Whether you're marketing to NZ farmers or wanting to get a news story in front of them, they are harder to reach than ever before. The channels available are changing, plus farmers 'media consumption' habits have also evolved.

In this episode, Heather Claycomb is joined by Chris Williams of KingSt Advertising and Richard Rennie of Laurich Agri-communications and Farmers Weekly to discuss what is changing in rural media, which channels still matter, and why trust, relevance and the right media mix are more important than ever.

KingSt's latest rural media report, "Marrying Tech with Tradition" forms the basis of the discussion.

This is a practical listen for rural marketers, communicators and business leaders.

We cover audience fragmentation, trust in media, the role of radio, print, digital and TV, the loss of community papers, and why rural brands need a strategic mix of channels and credible voices to stay visible and relevant.

1. Farmer attention is still there; earning it takes new tactics.
2. Trust in the channel affects trust in the message.
3. Traditional media still has value, but audience behaviour has shifted.
4. Rural marketing and communications works best when multiple channels are in sync.
5. Real farmer voices remain one of the most persuasive tools available.

Links referenced in this episode:

1. https://www.kingst.co.nz/
2. https://laurichcomm.co.nz/
3. https://www.wearehmc.co.nz/
4. https://www.farmersweekly.co.nz/

Companies mentioned in this episode:

1. HMC
2. King Street Advertising
3. Large Agri-communications
4. Farmers Weekly
5. Fonterra

LinkedIn has become one of the most influential platforms shaping professional reputation, trust, and visibility. Yet many leaders still feel unsure about how to show up in a way that feels authentic, strategic, and worth their time.

In this episode, Emma and Natalie from HMC unpack what effective leadership presence on LinkedIn really looks like. Moving beyond vanity metrics and formulaic posting advice, the conversation focuses on how leaders can use LinkedIn as a long-term reputation and relationship-building tool rather than a content treadmill.

The episode explores why consistency matters more than frequency, how credibility is built through perspective rather than promotion, and the role LinkedIn plays in influencing customers, staff, industry peers, and even AI-driven search results. The team also discusses common mistakes leaders make on the platform, why silence can be just as damaging as oversharing, and how to balance personal voice with organisational responsibility.

This episode is particularly relevant for CEOs, founders, senior leaders, and subject-matter experts who want their LinkedIn presence to support trust, leadership visibility, and business outcomes without feeling forced or performative.

Listeners will come away with practical guidance on how to approach LinkedIn with intention, clarity, and confidence, and how small, well-considered actions can compound into long-term brand equity.

Takeaways:

• Authenticity matters. Leaders build trust on LinkedIn by sharing perspectives that reflect who they are and how they think, not by trying to sound like everyone else.
• Showing up counts. Thoughtful engagement and useful insights add far more value than posting for the sake of it or chasing trends that do not fit your role or reputation.
• Your profile is your foundation. A current, well-considered LinkedIn profile should accurately reflect where you are today, not where your career was several years ago.
• Consistency beats bursts. Regular, considered activity builds visibility and credibility over time, while long gaps make it harder to stay relevant.
• Leadership presence builds authority. Sharing informed viewpoints helps position leaders as credible voices in their field and supports trust in the wider organisation.
• Know your audience. Content that speaks to the right audience, their challenges, and their interests will always outperform generic posts.

Companies mentioned in this episode:

• HMC
• LinkedIn
• ChatGPT
• Perplexity

This is a CRUNCH 'small bite' - a quick tip for our followers and fans.

When a crisis hits, the first hour can make or break your reputation.

In this episode, Heather Claycomb and Natalie Swart walk through what leaders and comms people must do in those first 60 minutes. They talk about how to pull your crisis team together fast, get clear on who is doing what, and stop people working at cross purposes.

HMC director Heather Claycomb and HMC senior account manager Natalie Swart share practical tips for gathering solid facts, sorting truth from rumour, and deciding who needs to hear from you first. They explain why staff and key stakeholders should usually be at the front of the queue, and when you need to go public early versus when you can keep things contained.

You will also hear how to shape simple, honest key messages that cover what you know, what you do not know yet, and what you are doing next. The goal is to keep control of the story before social media does it for you.

Key takeaways

• In the first hour, get your crisis team together and give everyone clear roles.
• Collect only confirmed facts. Do not base your response on guesswork or gossip.
• Work out your key audiences, starting with your staff and closest stakeholders.
• Decide if you need to communicate publicly yet, based on the scale and visibility of the issue.
• Write short, clear key messages that state what has happened, what you are doing and what is still unknown.
• Move early to set the story. If you stay silent, others will fill the gap for you.

Companies mentioned in this episode:

• HMC