INDUSTRY PROFILES

My career really started with Radioworks/ Mediaworks and was across the company for four years. I was also with the NZ Herald in their Agency team before moving agency side. In my time in radio we managed many marketing aspects and forms of ‘PR’, formed a large part of my role but we didn’t use the term, ‘PR’. When I moved into agency roles we still managed many aspects, including arming brands with their own PR and comms tools, again we didn’t term it ‘PR’. I came into bare.pr because I really believed in the why and how. I am deeply involved as client director and leader of a team of two with part time support. I love what we do, who we talk about and who we work with.

bare.pr is a niche PR agency, working only with natural, organic, ethical and sustainable brands and companies. We know natural, organic and sustainable, we represent change makers and I always say we have two sets of people we work with – our clients and media.

I am proud of all of our campaigns and strategies. We work on long term and short term campaigns, building a brands profile and messaging is ongoing.

One campaign I am particularly proud of was when we were again engaged by RevitaLash New Zealand. They were fortunate enough to have the brand owner’s daughter, who is Vice-President of International Sales and their Chief Marketing Manager in NZ for five days. Two events developed into three events, plus media interviews. Each event was bespoke with its own location, set-up, styling and invitations. Interspersed during these events were one-on-one media and radio interviews.

We had a moderate budget to work with and were charged with developing three events from the budget of two. With meticulous planning and sourcing we delivered the three events just under budget and the media received over the month was a tidal wave.

The outcome for RevitaLash a month later was the biggest increase in stockist enquiry and a couple of record months, following the events.

There are many challenges across communication platforms but when are there not challenges? The role of a good PR agency and any broader service agency is to understand each challenge and each client’s strategy to be able to navigate it successfully. One challenge to which there seems to be no current resolve, is companies and brands will invite PR agencies to pitch along with others, effectively donating their IP, ideas and knowledge without remuneration or confirmation of engagement.

Without a doubt, the people and the passion – our clients, media and people in the industry.
We work closely with our clients, their people and the media we engage with. bare.pr is in a unique position where we are educating and communicating products across natural, organic, ethical and sustainable and it’s exciting to be part of journey of change.

Brands that market themselves as ‘natural’ or ‘organic’ on the front of their packaging or in advertising but do not reflect that in the ingredients section. When the coffee is cold or the wine not properly chilled - it’s the small things.

We have some exciting releases and opportunities this year for our clients, which is exciting. We receive numerous requests about sustainable options across a wide realm, so on a personal level I have made the decision this year, to only buy pre-loved clothes, shoes & jewellery taking people on a journey. At times I feel like a child in a toy shop!

If I had a blank board it would probably be helping others, or something around social change? Running half marathons and off-road events and spending more time at home.