Fuel tax tops list of toughest PR jobs
The fuel tax, Mycoplasma bovis and Russell Mcveagh’s sexual misconduct allegations were some of the toughest public relations jobs of 2018, an industry insider says.
In its annual ranking, public relations company Blackland PR concluded the surge in petrol prices was the hardest issue to manage this year because of how many people it affected.
Blackland PR director Mark Blackham said politicians tapping into the discontent intensified the issue.
The regional fuel tax, which came into effect in September, is part of the Government’s plan to raise the excise duty on petrol by 10.5 cents a litre over the next two years.
Blackham said that although the petrol price increase was the toughest challenge of the year, Russell Mcveagh’s issues stirred the strongest emotional responses.
‘‘Sexual harassment was the year’s most topical issue and Russell Mcveagh was the catalyst for New Zealand’s ‘#Metoo moment’.’’
Earlier this month Twitter Australia and New Zealand spokeswoman Kara Hinesley said women’s empowerment was top of the agenda for Kiwis on the social media platform.
‘‘There has been sustained conversation on the #Metoo movement, interaction and engagement with the powerful women working in New Zealand’s political sphere, and huge celebration of #Suffrage125, an historic landmark for New Zealand and the world.’’
The cattle disease Mycoplasma bovis also caused anxiety among farmers as they feared that it could spread around the country.
Auckland Biosciences founder John Chang said New Zealand was susceptible to major diseases because it had never had any before.
There was a danger they could spread across the country very quickly.
Although not classified as a major disease, Mycoplasma bovis had heightened the conversation this year.
Blackland PR uses media coverage, impact, the intensity of emotional reaction and complexity of issues to determine the most challenging issues to deal with.
In previous years Blackland PR’S ranking of toughest issues included Metiria Turei’s benefit fraud confession, the Roastbusters saga, the Fonterra botulism issue, and the flag referendum.
Blackham said that it was notable that three of New Zealand’s largest companies were almost never out of the news over a variety of issues; Auckland Airport, Air New Zealand and Fonterra.
There were more than two dozen minor PR challenges involving these companies over the year, from contentious safety videos to reports on infrastructure charging. One issue, Fonterra’s profit loss, was in the top 20.
‘‘These companies touch the lives of many New Zealanders, so they have high recognition and high interest.’’
Fonterra’s loss was the biggest of those challenges as the impact on the economy and its reputation threatened to be significant.’’
Blackham said political challenges also dominated the rankings, namely former National MP Jami-lee Ross.
‘‘The predominant role of government in daily life, in terms of actual impact such as public sector strikes, or just as talking points, such as Jami-lee Ross, is reflected in this year’s rankings,’’ he said.