‘So, what does a PR agency really do?’

By Ashleigh McQuoid

In the age of information overload and fake news, public relations is a strong tool for protecting organisations’ reputations, dealing with crises, and stopping the spread of misinformation. Yet, among all the good that public relations specialists do, many people still struggle to understand the profession.

Public relations is defined by PRINZ as, ‘The deliberate, planned, and sustained effort to establish and maintain mutual understanding and excellent communications between an organisation and its publics.’

A broad misconception about communications is that it is easy. Sure, having the ability to understand language allows you to communicate, but it takes more than language to communicate with different audiences, and ensure a message is received and understood. Engaging people effectively needs a very specialised set of skills.  

What many people also don’t know about public relations and communications in New Zealand is that all affiliated PRINZ members are sworn to work by a Code of Ethics. This Code includes:

-       Using actions and words to build trust

-       Always being accurate and truthful

-       Serving the public interest and aiding public debate

-       Dealing fairly with people we interact with, including media

-       Promoting open communication in the public interest, whenever possible

-       Abiding by the law

This code is in place to ensure that public relations professionals provide a trustworthy service in New Zealand.

Although public relations isn’t a holy grail sector that can solve every problem, it helps convey understanding and has achieved many great things in the past. Public relations was a huge part of managing the COVID-19 pandemic, and other natural disasters that New Zealand has faced. Not to mention the amazing campaigns that Public Relations professionals regularly assist with across Aotearoa.