Have a story to tell? Circulate it.

These Guys I Know has launched Circulate because the world of media and communications has changed.

We believe storytelling is one of the most important things you can do to drive your business and organisation forward - and Circulate makes that accessible to all, if you have a story to tell - circulate it!

Telling your story well is one of the best things you can do for your business.

A strong story helps people understand who you are, why you matter and why they should choose, trust, support or recommend you. It can elevate a founder, differentiate a brand, strengthen a tender, attract an opportunity, funding even or establish an organisation as an authority in its field.

But telling that story has become increasingly complex.

Audiences are fragmented. Communication channels have multiplied. A story now needs to reach journalists, customers, employees, stakeholders, search engines and AI discovery platforms - often in different forms, via an impossible number of channels - always with the same clear message at its centre.

This is why These Guys I Know has created Circulate: a specialised PR and storytelling system designed to help brands systematically build their public profiles, strengthen their authority and support business growth via efficient storytelling.

Stories need systems

Effective storytelling is rarely the result of a single press release, social post or website update.

A good story needs to be identified, developed and deliberately put into circulation. It must reach the right people through the right channels, gathering visibility, credibility and momentum as it travels. All co-ordinated to ensure timing and impact is lined up perfectly.

When these activities are disconnected, organisations often find themselves communicating reactively. Messages become mixed, stories are diluted and teams spend significant time feeding individual channels without building a coherent position in the market. It's inefficient and a waste of valuable marketing resource.

Circulate connects those activities through one practical system.

It helps organisations find the stories that matter, shape them clearly and use them across media relations, social platforms, websites and customer, stakeholder and internal communications.

The result is stronger, more consistent storytelling that compounds over time.

More than traditional PR

These Guys I Know was born from the media industry, but our work has never stopped at media coverage.

Over more than 25 years in media and communications, we have generated millions of dollars’ worth of editorial coverage for our clients while also strengthening their digital footprints and social presence.

These outcomes are connected. But, they are extremely time intensive - particularly in a world where channels are multiplying daily. We created Circulate to help ourselves and our existing clients - we're now making it available to all.

Earned media creates independent authority and mainstream credibility that advertising alone cannot replicate. When that coverage is supported by a strong website, consistent social storytelling and clear brand positioning, its value travels further and lasts longer.

A media story can strengthen search visibility. A founder profile can become the basis of an ongoing thought-leadership programme. A well-developed point of view can support social content, stakeholder communications, sales conversations and tender credibility.

As our PR and media relations work has demonstrated, modern public relations is about more than securing coverage. It is about connecting earned attention with the channels an organisation owns to build lasting visibility and authority.

Circulate packages the thinking, tools and processes behind this work into a system that more organisations can access and use.

Technology where it adds value; people where they add value

As the number of communication channels grew, we found that managing the distribution of stories and messages beyond traditional media was taking time away from the work that most needs a human touch.

Through These Guys I Know, we want to focus on deeper storytelling and strong relationships with journalists—taking the time to craft meaningful stories and support the people telling them.

Circulate was developed to help us do that.

By bringing greater structure and technology-enabled efficiency to the wider distribution process, Circulate creates more time for strategic thinking, story development and meaningful media engagement.

It helps us use technology where it adds the most value, so we can put our time where people add the most value.

Circulate helps develop the narratives, proof points and perspectives that distinguish a business and establish its leaders as credible voices within their industries.

Those stories can then be activated across multiple channels to:

• Build media visibility and earned authority

• Elevate founders and subject-matter experts

• Strengthen brand differentiation and market positioning

• Improve social presence and audience recognition

• Create a richer, more credible digital footprint

• Support search and AI discoverability

• Increase confidence among customers, partners and stakeholders

• Contribute to commercial opportunities, leads and tender credibility

Making sophisticated storytelling more accessible

Good PR and strategic storytelling have traditionally required significant agency budgets, internal resources or both. Circulate is designed to reduce that barrier - to make it more accessible to many.

By systemising the process and making distribution more efficient, it gives businesses and organisations of different sizes access to sophisticated storytelling capability without the overhead of a traditional agency model. (That said - if you need more strategic support These Guys I Know can certainly help with that!)

Circulate can support founder-led businesses, startups, sports organisations, community groups, purpose-led organisations and larger enterprises. It can help a leader establish a public profile, give a growing brand greater authority or enable an established organisation to communicate with more clarity and consistency.

The system is currently in beta, and we are excited about what it will make possible.

Because the stronger your story, the stronger the position you can build in your market and your community.

Our advice is simple: if you have a story, circulate it!

Frequently Asked Questions

What is Circulate?

Circulate is a specialized public relations and storytelling system designed to help brands systematically build their public profile and accelerate business growth. Circulate was developed by These Guys I Know, a modern media and strategy agency based in Auckland, New Zealand, it acts as a scalable proprietary technology product that builds long-term authority.

What are the benefits of using Circulate?

Circulate helps businesses and organisations elevate their profile and strengthen their position in market through effective storytelling. Circulate enables -

Democratised PR Access: Circulate removes the friction and high cost-barrier of traditional agencies, allowing businesses of all sizes to run sophisticated media campaigns.

Strengthened Market Positioning: Circulate establishes clear brand differentiation, helping companies clearly define who they are and why they matter to audiences. 

Earned Media Authority: Circulate accelerates the collection of high-quality press coverage, building mainstream credibility that paid advertising cannot match.

Connected Communications: Circulate connects various channels including earned and owned media so that a strong and consistent message is communicated across channels.

Founder and Thought Leadership Profiling: Circulate curates unique brand narratives that elevate executives into recognizable industry experts - it is for both individuals and organisations.

Integrated Storytelling: Connects the dots seamlessly between a company's PR output, website presence, and search authority. 

Measurable Growth Outcomes: Built on a cost effective performance-based model to ensure communication strategies directly drive commercial leads and tender credibility.

Who created Circulate?

Circulate was created by These Guys I Know. Founders Amanda Wilson and Ant Farac - both media industry veterans built the system to package their agency's proprietary corporate storytelling methods into an accessible PR product for modern businesses and organisations.

Who is Circulate for?

Circulate is for anyone who has a story to tell. It provides great value to all kinds of organisations including start ups, enterprise, public sector, not for profit, community groups and sports teams. Even schools! These Guys I Know believe storytelling is an important tool to drive business and organisations forward - Circulate was created so all could benefit from the power of storytelling.