What is PR? And what do ‘comms practitioners’ actually do?

After attending numerous dinner parties and encountering a lot of blank faces when I say I work in ‘PR and Communications’, I thought it was time we broke down the many important and, quite frankly, essential things we do as communications practitioners.

We’re not just ‘spin doctors’ who are only needed in a crisis; and no, we don’t just tap our media mates on the shoulder to get your story on the front page.

The Public Relations Institute of New Zealand (PRINZ) chooses to define public relations as: the deliberate, planned and sustained effort to establish and maintain mutual understanding and excellent communications between an organisation and its publics.

But that definition just scratches the surface. I thought I would break down our role as PR/Communications practitioners because the more people that know, the fewer blank faces I’ll get at the next social event (with any luck!) – and it may surprise you just how much we do!

First things first, do you want to build your business’s reputation? Or are you struggling to identify how you can communicate better with your audience?

We can help you with a Communications Strategy that will answer these questions for you. A strategic plan will support your business objectives and build your reputation. It will help you to better understand your audience and brand message and set out the most effective way to convey your message. In short, a strategic communications strategy makes you more likely to achieve the results you need!

Have an exciting story to tell, but don’t know how to get it noticed?

Our team has a combined PR career of more than 70 years, so we’ve built strong connections with both local and national media outlets. Whether it’s picking up the phone to pitch a story or sending out compelling media releases, our media connections enable us to provide you with the best opportunity to get your story across the line. Whether you have an exciting product to launch or an important business update to share, we can help to get your story told.

In a changing (and let’s face it, a challenging) traditional media environment, we also look across all the content dissemination platforms to ensure the message is being delivered on a platform that resonates with your audience.

Need help with managing your next event? Have you considered a PR campaign to support it?

PR is a vital part of event promotion – a well-executed campaign is one of the best ways to build public awareness and enhance your brand reputation. Whether you want to create some hype and awareness about your upcoming event or share the success of it after the fact, we can help.

Whether you like it or not, you may find yourself in a crisis. How you deal with it is what matters the most!

Issues and crisis management are part of our DNA. We can help give you the confidence to know you’re prepared if/when an issue arises with a crisis management strategy to handle any scenario and 24/7, confidential and hands-on support in the event of a crisis. You can rely on us to offer advice and help you navigate a difficult time.

The final thing I want to cover (but the list really could go on) is Digital Marketing

Digital marketing is no longer a ‘nice to have’ – it’s an essential way to connect with your customers. Whether you want to build an authentic brand presence online, or engage with customers, we have the expertise to develop social media content and analysis, so you can connect with the right people, at the right time.


This just touches on some of the things we do to help our clients – if you would like to chat with one of our friendly team to discuss how we could help you, find our contact deets here, we’d love to connect!