CRUNCH

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 trust
• Find the human story behind a complex offering
• Choose channels that help your experts connect authentically
• Turn one strong idea into content that works across multiple platforms
• Build a long-term communications programme that generates recognition, referrals and enquiries
• Measure 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:

• HMC
• Grayson Clements Lawyers
• PRINZ
• New Zealand Herald
• Stuff
• Blue Duck Station
• Keep the Change (podcast)

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 episode serves as an invaluable resource for marketing and communications professionals, offering lessons on stakeholder engagement, the management of public perception, and the strategic implementation of disruptive technologies in traditional markets.

Takeaways:

• AJ Tills recounts the challenges faced while introducing Uber in New Zealand amidst global scrutiny and negative media coverage.
• The launch required significant education and trust-building efforts to familiarise New Zealanders with the Uber platform.
• Tills emphasises the importance of stakeholder engagement and communication strategies for successfully entering a new market.
• He shares insights on leveraging partnerships with trusted organisations to enhance credibility and community acceptance of Uber.
• The discussion highlights the innovative marketing tactics employed, including guerrilla marketing techniques to expand Uber's rider base.
• Tills reflects on the rapid feedback loops and adaptability that were crucial in addressing market needs and improving service delivery.

Companies mentioned in this episode:

• Uber
• Exaba
• HMC

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 publicity
• What makes a business story worth a journalist’s attention
• Why “one and done” media coverage is rarely enough
• How PR teams shape a story before it is pitched
• What businesses need to understand about editorial independence
• How 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:

• HMC
• AUT
• TVNZ
• Waikato Times

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.

1. Farmer attention is still there; earning it takes new tactics.
2. Trust in the channel affects trust in the message.
3. Traditional media still has value, but audience behaviour has shifted.
4. Rural marketing and communications works best when multiple channels are in sync.
5. 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:

• HMC
• King Street Advertising
• Large Agri-communications
• Farmers Weekly
• Fonterra

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 builds visibility and credibility over time, while long gaps make it harder to stay relevant.
• Leadership presence builds authority. Sharing informed viewpoints helps position leaders as credible voices in their field and supports trust in the wider organisation.
• Know your audience. Content that speaks to the right audience, their challenges, and their interests will always outperform generic posts.

Companies mentioned in this episode:

• HMC
• LinkedIn
• ChatGPT
• Perplexity

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

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.

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:

• HMC
• ChatGPT
• Gemini
• Claude
• Google

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.

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 build credibility.
• Misinformation and deep fakes present growing reputational risk, particularly as New Zealand heads into an election year.

Companies mentioned in this episode:

• hmc
• ChatGPT
• Meta
• Andromeda
• New Zealand Herald
• Stuff
• Radio New Zealand
• TVNZ
• Sora
• Jeremy Carrasco