PRiNZ | 2011 Public Relations Case Studies Published by PRINZ Phone: +64-9-358 9808 Email: [email protected] www.prinz.org.nz Physical Address: Level 7, Hanover House 2 Kitchener Street, Auckland Postal Address: PO Box 5937 Wellesley St. Auckland 1141 PRiNZ Case Studies | 2011 01 CONTENTS Introduction . 01 Psa Outbreak in the Kiwifruit Industry . 02 Introduction University of Canterbury 2010 quake response . 06 . Depression .org .nz - Launch of 'The Journal' . 10. What is public relations Crisis communication NZTA Auckland Motorways Bridge Strike Reduction Campaign . 14 . and how does it make a features strongly in this Spinning a Yarn - Promoting ChildFund New Zealand's difference? It is a question selection – unsurprisingly 'Gifts that Grow' range . 18 that is often asked and, given the catastrophic in this collection of events of 2010 and early TomTom: Be The Voice of New Zealand . 22. case studies from PRINZ 2011. Also included are members, the value and examples of work for NZTE Intranet Launch . 26. benefit of public relations charities and not-for-profits, Taylors Wines 'Aussies vs . Kiwis' Survey . 30 and communication commerce, industry and management is agriculture with programme Southbound Switch (How to close the busiest stretch of demonstrated. objectives designed to motorway in the country for 36 hours and get away with it) . 34 . improve understanding, The case studies are drawn increase knowledge, National Beekeepers Association - Be Good to Bees Because . 38. from the Public Relations support employment or Institute of New Zealand's Ruahine Kindergartens - Operation Communication . 42. change attitudes. 2011 award winners and Celebrating World Blood Donor Day in New Zealand, 2007 to 2010 . .46 . entrants and are presented Strategic planning, creativity as submitted. Covering and precise implementation Getting on the Juice for a Good Cause FebFast - New Zealand Drug Foundation . 50 a range of organisations have, in each case, achieved and situations from significant results for the Hairini Link Advanced Works . 54 . transport to conservation, organisations involved. commerce to community New Zealander of the Year Award . 58 This collection represents building, the case studies a snapshot of the work illustrate the many ways Durex Sexiest SNAG Nation . 62. undertaken by PRINZ in which public relations members every day of the Dry Summer Management campaign . 66 and communication year - and how that work management builds and National Red and Black Day for Christchurch . 70. makes a real difference sustains the relationships to our economy and our Specsavers New Zealand - the Journey to No . 1 . 74. we need in order to society. Puhoi to Warkworth Indicative Route Announcement . 78 . operate in today's complex environment. Sock it to 'em - Catwalk Spinal Cord Injury Trust . 82 Bayer Banks Bomac . 86 National Library, Archives New Zealand and Internal Affairs become one 90 Audi New Zealand . 94 . Crohn's and Colitis New Zealand . .98 . 2011 Whakatane Kiwi Trust 100th Kiwi Release and Website . 102 . PRiNZ Case Studies | 2011 02 PRiNZ Case Studies | 2011 03 Psa Outbreak in the Kiwifruit Industry ZESPRI International - MELANIE PALMER Background Audiences orchards were being pollinated during Messages November and pollen presented a On Friday 5 November 2010, MAF Biosecurity New Zealand (MAFBNZ) advised ZESPRI of This is a high-level summary of the key potential vector for transmission of Psa » MAFBNZ is working closely with ZESPRI, a suspected case of the bacterial vine disease, Pseudomonas syringae actinidiae (Psa), on audience groups highlighting any specific » Grower advisors, consultants, bankers, P&FR and NZKGI to investigate a report two ZESPRI GOLD kiwifruit orchards in Te Puke. Psa had not been identified in New Zealand information needs, recognising that all insurance companies were also an of symptoms of the bacterial kiwifruit before and by Monday 8 November, Psa confirmation was received. audiences needed to be kept updated of key important audience given their advisory vine disease, Pseudomonas syringae pv This case study focuses on the immediate communications response, led by ZESPRI and developments and messages. role to growers and that their advice or actinidiae (Psa), on kiwifruit vines on a MAFBNZ, which had a particular focus on minimising risk to the NZ kiwifruit industry and actions had the potential to have severe North Island kiwifruit orchard Objectives INTERNAL ZESPRI CRISIS TEAM, EXECUTIVE ensuring information was easily accessible and clear. consequences for growers » Psa is a bacterial vine disease that carries TEAM, BOARD OF DIRECTORS, IN-MARKET Psa is an airborne bacterial disease that affects only kiwifruit vines (not fruit), with the no risks associated with human or Organisational OBJECTIVES staff, OTHER staff GOVERNMENT DECISIONMAKERS potential to enter the plant and move swiftly into the vascular system of the vine with animal health, and does not affect plants resulting vine death. Psa appears to behave differently in different environments. It has had » Contain the immediate risk of » ZESPRI staff were in regular contact with » Needed to work closely with MFAT and other than kiwifruit vines. Psa has been a devastating impact in Italy in recent years, but appears to be less virulent in Korea and spread of Psa from infected area all key stakeholders so it was important NZTE to gain their support present in Italy, Korea and Japan for Japan where it has been managed through protective spray programmes and careful orchard that staff received information before or many years but has not previously been » Identify the footprint of Psa » Kept Minister Carter's office (agriculture hygiene practices. as it was going out externally detected in New Zealand. infection and biosecurity) regularly updated Given the propensity for severe consequences, on notification of the suspected case then » In-market staff needed to be supported » All parties are taking the suspected » Protect markets so no restriction » Shared approval of key announcements threat seriously and are acting quickly confirmation, the NZ kiwifruit industry pulled together quickly with MAFBNZ to contain the of product is enforced to ensure ZESPRI's retail customers immediate risk of spread from the infected area, understand the true footprint of infection are reassured of minimal sales volume » Coordinated minister statements and to minimise the risk, including taking and understand whether eradication was feasible and viable. It was important this urgent » Understand whether eradication is impacts and no food safety issues visits precautions to minimise the risk of response was carefully managed to ensure no adverse reactions from offshore trading feasible and viable spread. PSA-AFFECTED GROWERS PLANT & FOOD RESEARCH (P&FR) partners. PUBLIC Relations OBJECTIVES » ZESPRI is working with the industry ZESPRI's communications manager worked closely with the communications managers from » Rollercoaster of emotions » A key research partner of ZESPRI's to advise of the current situation, » Ensure all key stakeholders understand how widespread the issue MAFBNZ and Plant & Food Research (P&FR), to develop a focused and coordinated approach » Needed face-to-face contact and to be » Had worked with ZESPRI in Italy to are well informed with timely, may be and encourage best practice to communications. guided through their options better understand Psa and treatments so accessible information and clear employed leading global experts on Psa orchard hygiene. » Were also being supported by their messages » All growers within NZ need to check Preliminary Research post-harvest operators and orchard » Important that ZESPRI worked in » Coordinate the industry to work their vines for Psa symptoms and report consultants, so it was important to partnership with P&FR to direct research The notification of Psa shifted the industry into crisis mode. The existing high level of grower together to understand the scale their findings to the ZESPRI Grower ensure that they also had access to the activities and present a united front support for ZESPRI, NZ Kiwifruit Growers Inc., (NZKGI) and the industry structure was critical of the issue and implement best Contact Centre (to advise of suspected latest information for the coordinated, swift and effective response. An understanding of grower support levels practice orchard hygiene practices OTHER industry SUPPLIERS (Port) symptoms or to advise that no symptoms prior to this event is important in influencing the management of the response. » Demonstrate a united industry OTHER GROWERS AND industry AND LOCAL AUTHORITIES (COUNCILS, were identified) MPS, Mayors, EXport NZ, BUSINESS GROWER SENTIMENT PRIOR TO PSA working quickly and smartly to MEMBERS (NZKGI, Industry Advisory » ZESPRI is asking all growers to keep address an urgent industry issue, COUNCIL (IAC), POST-harvest operators DEVELOPMENT AGENCIES ETC .) checking the grower website (The » Strong support for ZESPRI (93%), NZKGI (87%), and the industry structure (90%) via a in partnership with MAF ETC .) » As such a significant Bay of Plenty Canopy) for updates or call ZESPRI's Feb 2010 Colmar Brunton grower survey » Protect ZESPRI's market Grower Contact Centre » NZKGI is a grower group and grower industry, the impacts of Psa had the » Three new varieties launched by ZESPRI in June 2010 with strong industry interest position by ensuring in-market spokesperson – and also an important potential to also impact other local stakeholders are reassured of