H&K exec: New Zealand isn’t using PR

AUCKLAND: Hill & Knowlton chairman Howard Paster has taken New Zealand companies to task for not fully appreciating the value of PR.

AUCKLAND: Hill & Knowlton chairman Howard Paster has taken New Zealand companies to task for not fully appreciating the value of PR.

AUCKLAND: Hill & Knowlton chairman Howard Paster has taken New

Zealand companies to task for not fully appreciating the value of

PR.



During a recent visit to the country, Paster went out of his way to say

that the New Zealand market is an important one to H&K. But he stressed

that local companies don’t fully appreciate the business value of

PR.



’Public relations is a business tool and has attained a level of

professionalism that helps companies maintain morale and communicate the

right messages,’ he explained. ’I find New Zealand a little lagging in

that the country doesn’t fully appreciate that the role of public

relations is to drive top-line revenue.’



Paster noted that New Zealand PR firms are plagued by many of the same

problems as their US and UK counterparts - such as the loss of skilled

practitioners to the IT industry.



’We have to work out how the Internet changes what our clients expect,’

he explained. ’There is now a world where we have instantaneous global

communications, and the PR industry has to figure out how to best work

within that.’



Paster also advised his audience to stand its ground in dealings with

difficult clients. ’When our clients are wrong, we politely tell

them.



When they are abusive, we resign the account,’ he said. ’We have to

agree with what our clients do, but we are not spokespeople.’



H&K’s clients in New Zealand include British Telecom, Kellogg’s and IT

Capital.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.