long term. In many ways, getting that cash in […]

Augur writes for Sifted

We like to write. Recently inspired by an example from Ricochet, I put together some helpful tips for how companies can start telling their story pre-Series A. Like almost everything in early startup days, you have to spend your energy on things that will create a greater than proportionate result. So don’t embark on a […]

A good message is based on meaning

You sit at a table. The top has been carved from a solid but elegant material, with a marble sheen and a cold smooth touch. It reminds you of a shell you found once as a child on a beach on a family holiday. It makes you feel something you haven’t felt in years. You […]


A better taxonomy for Comms strategy

I get the idea of owned, earned, paid (and people add shared, but how is that not earned?) However, it feels like it’s phrased so tactically, and without a relationship or journey between the different elements. They are just smushed in a single hierarchy. In practice, this means it can feel a clumsy way to […]


B2B can worry less about its Cambridge Analytica moment

There are many reasons I chose to focus Augur on “unsexy” tech. But one of the key ones is that I believe the nature of PR and marketing is a really good fit for the B2B market. The incentives align better In consumer marketing, brands try and reach “most people”. They want big publicity splashes. […]

Augur Unbound at Web Summit

They say it’s bad form to turn up to an occasion empty handed. So for Web Summit, as well as supporting Lisbon superstars Unbabel, we wanted to bring a little extra with us. For the first time, we’ll be bringing our Augur Unbound programme to Web Summit. Free PR The idea of Augur Unbound is […]

Augur: Desert Island Podcasts

I feel like podcasts can be one of the most convenient ways to stay up to date on what smart people are talking about today. As a result, a lot of our thinking is informed by this channel, playing to our interest in areas like writing, strategy and modern workflow. It seemed about time we […]

There’s no need to define PR — we must do different things.

From Max’s recent piece for Influence, the official publication of the CIPR: “Augur exists to focus on strategic plans and implementation – above all else. Everything we do is designed, and redesigned toward that priority. For us, it’s a more important core competency than any specific hands on skill or specialism, and that means there are […]

Work at Augur

One of the reasons I founded Augur is because I believe too many agencies take really talented people and completely waste their time. They squeeze them dry on hopeless, demanding clients, shackled to ancient inefficient processes and force them to crawl across coals just to be rewarded fairly. We can do better. Augur is growing and we are looking for the people who […]


Augur Unbound: Fintech PR for Pleo’s UK launch

With Augur Unbound, we pitch great stories, for companies that need it, at no cost.  The range of new, smart banks are great. Companies like Monzo are turning bank accounts into software. And, if you want to know you’re spending too much on sandwiches, that’s all well and good. But if you apply the same […]