Public Relations is widely misunderstood and underutilised in New Zealand so here’s a simple beginners guide to PR. At its core, Public Relations is about building and maintaining a strong public awareness and reputation for your business. Here's a closer look at what this entails:
Securing Favourable News Coverage
At the heart of PR lies the art of generating positive news coverage. It's all about painting your business in a good light through newsworthy narratives that resonate with both the media and the audience. This positive exposure is extremely powerful in building a trustworthy and influential brand image. In short, consumers are far more likely to deal with your brand if they’re made aware of it and it’s been endorsed through media coverage.
Running Events to Boost Brand Perception
PR isn't confined to just newsrooms; it takes to the streets, organising events that significantly uplift your brand's perception. Whether it's a product launch or community engagement events, PR ensures that the events resonate with your target audience, creating a buzz that’s authentic and positive.
Creating Engaging Content
Then there's the creation of engaging content. Through well-crafted social media content, PR helps in weaving your brand story seamlessly, reaching out to the masses in a way that's both genuine and captivating.
Crisis Management
Let's face it, sometimes things don't go as planned. In times of crisis, PR steps up, managing the situation tactfully to prevent any damage to your reputation. It's all about having a strategy in place that ensures your brand can weather the storm with grace and dignity.
Payper PR
While PR is a vast field encompassing several strategies, at Payper, we’ve chosen to hone in on one critical aspect - securing positive news coverage for our clients. Whether it’s a story on Seven Sharp, coverage on the AM show, a lifestyle piece in Viva, a radio interview or industry specific coverage that you’re after, we’re here to help.
Taking a Closer Look at the PR Landscape in New Zealand
Businesses across the board, from startups like Kiki to the big players like Fonterra and Air New Zealand embrace the benefits of PR brings to the table. By crafting stories that resonate with Kiwis, both large organisations and small startups are on TV, on your radio, online and everywhere New Zealanders get their news, fostering trust and building solid reputations.
Why Investing in PR is a Smart Move for Kiwi Businesses
Investing in PR can be like striking gold. When executed well, it not only offers remarkable value for your marketing spend but also builds a narrative that lasts beyond a fleeting campaign.
Financial Viability
While a primetime TV ad might cost you tens of thousands, PR could get you a longer, more valuable piece in that same TV time slot for a fraction of the price.
PR provides far more bang for your buck compared to traditional advertising. It's about cementing your presence in the media landscape and fostering organic mentions that create a genuine connection with your audience.
Solidifying Your Brand
Building a brand is more than just visual aesthetics; it's about crafting a narrative that embodies your values and resonates with your audience. PR helps to establish a reputation that is respected and admired.
Establishing Authority
Being recognised as an authority in your field is a coveted position. PR facilitates this, helping you carve out a space where your insights are valued, fostering a reputation of expertise and reliability.
Genuine PR
Embracing PR is about telling genuine stories that will connect with the New Zealand public and strengthen your brand. So, it’s time to lean into PR. Ready to take this exciting plunge? Let’s craft a PR strategy that’s as vibrant and dynamic as your business.
