Messaging & Narrative

Objective setting, defining your target, confirming the message and story, then identifying the channels to use to reach your target - these are all important foundations for any communications programme.

Your identified objectives will be SMART (Specific, Measurable, Attainable, Realistic and Timely) and cover business objectives, for instance, sales, leads, market share, entering a new sector or market, or launching a product, or communication objectives such as growing awareness, profile and protecting reputation.

PR - Stuart Ewen

You will need to define your target - who are you trying to reach including media, customers, influencers, Government and public officials.

What are your messages? - we will take you through a messaging workshop that will result in what we call the Communication Blueprint,  a defining document covering your overall approach and how your brand and products will be talked about.

The Blueprint helps communication become a strategic management tool to drive your business in the direction you want to take it.

Aspects of the Blueprint include:

  • A defining overall message and key messages - the 4-6 most compelling “reasons to believe”
  • An elevator narrative including the compelling elements of your story
  • Three pillars that are the foundation to your business:
    • Market need/context (external) in which you operate that supports your existence
    • The products and relevance to your target (internal)
    • Why are you different? - USPs vs the competition
  • Proof points and statistics to support each of these three pillars, including cases studies
  • Soapbox topics (your passions, views and opinions), anecdotes and stories (to illustrate your business), and common questions and answers

Agree on the channels to use to reach your target audience.  These will include media that now extends from influencing publications including newspapers and magazines, TV and radio, and their online channels to any channel with a wider influence.  

Organisations, individual commentators and your own company are now media channels as all have audiences and many have websites constantly needing to be fed valuable content and news.  

Everyone is a media influencer and the number of channels are growing and even single channels are becoming multi-focused, shown by traditional print media now featuring video on their website and TV stations featuring “print” stories online.

PR is dead.  Long live PR.

A few years ago, there was a lot of discussion in New Zealand about the changes to traditional media and the threat to public relations.  Digital agencies blossomed and PR seemed to have been left in the lurch.

Now, nothing could be further from the truth.  

With an ever changing and burgeoning communications landscape the role of PR is growing constantly, infiltrating different channels and becoming central to all delivery of messages and stories.  

It’s not what it used to be, and that is a good thing.  To maximise PR’s value it just needs different thinking.


Jonathan Tudor | Public Relations

Jonathan Tudor  | Director

I was introduced once as: “here’s the person I was talking about who’s been in PR forever.”  Tongue in cheek, yes, but fairly accurate - let’s say more than 20 years and less than 30.

No grass has grown under my shoes, in that time.  I’ve worked with PR celebrities and the occasional magician, in the UK, Middle East and New Zealand, and for several world leading agencies.

I’ve served countless well-known brands and businesses, in an eclectic range of industries, worked as an independent consultant and established an agency with a difference, Storicom.  Throughout, my passion has been the importance of service, informing and being precise.

The renaissance currently underway for PR is its most significant evolution - communication has become an ever-present management tool to drive a business in the direction it wants to go.  I’m committed to helping people achieve this.

Present and Past Public Relations Clients

Present & Past PR Clients