We make complex technology simple and newsworthy.

Waters Agency is the PR partner for AI, cloud, and cybersecurity founders who need more than buzz - they need credibility, category leadership, and pipeline.

Who we are

We’re not a traditional PR shop. We’re operators, founders, and communicators who know how to turn product truth into stories that shape markets.

Founded by Declan Waters, our agency is built on a simple principle: PR should be senior-led, fast, and accountable. That means no fluff, no wasted cycles, and every program tied to business outcomes.

Meet the team

Our edge

Two Pillars

PR + Pipeline → awareness and demand, in one motion.
Operator’s PR

Senior team in the work, not just on the call.
One Team, Two Markets

Seamless delivery across US & UK.
AI-Native Workflows

Faster insights, sharper targeting, measurable results.

Group of professionals collaborating at a meeting, looking at colorful sticky notes on a transparent board.

Our values

Signal over noise →
Translate deep tech into compelling stories.

Momentum over vanity →
Measure outcomes, not press clippings.

Partnership over politics →
Act like an extension of your team.

Our Leadership

We’re a distributed, senior-led team across London, Austin, and San Francisco. Our people have launched startups, scaled unicorns, and advised global enterprises.

Declan Waters

Founder & CEO
25+ years building brands in AI, cloud, enterprise IT and cybersecurity. Declan has advised Founders, CEOs and CMOs from stealth startups to $1B exits and leads strategy across the agency.
Tracey-Ann Mee

COO
Agency operations specialist with two decades in journalism, PR delivery and process design. Tracey ensures Waters runs fast, lean, and always on deadline.
Hollie Kenney

Chief Financial Officer
With a background in agency finance and startup operations, Hollie keeps Waters running smart and steady, aligning financial strategy with our mission to grow boldly, but sustainably.
Ryan Waters

SVP, EMEA
Drives client delivery across UK and EMEA teams, blending strategic storytelling with measurable business outcomes.

Our Team

Rachel Wilmot

Finance Director
Rachel oversees Waters Agency’s financial operations across all regions, helping drive sustainable growth and operational efficiency across the business.
Charlene Caroll

Head of Content & Thought Leadership
Ex-journalist and editor with deep experience in enterprise tech and AI. Turns technical stories into category-defining narratives.
Beth Burgon

Account Director (UK)
Specialist in enterprise and cybersecurity PR. Leads client programs spanning media, analysts, and thought leadership.
Sylvie Picard

Senior Account Executive
An honors graduate of the University of Central Florida in Communications and International Studies, she blends creativity with commercial insight.
Gina Hough

Senior PR Consultant
Comms strategist with 20+ years’ experience leading campaigns for Cisco, Adobe, and Sony Unmatched technology channel media relationships across EMEA.
Lauren Stein

Senior PR Consultant
Lauren brings deep expertise in corporate, financial, and technology communications. She has led AI and enterprise media strategies for both public and private companies, securing coverage in outlets such as Forbes, Bloomberg Businessweek, CNBC, and The Wall Street Journal.
Joe Austin

Senior PR Consultant
Joe is a seasoned PR strategist specializing in enterprise IT, cybersecurity, and AI. He has led programs for global technology brands including FireEye and Proofpoint, bringing deep media expertise across data protection, networking, and AI markets.
Lisa Williams

Senior PR Consultant
Lisa brings over 25 years of public relations and marketing communications experience, including more than a decade in high-growth technology PR. She specializes in corporate positioning, M&A communications, executive thought leadership, and media relations, helping brands earn major analyst and press visibility through clear, strategic storytelling.
Denise Williams

Senior PR Consultant
Denise supports B2B technology companies with strategic communications that connect across customers, analysts, media, and investors. She specializes in messaging and positioning, executive communications, and stakeholder engagement, translating complex technology into clear, compelling narratives that drive influence and trust.
Eva Valdebenito

Senior PR Consultant
Eva brings more than 15 years of experience in B2B technology communications in the US. She specializes in business and tier 1 media strategy and campaign execution, helping fast-growth companies expand visibility and credibility in new markets.
Andrew Robertson

Senior PR Consultant
Andrew is a seasoned communications professional with extensive experience in B2B enterprise software. He combines strategic storytelling with deep media and analyst relationships to help brands build credibility, visibility, and category leadership across Europe.