PRINZ Advocacy Programme Gets Underway
It’s time to shift the dial.
After plenty of discussion, planning and member feedback, PRINZ is about to kick off its long-awaited advocacy programme.
Too often, communications professionals are reduced to stereotypes, misunderstandings and lazy clichés. We all know them: “spin doctors”, “media handlers”, “people who make things sound good”. The reality is very different. And we need our employers, clients, executive teams, Boards and the media to know that.
So, we’re taking action.
First up: Myths and Facts
The first initiative off the starting blocks is our Myths and Facts campaign.
Its mission is simple: challenge common misconceptions about our profession and reinforce the reality of what trained, qualified communications professionals actually do.
Over four months, we’ll be publishing a series of punchy, visually engaging myth-busting messages designed to set the record straight.
For example:
Myth: PR is just spin.
Fact: PR is about facts and information.
Myth: Comms is just dealing with the media.
Fact: Yeah right!
Myth: Anyone can do comms.
Fact: They need training, skills and professionalism.
You get the idea. Short. Sharp. Difficult to ignore.
We’ll develop around 12 myths in total, rotating them throughout the campaign to keep the conversation fresh and engaging.
A new look for our advocacy
Alongside the campaign, we’re creating a dedicated advocacy identity that will sit alongside the PRINZ brand and bring greater visibility to our advocacy work.
We’ll share the new look as soon as it’s ready.
We’re also launching a dedicated LinkedIn presence for advocacy activities, giving members a place to follow progress, share ideas, contribute perspectives and help shape future initiatives.
An advocacy kit for members
Advocacy works best when it’s not just coming from an organisation; when it comes from grassroots members. That’s where you come in.
PRINZ will lead the programme, but with hundreds of members working across New Zealand, we have a powerful collective voice when we choose to use it.
To help make that easy, we’ll be creating a Members’ Advocacy Kit, including:
- Key talking points about the profession
- Position statements on important issues
- Ready-to-use social media content
- Sample letters to editors and opinion pieces
- Practical ways to advocate for our profession in everyday conversations
Think of it as a toolbox you can dip into whenever the opportunity arises.
We’ll keep members updated as these resources become available.
We want your best myth
Now for the fun part.
We know communications professionals are rarely short of opinions, so we’re asking for yours.
What are the myths about our profession that frustrate you the most?
And what simple, compelling fact would you use to knock them down?
We’re inviting PRINZ members to submit their best Myths and Facts ideas for possible inclusion in the campaign.
The challenge: write them in billboard style. Keep them short, sharp and memorable.
If your idea makes the final cut, we’ll send you a $75 Prezzy Card as a thank-you.
A few things to note:
- Keep it concise.
- Make it punchy.
- Include your name and email address.
- Don’t be offended if we tweak your wording for style or context.
Send your submissions to mythsandfacts@prinz.org.nz by 31st July 2026.
We’ll select the strongest ideas and use them to help launch the campaign.
Help us shift the dial
This advocacy programme isn’t just about promoting PRINZ. It’s about strengthening understanding of the communications profession itself among our key audiences, many of whom are our employers.
The more people understand what professional communicators actually do, the stronger our profession becomes.
We look forward to working with members across the country to challenge misconceptions, tell a better story about our work, and ultimately shift the dial on how our profession is perceived.
Let’s get started.
