Surf Life Saving Northern Region
Surf Life Saving Northern Region covers the largest Surf Life
Saving Region in New Zealand, which extends from Auckland to the
Far North, and as far south as Raglan. As the 2015/16 summer
holiday season approached, it faced a funding shortfall that would
have forced it to reduce lifeguard services at Northland and
Waikato beaches, placing the lives of beachgoers at risk.
The Wright solution
Addressing the funding shortfall was a top priority when Surf
Life Saving Northern engaged Wright Communications for PR services.
Wright Communications provided strategic advice to the Chief
Executive and created a media release outlining the funding
challenges faced by Surf Life Saving Northern in these areas.
Wright Communications pitched the story into key local and
national media to gain coverage. The story received considerable
pick-up within targeted media, drawing the attention of the public
and key decision-makers to the organisation's plight.
Following the media coverage, individuals and local authorities
stepped forward with additional funding in Northland and Waikato
ensuring there would be full lifeguard services for the entire
season. Wright Communications issued a follow-up media release
alerting the media and community and thanking the funders for their
"Wright's involvement in the architecture and delivery of our
stakeholder communications has allowed SLSNR to clearly communicate
the necessary messages to our community while not detracting
resource from our key business 'between the flags'."