PRINZ marks World PR Day with a call for connection

Today, on World PR Day (16 July), the Public Relations Institute of New Zealand (PRINZ) is challenging the country to take a fresh look at public relations – not as ‘spin’, but as the bridge-building, trust-restoring, narrative-shaping profession it truly is.

In line with this year’s global theme – “Building Bridges and Navigating Polarisation” – PRINZ is supporting bold, values-led leadership from New Zealand’s communications professionals as they confront misinformation, media fragmentation, and a growing climate of distrust.

Morwenna Mitson-Grills, PRINZ Executive Committee Chair, says public relations should never be seen as spin: “It’s about making sense of complexity, amplifying diverse voices, and helping organisations act with integrity in a divided world. That’s not just valuable – it’s vital.”

PRINZ’s latest Member Insights Report paints a clear picture of a profession at a crossroads, grappling with the rapid rise of generative AI, a shrinking and shifting media landscape, and the persistent need to provide strategic value at the highest levels.

The biggest challenge, according to members? Building and maintaining trust, not just for the organisations they represent, but also trust in the public relations profession.

But there’s reason for optimism, with so many PR professionals committed to the PRINZ Code of Ethics.

Says Mitson-Grills: “It’s really pleasing that members see real value in being part of PRINZ. Nearly 90% of PRINZ members would recommend the Institute to their peers, reflecting a strong sense of connection and shared purpose among Kiwi communicators.

“This World PR Day, PRINZ is stepping up for our members. We’re not just toasting the wins. We’re owning the tough stuff – misinformation, polarisation, and the perception problem our profession still battles. It’s time to step up, speak up, and rewrite the narrative.”

As part of that effort, PRINZ is ramping up its work to amplify the voice of the profession, including advocating for PR as a career of purpose, investing in emerging talent, and deepening its commitment to ethical practice, Te Tiriti partnerships, and meaningful representation across Aotearoa New Zealand.

Adds Mitson-Grills: “So, here’s to all our current and future members committed to ethical practice. We need you now more than ever. Right across our varied profession, every discipline adds value to communities. Whatever your role, today, we celebrate you.”

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