Porter Transformer


Our brief was to raise awareness and educate the public on the importance of checking household smoke alarms when clocks change for daylight saving. ​

Fire & Emergency research showed people may not even understand what ‘check’ means and that different types of smoke alarms needed to be checked differently.

Porter Transformer


We opted for a media relations-led approach with a focus was on national mainstream media and selected ethnic media. New immigrants, those with English as a second language, young people flatting were identified by FENZ as audiences that may not be aware of smoke alarms and their importance. Informing on different types of smoke alarms via an infographic and interesting, little-known key messages, such as; we lose our sense of smell when we are asleep.

Porter Transformer


  • As a result of the media coverage we reached a wide audience, with content that was targeted at young people flatting and at Chinese and Indian audiences:
  • In total, 13 pieces of coverage, more than double the agreed KPIs
  • Two TV stories – The Project and Seven Sharp
  • Three radio interviews – National Advisor, Fire Risk Management, Peter Gallagher undertook interviews on various radio stations including; NewshubRadio 531 Pi, Magic Talk – Sunday Morning
  • Three online stories – Newshub, Chinese Herald, Sky Kiwi
  • Five regional stories – SunLive, Taranaki Daily News, Bay of Plenty Times, The Northern Advocate, Gisborne Herald 

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Louise Wright – Managing Director

Louise Wright is an award-winning senior practitioner with a reputation for providing shrewd strategic advice, as well as offering creative solutions, to help organisations grow and thrive.

She lives and breathes the Porter Novelli values of winning with integrity, being gutsy, having your back, and enjoying the ride.

With extensive leadership experience, she brings a cool head in a crisis, helping clients through some of the most challenging times they have faced. Louise’s career began in news journalism, followed by magazines where she headed the biggest consumer titles in New Zealand, before moving to PR.

She believes great story telling is essential for all compelling PR campaigns and is renowned for inspiring her clients to take this approach. She has an enviable contacts book and prides herself on her connections with journalists, TV producers, editors, lawyers, agents and sports personalities.

Committed to helping the next generation of communications professionals succeed, she’s a Women in MEDIA mentor and also a mentor for PRINZ. She has a BA in English literature and History, and a Diploma in Journalism.

In her spare time, she’s a school netball coach, and fundraiser for kids’ sports and up at 5am in the rowing season driving her daughter’s squad to training. She collects NZ art and loves hanging out with her not-for-profits: James and Millie.