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

Organisations today face a heightened risk of reputational damage due to an increasingly sensitive public that is quick to take offense at corporate actions and decisions.

Understanding the complex social, political, and environmental dynamics at play is essential for leaders looking to navigate this challenging landscape.

Claudia MacDonald of Mango Communications, Alan McDonald of EMA and Fred Russo of Botica Butler Raudon join HMC Managing Director Heather Claycomb for this fast-paced episode.

This episode dives into the importance of being prepared and having a proactive approach to communication, emphasising the need for businesses to cultivate situational awareness and trust in their values. Our panel of PR experts discusses real-world examples and offers actionable insights on how to effectively manage public perception and mitigate risks. By integrating strategic communication into business operations, organisations can better engage with their communities and safeguard their reputations.

The episode presents a comprehensive exploration of the evolving landscape in which organisations operate, highlighting the critical role of public relations in managing reputational risks. As community dynamics shift, fueled by growing distrust in institutions and the rapid dissemination of information through social media, businesses must navigate a delicate balancing act. The discussion features insights from top PR leaders who emphasise the importance of awareness and preparation in the face of potential crises. They stress that organisations need to maintain a proactive stance, recognising that seemingly benign actions can provoke unexpected backlash from the community. By cultivating a culture of transparency and open dialogue, organisations can better anticipate public reactions and manage their reputations effectively.

Throughout the conversation, the panelists share compelling examples of businesses that have successfully navigated crises by adhering to their core values and maintaining a clear narrative. They discuss the pitfalls of self-censorship and the tendency to overreact to public criticism, advocating instead for a measured approach that focuses on building goodwill and trust within the community. The importance of having a crisis communication plan in place is underscored, with a call for organisations to practice these plans regularly and to involve communication experts in their decision-making processes. This strategic approach is essential in a landscape where public perception can shift rapidly, and where the consequences of inaction can be severe.

The episode culminates in a discussion about the future of reputation management in an increasingly complex world. The panelists argue that organisations must broaden their perspective to include social, political, and environmental factors that may influence their operations and reputations. By integrating these considerations into their risk assessments and decision-making processes, businesses can better navigate the challenges of today’s media environment. The leaders conclude with a powerful reminder: investing in reputation management is not just about avoiding crisis; it’s about building a resilient and trusted brand that can thrive amidst change. The insights shared in this episode offer valuable guidance for business leaders striving to uphold their reputations in a time of heightened scrutiny and expectation.

Takeaways:

• Organisations must understand the heightened risk of community backlash against corporate actions today.
• A comprehensive risk register should include social and political issues affecting reputations.
• Proactive communication strategies can help mitigate potential reputational damage during crises.
• Companies need to prepare for swift social media reactions and misinformation campaigns....

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

Effective communication is crucial for businesses looking to build trust and enhance their brand reputation. This episode of CRUNCH highlights essential foundational actions that every organisation should take to ensure their communications are effective and resonate with their audience.

Heather and Emma discuss the importance of keeping communication channels, such as websites and social media, updated and engaging, as well as maintaining direct communication with customers through personalised newsletters. They emphasise that even during challenging economic times, maintaining a consistent buzz about your organisation is vital for staying competitive.

Additionally, the episode underscores the significance of internal communications, urging businesses to keep their staff informed and motivated to foster a positive work environment that can drive success.

The latest discussion on CRUNCH highlights the critical need for businesses to revisit and reinforce their communication strategies, especially in the face of economic challenges.

Heather and Emma delve into how a stagnant online presence can suggest neglect, which can detrimentally affect a brand's reputation. As both hosts point out, regular updates and active engagement are pivotal in ensuring that a business does not appear dormant in the eyes of its audience.

Additionally, the conversation shifts to the role of direct communication with customers, notably through e-newsletters. Heather highlights how these tools serve not only as a means of keeping clients informed but also as a powerful way to generate referrals and maintain a steady flow of business. Emma adds to this by discussing the significance of personalising content to enhance engagement and relevance, thereby turning these communications into valuable business assets. They remind listeners that effective communication is not just outward-facing; it also includes internal communications aimed at keeping staff informed and motivated, especially during tough times. This multifaceted approach to communication is essential for building trust and sustaining a positive brand image, reinforcing the notion that businesses must actively nurture their communications to thrive.

Takeaways:

• Every business must regularly update their communication channels like websites and social media to maintain credibility.
• Direct communication with customers, such as through e-newsletters, is crucial for ongoing engagement and referrals.
• Personalising content in communications enhances effectiveness and helps maintain customer relationships during tough times.
• Keeping a buzz around your organisation, especially during economic downturns, is essential for staying relevant.
• Measuring the impact of PR and communications is possible and necessary for achieving business goals.
• Internal communication with staff is key to maintaining morale and ensuring they act as brand ambassadors.

Companies mentioned in this episode:

• HMC
• MailChimp

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

Building strong relationships is a crucial tool for driving business success, as highlighted in this episode of CRUNCH. Nicola and Kate delve into the importance of internal team dynamics and how they translate to external business goals.

Kate emphasizes that leaders must exemplify empathy and understanding to foster a positive work environment, which in turn helps employees become advocates for the business.

The conversation also touches on the value of authentic connections, whether in-person or online, and how these interactions can enhance trust and rapport. Ultimately, the episode underscores that treating others with respect and authenticity is key to nurturing meaningful business relationships.

The conversation delves into the foundational principles of relationship-building, starting from the internal dynamics of a team. Kate emphasises that a leader's effectiveness is not just in their expertise, but also in their ability to foster connections within their team.

The proverb 'a fish rots from the head down' serves as a poignant reminder that leadership requires empathy and understanding, which ultimately reflects on the organisation’s external relationships. When teams are cohesive and supportive, they are better positioned to advocate for the business, creating a ripple effect that enhances customer trust and loyalty.

The podcast also addresses the challenges leaders face in prioritising relationship-building, especially in a digital age where in-person interactions are often overlooked. Kate argues for the necessity of genuine connections, suggesting that leaders should actively nurture relationships without ulterior motives. This authenticity is crucial, as people can sense when interactions are transactional rather than sincere.

The hosts share personal anecdotes about the importance of face-to-face engagement and the insights gained from observing body language and nuances in conversation. They conclude that while online interactions have their place, nothing quite replaces the depth of connection achieved in person, underscoring the human need for interaction and connection in a business context.

Takeaways:

• Building authentic relationships within your team is crucial for driving business success.
• Leaders must show empathy and understanding to foster healthy workplace relationships.
• Internal team dynamics significantly influence external business outcomes and client perceptions.
• In-person interactions are invaluable for establishing trust and strong relationships with clients.
• Authenticity in relationship-building is key; reach out without an ulterior motive.
• Understanding your audience and how they prefer to connect is essential for effective communication.

Companies mentioned in this episode:

• HMC

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

This CRUNCH episode dives deep into the concept of the 'Credibility Gap', a critical topic for leaders and businesses striving to align their identity with their reputation. Hosted by Kate Webber and Heather Claycomb, the discussion begins by defining the nuanced differences between identity—how one perceives themselves—and reputation—how they are perceived by others.

This gap can lead to a lack of credibility, which poses significant risks for leadership and organizational success. The hosts share examples of leaders who overestimate their effectiveness, leading to disconnects that can undermine team morale and organizational goals.

Heather emphasizes the importance of recognising this gap and its implications, reminding listeners that authenticity and self-awareness are key to bridging it.

Takeaways:

• The credibility gap arises when there's a misalignment between self-perception and public perception.
• To minimise the credibility gap, leaders must consistently seek and embrace feedback from their teams.
• Authenticity is key; being true to oneself fosters trust and strengthens relationships with others.
• Adapting your communication style to different audiences while maintaining integrity is essential for credibility.
• Acknowledging your shortcomings and apologizing when necessary helps to rebuild trust over time.
• Regular self-assessment and reflection on how others perceive you can bridge the credibility gap.

Companies mentioned in this episode:

• HMC