10-year milestone celebrates the 'Wright' stuff


Auckland-based public relations consultancy and PRINZ member Wright Communications is celebrating a decade in business.

Over the last 10 years Wright Communications has worked with some of New Zealand’s largest businesses on a variety of CSR projects, including some of the first sustainability reports produced in New Zealand, and stakeholder-led materiality assessments to guide strategic priorities.

“I started the business as a full service public relations consultancy but with a focus on Corporate Social Responsibility (CSR), partly because I had a personal passion for it, but also because that was what businesses were beginning to prioritise,” Nikki Wright, MPRINZ and Managing Director says.

“I’m proud that we have continued to make our mark in this area – call it CSR, corporate citizenship or sustainability – by helping clients do better by integrating a more responsible approach to environmental and social wellbeing into their business strategies.”

Ever the realist though, Ms Wright says that there have been some valuable lessons learned over the last 10 years.

  • As soon as you can afford to, hire more senior practitioners to ensure quality control for clients
  • Niche is critical - focusing on our CSR position sets us apart and has opened the door to more companies
  • Defining your scope as a Managing Director is important to ensure you strike the balance between overseeing and doing
  • You can never be too genuinely enthusiastic about your clients’ products and services
  • Finally, good things happen to people that take an interest in others, so pay it forward.

As for what’s to come in the next 10, here are a few thoughts for emerging public relations practitioners:

  • Be the ‘black hat’ in the room and represent the voice of the customer
  • Combine small and big data to deliver the best insights
  • Retain your position as a consultant / professional service
  • Build a reputation with the customer...knowing who they are is critical
    - Customer-centricity is key
  • PR’s role in long-term customer engagement – provide the tail to campaigns
  • Aim to be known for the business problems you have helped solve.