CRUNCH

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...

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 wi...

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...

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.

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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.

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...

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...

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...

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...

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 ov...

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...

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...

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:

"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 c...

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.

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 a...

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...

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...

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...

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...

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...

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...

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