Get ready to embark on a ‘PR learning adventure’ with CRUNCH!
Three-time winner of the PR Institute of NZ’s ‘Small PR Agency of the Year,’ the HMC team provides practical wisdom to help business leaders turbocharge their reputation-building game.
Tune in to these 'crucial chats over lunch' - CRUNCH - for entertaining insights that will empower you to forge connections and relationships with those who matter most in your industry. Whether you are steering the ship as a visionary CEO, orchestrating strategy from the boardroom, or driving a dynamic communications team, the HMC crew is your ultimate partner for PR success.
Join us and our amazing line-up of experts as we dive deep into the trenches of reputational challenges. From building your brand, to encouraging staff loyalty, to handling issues and crises, the HMC team will equip you with proven PR strategies.
And that’s not all – buckle up for episodes that unravel the mystique behind the latest digital PR trends. Wondering if you should seize the trend or let it slide? We’ve got your back with insights that slice through the noise and deliver crystal-clear information you can use to succeed in your leadership role.
Ready to dive in even further? Visit the HMC at https://www.wearehmc.co.nz/crunch to learn more about our guests and download additional information on each episode topic.
CRUNCH – it’s a bite-sized taster on the topic of public relations and strategic communications. Dive in now!
How Do You Sell a Service People Don’t Think They Need?
If you’re trying to grow a product or service that your audience doesn’t yet understand—or assumes isn’t for them—how do you change their minds without relying on a hard sell?
This episode offers practical lessons from an award-winning PR campaign that turned a complex professional service into something people could recognise, relate to and act on. You’ll learn how to:
Use education to create demand and build trust
Find the human story behind a complex offering
Choose channels that help your experts connect authentically
Turn one strong idea into content that works across multiple platforms
Build a long-term communications programme that generates recognition, referrals and enquiries
Measure success against business goals—not simply media coverage
Listen for an honest look at what it takes to move from ad hoc promotion to strategic communications that changes perceptions and supports business growth.
Companies mentioned in this episode:
HMC
Grayson Clements Lawyers
PRINZ
New Zealand Herald
Stuff
Blue Duck Station
Keep the Change (podcast)
10 Sept 2026
Launching Uber in New Zealand: From Controversy to Credibility
How do you introduce a disruptive brand when the global narrative is already working against you?
AJ Tills, Uber’s first employee in New Zealand, joins CRUNCH to reflect on the early days of launching Uber locally - from recruiting drivers with a backpack of iPhones to managing public questions about safety, legality and trust.
This episode explores the communications and marketing challenges behind one of New Zealand’s most recognisable market launches: how to educate a market, create social proof, work alongside policy and operations teams, and build enough legitimacy for people to download the app and try something new.
AJ Tills’ experience as the first employee of Uber in New Zealand offers a unique perspective on the intersection of technology, marketing, and public relations within a highly scrutinized launch environment. His recounting of the early days of Uber reveals the challenges of introducing a disruptive service to a market that was not only unfamiliar with app-based ride-sharing but also wary of its implications for traditional transportation models.
Tills highlights the critical role of education in this process, noting that overcoming public skepticism necessitated a robust communication strategy that emphasised transparency and engagement with various stakeholders, including riders, drivers, and regulatory authorities.
Throughout the conversation, Tills reflects on the innovative marketing and PR strategies employed during Uber's initial rollout, particularly the use of grassroots tactics to build a user base and foster community engagement. The emphasis on direct communication with potential drivers and riders, coupled with promotional incentives, exemplifies a dynamic approach to market penetration that prioritized user experience and satisfaction.
As Tills discusses the evolution of Uber's brand perception over time, he underscores the importance of adaptability and responsiveness to changing consumer needs and societal expectations. This episode serves as an invaluable resource for marketing and communications professionals, offering lessons on stakeholder engagement, the management of public perception, and the strategic implementation of disruptive technologies in traditional markets.
Takeaways:
AJ Tills recounts the challenges faced while introducing Uber in New Zealand amidst global scrutiny and negative media coverage.
The launch required significant education and trust-building efforts to familiarise New Zealanders with the Uber platform.
Tills emphasises the importance of stakeholder engagement and communication strategies for successfully entering a new market.
He shares insights on leveraging partnerships with trusted organisations to enhance credibility and community acceptance of Uber.
The discussion highlights the innovative marketing tactics employed, including guerrilla marketing techniques to expand Uber's rider base.
Tills reflects on the rapid feedback loops and adaptability that were crucial in addressing market needs and improving service delivery.
Companies mentioned in this episode:
Uber
Exaba
HMC
25 May 2026
From Ignored to Newsworthy: How to Earn Media Coverage
Why do some businesses get media coverage while others struggle to get noticed?
In this episode of CRUNCH, HMC Director Heather Claycomb is joined by Senior Account Managers Emma Letessier and Natalie Swart to unpack what “earned media” really means, and why it is much more than free publicity.
The team breaks down the four players involved in earning media attention: the business, the PR team, the journalist and, finally, the business again once the story is live. They talk about what makes a story genuinely newsworthy, why media relationships still matter, how businesses can lose control of a story once a journalist picks it up, and why that editorial independence is exactly what makes earned media so credible.
They also discuss why a single media hit should never be treated as the final result. Used well, media coverage can support reputation, sales conversations, recruitment, stakeholder trust, social media, website content, digital advertising and even AI search visibility.
In this episode, we cover:
Why earned media is not the same as free publicity
What makes a business story worth a journalist’s attention
Why “one and done” media coverage is rarely enough
How PR teams shape a story before it is pitched
What businesses need to understand about editorial independence
How to get more value from a media hit after it appears
If your business wants to build credibility, get found by the right people and use media coverage more strategically, this episode is a practical place to start.
Companies mentioned in this episode:
HMC
AUT
TVNZ
Waikato Times
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
YouTube views
12,035
Score snapshot 15 Sept 2025
Podcast Authority Score: 39 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
50
Social presence
0
YouTube
72
Engagement
0
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