The toughest PR challenges of 2016
Housing affordability, the Kaikoura earthquake and contaminated water in Hastings have been named as the toughest public relations challenges of the year.
The annual list, from PR firm Blacklandpr, puts the housing crisis in first place due to its high public profile, strong emotional reactions, impact and complexity.
‘‘Housing affordability had everything required to make it the most discussed issue of the year – almost every New Zealander is affected by it. Fixing it has been put on the Government, but factors in the issue would challenge the world’s best PR exponents,’’ Blacklandpr director Nick Gowland said.
‘‘The communication challenge for the Government is to firmly take ownership of those aspects of the housing crisis it can resolve.’’
The Hastings water contamination issue was in the top three because of the profile and public fear it created, Gowland said.
‘‘An action as ordinary as drinking a
glass of water suddenly put people at risk of sickness and even death. Merely reflecting people’s concerns through statements like ‘we’re also concerned’ does not make those concerns go away. People require detail so they can make their own judgments.’’
Also on the list – but not in a top three place because it was seen as simple to fix – was ‘Strippergate’, the controversy surrounding the Chiefs rugby team.
‘‘[It] was catapulted onto the front pages and into everyday conversation because it combined two highly emotional subjects: the conduct of professional rugby players and sex. That had all the ingredients for a highly-charged, emotional story, but one that was comparatively easier to resolve,’’ Gowland said.
As in previous years, the Government and government agencies dominated the list. Only five organisations in the top 20 were businesses or non-government organisations.
‘‘What’s new this year is how personal some of the challenges were for John Key, his resignation and his response to the public rejecting his referendum to change the flag.
‘‘The test for Bill English next year will be what springs up to challenge him and how he handles it, compared to John Key.’’