Awareness

Building and protecting reputation

Public relations is a powerful and critical component of any communications strategy as it has the ability to affect and change perceptions and behaviour. Public relations connects a target audience with key messages, giving them the information they use to make decisions, give support and take action. Our mission is always to find and tell a good story – one that is targeted, engaging and persuasive. The credible value gained from editorial significantly impacts on promotional, branding, sales and participation objectives. When information comes from an influential third party or opinion leader it is given an authority and recognition that no other form of promotion can provide.

Building relationships

Strategic planning sets objectives, determines where to allocate resources, and how to measure outcomes. The process is ongoing as it adapts to market conditions. The relationship clients have with their market stretches beyond periodic campaigns. Building and maintaining those relationships is critical to successful marketing communications. When considering strategy, carefully consider how we can help you maintain those relationships long-term.

We maintain a high level of goodwill with media organisations, locally, nationally and internationally. More than a simple database, these relationships are based on mutual professional respect. With a solid background in journalism, we appreciate the way in which media organisations work and the dynamics of the newsroom. This deep understanding of an ever-changing media landscape allows us to operate with precision where time is of the essence.

Communications Work

  • Business Events Industry Aotearoa

    We look after the communications for peak industry body, Business Events Industry Aotearoa (BEIA). As well, Anabel and Kate manage media relations and media content for New Zealand’s leading business event industry showcase MEETINGS.

    Despite Covid restrictions, MEETINGS went ahead successfully in Auckland in 2021 and created a huge sensation when it opened Christchurch’s new Te Pae Convention Centre in 2022. In 2023 the event heads to Wellington to showcase the capital’s brand new Tākina Convention and Exhibition Centre.

    We host 25 media every year, attracting both key Australian and New Zealand industry media, plus key mainstream TV, radio and newspaper and online media. Lifting the profile of one of New Zealand’s leading export sectors.

  • ChristchurchNZ Business Events

    With Ōtautahi Christchurch taking off as New Zealand’s number one business events destination, Anabel has been tasked with upping the profile of the city and region through targeted content creation and earned media :

    • Researching, interviewing, writing, editing

    • Case Studies

    • Magazine features

    • Media releases

    Find our stories here: https://www.christchurchnz.com/meet/business-events-news

  • New Zealand Flying Doctor Trust

    Chances are, there is at least one New Zealand Flying Doctor aircraft airborne right now transferring a seriously ill patient for specialist care. The specialised medical staff and state-of-the-art planes ensure patients get the right care at the right specialist facility as soon as possible. On average the team completes three to four missions a day, from the Chatham Islands to Starship and anywhere in between.

    Because the government only part funds the service , the New Zealand Flying Doctor Trust is needed to help with the operational costs, including the purchase of specialist equipment and training.

    We are privileged to help profile the work of the service and its fundraising efforts.

  • Air Rescue Trust

    From the launch of its state-of-the-art new Westpac Rescue Helicopters, to taking media to winch training rescues; from liaising with local newspapers about the impact, to finding and telling incredibly uplifting patient stories, Anabel is involved in every aspect of helping Canterbury West Coast Air Rescue Trust stay top of mind and tell the stories in challenging times.

Anabel Darby

Senior Communication Partner

Anabel is a highly-experienced public relations practitioner with more than 25 years' working in the tourism, major events, business events and healthcare sectors in Australia and New Zealand. Anabel began her career in Auckland as editor of Air New Zealand's in-flight magazine, before moving to Sydney to edit women's magazines including Dolly and Cosmopolitan. Prior to setting up her own company, she was an account director with a leading Sydney PR agency, managing major international corporate, healthcare and travel industry clients. She has also lived and worked in Hong Kong, London and Vancouver.

Anabel Darby is a founding partner of the firm, and leads the communications team. Her 25-year career has included senior roles in advertising, publishing and public relations. Anabel has established and maintained a reputation in Christchurch and New Zealand as an influential advisor to her clients on both strategic and tactical levels, and she is a credible and trusted source for journalists.

Highly experienced in executing major PR campaigns, Anabel also works with skilled PR teams in New Zealand and Australia, with resources to match.

Are you crisis ready?

Crisis management planning and training minimises the potential damage and fallout from unavoidable events. This can involve media training for key people in your organisation. Being prepared allows clients to act quickly and effectively. In the event of a crisis, we are able to provide guidance and advice to clients, as well as liaise with media to ensure accurate information and key spokespeople are available.