Our services include, public relations, issues management, brand development, media strategy, government relations and event production.


Sammway was founded by Samantha Dybac and is one of Australia’s leading integrated communications agencies. We work with our clients to develop strategic communications and campaigns which align with their brand purpose, values and commercial objectives.

Our services include, public relations, issues management, brandd development, media strategy, government relations, event production and video animation.

Our clients include, not for profit organisations, startups, entrepreneurs, fintech, small business owners and media personalities. Where required, we help connect our clients with decision makers in government to ensure they get the best possible coverage and outcomes for their company or campaign.

Our work includes content creation, public relations, issues management, development of key messaging and brand strategy and media placement

Key to our success is the emphasis we place on relationship building, delivering results and our diverse range of contacts. Working with us ensures access to some of Australia’s leading publishers, journalists, producers, government liaisons, CEOs, Board Directors, sporting identities, bloggers, stylists and photographers.

We love what we do and take pride in our work. Our approach is not one size fits all.

We spend the time getting to know you, your brand, your budget, where you want to be and who you want to reach. Our specialist approach ensures that your message is clear, on time and delivered with the desired outcome.

Our head office is based in the Sydney CBD, New South Wales, Australia. Find out how we can help you with your public relations, brand maangement and communications strategy. Contact us to set up a phone call, skype chat or meeting. info@sammway.com.au

Our Team

Samantha J Dybac
Founder | Director

Samantha founded and runs Sammway. She has built a reputation for excellence in public relations, brand management, strategic communications and event production over the past 17 years.

Samantha’s thought leadership has seen her selected for prestigious roles with industry organisations and at noted events. She was one of 11 female entrepreneurs selected to represent Australia as part of the United Nations inaugural, International Womens Entrepreneurship Day, 19 November 2014.

As an international speaker and workshop facilitator, Samantha was recently invited by Biz Events Asia to address an audience of public relations professionals in Singapore on “Maximising your PR Performance”. In 2013, she was selected to represent Australia at the G20 Young Entrepreneurs’ Alliance (G20YEA) summit in Moscow, Russia.

As the NSW Crusader for the League of Extraordinary Women, Samantha helped launch a public relations strategy for Australia’s largest movement to empower and educate young female entrepreneurs. Samantha is also a Marketing Committee member of Odyssey House and supporter of Adopt Change.

Learn more about Samantha Dybac  here.

Damian Francis
Head of Content & Strategy

Shruti Aryan