ABSTRACT
As discussed in chapter 1, in recent years, public relations practice has gone global. The strong influence of this globalization is especially evident in New Zealand and Australia. In this chapter we discuss the commonalities as well as the unique features in public relations practice in the two countries. The relationship between the two countries might best be described as a “friendly rivalry” in all spheres. Sporting contests between the two nations, particularly on the rugby field, are fiercely competitive, and victory is highly prized. However, the two nations have always assisted one another during times of crisis and have fought alongside one another in the major conflicts of the 20th century. In public relations, this cooperation can be seen in the joint conferences and the frequent interchanges among practitioners of the two countries. The multinational status of many public relations companies also means that practitioners in New Zealand and Australia find themselves working for the same global companies. Weber Shandwick, Hill and Knowlton, and Burson Marsteller are a few of the many large consultancy chains that operate in both countries. The presence of these consultancies ensures that the standard of public relations in New Zealand and Australia reflects international best practice, whereas competition from local providers ensures that public relations is adapted to fit local circumstances and priorities. This chapter addresses the challenges of distance, bicultural and multicultural policies, activism, technology, and media fragmentation that have influenced the development and practice of public relations in New Zealand and Australia.
