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Public Relations

HMC Communications is an award-winning Public Relations agency based in New Zealand’s mighty Waikato. For those interested in discovering more about public relations and whether your business could benefit from our services, we have put together a few industry-related Frequently Asked Questions.

What is PR?

The most commonly cited definition of PR seems to come from the Public Relations Society of America (PRSA). PRSA says that public relations is a “strategic communication process that builds mutually beneficial relationships between organisations and their publics.” According to PRSA, the essential functions of public relations include research, planning, communications dialogue and evaluation.

Why would I need PR?

The fundamental purpose of PR is to develop great relationships with all the people who can affect the success of your organisation through excellent communication - that means listening as well as doing the ‘telling’.  PR activity can positively affect what your key audiences say and think about your organisation or brand, and how they respond to it. If you want to talk, listen and interact with your key audiences effectively, now is a good time to be thinking about introducing some PR activity.

What are the differences between PR, marketing and advertising?

PR is based on building relationships, which leads to credibility. Advertising and marketing put emphasis on buying and selling, with the intent to create a demand for a product or service. Public Relations complements your advertising and marketing activity but ‘selling’ isn’t the number one goal – it’s all about creating understanding between you and your audiences.  Once that happens, it will help open doors and create a positive environment where you can achieve your business objectives – including your sales or revenue goals. It is good to add PR as a core component to your marketing strategy.

When should I start thinking about PR?

The sooner you can get some public relations activity to support your organisation or a specific project, the better. Bringing public relations in at the ‘final hour’ will cause you to miss opportunities and it will be less effective than if you had time to create and execute a comprehensive plan.

Does PR have a representative body in New Zealand?

The Public Relations Institute of New Zealand (PRINZ) represents the public relations and communication management profession in New Zealand. PRINZ members make up a professional network of public relations and communication management practitioners dedicated to best practice communications. All HMC Communications staff are PRINZ members and our Director holds the internationally-recognised Accreditation in Public Relations (APR).
For more about the specific public relations services HMC have to offer, visit Our Services.