PR lessons from Aotearoa

Some of my connections will know that I spent 14 years living and working in Auckland, New Zealand. I was there through my twenties and a decent chunk of my thirties, so I do feel like I grew up in ‘the land of the long white cloud’ - both personally and professionally.?

When I arrived, I was ferrying coffee orders to agency CEOs and quietly taking notes in many, many work in progress meetings. By the end, I had cemented my reputation as a food, drink and tourism PR expert, and had worked with some pretty epic brands, including 万豪酒店 , Dole, Babich Wines Ltd , Westfield, Kea Campers, Vogels, KAYAK, Air New Zealand, Manuka Health , The Coffee Club, Charoen Pokphand Foods, and Beyond Meat.?

I learned so much during my time in the Southern Hemisphere - and where better to share some of those insights than on LinkedIn? Feel free to like and share if you find any of it interesting or useful!?

1. Provenance is powerful - domestically and globally.

New Zealand brands have done a smashing job crafting and telling their origin stories - with support from organisations like New Zealand Trade and Enterprise, Tourism New Zealand, New Zealand Winegrowers, and Beef + Lamb New Zealand, amongst others. The New Zealand Story runs through everything.?

We’re doing a great job here in the UK and there are regional pockets of excellence. However, we could always be doing more, particularly when it comes to promoting British food and drink products overseas.?

The British government is making strides forward. Last year, The Department for International Trade (DIT) and the Department for Environment, Food and Rural Affairs (DEFRA), in partnership with industry established the Food and Drink Export Council to help tell the British food story internationally. However, the inaugural meeting was only held in January 2023, so it is still early days.?

Hopefully, the members, which include some of the most talented food, drink, and agricultural minds in the country, will grasp the opportunity and invest in international storytelling (I think we're in safe hands with people like Anthony Mulley, Donna Fordyce and Lee Hemmings on board). Our food and drink sector, and the people within in, are outstanding, and could easily inspire a powerful global campaign with some strong, persuasive messaging that explains what sets our market apart from the rest of the world.?

2. It is possible to run a great PR campaign on a tight budget

I have pulled things out of the bag that most people wouldn’t deem possible, on a budget that a lot of consultants would wince at. We never had the fattest budgets in New Zealand - certainly not compared to the UK and Australia. It forced me to be even more creative.?

One of the most memorable tactics was a Christmas mince pie making competition that we organised (on a shoestring) for the Baking Industry Association. We shamelessly approached celebrity chefs, influencers and journalists to put forward their creations. They all got on board with enthusiasm - presenting everything from stunningly beautiful creations, to the….more interesting and quirky. None of them asked for payment as we agreed to auction the mince pies for charity, raising thousands of dollars. The mass media coverage across Breakfast TV, radio and print, was transformational for the Baking Industry Association, leading to a huge spike in membership applications.?

3. Be brave.

Because New Zealand is a smaller market, brands have to punch above their weight - even more so if they want to break into the export market. That teaches them to fail fast and learn quickly. As a PR consultant, I loved matching this approach, and working with business leaders and fellow marketers that were enthusiastic about trying new approaches.?

We challenged the traditional perceptions of PR on a daily basis - whether it was designing a traffic stopping billboard for a pizza brand that generated international coverage, challenging a water pistol world record for UNICEF, strapping Breakfast TV hosts up with heart rate monitors for a theme park, creating viral videos, or encouraging celebrity chefs, journalists, and influencers to take part in the country’s most epic sandwich making competition. We were always thinking about how we could grab attention for brands in a positive, and exciting way. Media releases still have their place but they’re just one tactic amongst a suite of many. We have continued to embrace that innovative, rule-breaking ethos here in the UK with some fantastic results.?

4. Make friends and stay humble.?

Quite simply, you can’t upset too many people in New Zealand because it will come back to bite you. There are few degrees of separation! Ethics, empathy, and warmth should be something that comes naturally to every communicator. However, we should always remember to stay humble as well. Never hesitate to share advice or give someone a hand up if you can. You never know how you might be able to help each other down the track.?

5. Work life balance makes you better.?

Have you ever tried to get hold of an Auckland journalist, or even a top CEO on a sunny Friday afternoon? Don’t bother. They work hard but carve out time for play as well, and it’s a good lesson. Time out makes you a better creative (and a happier, healthier person). You can’t keep delivering world class ideas if you’re depleted.?

Hopefully, those insights are of some use. If you would ever like to chat to me about my experience in New Zealand, Australia, Asia, or the UK, then please do drop me a line. Like most PR people, I always enjoy a good natter.

And if you’ve made it to that final point, take it as a sign - get away from your computer, and enjoy some time in the beautiful British outdoors. Your brain, and your customers/clients, will thank you for it!?

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