Strategic communications

NZ LAW Limited

An association of independent law firms with more than 50 members, NZ LAW wanted to establish a member firm client communications programme. Its purpose was to not only help showcase member firms’ expertise to clients, prospects and referrers, but it would also provide further business development opportunities and regular touch points for their member firms with those stakeholders. Adroite developed a strategy (and continues to do this) to fulfill these communications goals.

On behalf of NZ LAW, we publish a suite of regular titles (hard copy magazines, online newsletters, EDMs, booklets and much more). As NZ LAW publishers, we commission and liaise with authors, write editorial, subedit, manage the production phase with the designers, plan print (if required) and all the way through to publication and delivery. You can see the suite of publications here.

Our role also includes an ongoing role of consultation on strategic communications for the group as a whole, as well as working on specific projects/issues.

Adroite has done an excellent job in this strategic communicatons role for NZ LAW. Not only publishing regular communications for specific target audiences in a variety of forms, Adroite also initiates innovative opportunities to enhance member firm’s reputations.

It’s great to have Adroite as part of NZ LAW’s team.

Alan Hay, Executive Officer, NZ LAW Limited

Crisis preparedness

Crown-owned entities

An Auckland-based Crown-owned entity (IANZ) and its subsidiary (Telarc Ltd) asked Adroite to develop a crisis communications plan to be used by each organisation’s board and senior management. This would be used if/when either organisation was faced with a crisis and/or emergency situation that could seriously damage its reputation.

Although these two organisations already had comprehensive risk registers, they were keen to adopt a communications-based proactive approach towards a potential crisis/emergency. It wanted the comfort of having a tailor-made comprehensive crisis/issues reputation management plan prepared, approved and ready to go if required.

Adroite’s work

After consulting with all stakeholders, the board and senior management we developed a comprehensive communications plan for a number of potential critical/emergency scenarios specific to IANZ and Telarc.

The plan was prepared to ensure that both organisations were prepared if/when there were significant reputation management issues that could impact on not only their reputations in the public arena but also (and just as importantly) with government, stakeholders, clients and staff. 

The boards and senior management were grateful for the peace-of-mind that these plans brought to their organisations. They are confident they will have a head start if/when an emergency or crisis occurs.

After a review of Telarc’s business continuity plan we identified that it was cumbersome and extremely difficult to navigate in a time of crisis. Telarc engaged Adroite to assist us in providing a very easy-to -follow, emergency-type focussed response plan. The document is lean enough now to keep a hard copy in my business case; it’s easily accessible and readable in the event of any type of critical or major emergency. The brief was tailored for our business and the final deliverable met all of our expectations, and more.

Philip Cryer, Chief Executive, Telarc Limited

Reputation/issues management

We were approached by a South Island organisation after allegations of bullying were made against it. At the same time, an issue was raised over an historical incident of alleged sexual harassment. This client was deeply concerned for the welfare of the alleged bullying and sexual harassment victims; it was also mindful of its own reputation for its target audiences and stakeholders. There was also a very high risk of these issues being aired in the public arena. Time was of the essence.

Our response

We worked closely with our client’s board and chief executive, and their lawyers, to help identify and rank the risks to its reputation, and to recommend actions to help mitigate potential damage. We drafted a suite of communications to the alleged victims, stakeholders and others. Our client also made some changes to its policies and protocols. With the chances of media interest being very high, we developed a media strategy, briefed the board and senior management, provided media training and drafted a media statement to be distributed if that was required.

Outcome

The alleged victims accepted our client’s responses that included heartfelt apologies and offers of future assistance. No media coverage occurred. 

Two years ago, we were challenged by claims of bullying, which arose at the same time an historical complaint of sexual harassment was received. We were very fortunate to have the wisdom and experience of Adroite to support us through these difficult circumstances. They provided us with clear advice, quality communications and reassurance through these challenging times.

Board chair

Brand development

The story

The Plimmer family has farmed in the northern Rangitikei for 50+ years. They were keen to have a history written about their branch of the family and their farming interests at Motukawa Station and other nearby properties.

In 2017, we introduced the family to social historian and author Bee Dawson who was then commissioned to write the family history. In May 2019, The Plimmer Legacy: A family story from early Wellington to modern farming in the Rangitikei was published by Penguin Random House to excellent reviews and very strong sales.

Concurrent to the writing of the book, the family wanted an umbrella brand created for Motukawa Land Co, the entity under which the family farms. The family wanted a brand that would stand the test of time, reflected the family’s farming interests and the region from which it operates, and from which future sub-brands could be developed. We were asked to develop a brand brief for Motukawa, project manage and write its website, commission collateral – stationery, apparel, etc. All this was to be ready for the book launch.

Launch

The book launch (and soft launch of the Motukawa brand) was a triumph. More than 250 locals, friends and family filled the beautifully-decorated-for-the-occasion working woolshed at Motukawa Station to celebrate the book. Hundreds of books were sold, the brand was launched to great acclaim, the website went live and everyone loved the Motukawa apparel. We thank Mission Hall Creative for its great work on the brand.