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Authenticity, adapting and audience: Rebecca Reid reviews 2024

Every year, StopPress catches up with a group of talented professionals from across the local industry to talk about the year that was. From their biggest challenges to their biggest inspiration, their favourite campaigns and favourite snacks, they give us a little insight into 2024 as well as what is to come in 2025.

Rebecca Reid is a director at NSPR.

If 2024 was a drink, what would it be?

A negroni because it’s both bitter and sweet, bold and polarising with a kick at the end.

Tell us: What were your top tips for navigating digital communications last year?

This is a big topic …

  • Authenticity is key! The noise, the noise, there is so much noise. Click and scroll audiences quickly sniff out when content seems disingenuous.
  • Know your audience. Speak to their interests, quirks, hopes, and dreams. Continually learn and refine how you communicate, adjusting it to your audience and the action you want them to take. In the digital world, you have seconds to engage and knowing your audience inside and out is key to making it count!
  • ChatGPT is a lot of things but being human isn’t one of them. Have a comprehensive AI policy that addresses the ethical and reputational risks and outlines best practice. In today’s world one unchecked post can go viral in 24 hours and undo years of work. Layer your tech sandwich with human oversight at the beginning and the end of the process.

How did the changing media landscape in 2024 impact the work you do at NSPR and how did you adapt?

Making impact in a fragmented media world is harder than ever, especially with the closure of Newshub leaving a major gap. Thankfully, our years of mastering the art of the ‘pivot’ have helped us adapt to the changing landscape.

We have more ways to communicate than ever, with countless touchpoints across owned, shared, and earned channels. Continually asking ourselves, ‘Why is this a good story?’ and ‘Why should people care?’ remains key.

What was the best part of working in communications this year? What was your favourite campaign or project that you worked on?

The best part of working in comms was, and always is, the people we work with. I’m proud that comms leads are sitting at the strategic table with business leaders recognising the power of effective communication, both internally and externally. The comms function shapes, maintains and elevates brand positioning, manages reputation, and helps navigate crises and risk.

I can’t pick just one favourite campaign – we had the pleasure of working with clients on many fantastic campaigns and projects this year. The gender equality awareness project with United Nations Women Aotearoa NZ, as well as the Girls Who Grow initiative to promote the benefits of working in the agriculture and farming industry to the next generation of women, were meaningful.

Equally rewarding was championing House of Travel’s many successes, such as being named New Zealand’s top brand in the Kantar Customer Leadership Index, then sharing the news of their well-deserved win as 2024’s Best Place to Work in the large business category.

Who was your biggest inspiration in 2024?

The person who has made a lasting impact on me and reshaped my view of business satisfaction was working alongside House of Travel founder Chris Paulsen on his retirement announcement.

Chris guided this hugely successful and proudly Kiwi owned-and-operated company for 37 years. Even with his success, Chris approaches each day with humility, focused on people, his passion for travel and the desire to add value. He told me that he never once came to work purely chasing profit.

Though our time together was brief, Chris shared important lessons that made me realise that a meaningful career is one you can look back on with pride. Knowing that the journey aligned with your values and was supported by people who share the same vision.

What office tool/item could you not live without?

Mobile, email, and Teams. These tools keep me connected while I commute between cities.

What do you think 2025 holds for the media industry?

It’s been a challenging year for media with more challenges ahead. But the gutsy, resilient nature of those in the industry means they’ll face them head-on. I want 2025 to be the year quality journalism thrives and every story counts.

To make that happen, we must pay for journalism – we can’t expect important stories to be told for free. And we must teach younger generations about the dangers of echo chambers on social media and the need to seek out independent, researched media to combat confirmation bias and algorithmic influence.

But it’s not all doom and gloom. Podcasting continues to shine and grow highly engaged audiences, and I think this will continue to evolve in 2025.

If you could wave a magic wand over your industry, what would be the first thing you would changed and why?

The misconception that communications and PR professionals are all ‘spin doctors’ and master manipulators. It’s outdated, inaccurate and does a disservice to the strategic skills of the industry.

Quick fire 10

  1. Most memorable local campaign?

I loved ecostore’s No Laundry Day because it took a big, overwhelming issue and made it manageable with practical tips for making a difference. It had humour, talkability, and anyone who gives me permission to miss doing the laundry for a day is a winner in my book!

Also, the Manu World Champs because it felt like March should have been dive bomb month. Such fun!

  1. Best international campaign?

Ilona Maher has run an absolute masterclass in personal branding this year. She has successfully shared on socials her life from the Olympics, to Dancing with the Stars, to dipping her toe into union. It’s been amazing to watch a woman with incredible talent and humour share positive messages and grow in popularity internationally.

  1. A campaign I wish I worked on?

I loved the Haka Guinness World Record campaign which raised funds for the Raukatauri Music Therapy Trust.

  1. An event/news story that got too much attention in 2024?

Taylor Swift and Travis Kelce’s relationship. Let them live!

  1. Biggest flop of 2024?

As the cost-of-living crisis and recession replaced the pandemic as the worry du jour, the biggest flop was seeing friends lose their jobs as industries faced tough times. “Survive to ‘25” became the unofficial motto for many this year.

  1. The best movie you saw at the cinema?

I know it was technically 2023, but the Barbie movie was a surprise. I went in thinking I’d relive the magic of my youth, but it delivered unexpected punches. That speech… America Ferrera absolutely nailed her monologue about the unrealistic expectations placed on women and what society expects of us!

  1. The best thing about your industry?

The people. Our industry is filled with smart, creative, and innovative professionals who pivot and persevere to communicate, champion brands, and inspire and influence change and action.

  1. How do you relax?

Strength training is my time. I leave the stress at the gym door and pick it up again on my way out. Enjoying great food, drinks and chats with my besties and sailing.

  1. Three things you’d take to a desert island?

A lifetime supply of Sauvignon Blanc and all my family and close friends.

  1. Your favourite snack?

Protein yoghurt with fresh berries, a few almonds, and a handful of granola.

About Author

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This post was created by one of the small but mighty StopPress team of journalists. Among their number are: Zahra Shahtahmasebi, Niko Kloeten, Penny Murray and occasionally Bernadette Basagre.

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