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HMC

CRUNCH

A Marketing , Business and Management podcast

#121 in Marketing · 🇳🇿
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About the show

Get ready to embark on a ‘PR learning adventure’ with CRUNCH! Three-time winner of the PR Institute of NZ’s ‘Small PR Agency of the Year,’ the HMC team provides practical wisdom to help business leaders turbocharge their reputation-building game. Tune in to these 'crucial chats over lunch' - CRUNCH - for entertaining insights that will empower you to forge connections and relationships with those who matter most in your industry. Whether you are steering the ship as a visionary CEO, orchestrating strategy from the boardroom, or driving a dynamic communications team, the HMC crew is your ultimate partner for PR success. Join us and our amazing line-up of experts as we dive deep into the trenches of reputational challenges. From building your brand, to encouraging staff loyalty, to handling issues and crises, the HMC team will equip you with proven PR strategies. And that’s not all – buckle up for episodes that unravel the mystique behind the latest digital PR trends. Wondering if you should seize the trend or let it slide? We’ve got your back with insights that slice through the noise and deliver crystal-clear information you can use to succeed in your leadership role. Ready to dive in even further? Visit the HMC at https://www.wearehmc.co.nz/crunch to learn more about our guests and download additional information on each episode topic. CRUNCH – it’s a bite-sized taster on the topic of public relations and strategic communications. Dive in now!

Newest episodes

How Do You Sell a Service People Don’t Think They Need?

30 min

If you’re trying to grow a product or service that your audience doesn’t yet understand—or assumes isn’t for them—how do you change their minds without relying on a hard sell? This episode offers practical lessons from an award-winning PR campaign that turned a complex professional service into something people could recognise, relate to and act on. You’ll learn how to: Use education to create demand and build trustFind the human story behind a complex offeringChoose channels that help your experts connect authenticallyTurn one strong idea into content that works across multiple platformsBuild a long-term communications programme that generates recognition, referrals and enquiriesMeasure success against business goals—not simply media coverage Listen for an honest look at what it takes to move from ad hoc promotion to strategic communications that changes perceptions and supports business growth. Companies mentioned in this episode: HMCGrayson Clements LawyersPRINZNew Zealand HeraldStuffBlue Duck StationKeep the Change (podcast)

Launching Uber in New Zealand: From Controversy to Credibility

49 min

How do you introduce a disruptive brand when the global narrative is already working against you? AJ Tills, Uber’s first employee in New Zealand, joins CRUNCH to reflect on the early days of launching Uber locally - from recruiting drivers with a backpack of iPhones to managing public questions about safety, legality and trust. This episode explores the communications and marketing challenges behind one of New Zealand’s most recognisable market launches: how to educate a market, create social proof, work alongside policy and operations teams, and build enough legitimacy for people to download the app and try something new. AJ Tills’ experience as the first employee of Uber in New Zealand offers a unique perspective on the intersection of technology, marketing, and public relations within a highly scrutinized launch environment. His recounting of the early days of Uber reveals the challenges of introducing a disruptive service to a market that was not only unfamiliar with app-based ride-sharing but also wary of its implications for traditional transportation models. Tills highlights the critical role of education in this process, noting that overcoming public skepticism necessitated a robust communication strategy that emphasised transparency and engagement with various stakeholders, including riders, drivers, and regulatory authorities. Throughout the conversation, Tills reflects on the innovative marketing and PR strategies employed during Uber's initial rollout, particularly the use of grassroots tactics to build a user base and foster community engagement. The emphasis on direct communication with potential drivers and riders, coupled with promotional incentives, exemplifies a dynamic approach to market penetration that prioritized user experience and satisfaction. As Tills discusses the evolution of Uber's brand perception over time, he underscores the importance of adaptability and responsiveness to changing consumer needs and societal expectations. This ep...

From Ignored to Newsworthy: How to Earn Media Coverage

38 min

Why do some businesses get media coverage while others struggle to get noticed? In this episode of CRUNCH, HMC Director Heather Claycomb is joined by Senior Account Managers Emma Letessier and Natalie Swart to unpack what “earned media” really means, and why it is much more than free publicity. The team breaks down the four players involved in earning media attention: the business, the PR team, the journalist and, finally, the business again once the story is live. They talk about what makes a story genuinely newsworthy, why media relationships still matter, how businesses can lose control of a story once a journalist picks it up, and why that editorial independence is exactly what makes earned media so credible. They also discuss why a single media hit should never be treated as the final result. Used well, media coverage can support reputation, sales conversations, recruitment, stakeholder trust, social media, website content, digital advertising and even AI search visibility. In this episode, we cover: Why earned media is not the same as free publicityWhat makes a business story worth a journalist’s attentionWhy “one and done” media coverage is rarely enoughHow PR teams shape a story before it is pitchedWhat businesses need to understand about editorial independenceHow to get more value from a media hit after it appears If your business wants to build credibility, get found by the right people and use media coverage more strategically, this episode is a practical place to start. Companies mentioned in this episode: HMCAUTTVNZWaikato Times

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All episodes

How Do You Sell a Service People Don’t Think They Need?

30 min

If you’re trying to grow a product or service that your audience doesn’t yet understand—or assumes isn’t for them—how do you change their minds without relying on a hard sell? This episode offers practical lessons from an award-winning PR campaign that turned a complex professional service into something people could recognise, relate to and act on. You’ll learn how to: Use education to create demand and build trustFind the human story behind a complex offeringChoose channels that help your experts connect authenticallyTurn one strong idea into content that works across multiple platformsBuild a long-term communications programme that generates recognition, referrals and enquiriesMeasure success against business goals—not simply media coverage Listen for an honest look at what it takes to move from ad hoc promotion to strategic communications that changes perceptions and supports business growth. Companies mentioned in this episode: HMCGrayson Clements LawyersPRINZNew Zealand HeraldStuffBlue Duck StationKeep the Change (podcast)

Launching Uber in New Zealand: From Controversy to Credibility

49 min

How do you introduce a disruptive brand when the global narrative is already working against you? AJ Tills, Uber’s first employee in New Zealand, joins CRUNCH to reflect on the early days of launching Uber locally - from recruiting drivers with a backpack of iPhones to managing public questions about safety, legality and trust. This episode explores the communications and marketing challenges behind one of New Zealand’s most recognisable market launches: how to educate a market, create social proof, work alongside policy and operations teams, and build enough legitimacy for people to download the app and try something new. AJ Tills’ experience as the first employee of Uber in New Zealand offers a unique perspective on the intersection of technology, marketing, and public relations within a highly scrutinized launch environment. His recounting of the early days of Uber reveals the challenges of introducing a disruptive service to a market that was not only unfamiliar with app-based ride-sharing but also wary of its implications for traditional transportation models. Tills highlights the critical role of education in this process, noting that overcoming public skepticism necessitated a robust communication strategy that emphasised transparency and engagement with various stakeholders, including riders, drivers, and regulatory authorities. Throughout the conversation, Tills reflects on the innovative marketing and PR strategies employed during Uber's initial rollout, particularly the use of grassroots tactics to build a user base and foster community engagement. The emphasis on direct communication with potential drivers and riders, coupled with promotional incentives, exemplifies a dynamic approach to market penetration that prioritized user experience and satisfaction. As Tills discusses the evolution of Uber's brand perception over time, he underscores the importance of adaptability and responsiveness to changing consumer needs and societal expectations. This ep...

From Ignored to Newsworthy: How to Earn Media Coverage

38 min

Why do some businesses get media coverage while others struggle to get noticed? In this episode of CRUNCH, HMC Director Heather Claycomb is joined by Senior Account Managers Emma Letessier and Natalie Swart to unpack what “earned media” really means, and why it is much more than free publicity. The team breaks down the four players involved in earning media attention: the business, the PR team, the journalist and, finally, the business again once the story is live. They talk about what makes a story genuinely newsworthy, why media relationships still matter, how businesses can lose control of a story once a journalist picks it up, and why that editorial independence is exactly what makes earned media so credible. They also discuss why a single media hit should never be treated as the final result. Used well, media coverage can support reputation, sales conversations, recruitment, stakeholder trust, social media, website content, digital advertising and even AI search visibility. In this episode, we cover: Why earned media is not the same as free publicityWhat makes a business story worth a journalist’s attentionWhy “one and done” media coverage is rarely enoughHow PR teams shape a story before it is pitchedWhat businesses need to understand about editorial independenceHow to get more value from a media hit after it appears If your business wants to build credibility, get found by the right people and use media coverage more strategically, this episode is a practical place to start. Companies mentioned in this episode: HMCAUTTVNZWaikato Times

Winning the Battle for Farmer Attention

43 min

Whether you're marketing to NZ farmers or wanting to get a news story in front of them, they are harder to reach than ever before. The channels available are changing, plus farmers 'media consumption' habits have also evolved. In this episode, Heather Claycomb is joined by Chris Williams of KingSt Advertising and Richard Rennie of Laurich Agri-communications and Farmers Weekly to discuss what is changing in rural media, which channels still matter, and why trust, relevance and the right media mix are more important than ever. KingSt's latest rural media report, "Marrying Tech with Tradition" forms the basis of the discussion. This is a practical listen for rural marketers, communicators and business leaders. We cover audience fragmentation, trust in media, the role of radio, print, digital and TV, the loss of community papers, and why rural brands need a strategic mix of channels and credible voices to stay visible and relevant. Five takeawaysFarmer attention is still there; earning it takes new tactics.Trust in the channel affects trust in the message.Traditional media still has value, but audience behaviour has shifted.Rural marketing and communications works best when multiple channels are in sync.Real farmer voices remain one of the most persuasive tools available. Links referenced in this episode: https://www.kingst.co.nz/https://laurichcomm.co.nz/https://www.wearehmc.co.nz/https://www.farmersweekly.co.nz/ Companies mentioned in this episode: HMCKing Street AdvertisingLarge Agri-communicationsFarmers WeeklyFonterra

Build Your Leadership Brand on LinkedIn

22 min

LinkedIn has become one of the most influential platforms shaping professional reputation, trust, and visibility. Yet many leaders still feel unsure about how to show up in a way that feels authentic, strategic, and worth their time. In this episode, Emma and Natalie from HMC unpack what effective leadership presence on LinkedIn really looks like. Moving beyond vanity metrics and formulaic posting advice, the conversation focuses on how leaders can use LinkedIn as a long-term reputation and relationship-building tool rather than a content treadmill. The episode explores why consistency matters more than frequency, how credibility is built through perspective rather than promotion, and the role LinkedIn plays in influencing customers, staff, industry peers, and even AI-driven search results. The team also discusses common mistakes leaders make on the platform, why silence can be just as damaging as oversharing, and how to balance personal voice with organisational responsibility. This episode is particularly relevant for CEOs, founders, senior leaders, and subject-matter experts who want their LinkedIn presence to support trust, leadership visibility, and business outcomes without feeling forced or performative. Listeners will come away with practical guidance on how to approach LinkedIn with intention, clarity, and confidence, and how small, well-considered actions can compound into long-term brand equity. Takeaways: Authenticity matters. Leaders build trust on LinkedIn by sharing perspectives that reflect who they are and how they think, not by trying to sound like everyone else.Showing up counts. Thoughtful engagement and useful insights add far more value than posting for the sake of it or chasing trends that do not fit your role or reputation.Your profile is your foundation. A current, well-considered LinkedIn profile should accurately reflect where you are today, not where your career was several years ago.Consistency beats bursts. Regular, considered activity...

Five Crucial Steps to Take in the First Hour of a Crisis

6 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. When a crisis hits, the first hour can make or break your reputation. In this episode, Heather Claycomb and Natalie Swart walk through what leaders and comms people must do in those first 60 minutes. They talk about how to pull your crisis team together fast, get clear on who is doing what, and stop people working at cross purposes. HMC director Heather Claycomb and HMC senior account manager Natalie Swart share practical tips for gathering solid facts, sorting truth from rumour, and deciding who needs to hear from you first. They explain why staff and key stakeholders should usually be at the front of the queue, and when you need to go public early versus when you can keep things contained. You will also hear how to shape simple, honest key messages that cover what you know, what you do not know yet, and what you are doing next. The goal is to keep control of the story before social media does it for you. Key takeaways In the first hour, get your crisis team together and give everyone clear roles.Collect only confirmed facts. Do not base your response on guesswork or gossip.Work out your key audiences, starting with your staff and closest stakeholders.Decide if you need to communicate publicly yet, based on the scale and visibility of the issue.Write short, clear key messages that state what has happened, what you are doing and what is still unknown.Move early to set the story. If you stay silent, others will fill the gap for you. Companies mentioned in this episode: HMC

Bad Review! What Should I Do?

7 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. Got a one star review and feel a bit sick? You are not alone. In this episode we talk about what to do when someone posts a bad review about your business, product or service. We get real about the first reaction most of us have - hurt, angry, defensive - and how hitting reply too fast can make things worse. HMC senior account managers, Emma Letessier and Vicki Jones, walk through how to pause, breathe and then respond in a way that shows you are listening and willing to put things right. They talk about when to say sorry, how to take the conversation offline, and how a calm, human reply can actually make you look more trustworthy to everyone reading the review. We also talk about the upside of reviews. Good ones are powerful social proof. Tough ones can highlight gaps in your service and give you a chance to improve. Key takeaways Do not fire back in the heat of the moment. Take a pause, then reply calmly and professionally.If you have made a mistake, say so and explain what you are doing to fix it.Write some simple response templates for common situations, then personalise them for each review.Reply to the good reviews too. A quick thank you shows you value your customers.Treat negative reviews as free feedback that can help you improve your systems and service.Keep your tone empathetic and human. People are watching how you handle criticism, not just what was said.

How to Ensure Your Brand Shows Up in AI Search

7 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. Is your brand showing up when people ask AI for information on a product or service? Many people are skipping Google and going straight to tools like ChatGPT, Gemini or Claude when they have a question about a product or service. If your brand is not being mentioned in those answers, you are missing warm leads. In this episode, HMC director Heather Claycomb and HMC senior account manager Vicki Jones unpack what AI search means for business leaders and comms people. They talk about how LLMs pick up information, why depth and clarity beat clickbait, and what you can do this week to improve your chances of being named in AI answers. You will hear practical ideas, not tech jargon. From checking your own visibility in incognito mode to tightening up your website, social channels and media coverage, this is about getting your house in order so AI cannot ignore you. Key takeaways SEO and AIO matter. Do not just optimise for Google. You need to show up in AI search results too.AI tools like clear, detailed, trustworthy content, not fluffy marketing speak.Consistent messages across your website, LinkedIn, media stories and other channels make it easier for AI to recognise and trust your brand.Use incognito mode and test AI searches for your key topics. See who appears. If it is not you, you have work to do.A simple communication plan that focuses on quality content in a few strong channels will put you ahead of many competitors. Companies mentioned in this episode: HMCChatGPTGeminiClaudeGoogle

Media Relations: Is the Media Release Dead?

5 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. Are media releases dead, or do they still earn their place in your PR toolkit? In this episode HMC director Heather Claycomb and senior account manager Natalie Swart talk honestly about how business leaders and comms people can work with New Zealand media without wasting anyone’s time. A client recently asked us if media releases are even relevant anymore, which sparked a good chat about when you should write a full release and when a short, sharp pitch email will do the job. Drawing nearly 25 years working with journalists, we share when a media release is the right move – especially when you need facts to be crystal clear, on the record and easy to lift into stories. We also look at when a tailored pitch wins, how to spot a real news angle, and why human stories still cut through crowded inboxes. If you're a business leader looking to get a story picked up by media or work in PR or comms, this episode gives you practical tips to choose the right tool for the job and build trust with media over time. Key takeaways Media releases still matter when you need accurate, factual information in front of journalists.Know when a media release is necessary and when a pitch is best.In a crisis, a media release helps keep everyone on message and protects your credibility.Strong relationships with journalists are built on being clear, reliable and easy to work with.Writing a media release first can make it much easier to pull out sharp, focused pitch key points.There is no single right way – use media releases and pitches differently depending on the story and the situation.

5 PR Forces That Will Shape Business in 2026

22 min

Businesses are facing a communications environment that is changing faster than at any point in recent memory. From AI-driven search and shrinking newsrooms to rising expectations on leadership visibility, the rules around reputation, influence, and trust are shifting. For leaders and communications teams, understanding what is coming next is no longer optional. In this episode of CRUNCH, HMC Director Heather Claycomb is joined by senior account managers Emma Letessier, Natalie Swart, and Vicki Jones to reflect briefly on four PR trends that shaped 2025, before turning their attention firmly to 2026. The heart of the conversation focuses on five PR forces the team believes will have the greatest impact on businesses this year. Drawing on hands-on experience working with organisations across New Zealand, the discussion explores why earned media is regaining strategic importance, how AI search is changing what visibility really means, and why human, credible storytelling is cutting through more than ever. The team also examines the growing role of thought leadership in steering narratives, and the emerging risks around misinformation and deep fakes in an election year. If you lead a business, manage a communications or marketing team, or advise organisations on reputation and influence, this episode will help you think more clearly about where to focus your effort in 2026, and how to build communications that stand up in a rapidly changing environment. Key Takeaways: Earned media is regaining strategic value as AI tools increasingly rely on credible news coverage to assess trust and authority.AI search is now a core audience in its own right, influencing how long-form content, messaging, and visibility need to be planned.Media scarcity is raising the bar on storytelling, with human insight, strong angles, and clear evidence more important than ever.Thought leadership, when done well and consistently, is becoming one of the most effective ways to steer narratives and b...

PART 2: Unlocking AI Search: How Your Brand Can Rise to the Top

21 min

The way people search for companies and products online is changing. This is part 2 in a two-part podcast series. In this episode our conversation explores communications tactics businesses can use to enhance their visibility within AI-driven searches. And the result will be greater engagement with your target audiences. The HMC team talks about the importance of having a robust communication plan, which is the starting point to ensuring you have consistent and authoritative content on a variety of online channels. And when you do, AI search engines will find you and recommend you. Takeaways: Brands must develop a robust communications strategy and online content plan to enhance visibility in AI searches. Understanding brand messaging and personality is crucial for differentiation in a competitive market. Engaging with online media with news stories and thought leadership can significantly improve AI optimization outcomes. Creating high-quality, human-centered content is essential for building trust with audiences and AI platforms. Leveraging partnerships to generate credible endorsements by third-parties can enhance a brand's online authority. Brands should actively seek out and respond to frequently asked questions to improve AIO and relevance. Links referenced in this episode: wearehmc.co.nz Companies mentioned in this episode: HMC ChatGPT Cloud Gemini TripAdvisor Instagram PR Institute of New Zealand

Unlocking AI Search: How Your Brand Can Rise to the Top (part 1 of 2)

21 min

The landscape of online search is undergoing a profound evolution, as consumers increasingly opt to bypass traditional search engines like Google in favor of advanced AI platforms such as ChatGPT, Gemini, and Claude. This evolution means brands must reconsider their digital presence, as large language models (LLMs) prioritise credible, consistent and authoritative content found on multiple platforms when making recommendations. In this first episode of our two-part series, we delve into the nuances of these changes in consumer behavior, and talk about the criteria that AI employs to include brands in its search responses. Furthermore, we provide a glimpse into effective tactics that companies can adopt to enhance their visibility in AI searches. Join us as we lay the groundwork for a more detailed action plan in our second episode, where we will equip brands with helpful tactics to be found in AI search. Takeaways: The landscape of online search is evolving as consumers increasingly prefer AI search engines over traditional search engines like Google. Large language models, such as ChatGPT and Gemini, prioritise credible and authoritative content when generating recommendations for users. Brands must understand that their entire digital footprint, from media coverage to expert commentary and more, directly influences their visibility in AI search results. A strategic communications plan with relevant digital tactics is a crucial first step in ensuring that brands are effectively pulled through in AI recommendations. As the reliance on AI for product comparisons grows, brands must adapt their content strategies to enhance their discoverability in this new environment. Our next CRUNCH episode is part 2 of this discussion and will provide actionable insights for companies seeking to enhance their presence in AI-driven search results. Companies mentioned in this episode: HMC ChatGPT Gemini Perplexity Reddit Friends that Invest One NZ Briscoes

Crisis Comms on the Frontlines: A PR Pro’s Journey in Global Aid

30 min

The dialogue with Phil Johnstone is an enlightening examination of the critical role of communications in the realm of global humanitarian assistance, particularly during crises. Phil shares his extensive experiences, having navigated the challenging landscapes of crisis response in various countries, including Nepal after the 2015 earthquake and more recently in Ukraine and Sudan. Phil has recently launched his own podcast through Plant & Food Research, called Collab. Phil has recently launched his own podcast through Plant & Food Research, called Collab, which looks at global issues and trends in international development and humanitarian crisis response. Phil's dual expertise as both a seasoned communicator and a former journalist enriches the conversation with Heather and Natalie of HMC, offering listeners a nuanced understanding of the complexities inherent in crisis communications. Phil articulates the necessity for clarity and authenticity in messaging, especially when addressing sensitive issues that affect vulnerable populations. Throughout the episode, he highlights the importance of storytelling as an essential tool for engaging audiences and fostering empathy. By recounting vivid experiences from the field, Phil paints a picture of the stark realities faced by those impacted by disasters and conflicts, while also celebrating the resilience and determination of local communities. His narrative underscores the collaborative efforts of various humanitarian organizations, showcasing how effective communication can bridge gaps between aid providers and those in need. Moreover, Phil discusses the emotional challenges faced by communicators in such high-stakes environments, emphasizing the importance of maintaining professionalism and composure while dealing with distressing scenarios. As the conversation concludes, Phil imparts valuable insights into the evolving landscape of communications in crisis situations, encouraging public relations professionals to...

Navigating the Minefield: Managing Corporate Reputation in a Distrustful Era

37 min

Organisations today face a heightened risk of reputational damage due to an increasingly sensitive public that is quick to take offense at corporate actions and decisions. Understanding the complex social, political, and environmental dynamics at play is essential for leaders looking to navigate this challenging landscape. Claudia MacDonald of Mango Communications, Alan McDonald of EMA and Fred Russo of Botica Butler Raudon join HMC Managing Director Heather Claycomb for this fast-paced episode. This episode dives into the importance of being prepared and having a proactive approach to communication, emphasising the need for businesses to cultivate situational awareness and trust in their values. Our panel of PR experts discusses real-world examples and offers actionable insights on how to effectively manage public perception and mitigate risks. By integrating strategic communication into business operations, organisations can better engage with their communities and safeguard their reputations. The episode presents a comprehensive exploration of the evolving landscape in which organisations operate, highlighting the critical role of public relations in managing reputational risks. As community dynamics shift, fueled by growing distrust in institutions and the rapid dissemination of information through social media, businesses must navigate a delicate balancing act. The discussion features insights from top PR leaders who emphasise the importance of awareness and preparation in the face of potential crises. They stress that organisations need to maintain a proactive stance, recognising that seemingly benign actions can provoke unexpected backlash from the community. By cultivating a culture of transparency and open dialogue, organisations can better anticipate public reactions and manage their reputations effectively. Throughout the conversation, the panelists share compelling examples of businesses that have successfully navigated crises by adhering to their core...

Keeping the Buzz Alive: Strategies to Maintain Communication During Tough Times

5 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. Effective communication is crucial for businesses looking to build trust and enhance their brand reputation. This episode of CRUNCH highlights essential foundational actions that every organisation should take to ensure their communications are effective and resonate with their audience. Heather and Emma discuss the importance of keeping communication channels, such as websites and social media, updated and engaging, as well as maintaining direct communication with customers through personalised newsletters. They emphasise that even during challenging economic times, maintaining a consistent buzz about your organisation is vital for staying competitive. Additionally, the episode underscores the significance of internal communications, urging businesses to keep their staff informed and motivated to foster a positive work environment that can drive success. The latest discussion on CRUNCH highlights the critical need for businesses to revisit and reinforce their communication strategies, especially in the face of economic challenges. Heather and Emma delve into how a stagnant online presence can suggest neglect, which can detrimentally affect a brand's reputation. As both hosts point out, regular updates and active engagement are pivotal in ensuring that a business does not appear dormant in the eyes of its audience. Additionally, the conversation shifts to the role of direct communication with customers, notably through e-newsletters. Heather highlights how these tools serve not only as a means of keeping clients informed but also as a powerful way to generate referrals and maintain a steady flow of business. Emma adds to this by discussing the significance of personalising content to enhance engagement and relevance, thereby turning these communications into valuable business assets. They remind listeners that effective communication is not just outward-facing; it also includes internal commu...

Building Trust: The Key to Successful Business Relationships

5 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. Building strong relationships is a crucial tool for driving business success, as highlighted in this episode of CRUNCH. Nicola and Kate delve into the importance of internal team dynamics and how they translate to external business goals. Kate emphasizes that leaders must exemplify empathy and understanding to foster a positive work environment, which in turn helps employees become advocates for the business. The conversation also touches on the value of authentic connections, whether in-person or online, and how these interactions can enhance trust and rapport. Ultimately, the episode underscores that treating others with respect and authenticity is key to nurturing meaningful business relationships. The conversation delves into the foundational principles of relationship-building, starting from the internal dynamics of a team. Kate emphasises that a leader's effectiveness is not just in their expertise, but also in their ability to foster connections within their team. The proverb 'a fish rots from the head down' serves as a poignant reminder that leadership requires empathy and understanding, which ultimately reflects on the organisation’s external relationships. When teams are cohesive and supportive, they are better positioned to advocate for the business, creating a ripple effect that enhances customer trust and loyalty. The podcast also addresses the challenges leaders face in prioritising relationship-building, especially in a digital age where in-person interactions are often overlooked. Kate argues for the necessity of genuine connections, suggesting that leaders should actively nurture relationships without ulterior motives. This authenticity is crucial, as people can sense when interactions are transactional rather than sincere. The hosts share personal anecdotes about the importance of face-to-face engagement and the insights gained from observing body language and nuances in co...

Bridge the Credibility Gap: Aligning Identity with Reputation

5 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. This CRUNCH episode dives deep into the concept of the 'Credibility Gap', a critical topic for leaders and businesses striving to align their identity with their reputation. Hosted by Kate Webber and Heather Claycomb, the discussion begins by defining the nuanced differences between identity—how one perceives themselves—and reputation—how they are perceived by others. This gap can lead to a lack of credibility, which poses significant risks for leadership and organizational success. The hosts share examples of leaders who overestimate their effectiveness, leading to disconnects that can undermine team morale and organizational goals. Heather emphasizes the importance of recognising this gap and its implications, reminding listeners that authenticity and self-awareness are key to bridging it. Takeaways: The credibility gap arises when there's a misalignment between self-perception and public perception. To minimise the credibility gap, leaders must consistently seek and embrace feedback from their teams. Authenticity is key; being true to oneself fosters trust and strengthens relationships with others. Adapting your communication style to different audiences while maintaining integrity is essential for credibility. Acknowledging your shortcomings and apologizing when necessary helps to rebuild trust over time. Regular self-assessment and reflection on how others perceive you can bridge the credibility gap. Companies mentioned in this episode: HMC

Building Trust: A Crucial Step for Business Success

4 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. Building trust for any organisation is essential for fostering strong relationships with your audience and stakeholders, and this episode dives into effective public relations techniques to achieve that. Heather and Nicola from New Zealand PR Agency, HMC, delve into the intricacies of trust-building in their latest discussion on the CRUNCH podcast. They emphasise the importance of visibility, stating that organizations must be present in media and online spaces to be trusted. This visibility goes beyond mere branding; it requires authentic human interaction. Listeners are reminded that trust is fostered not through faceless corporations but through relatable individuals who communicate genuinely and transparently. Authenticity is key, as audiences are drawn to real stories and honest exchanges rather than polished corporate rhetoric. The conversation further explores the dual role of listening as a crucial trust-building strategy. Heather highlights that organisations should not only speak but also actively listen to their stakeholders. This means soliciting feedback, understanding audience needs, and implementing changes based on that feedback. The hosts point out the common pitfall of organisations seeking input without following through, which can erode trust. They draw parallels with past experiences in local councils that often conducted consultations without visible results, illustrating the significance of demonstrating accountability and action following feedback. Lastly, the episode touches upon the necessity of showing care as a leader. Heather and Nicola discuss the balance between maintaining professionalism and being approachable. Different leadership styles can express care in various ways, and it's essential for leaders to find their authentic method of engagement. Whether through community involvement or transparent communication about failures and successes, leaders are encoura...

Invest in Content: Build Authority and Drive Business Results

4 min

This is a CRUNCH 'small bite' - a quick tip for our followers and fans. As the saying goes, "Content is King!" But first things first - are you wondering, "How exactly do you define 'content?'" We'll answer that one for you! And once you know what content is, then how do you use it to achieve real, measurable results? We've got a few tips. In this short CRUNCH episode, we give you a few meaty tips to help you get your content working for you in a way that helps you achieve bottom-line results for your business. Takeaways: Content encompasses a variety of forms including videos, blogs, and white papers. Understanding your audience is crucial in creating effective and engaging content. Great content should drive engagement and align with your overall business goals. Investing time and resources into content creation builds brand authority and trust. Don't view content creation as an afterthought; treat it as an essential strategy. Offer valuable insights for free to increase your chances of being hired later.

Skills to look for in a PR advisor: a conversation with Strahan Wallis

30 min

Whether you're on a board or executive team, having a senior PR advisor by your side is a huge advantage when formulating business strategy, managing risk, working proactively to enhance reputation or tackling a crisis. But what are the skills you should look for in that senior PR advisor? In the conclusion of our two-part conversation with PR industry leader, Strahan Wallis of Wallis&Co, we talk about 5 essential skills and character traits the best PR advisors embody: They are educated and trained in the communications professional and have proven experience in public relations.They understand how reputation impacts your organisation's license to operate.They are tuned into the wider environment - your industry, public perceptions, social trends, international impacts and more.They are committed to ethical practice.They are not driven by ego, are a good listener and willing to work on a team of skilled leaders to develop the best communications solution.

What's it take to succeed in PR today? A conversation with Strahan Wallis, Pt 1

41 min

"What's a farm boy from Raglan, New Zealand, doing here?" That's what PR industry leader Strahan Wallis has asked himself throughout his PR career as his PR roles took him around the world working in the UK, USA and New Zealand. Over the years he’s found himself at a red carpet event where the Queen of England opened a James Bond movie; sitting in the members' lounge at Wimbledon watching the Nadal vs Federer final; sitting six rows from the stage at The Grammy Awards and more. “These are all places my PR career has taken me and I’m so grateful for that!” Strahan Wallis joins Heather and Nicola from the HMC team to talk about how the public relations profession has radically changed. We discuss the specific skills PR professionals need to succeed in today's rapidly evolving industry and provide value to the organisations where they work. This is PART ONE of a two-part conversation.

Changing face of media and its role in building trust

23 min

PART TWO: In part two of this podcast interview, founding editor of BusinessDesk Pattrick Smellie continues his discussion with HMC.  We talk about how the media is using artificial intelligence (AI) and adjusting for the rise of disinformation and misinformation. Pattrick and HMC also provide some practical tips for how businesses must adjust their communications and media strategies to be successful in building trust and reputation through the media, in light of New Zealand’s changing media landscape.

NZ media changes & business impacts

25 min

PART ONE: Pattrick Smellie, founding editor of BusinessDesk, joins us to discuss the changing face of NZ media and the impact these changes will have on how businesses work together with journalists. He provides a behind-the-scenes look at how media are navigating these industry transformations and adapting.  Plus the HMC team provides a perspective on how businesses must also adjust communication strategies to suit. During the first half of 2024, journalist redundancies were rife in the media industry with most of Newshub being axed by its owners, Warner Brothers Discovery. Plus, TVNZ and Stuff also announced job cuts and shrinking offerings. These are major changes that will transform the current media landscape. As a business leader, learn how these changes affect you.

Social media influencers and 3rd party endorsement

42 min

In this episode of CRUNCH, we unlock a few secrets of the world of influencers and content-creators and explore the power of third-party endorsement. This time-tested PR strategy has undergone a contemporary evolution over the past decade or so, and our panel of experts provide a few tips. Our guest, Zoe Virtue, Head of Group Social at DDB Group in New Zealand, has a wealth of experience working with influencers and content creators. Joining her are HMC Managing Director Heather Claycomb and Digital PR Content Co-ordinator Jamie Batters. In this episode, we unravel the evolving landscape of third-party endorsement and its pivotal role in the influencer era. Learn how influencers are reshaping PR dynamics and discover the invaluable lessons PR professionals can glean from the strategies employed through this strategy. From building authentic connections to leveraging online communities, our panel dissects the nuances of influencer PR, providing insights that can elevate your next PR strategy. Even if the jury is out for you and you haven't used influencers before, this podcast delves into how influencers can teach PR professionals the art of mastering third-party endorsement.

Essential Leadership Tips for Crisis Communication

45 min

Julien Leys, crisis management specialist, joins HMC director Heather Claycomb and HMC senior account manager Kate Webber on this information-rich episode. These three senior PR advisors talk through several of the crises they've managed during their careers and provide essential crisis communications tips for any leader who is managing a crisis. You'll walk away from this episode with a deeper understanding of the difference between a crisis and and issue. We talk through how to prepare for your next crisis and your next issue. And we give tips for maintaining trust through a crisis and using these tough times as an opportunity to build relationships with staff, stakeholders and your community.

Building an employer-of-choice reputation

41 min

In today's competitive job market, attracting and retaining top talent is a challenge that companies face on a daily basis. To stand out in the crowd and become an employer of choice, an effective employer brand is essential. But how can you build and maintain such a brand that not only attracts the best talent but also retains them? A careful communications strategy one of the keys. Join us in this CRUNCH episode as we delve into the role public relations plays in helping companies build a reputation as an employer of choice. We'll uncover the secrets of successful employer branding and how PR can be the catalyst to make your organisation a magnet for top-tier professionals. Our guests include founder and executive recruiter at Everest Group, Senga Allen and business development manager at Perrin Ag, Michael Matthews. Our guests, alongside HMC senior account manager Kate Webber, share their insights and experiences in leveraging public relations to create a positive company image, enhance your culture, and strengthen your talent pipeline. Discover the role communications can play in helping your company differentiate itself in the competitive job market and become the go-to destination for top talent. Whether you're a small startup or an established corporation, this episode will provide you with actionable strategies to build a stellar reputation as an employer of choice.

Building Trust in the Age of ChatGPT

30 min

Is your organisation considered to be a 'high trust' organisation? Why is it important to build trust? What are the benefits of purposefully building trust? In this episode, we explore the idea of trust and the challenges of building trust, particularly in the current 'age of generative AI.' We tackle tricky questions, such as: "Are communities ready for AI?" "Should you disclose if you are using generative AI?" "How do we bring communities along with us on our generative AI journey?" Our guest on this episode is advertising industry executive, CEO of King St Chris Williams. Alongside HMC director Heather Claycomb and senior account manager Emma Letessier, we provide insights and tips on how to build trust with a community that has become mis-trustful of big corporates, governments and more.

The PR of Podcasts: maximise your content

30 min

Podcasting is a public relations dream - when done well. This podcast about podcasts talks about the power of a quality podcast to help you build credibility and, over time, a 'leadership brand.' We walk you through how to maximise the 'content' from one podcast episode and distribute through multiple channels. We also talk about the critical importance of putting a communications strategy and action plan alongside your podcast to gain subscribers and listens. The HMC team is joined by Kane Power, the owner of Precision Podcasting. You'll gain insights from his deep knowledge of this specialised content platform. And he gives some tips to help ensure your foray into podcasting produces a quality result.

The PR Power of TikTok: using short-form video to achieve business goals

30 min

Join us in this episode as we delve into the dynamic world of TikTok and its transformation from a teenage playground to a business tool. Insights from a leading CEO and Marketing Manager will help you discover how organisations are leveraging the TikTok platform to boost reputation and build relationships. This episode will help you determine if TikToking is a good PR tool for your business. We break down what TikTok can achieve, and how to do it well by using a real success story from Hamilton Central Business Association (HCBA) - operating in New Zealand's fourth largest city of Hamilton. You'll learn valuable insights from HMC's digital content expert Jamie Batters. You'll find out how to target your audience on TikTok, provide value to them, and create a plan for success. Plus, we'll demystify the process of creating video content – all you need is a smartphone!

5 Foundations for Building a Personal Brand

27 min

As a business leader, you need to be purposeful in building your professional reputation. If you want to be respected by your staff, sought after for your opinion and listened to as a thought leader, then you need the info in this episode. You'll learn the 5 foundations for building a personal brand: 1) be visible; 2) lead in many circles; 3) hang with leaders; 4) cultivate deep relationships; 5) provide considered opinion. Don't forget to check out HMC's website for additional resources on this topic: https://www.wearehmc.co.nz/crunch

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