Agency profile: Boyd PR

Agency profile: Boyd PR

Telum is looking to highlight the diverse and vibrant agencies in the Australian and NZ PR agency landscape in upcoming editions of our PR Alert. We are looking to encourage networking, business opportunities, and to celebrate the great initiatives being worked on. If you'd like your agency to feature, get in touch.

What services does the agency offer?
In a busy, diverse, and reasonably small market like New Zealand, a PR agency needs to be able to turn its skills to everything. Besides, variety is a great way to keep things interesting, challenging, and fun. We are experts in everything from corporate communications, media relations, crisis and issues, sponsorship, and reputation management, through to social media, influencer marketing, and content creation. We are results-driven, and with creativity and hard work we make sure we do the best job we can for our clients.

What size is the agency?
With a team of nine and more than 17 active clients at Boyd PR, it’s busy. While the team has specific clients, it's key for everyone to be across what every client is doing just in case you need to pitch in with anything from creative ideas and managing a crisis, to running an activation. 

Where does your agency have an office?
Just off the main strip in Newmarket – yes, close to some of the best shopping and restaurants in Auckland, but also close to a motorway on ramp, depending on which way you need to go to meet clients.   

Do you have a particular area of focus? 
As mentioned previously, New Zealand is a unique market in that it is busy, diverse, and by world standards, pretty small. So, you can’t afford to specialise. Because of this we have a hugely diverse range of clients. From food delivery, rideshare, community housing and mental wellbeing, through to rescue choppers, shipping containers, and plastic boxes, one day to the next is never the same.

Who is the founder and why did they start the agency? 
John Boyd started the agency almost 20 years ago. He was previously a partner in another successful NZ agency before they sold it to an overseas PR group. This was followed by a stint running the NZ office of another overseas owned PR brand. But then John realised he would rather be running his own agency – and BPR was created.

The agency has continued to grow and evolve – and you know you must be doing something right when foundation clients such as Mazda and Canon, and a number of other long-term clients, are still on board to this day.  
Tell us about the leadership team.
John has experience right across the PR spectrum, and specialist expertise in crisis, issues and reputation management. General Manager Scott Kara is a former Journalist, knows what makes a good story, and has a knack for building strong and lasting relationships. Senior Account Director, Sarah Coney, has a solid strategic streak and vast experience especially in the consumer, tech and corporate sectors.

All up, it’s a good mix of experience with a range of different backgrounds, interests, and skill sets which complement each other perfectly.   

What is next for your agency? What is the five-year goal?
In the current environment, five-year goals are a little hard to set. However, we are focussed on continuing to grow the agency while also ensuring we deliver great results for our clients and making sure we have some fun along the way.

In a sentence, describe your ideal relationship with a journalist. 
Respectful, honest, and knowing what each other wants and needs to do your job well and get good results. 

Tell us about a campaign you are currently working on or are particularly proud of.
New Zealand desperately needs more houses, especially affordable ones. We’re working with a passionate and innovative company called Community Finance which has developed a finance model that brings investors from a wide range of sectors together with Community Housing Providers to build more homes. It’s a great cause – and movement – to get behind. We are very proud to be doing our bit to help build more homes for those who need them most.
Any key PR trends your agency is keeping an eye on?
We could talk about this all day – and where to start.
  • The ongoing importance of digital – and its many and varied forms. By now most brands and companies know they need to be engaging customers digitally but choosing the right channels for their target audience is key.
  • To TikTok, or not to TikTok, that is the question. TikTok has undoubtedly changed the social media landscape. However, in New Zealand in particular, it skews very young. There is a lot of hype about the platform, but for many brands it may not be relevant. Don't buy into hype, ask the questions – is it relevant, who is the target audience, is this going to work?
  • Valuable content. The type of content people are interested in has changed. Before sharing anything with your audience ask yourself; Is this valuable content? What are they learning from this? If you’re just sell, sell, sell, you’re going to lose them.
  • No room for tokenism. There has never been room for tokenism, but now more than ever, brands have a responsibility to keep it real, be trustworthy, and most importantly, authentic.
  • The rise – and rise – of alternative news sources. Rather than relying on traditional news outlets, the rise of alternative news sources means information crosses geographic, cultural, and political boundaries.  
  • The Millennial minded audience. Rather than generalise about this audience in terms of an age focus, now is the time to think about it in terms of an attitude – or mindset – that appreciates brands who have values.     
What skill sets do you look for in new hires?
Creativity and strategic thinking are key, someone who is personable is good too, but someone who has energy and drive to make things happen is most important.

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