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

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

Got a one star review and feel a bit sick? You are not alone.

In this episode we talk about what to do when someone posts a bad review about your business, product or service. We get real about the first reaction most of us have - hurt, angry, defensive - and how hitting reply too fast can make things worse.

HMC senior account managers, Emma Letessier and Vicki Jones, walk through how to pause, breathe and then respond in a way that shows you are listening and willing to put things right. They talk about when to say sorry, how to take the conversation offline, and how a calm, human reply can actually make you look more trustworthy to everyone reading the review.

We also talk about the upside of reviews. Good ones are powerful social proof. Tough ones can highlight gaps in your service and give you a chance to improve.

Key takeaways

• Do not fire back in the heat of the moment. Take a pause, then reply calmly and professionally.
• If you have made a mistake, say so and explain what you are doing to fix it.
• Write some simple response templates for common situations, then personalise them for each review.
• Reply to the good reviews too. A quick thank you shows you value your customers.
• Treat negative reviews as free feedback that can help you improve your systems and service.
• Keep your tone empathetic and human. People are watching how you handle criticism, not just what was said.

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

Is your brand showing up when people ask AI for information on a product or service?

Many people are skipping Google and going straight to tools like ChatGPT, Gemini or Claude when they have a question about a product or service. If your brand is not being mentioned in those answers, you are missing warm leads.

In this episode, HMC director Heather Claycomb and HMC senior account manager Vicki Jones unpack what AI search means for business leaders and comms people. They talk about how LLMs pick up information, why depth and clarity beat clickbait, and what you can do this week to improve your chances of being named in AI answers.

You will hear practical ideas, not tech jargon. From checking your own visibility in incognito mode to tightening up your website, social channels and media coverage, this is about getting your house in order so AI cannot ignore you.

Key takeaways

• SEO and AIO matter. Do not just optimise for Google. You need to show up in AI search results too.
• AI tools like clear, detailed, trustworthy content, not fluffy marketing speak.
• Consistent messages across your website, LinkedIn, media stories and other channels make it easier for AI to recognise and trust your brand.
• Use incognito mode and test AI searches for your key topics. See who appears. If it is not you, you have work to do.
• A simple communication plan that focuses on quality content in a few strong channels will put you ahead of many competitors.

Companies mentioned in this episode:

• HMC
• ChatGPT
• Gemini
• Claude
• Google

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

Are media releases dead, or do they still earn their place in your PR toolkit?

In this episode HMC director Heather Claycomb and senior account manager Natalie Swart talk honestly about how business leaders and comms people can work with New Zealand media without wasting anyone’s time. A client recently asked us if media releases are even relevant anymore, which sparked a good chat about when you should write a full release and when a short, sharp pitch email will do the job.

Drawing nearly 25 years working with journalists, we share when a media release is the right move – especially when you need facts to be crystal clear, on the record and easy to lift into stories. We also look at when a tailored pitch wins, how to spot a real news angle, and why human stories still cut through crowded inboxes.

If you're a business leader looking to get a story picked up by media or work in PR or comms, this episode gives you practical tips to choose the right tool for the job and build trust with media over time.

Key takeaways

• Media releases still matter when you need accurate, factual information in front of journalists.
• Know when a media release is necessary and when a pitch is best.
• In a crisis, a media release helps keep everyone on message and protects your credibility.
• Strong relationships with journalists are built on being clear, reliable and easy to work with.
• Writing a media release first can make it much easier to pull out sharp, focused pitch key points.
• There is no single right way – use media releases and pitches differently depending on the story and the situation.

Businesses are facing a communications environment that is changing faster than at any point in recent memory. From AI-driven search and shrinking newsrooms to rising expectations on leadership visibility, the rules around reputation, influence, and trust are shifting. For leaders and communications teams, understanding what is coming next is no longer optional.

In this episode of CRUNCH, HMC Director Heather Claycomb is joined by senior account managers Emma Letessier, Natalie Swart, and Vicki Jones to reflect briefly on four PR trends that shaped 2025, before turning their attention firmly to 2026. The heart of the conversation focuses on five PR forces the team believes will have the greatest impact on businesses this year.

Drawing on hands-on experience working with organisations across New Zealand, the discussion explores why earned media is regaining strategic importance, how AI search is changing what visibility really means, and why human, credible storytelling is cutting through more than ever. The team also examines the growing role of thought leadership in steering narratives, and the emerging risks around misinformation and deep fakes in an election year.

If you lead a business, manage a communications or marketing team, or advise organisations on reputation and influence, this episode will help you think more clearly about where to focus your effort in 2026, and how to build communications that stand up in a rapidly changing environment.

Key Takeaways:

• Earned media is regaining strategic value as AI tools increasingly rely on credible news coverage to assess trust and authority.
• AI search is now a core audience in its own right, influencing how long-form content, messaging, and visibility need to be planned.
• Media scarcity is raising the bar on storytelling, with human insight, strong angles, and clear evidence more important than ever.
• Thought leadership, when done well and consistently, is becoming one of the most effective ways to steer narratives and build credibility.
• Misinformation and deep fakes present growing reputational risk, particularly as New Zealand heads into an election year.

Companies mentioned in this episode:

• hmc
• ChatGPT
• Meta
• Andromeda
• New Zealand Herald
• Stuff
• Radio New Zealand
• TVNZ
• Sora
• Jeremy Carrasco

The way people search for companies and products online is changing.

This is part 2 in a two-part podcast series. In this episode our conversation explores communications tactics businesses can use to enhance their visibility within AI-driven searches. And the result will be greater engagement with your target audiences.

The HMC team talks about the importance of having a robust communication plan, which is the starting point to ensuring you have consistent and authoritative content on a variety of online channels. And when you do, AI search engines will find you and recommend you.

Takeaways:

• Brands must develop a robust communications strategy and online content plan to enhance visibility in AI searches.
• Understanding brand messaging and personality is crucial for differentiation in a competitive market.
• Engaging with online media with news stories and thought leadership can significantly improve AI optimization outcomes.
• Creating high-quality, human-centered content is essential for building trust with audiences and AI platforms.
• Leveraging partnerships to generate credible endorsements by third-parties can enhance a brand's online authority.
• Brands should actively seek out and respond to frequently asked questions to improve AIO and relevance.

Links referenced in this episode:

• wearehmc.co.nz

Companies mentioned in this episode:

• HMC
• ChatGPT
• Cloud Gemini
• TripAdvisor
• Instagram
• PR Institute of New Zealand

The landscape of online search is undergoing a profound evolution, as consumers increasingly opt to bypass traditional search engines like Google in favor of advanced AI platforms such as ChatGPT, Gemini, and Claude.

This evolution means brands must reconsider their digital presence, as large language models (LLMs) prioritise credible, consistent and authoritative content found on multiple platforms when making recommendations.

In this first episode of our two-part series, we delve into the nuances of these changes in consumer behavior, and talk about the criteria that AI employs to include brands in its search responses.

Furthermore, we provide a glimpse into effective tactics that companies can adopt to enhance their visibility in AI searches.

Join us as we lay the groundwork for a more detailed action plan in our second episode, where we will equip brands with helpful tactics to be found in AI search.

Takeaways:

• The landscape of online search is evolving as consumers increasingly prefer AI search engines over traditional search engines like Google.
• Large language models, such as ChatGPT and Gemini, prioritise credible and authoritative content when generating recommendations for users.
• Brands must understand that their entire digital footprint, from media coverage to expert commentary and more, directly influences their visibility in AI search results.
• A strategic communications plan with relevant digital tactics is a crucial first step in ensuring that brands are effectively pulled through in AI recommendations.
• As the reliance on AI for product comparisons grows, brands must adapt their content strategies to enhance their discoverability in this new environment.
• Our next CRUNCH episode is part 2 of this discussion and will provide actionable insights for companies seeking to enhance their presence in AI-driven search results.

Companies mentioned in this episode:

• HMC
• ChatGPT
• Gemini
• Perplexity
• Reddit
• Friends that Invest
• One NZ
• Briscoes

The dialogue with Phil Johnstone is an enlightening examination of the critical role of communications in the realm of global humanitarian assistance, particularly during crises. Phil shares his extensive experiences, having navigated the challenging landscapes of crisis response in various countries, including Nepal after the 2015 earthquake and more recently in Ukraine and Sudan.

Phil has recently launched his own podcast through Plant & Food Research, called Collab. Phil has recently launched his own podcast through Plant & Food Research, called Collab, which looks at global issues and trends in international development and humanitarian crisis response.

Phil's dual expertise as both a seasoned communicator and a former journalist enriches the conversation with Heather and Natalie of HMC, offering listeners a nuanced understanding of the complexities inherent in crisis communications. Phil articulates the necessity for clarity and authenticity in messaging, especially when addressing sensitive issues that affect vulnerable populations.

Throughout the episode, he highlights the importance of storytelling as an essential tool for engaging audiences and fostering empathy. By recounting vivid experiences from the field, Phil paints a picture of the stark realities faced by those impacted by disasters and conflicts, while also celebrating the resilience and determination of local communities. His narrative underscores the collaborative efforts of various humanitarian organizations, showcasing how effective communication can bridge gaps between aid providers and those in need. Moreover, Phil discusses the emotional challenges faced by communicators in such high-stakes environments, emphasizing the importance of maintaining professionalism and composure while dealing with distressing scenarios.

As the conversation concludes, Phil imparts valuable insights into the evolving landscape of communications in crisis situations, encouraging public relations professionals to adopt innovative strategies that resonate with audiences on a deeper level. He advocates for a focus on authenticity and the human element in storytelling, urging communicators to recognize the profound responsibility they bear in shaping narratives that can inspire action and support for humanitarian causes. Phil's reflections serve as both a source of inspiration and a call to action for those in the communications field to use their skills to effect meaningful change in the world.

Companies mentioned in this episode:

• HMC
• Plant and Food Research
• BBC
• Merck & Co.
• World Vision New Zealand
• World Vision International
• International Federation of Red Cross
• Leprosy Mission NZ
• World Food Organization