As we've seen in the lead-up up to the Rugby World Cup, PR is very important—and, at times, very tough to control. But it's not just about crisis management or pushing products. So in an effort to show what PR is actually all about—and how it can be used effectively—the Public Relations Institute of New Zealand (PRINZ) has released the first ever New Zealand Public Relations Case Studies eBook, which tells the tales of 26 PRINZ Award winners and entrants from 2011.
PRINZ chief executive Tim Marshall says the case studies aim to illustrate the importance of strategic PR and communications management in building and sustaining an organisation’s reputation and stakeholder relationships and he sees the book as one of the best ways to "describe what PR people do and the value of our work to organisations in achieving business results".
"It is a vital plank of the ‘PR for PR’ that we know our members want,” he says. "... The eBook includes ZESPRI’s communications response to the Psa outbreak in the kiwifruit industry, the relaunch of New Zealand Trade and Enterprise’s worldwide intranet, the communication regarding the weekend closure of Auckland’s southern motorway at Newmarket and the search for a distinctive Kiwi voice for the TomTom GPS units.”
PRINZ Awards chief judge Gordon Chesterman hand-picked entries in addition to award winners and highly commended entries to be included in the eBook. And he said each case study showed sound planning and creative execution of communication responses in challenging situations.
The eBook, which will now be an annual feature, is available to PRINZ members as part of their membership benefits. Non-members can buy it for $60 + GST on www.prinz.org.nz.