Is PR all just about who you know in New Zealand? Having the right media contacts is an important part of PR in any country, but there's far more to it than just the people whose phone numbers you have access to.

Public relations is an art form in itself. In this article, we'll take you through the ins and outs of PR in New Zealand and how businesses here excel in the media.

Building Relationships

One of the key principles of PR in New Zealand is the importance of building strong relationships. There are thousands of journalists across New Zealand, so it's not just about sending out press releases to mass email lists and hoping for the best. It's about fostering genuine connections with the right journalists who can help get your message out there.

This means taking the time to get to know journalists, understand what their readers are after, and provide them with valuable content. It's a slow burn approach that pays off in the long run.

When we worked with Kea Aerospace to announce their NASA partnership, we didn't just blast out a press release. We identified the specific journalists who cover aerospace and technology, understood their audiences, and crafted a story that would resonate with their readers. The result? Coverage across radio, print, and podcast media, plus a prominent piece on the 6pm TV news bulletin.

Prolonged Campaigns for Lasting Impact

While quick wins and one-off press releases have their place in PR, New Zealand companies see better results from prolonged campaigns that build brand recognition and trust over time.

Prolonged campaigns allow the public to get to know and trust your business. It's not about a single headline-grabbing moment but a series of well-planned stories that gradually shape public perception.

Whether it's a story about a local brand's commitment to sustainability or a company's journey to support local communities, the narrative is carefully crafted and then reinforced over time.

Look at Scapegrace Distilling. We've worked with them on an ongoing basis, securing more than 70 pieces of coverage across lifestyle, business, trade, and mainstream media. Each story builds on the last, reinforcing their position as New Zealand's leading distillery.

Knowing the Media Landscape

Navigating the media landscape in New Zealand requires a deep understanding of the local media ecosystem. This is where PR agencies with local expertise come into play. These agencies have their fingers on the pulse of what's happening in the media scene, whether it's the latest trends, key players, or the issues that matter most to New Zealanders.

Partnering with a PR agency that knows the media landscape inside out can make all the difference. They can help you tailor your message to fit the unique interests and preferences of different audiences, ensuring that your PR efforts are effective and tailored to the local community.

When Coffee Supreme launched their Never Run Out campaign, we knew exactly which lifestyle publications, radio stations, and online platforms would give the campaign the best reach. We secured coverage across national and lifestyle publications, and ran radio giveaways across stations nationwide.

Targeting Specific Media Outlets

Whether it's a feature in a popular lifestyle magazine, a segment on a local radio station, or an appearance on a prominent news website, the goal is to reach the right audience through the right channels.

This targeted approach ensures that your message doesn't get lost in the noise but reaches the people who are most likely to engage with your brand or cause.

For Amor's launch, we targeted Radio New Zealand, Newstalk ZB, and The Press newspaper, securing a full-page spread. The result? 400 new members signed up in the first week.

The Art of PR

PR in New Zealand is a fine art that involves building relationships, embracing prolonged campaigns, understanding the media landscape, and targeting specific outlets. Overall, it's about creating lasting impact and resonating with the local audience.

So if you're looking for brand exposure in New Zealand through trusted media sources, reach out today to see how we can help.