Pete Burdon

Pete is a leading New Zealand media trainer and regular blogger for his company, Media Training NZ . He has helped leaders from all sectors of society communicate with the media and other stakeholders. Pete is a former daily newspaper reporter and press secretary in the New Zealand government. From these roles, he understands the media process from both sides of the camera.

Campbell Live can help Politicians

14 April 2015
If Campbell Live is dropped by TV3, it will be the end of an important media stage for politicians to get their messages through to potential voters. Since the news of the show’s possible demise broke, there has been talk about its possible editorial bias, and even conspiracy theories about why it may end. But what has not be mentioned is that Campbell Live gives politicians from all sides of Parliament the opportunity to talk to their audience unedited. There are...

Media tips for appearing on Paul Henry's breakfast show

9 April 2015
To make the most of an appearance on the new Paul Henry Show, you need to be aware your audience will be split between radio listeners and television watchers. This means you will need to approach your appearance with both audiences in mind. One of the most common traps people fall into during media interviews is that they forget who their audience is. It’s never the person asking the questions. It’s the people watching on the couch at home or listening...

Best and worst media quotes of the Cricket World Cup

31 March 2015
Best and most classy Brendan McCullum sidestepping the issue when being asked about the unsportsmanlike sledging by the Australians in the final. "A send off is a send off. It's not something we are necessarily concerned about. The focus should be on how well Australia played and how much they deserved this victory, rather than minor issues on the way through. I certainly don't want to go too deep into that." New Zealand may not have won the game, but they...

A B deVilliers media skills an example to other sportspeople

25 March 2015
The media skills shown by South African Captain A B deVilliers after last night’s loss should act as a great example to other sportspeople. Firstly, he was clearly devastated by the last over loss, but still acted with grace and sportsmanship. The last thing he would have wanted was talk to media and sit through a lengthy press conference. But that’s exactly what he did. At one stage he was the only South African on the field. His team mates couldn’t...

Ex X Factor judges must apologise publicly

17 March 2015
The only way for Willy Moon and Natalie Kills to salvage what’s left of their reputations is to apologise to Joe Irvine unreservedly and immediately. They should do it in private and publicly. If there’s one thing people dislike more than major blunders, it’s the refusal of those at fault to front up and take responsibility. There may be aspects of this behind the scenes that we don’t know about. Maybe Moon and Kills were encouraged to be brutal. But they...

Lessons from yesterday's 1080 threat announcement

11 March 2015
Anyone in business should learn from the decision by Government, Police and the Dairy Industry to announce the threat that has been posed to baby formula in NZ if the use of 1080 is not stopped. Clearly it was necessary to alert consumers before the end of March, because that was the time the eco-terrorist gave authorities to end the use of 1080 in New Zealand. Any parent using baby formula would be angry (to say the least) if they were...

Pacific spying, John Key and the media

5 March 2015
How well has John Key dealt with the media over Nicky Hager’s announcement about the GCSB spying on our Pacific neighbours? In my opinion, about as well as possible. Firstly, the decision to publicly deny any wrong-doing before Hager released his story was a good PR move. Why? Because this allowed him to get on the front foot and get his side of the story out before Hager hogged the headlines. This is something we discuss with our media training clients....

Apology media statement and that X Factor contestant

26 February 2015
Media statements that show empathy to victims are extremely sensitive, and are usually heavily vetted by lawyers before they are released. The statement issued by Media Works over the last 24 hours appears to be no different. It was released after a mother’s distress at seeing the man convicted of her son’s manslaughter (Shae Brider) tell his ‘selective version’ of the tragic incident. This was when he appeared on X Factor earlier this week. Firstly, good on Media Works for responding....

Little should not antagonise media

19 February 2015
There’s an old saying that says: “Never do battle with anyone who buys ink by the barrel.” In other words, don’t pick fights with journalists because they have the ability to spin stories in their favour. This doesn’t mean they will always write negative stories about someone they don’t like, but good relationships with journalists are important for political leaders and can affect the nature of some coverage. This is something Andrew Little needs to think about. Firstly, his failure to...

Key's SkyCity comment highlights need for consistent message

12 February 2015
John Key fell into a classic media trap yesterday with his comment that the new International Convention Centre could look like an Eyesore if more money is not found. It showed how important it is to stay on message and make sure that all spokespeople are singing from the same song sheet. The first mistake was not coordinating a consistent message with others who would be asked to comment on the issue. Bill English and Steven Joyce were saying that contributing...
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My Latest Blog Posts

28 April 2022
Luxon's tax question problem and possible answer
3 February 2022
Christopher Luxon on the money with 'caring' comment
16 December 2021
Why Greg Foran is my Media Communicator of the Year

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