Six Reasons Why Only PR Should Manage Your Online Content

By Peter Boyes

1. We know how to tell the right stories to the right people

 All media relations, but especially social media needs our unique skills in the creation, stewardship and ability to share engaging and relevant stories with the appropriate audiences. Whether you call it content marketing or brand journalism it is a core function of what we do.

Public relations is about telling our clients’ stories using a range of carefully chosen communication styles and media. We have to be great journalists. Social media is another way to tell and share your stories. It is not an IT function or an advertising copywriter’s blank sheet.

2. We are strategic communicators.

Just because ‘technology’ is involved it doesn’t mean that IT people, or video producers or ‘digital experts’ are the right people to handle an organisation’s strategic communications. An understanding of visual storytelling is needed but the paramount importance of words cannot be underestimated in social media. Social media is another form of conversation and conversations are essentially about using words effectively, then listening to the response and reacting accordingly.

Public relations is about effective conversations. We have to be experienced writers, editors, proof-readers and listeners. These are the essential skills for blog posts, tweets, status updates, and online debate.

3. We understand what is relevant for your business.

Social media is not just about random posts that interest the poster. It is about supporting an organisation’s strategic business objectives. To do that posting has to be timely, interesting, and relevant. There is a Goldilocks factor, not too much, not too little, not too bland, not too blatant.

Public relations is about understanding when to say something and when not to. We are experienced in creating content relevant to a specific audience. If we are pitching to a journalist, or your clients, politicians or key opinion leaders, talking to your staff or your customer base, we know how to tailor the type, tone and topic of the content we share.

Yes social media provides us with excellent tools to measure our interactions and better understand our publics and communicate with our stakeholders. But it is only one part of a complicated series of interactions all of which are important in maintaining your social networks and meeting your customers’ expectations of you.

4. We are experienced in building and maintaining relationships.

At the very core of PR practice is the development of fruitful relationships for our clients through effective communications, whether that is with journalists or stakeholders. Many of these professional relationships are maintained by phone, email and now social media. To do that we need to understand your business intimately.

Social media is all about understanding and maintaining those relationships. That is not the role of IT people, ‘digital experts’, website developers or advertising executives. Only public relations has the complete skill set to manage relationships with people we have never met, find accurate information quickly, and meet customer service expectations.

5. We are the issues managers.

Public relations practitioners are highly trained in issues management and crisis communications. It is our job to be aware of issues that are sensitive for you and your business. These are the skills required to identify and manage a social media crisis. At these times you must get your organisation's point of view into the conversation as fast as possible, answer any questions, correct misinformation, and be as helpful as possible. PR is the best agency to handle reputation management within the essential but potentially dangerous digitally viral environment.

6. We are the ears.

Our longstanding experience is getting feedback about our clients' reputations is easily transferred to social media. We know which questions to ask and when and of whom. And most importantly we know how to use that information to inform future communications, create positive organisational change, and improve customer experience. There’s nothing more deadly to an organisation’s profile than surveying or asking questions of its audience and then not using that information to deepen the relationship. Yet with most online surveys, that is what happens every time.


Oasis Beauty, New Zealand’s leading expert in sensitive skin and sun protection products says that the evidence is now unequivocal; sun protection prevents skin ageing.
The Canterbury-based manufacturer of the signature brand, Oasis Sun SPF30+, also developed the first New Zealand-made BB creams, which incorporate sunblock. It is now working alongside organisations such as Molemap, Auckland Dermatology and Skin Institute to help New Zealanders understand the implications of the latest studies in sun damage prevention.

Oasis Founder, Stephanie Evans says `At work, at play or simply chilling out, as our climate changes and we are exposed to more sunshine, it makes sense to put sun protection first. The latest research funded by the National Health and Medical Research Council of Australia[1] shows beyond doubt that not only does the use of sunscreen product reduce the risk of cancers, regular sunscreen use retards skin aging in healthy, middle-aged men and women. How fantastic is that? The use of our skincare products will keep you looking younger.’

The new Australian study was a randomised trial of sunscreen and prevention of skin ageing among 903 adults over four and a half years, published six weeks ago in the prestigious journal the Annals of Internal Medicine. It showed that those people who used sunscreen every day showed no detectable increase in skin ageing after four and a half years. The researchers concluded that regular sunscreen use retards skin ageing in healthy, middle-aged men and women.

Stephanie Evans adds: `Our own customer research shows that New Zealand women spend less than ten minutes on their skincare in the morning so it is really important that our skincare products deliver protection against sun damage as well as the other benefits. Our customers are in the prime of their lives, but time poor, many with children aged under 13 and they have told us they want multi-purpose products made from natural ingredients in New Zealand. Instead of having to use a moisturiser and then a foundation and then think about sunblock, we’ve been able to meet their needs and have everything covered with one product.’

The Oasis natural BB creams, launched as part of the Oasis Sun range, are all-in-one facial products that can replace moisturiser, mineral foundation and SPF 25 sunblock, which like all Oasis Beauty products are formulated using natural ingredients.

Oasis Sun SPF30+ is formulated for the whole family
  • Made for sensitive skin
  • Suitable for face and body
  • Loved by babies, children & big manly men
  • Non greasy & non whitening
  • Does not stain clothes
  • No colour or fragrance
  • Paraben free & non-nano
  • Cruelty free & suitable for vegans
  • Made in New Zealand
  • AS/NZ Standard 2604:1998, rated SPF35 High Sun Protection

Also contains certified organic jojoba oil, shea butter, lecithin and natural vitamin E to moisturise against wind, water and sunlight
Contains 94% natural/organic ingredients

More information can be found at, along with a list of retailers stocking Oasis Beauty products.
About Oasis Beauty:
We inspire women to take better care of their skin by making it easier, simpler and more affordable with our skin care products with an emphasis on sensitive skin.  The products are manufactured in New Zealand from ethical, natural and organic ingredients combined with high vitamin contents.

We give women the confidence that the appearance and health of their skin is in excellent hands with free expert advice, samples and first class service.

All Oasis Beauty products are suitable for sensitive skin and are available both online and through pharmacies, beauticians and health stores nationwide. Oasis Beauty supports the World Society for the Protection of Animals (WSPA).

Peter Boyes: - 09 5757 003 or 0275 540 500
Stephanie Evans: or 021 070 9729 

[1] Sunscreen and Prevention of Skin Aging: A Randomized Trial, Maria Celia B. Hughes, MMedSci; Gail M. Williams, PhD; Peter Baker, PhD; and Adèle C. Green, MBBS, PhD Ann Intern Med. 2013;158(11): 781-790. doi:10.7326/0003-4819-158-11-201306040-00002