Lead with the story not the sell
Instead, ask yourself why the story matters now. Consider who is affected. Think about whether it ties into a broader issue, a cultural shift or something relatable. If you can position your story as part of a bigger picture, it will have a better chance of landing. Focus on relevance and substance. The promotional value follows naturally when the story resonates.
Use New Zealand’s media landscape to
your advantage
New Zealand’s media scene is small and closely connected. That works in your favour if you understand how it operates. Local relevance matters. Even if you run a national operation, you’ll have more impact by showing how your story touches people, industries or communities directly.
It’s also important to understand who covers your sector. Building personal relationships is far more effective than sending generic news to a general inbox. Timing plays a critical role too. If your sector is being affected by something like law reform, environmental change or rapid tech development, being ready to comment with credibility can open doors.
What matters here isn’t a big budget or fancy PR campaign. It’s your ability to be timely, relevant and reliable.
Position your people as experts
People buy from people. That principle carries through in media too. Journalists are constantly looking for credible and articulate individuals who can explain complex topics in an engaging way.
If your CEO, founder or technical lead can speak clearly about a topical issue, offer informed comment or provide fresh insights when a story breaks, you’re offering real value. One way to build visibility is through thought leadership posts on LinkedIn or by contributing commentary during key moments in the news cycle. When a journalist does call, being responsive counts. Speed and clarity can be the difference between landing a quote or missing out entirely.
You don’t need to dominate every news cycle to be seen as credible. A handful of timely and insightful appearances can build your profile as a trusted voice in your industry.
Avoid the corporate waffle
Your message must be simple, human and easy to understand. Too often, great ideas get buried under jargon. If a 10-year-old wouldn’t understand your pitch, it probably needs rewriting.
Play the long game but start now
Avoid long-winded phrases and meaningless buzzwords. For example, don’t say “we’re enabling strategic capability uplift through sector-wide transformation initiatives.” Instead, say something clear like “we help businesses save time and money by making their systems work better.” It’s not about dumbing anything down. It’s about making sure people actually get what you’re saying.
Journalists don’t have time to decode complex copy. They’re looking for the heart of the story and a reason to tell it now.
Getting media coverage is not a one-time thing. The companies that succeed in PR are those who show up consistently. They build a presence across channels like LinkedIn. They contribute when something in their industry changes. They keep sharing stories even when they’re not pitching a specific announcement.
You don’t need to be on every platform every day. What you do need is a content plan with a few strong messages, some well-timed media opportunities and a willingness to show a bit of what happens behind the scenes. Whether it’s a case study, a milestone or a lesson learnt, consistent visibility builds credibility.
Think of PR as long-term relationship building. The more value you offer over time, the more likely the media is to come to you when the next opportunity arises.
You don’t need to be famous to
be newsworthy
You don’t need to be a household name to get great PR in New Zealand. But you do need to think like a journalist, act like a storyteller and speak like a human. Whether you’re launching a business, leading a team or managing a crisis, effective PR can give you a competitive edge.
From the newsroom to the newswire
As a former hard-nosed journalist and now a PR consultant, I’ve sat on both sides of the media fence.
I began my career in 2000 on local radio in the UK, working at stations with cool sounding names like Neptune Radio, Hereward FM, Cambridge Q103 and Northants 96.
Back then, faxes would fly in from comms officers urging me to cover their latest update. I ignored most. Unless it was urgent or genuinely interesting, it didn’t make the cut.
Since then, I’ve worked on TV and current affairs shows like BBC South East Today, ABC Australia’s 7:30 and TVNZ’s Sunday. The rejection rate for PR pitches never changed.
Now, sitting on the PR side, I use what I learnt to help businesses get seen and heard. Here are five ways to go from invisible to irresistible in the eyes of New Zealand journalists and your audience.