It wasn’t large city agencies, McDonalds, or Spark that took out the Public Relations Institute of New Zealand (PRINZ) Supreme Awards this year.
One was solo practitioner Chelsea Halliwell from Christchurch and the other was agency Campbell Squared based in the region of Tauranga. The awards were held Thursday May 25th at the Great Hall in Christchurch, as part of PRINZ conference entitled ‘Seismic Shifts’.
Both winning campaigns demonstrated the real impact public relations can have on social change. Both agencies started with humble home-based beginnings and community values entrenched.
One of the largest Treaty settlements to date was spurred by Campbell Squared Communications of Tauranga. They developed a programme and ran a campaign that used video and livestreaming to turn thousands of disengaged whanau members into supporters who voted ‘yes’. At the official signing, the client said the agency taught them to move beyond their cultural constraints and embrace technology.
In what some might call a ‘David Vs. Goliath’ campaign, Chelsea Halliwell, solo practitioner, also received the Supreme Award for ‘Nothing but the facts – how Redcliffs won its school back’. This campaign was to reverse the Ministry of Education’s decision to close Redcliffs School post-earthquake. Its effective lobbying and garnering of immense community support resulted in the desired change. Redcliffs School remains.
PRINZ Awards Chief Judge, Lisa Finucane, FPRINZ, said that while presenting two winners is unusual and was last done in 2012, the outcomes of both campaigns indicated a real social shift and it was impossible to separate the two.
“These were two excellent campaigns and certainly demonstrate the way ethical public relations can be used to engage communities and decision makers. They both demonstrate a clear two-way flow of information, reaching people and groups that may have been missed in the past, and helped achieve an outcome with real benefits to stakeholders,” she said.
The PRINZ Awards are now in their 43rd year, recognising excellence in New Zealand’s public relations and communications industry, promoting continuous improvement, and celebrating best practice. This year’s awards attracted a record 98 entries from around the country.
The Awards are judged by Fellows and senior practitioners of the Institute with the assistance of international colleagues.
“Nobody counts the number of ads you run; they just remember the impression you make.” – Bill Bernbach
One of our fantastic clients is making an impression as a leader in her industry - real estate. She is one of the first in the local industry to launch her own mobile application (app). As you may know we are huge fans of embracing digital marketing and communications.
Not only does it make real estate easier for her clients, but she partners with local businesses and encourages users of her app to shop local! How awesome is that? We think Eliza Waszczak is a rock-star!
Check out a recent clipping from Eliza's app launch which we supported her with
For a recent project we translated our writing skills into visual storytelling for mobile.
We can write storyboards and create moving visual concepts to get your key messages across in a short video designed to be watched on mobile.
Check out our You Tube channel to see some examples of using video PR for our clients.
2. A scoop in Fairfax publication Selwyn Ashburton Outlook 22/03/17 for client Lake Hood
It comes as no surprise that in 2017 the general public's taste of trust for 'the system' has gone sour.
So what does that mean for media, businesses, not-for-profits and government? Change. And fast.
The Edelman's Trust Barometer 2017 uncovered that people worldwide trust search engines the most as an information source.
So for the PR and communications industry, we need to know how Google search works. We must keep up with the ever-growing number of comms channels. Embrace new ways and revisit old ways. We must be hyper-adaptable in our communication style. Out with words and in with images, Out with images and in with moving video. Out with edited and in with live. Audience's are craving more personal, conversational & minimal styles of communication than ever before.
Humans want to trust and identify with other humans like them. With globalisation, population increase and technological advances increasing in speed, the world's problems seem more complicated by the day. In a climate of "go harder, better, faster, stronger", communication can be the balance. Let's try softer, slower, simpler and more sensitive. People want basic language. Short sentences. Sound bites. A genuinely casual "how ya goin' mate?" or a bit of a stumble in 2017 is no longer frowned upon and can now be seen as endearing. And in some cases - a powerful symbol of humanity.
BBC Dad was a viral sensation not because of his intelligence on an international current affair, but because we related to him as an imperfect human. The video of his children walking in on a BBC live interview 20 years ago may not have been received as positively as it was in 2017. It seemed to be just what the world needed at that moment. And if showcasing our imperfect selves is what's working, then doesn't that say transparency is key? And how do we do transparency with creating our own PR crisis? That's a whole other story but that's also where listening comes in.
I'll leave you with this, from the Edelman's Trust Barometer 2017:
"The 2017 Edelman Trust Barometer reveals that trust is in crisis around the world. The general population’s trust in all four key institutions — business, government, NGOs, and media — has declined broadly, a phenomenon not reported since Edelman began tracking trust among this segment in 2012.
With the fall of trust, the majority of respondents now lack full belief that the overall system is working for them. In this climate, people’s societal and economic concerns, including globalization, the pace of innovation and eroding social values, turn into fears, spurring the rise of populist actions now playing out in several Western-style democracies.
To rebuild trust and restore faith in the system, institutions must step outside of their traditional roles and work toward a new, more integrated operating model that puts people — and the addressing of their fears — at the center of everything they do."
I'm proud to be a graduate of Waikato University's 'gold standard' Communications degree.
“The PRSA certification says Waikato’s Bachelor of Communication Studies degree meets international standards and our graduates are ready to take a job anywhere in the world. Indeed, many of their graduates hold high-level positions in the United Nations, UNICEF, Boston Consulting Group, and Amazon, as well as in New Zealand companies such as Air New Zealand, Vodafone, Trustpower, Porter Novelli, Pursuit PR, Tourism New Zealand, and local councils,” says Professor Juliet Roper.
Being provincially based I've spent most of my young career either on the floor, in the thick of it, or building businesses from the ground up. I understand the unique challenges of kiwi-isolation, start ups and endeavours. But my studies have given me the insight to also see how they might play out on the world stage, in a constantly evolving way.
To read more about Australaisia's gold standard communications degree click here:
As part of the growth plan for 2017/2018 Heart PR has signed up for ongoing professional development with the Public Relations Institute of New Zealand (PRINZ).
Since returning from a Mobile and Visual Story telling workshop we were chomping at the bit to create some video so please head to the home page to view just a taste of what we can offer at Heart PR.
Utilising video in today's cluttered environment is fast becoming the only way to be seen. And in due course, video will be overtaken by new technologies such as augmented and virtual reality.
Moving images can not only get a message across quickly, but they can resonate with the viewer with more depth and more power - if done right.
Not only this, but with video right in the palm of someone's hand - it's personal and intimate.
So if you are looking for new ways to communicate, mixed with some tried and true - contact us today.
At the mad-hatters tea party. (The mad-hatters being Heart PR). This last few weeks have seen the use of a few different hats. Here are some highlights:
For Lake Hood we've been focused heavily on digital touchpoints. We've uncovered so much fantastic content, just waiting to be shared. A little unexpectedly, high quality content is already being created by fans, users and groups of Lake Hood themselves. Check out their Facebook and Instagram to discover the many exciting things people are doing at Lake Hood. TIP: The key to keeping on top of social media pages is considering yourself more of a curator than a creator.
We've met super-inspirational entreprenuers who are looking to set the bar high and take over your miiiind with their media efforts in 2017! Some great examples of kiwi ingenuity here in Mid Canterbury. We have some truly unique superstars here and it's time to show the world what we've got.
After months of research, analysis, lobbying and a spot of waiting - we finally met with the Ashburton District Council to set the scene for CBD revitalisation. Read more about it here in the Ashburton Guardian "A new CBD, step by step'.
And we've assisted TranzAlpineHoney who are set to launch new super-strength, certified organic Propolis & Manuka health products: locally and globally!
All this while setting the scene for the holidays, Christmas functions and the anticipation of the big day that school is out for summer (tomorrow!) I have a feeling the mad-hatters tea party is set to begin.
I love working in public relations. But sometimes I take a deep breath when people ask me what I do.
It means that now I’m about to launch all PR capability systems, just to explain what PR actually is!
Here are the 6 top misconceptions about PR I often get:
“Is PR the same as HR (human resources)?”
No, not really. But it does share its focus on humans! Some PR professionals practice internal communications which specialises on public relations on the inside of an organisation. Internal comms. can support HR systems by ensuring that communication flows smoothly throughout the organisation. Communication that flows well can enhance a company’s reputation from the inside, while also increasing staff morale, productivity and retention.
“Ah, so you’re more like a copywriter?”
I certainly do offer copywriting as part of a package of services, but what really gets my bells and whistles going is developing crucial public relationships for organisations or brands to thrive.
“Oh! You’re what they call a spin-doctor!”
Is that like a doctor in spin-class? Jokes aside, ethical and transparent public relations and communications is what’s trending in our industry right now. Spinning up stories is a big no-no while shining light on an angle is in the yes category.
“You have to have worked in journalism, right?”
Working in journalism certainly can give you many qualities required to be an outstanding PR practitioner. But with Bachelor of Communications degrees that have been operating in New Zealand universities for around fifteen years now, you could come from any background.
“So, is it kinda like free advertising?”
Well, when it comes to media placement, it’s much more than a ‘buy-me’ promotional message. Having your brand showcased by media builds reputation. You’re laying a foundation and building something solid for the long-term. Plus, it’s not really free because you are paying for your PR practitioner’s expertise in presenting your brand to key influencers.
“Can you make me famous?”
I can always try!