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The Full Story


Barking Owl Communications is a Sydney-based boutique PR agency specialising in media relations and integrated communications programs for the travel and tourism industry. Our reputation is for creative and strategic advice to help deliver great outcomes for the client and agency.
Barking Owl combines in-depth experience, solid media relationships and an approachable style comprising a team of consultants who share passion for and extensive knowledge of the travel and tourism industry.


What's With The Name?

In 1988 agency Managing Director, Jill Collins, was on holidays in Greece with her sister. The pair visited a crumbling temple in Delphi and they were discussing Athena – the goddess of wisdom, courage and inspiration – who was often depicted with an owl on her shoulder. This symbolism struck a chord with Jill and inspired her to collect owls as souvenirs on her travels.
A number of years later, as Jill was establishing her own PR agency, the beloved owls were resurrected to join her in business. Jill found an affinity with the Australian species, the Barking Owl, which carries uncanny similarities to her. The Barking Owl is beige and grey – her hair colour. It is wise and lives on the east coast of Australia – like Jill. And when it gets excited apparently, it sounds like a mad woman screaming – positively perfect. And she is a BARKING owl after all – what better name for an owl in the communication business!

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Why Work With Us?


  • A boutique tourism agency with more than 20 years’ experience in Australia and internationally

  • Specialise exclusively in hospitality, tourism, destination and lifestyle sectors

  • Offer comprehensive integrated communications strategies across travel PR and trade communications, social media and partnerships

  • Specialists in crisis communications and PR rebuilding strategies

  • Excellent relationships with the travel, trade and news media

  • Accomplished in delivering valuable and relevant content and leveraging opportunities

  • Extensive event management experience

  • Maintain longevity for brands beyond launch

  • Have a positive outlook, great sense of humour and deliver our work in a friendly, professional style.

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Jill Collins
Managing Director & CEO

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With more than 20 years’ experience in public relations and communications, Jill has held numerous senior leadership roles including heading up the Sydney office of international top tier PR agency, Edelman. Prior to that she spent 11 years in the US managing Edelman’s Consumer PR division in LA, before leading their Tourism Practice for North America out of Chicago. Jill has finessed the art of identifying media opportunities, delivering excellent results, building great rapport with clients, journalists and influencers, problem solving and staying calm in a crisis.  In 2003, she established Barking Owl Communications to assist clients in the tourism industry develop and implement strategic communications programs to help them reach their business objectives.

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