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PR in the age of AI

Digital PR
PR hasn’t been replaced by AI, but the bar’s been raised. We explore why consistency, credibility & clarity matter more than ever and how AI tools form their understanding of organisations. What does PR look like in the age of AI?

NZ media landscape trends 2026: What we’re noticing lately

Digital PR
The pace of 2026 has been immediate. Newsrooms are moving faster, editorial thresholds are sharper, and the margin for error in media relations is narrower than it has been in years.

Scope Communications x Queenstown Writers Festival: A storytelling partnership

Community engagement
At Scope Communications, we believe in the power of stories to connect, inspire and transform.

Selling a Legend: How the Cardrona Hotel campaign became a national moment

Case study
When the owners of Cardrona Hotel decided on a private sale, we were thrilled they came to us to help share the story. Would the sale of this iconic 160-year-old New Zealand landmark be a big story? Absolutely.

Popcorn, PR, and the Power of Pause: Lessons from Coldplaygate

Crisis communications
Coldplaygate – it’s worth taking a moment to break down the elements of how this PR disaster got out of control on a global scale, before taking an incredible turn. 

Digital PR in 2025

Digital PR
AI is reshaping Digital PR—and fast. While some panic about the end of Search as we know it, smart PR experts see the opportunities. As AI shifts how people find & trust information, a strong digital PR game matters more than ever

Wānaka PR consultancy wins national accolade

News
Wānaka’s Scope Communications has been recognised as the best Small to Medium PR Consultancy in Aotearoa at the prestigious Public Relations Institute of New Zealand Awards.

The power of a good media release

Media relations / News
New Zealand Sotheby’s International Realty: Using storytelling and media relations to generate Australasian brand awareness for NZ’s leading luxury real estate company.

How to take a newsworthy photo

Media relations
A strong image can captivate readers and help with elevating a story to the headlines.

Planning for reputational risk: Emerging issues to a full-blown crisis

Crisis communications
Every business faces risk, whether it be financial, operational, compliance or strategic. Reputational risk is often not prioritised and, in some cases, forgotten.

Innovating and evolving in a changing business environment

News
Scope Communications managing director Celia Crosbie explains the reasons behind the PR consultancy’s name change, and shares her tips on how to innovate in a changing business environment.

What makes a story … a story?

Brand story / Media relations
Innovative new products, staff announcements, achievements, brand partnerships … there are lots of exciting happenings within an organisation, many of which you would love to shout from the rooftops.

Scope Media rebrands as Scope Communications

News
Leading South Island PR consultancy formerly known as Scope Media has rebranded as Scope Communications.

Public Relations 101 – understanding PR

Media relations
What is PR (Public Relations)? Why is PR important for businesses? What types of services do PR firms offer?

solarZero and Scope Media launch new Solar Futures campaign

News
Marketing communications consultancy Scope Media and leading Kiwi renewable energy company solarZero have this week launched a campaign to highlight the importance of solar for future generations.

Media insights: editorial vs sponsored stories

Media relations
Does your brand have a story worth sharing? Find out whether editorial or sponsored content is the way to go when working with NZ media.

Scope Media celebrates 10 years in business

News
Founder and managing director Celia Crosbie talks about getting into business by accident, the pursuit of industry innovation and her top tips for anyone starting out in business.

The good, the bad & the ugly of AI for professional services

Digital PR
Before November 2022, Chat GPT was simply a weird combination of letters.

Wānaka PR consultancy Scope Media scoops national award

News
Wānaka communications consultancy Scope Media has won a top national award at the prestigious Public Relations Institute of New Zealand Awards. The boutique marketing communications and digital PR consultancy…

Behind the Great Firewall: Tapping into China’s social media

Digital PR
When it comes to tapping into the Chinese market, there is little point turning to Google for help. While Google dominates the online search market almost everywhere, this is not the case in China.

SEO for International Markets

Web copy
It’s all about Google, right? Not exactly. While Google dominates the worldwide market share of online search, there are countries where Google doesn’t hold the number one position.

Communications tips to protect your brand’s reputation during business hibernation or re-entering the market

Reputation management
Whether you’re preparing to re-enter the market or faced with business hibernation as Omicron takes hold, there are some important things to remember to protect your brand’s reputation, writes Scope Media managing director

Scope Media wins silver at NZ Pressies Awards

News
Wānaka communications agency Scope Media has won silver at the 2021 national Pressies Awards for its work on a campaign to help diversify the Queenstown Lakes District economy.

Scope Media and Feast Creative agency collaboration delivers district-wide economic diversification campaign

News
A creative collaboration between two agencies in Queenstown and Wānaka has resulted in a new nationwide campaign to attract entrepreneurs and team builders to the district.

The top 10 do’s and don’ts for clever copy

Web copy
The secrets to stealing attention with words.

Scope Media finalists in 2020 Pressies Awards

News
Wānaka marketing communications agency Scope Media has been named a finalist for the NZ Communications Council Pressies Awards.

Back Your Backyard: Is the domestic tourism push working?

News
Queenstown – expensive, Southland and Otago – cold. Those are some of the domestic perceptions of key New Zealand destinations as gleaned by insights company Research First, which has a Wānaka office.

Top tips on how to speak to the media

Crisis communications
It’s been a long day. A crisis erupted at work and you and your colleagues have been flat-out trying to make amends to something completely out of your control. You sit down for a team meeting to take a breath…

Be brand-ready for the trans-Tasman bubble

Brand story
A report by Hotels.com in 2019 found that across the US, UK and Australia the average person spent 10 hours researching their holiday. Expedia have reported that on average a person visits 38 sites before booking a holiday.

How to adjust your brand story after COVID-19

Brand story
Creating a captivating and authentic brand.

Creativity, collaboration and graft: How to market your business to a new audience

Brand story
In early May, Prime Minister Jacinda Ardern said New Zealand will not have open borders with the rest of the world for “a long time to come”. That is a sobering statement for a business community…

PR for SEO: How to build your brand presence online

Digital PR
Get ahead of the digital hustle. Acquiring the attention of your audience is one thing but generating interest from Google and other search engines is another game altogether.  

COVID-19 Marketing Support fund for brands

News
Scope Media is pleased to advise that we are now a registered Service Provider with the Regional Business Partner Network. The Government has now added Marketing services to its $25 million COVID-19 Business Advisory Fund.
business communication during COVID-19

What we can learn about business communication during COVID-19

Communications strategy
We are all used to constant social interaction, be it physical or virtual, but in the time of Covid-19, we are forced to carefully select the people that we most want to connect with. This offers a rare opportunity…

How brands must adapt to be seen in a shrinking media environment

Media relations
The recent news about major New Zealand media outlets collapsing and laying off staff as a result of the Covid-19 lockdown has sent shockwaves through the New Zealand public as well as the news industry.

How to adjust your marketing communications messaging for the new BAU after Covid-19 lockdown

Crisis communications
There’s a saying in politics that you should “never let a good crisis go to waste”. It’s the ultimate advice for anyone who favours expediency over emotion, and has been attributed to everyone…

Communicating in a crisis

Crisis communications
The majority of New Zealand businesses have suffered some form of disruption due to COVID-19, particularly in the Queenstown Lakes. Although this type of external crisis is unfortunately largely unavoidable…
business communication during COVID-19

Good communications with colleagues, clients and stakeholders through COVID-19

Communications strategy
The outbreak of COVID-19 has seen New Zealand businesses and staff shift from the comforting normalcy of a shared, collaborative workspace to an isolated home office or kitchen table. 

It’s time to face the algorithms and update your Facebook marketing strategy

News
For a long time, business success on Facebook was judged by the number of “fans” following your page. But there were some significant implications when every businessman and businesswoman with a laptop adopted Facebook as their #1

Top 2020 Facebook marketing trends to benefit your brand

Digital PR
Facebook remains a powerhouse marketing tool for your business. With 1.56 billion users each day, this social media icon is much more than a meeting place for friends – Facebook is an essential platform for brand promotion.

Scope Media finalists in national PREScom Awards for Call Me Local campaign

News
This year’s Wanaka A&P Show ‘Call Me Local’ campaign has been acknowledged in three categories at the prestigious New Zealand Communications Council PREScom Awards.

Scope Media among finalists for national PREScom Awards

News
Wanaka and Queenstown communications agency Scope Media is a finalist in the New Zealand PREScom Awards for its campaign that launched Queenstown’s $2 bus brand.

Mobilising Queenstown to become #BetterByBus

Case study
This hyper-local campaign turned attitudes and got Queenstown on the bus. With just two months from awarding the tender for a new $2 bus service to rubber on the road, the challenge was to shift mindsets from ‘drive everywhere’

Tips for creating winning social media content

Digital PR
Social media is about building visibility and the reputation of your brand. It’s one of those all-important layers of trust that a company, organisation or individual should continually be working on.

What to consider when choosing your company’s brand name

Brand story
The name of your business instantly conveys who you are and what you are about. While it can be as descriptive & traditional as Air New Zealand, a brand name can also capture interest…

How to feature in mass market media

Media relations
Traditional mass market media still plays a vital role in our society, therefore it remains a crucial component of your public relations strategy. But how do you get your product or service mentioned in mainstream newspapers…

Corporate communication guidelines

Communications strategy
Consistency is key – it’s a phrase we hear all the time in communications, and never has it been so relevant than in this day and age when we are constantly communicating with our customers and clients through various channels…

Get your business noticed on the biggest social media platform

Social media advertising
Are you a small business and find it hard to reach the people that matter? Do you have a unique audience? Here are a few helpful tips on how to make your company more visible in your local community & to get your business noticed

Engaging communities on behalf of the Wanaka A&P Show

News
The Wanaka A&P Show is a major event for the Wanaka community, attracting thousands of visitors to the town in March every year. Scope Media has managed the Wanaka A&P Show’s public relations and social media…

Engaging Wanaka with strategic PR and communications

Community engagement
How do you engage the community over a potentially controversial issue? That was the question charitable organisation the Wanaka Watersports Facility Trust asked Scope Media recently…

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