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Professionalism and growth top of mind for new PR president

Professionalism and growth top of mind for new PR president

Continuing to move the Public Relations Institute of New Zealand (PRINZ) in a modern and professional direction will be the hallmark of incoming president Bruce Fraser’s tenure.

The Bay of Plenty-based public relations and communications consultant replaces outgoing president, Pauline Rose, who has been in the role for the past year.

Mr Fraser is director of Fraser Consultants and has been actively involved in New Zealand’s public relations industry since 1996 and PRINZ since 1997 in a variety of capacities. This includes helping establish the Bay of Plenty Communicators Group, previously sitting on the National Council and Fellows Executive, and two years as the national coordinator for the Institute’s accreditation programme, APR.

“It’s important for me to be involved because I believe public relations can add strong value to businesses and organisations. To do that, we need to set high professional standards and consistently use industry best practice, which are helped through working within a professional association like PRINZ.

“I have learnt so much from being involved, it keeps all PR matters top-of-mind for me in the way I work as a consultant within my own business. Membership gives people the opportunity to listen to other experienced members and put their own ideas forward as well.

“I see public relations becoming more and more about developing and fostering positive relationships between organisations and various publics. It’s about looking at your relationships and how you can use best practice to grow the quality of those relationships for our clients – listening and taking notice are just as important as getting messages out to people.”

Mr Fraser says he will be focused on continuing to drive membership by improving benefits for current and potential members, including encouraging professional development through courses, fresh ideas and speakers, and open and frank panel discussions and wider industry conversations.

“As practitioners, there are changing expectations around how we engage in conversations with stakeholders. Community expectations on the level of communication and involvement are increasing. Social media will be increasingly be part of this.

“Another goal I see for the industry is around continuing to push for public relations and communication management people to be at the top decision-making levels in organisations, to be sitting at board and executive tables.”

With PRINZ entering its 60th year, Mr Fraser says there are exciting times ahead.

“It’s an absolute milestone to reach this point and in such a healthy state. I’m looking forward to where things go from here.”


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