PR insights from Australia and New Zealand

This month for our Global PR insights we’re heading to the other side of the world as we share some top tips on the media landscape in Australia and New Zealand (ANZ). A big thank you to our associate on the ground in Melbourne, Michelle Bong:

🇦🇺 A reduced media landscape - Over the past year around 50 regional news outlets have either closed, merged or reduced their services. Consumers have drifted away from traditional media such as TV, print, and radio, towards online news subscriptions, video-on-demand services and social media. Competing for coverage is therefore more challenging than ever

🇳🇿 Trust is low - Trust in news in ANZ remains at pre-pandemic levels, news avoidance continues to be high, and concern about online misinformation is rising

🇦🇺 The importance of a localised approach - With fewer media outlets to target and confidence lacking, it’s essential to demonstrate how your technology, product, service, etc. impacts the local community if you’re to secure earned media coverage. ANZ media prioritise local news and stories that resonate with their specific audiences and will always opt to speak with a local spokesperson rather than someone who is global. It’s crucial to also consider state and regional variations as well as local outlets, such as The West Australian and The Dominion Post, which can provide valuable regional exposure

🇳🇿 Commentary and rapid response are welcome – As newsrooms have shrunk, ANZ media are much more receptive to receiving pre-written commentary and rapid responses as long as these tie in with the regional issues at hand and provide a local perspective. This could include views on the Federal Budget, digital identity or International Women’s Day for example

Keen to talk about how we can help you make an impact in ANZ? Please get in touch!