PRINZ's Tribute to Excellence: The Paul Dryden Tertiary Award Goes to AUT's Top Public Relations Student

The Public Relations Institute of New Zealand (PRINZ) has once again highlighted the prowess of Auckland University of Technology (AUT) students by awarding the prestigious Paul Dryden Tertiary Award to the top performer in its Public Relations major. This recognition, presented during the AUT School of Communication Studies Excellence Awards, underscores the strong partnership between industry and academia in nurturing future public relations leaders.

AUT, New Zealand's leading polytechnic-turned-university, has long been a hub for communication studies, with its Bachelor of Communication Studies program featuring a robust Public Relations major. This accolade not only celebrates individual achievement but also reflects the high standards of PR education across New Zealand's tertiary institutions.

Honoring Paul Dryden: Architect of PRINZ's Student Engagement

Paul Dryden, the former Chief Executive of PRINZ, left an indelible mark on the public relations landscape in New Zealand. During his tenure, he forged vital links between the professional body and educational institutions like AUT, Manukau Institute of Technology, and the University of Waikato. Dryden championed student memberships, guest lectures, and active participation in university events, ensuring that aspiring practitioners gained early exposure to industry realities.

The Paul Dryden Tertiary Award, distinct from PRINZ's main annual awards, embodies his vision of bridging academia and practice. It rewards academic excellence in public relations, a field that demands strategic thinking, ethical communication, and adaptability in an ever-evolving media environment. PRINZ Chief Executive Susanne Martin noted, “His legacy continues to shape how we support and develop the next generation of public relations practitioners.” AUT's Head of School, Professor Daniel Laufer, echoed this sentiment, praising Dryden's contributions to industry-academia collaboration.

AUT's Public Relations Major: A Pathway to Industry Readiness

The Bachelor of Communication Studies with a Public Relations major at AUT is a three-year program designed to equip students with comprehensive skills in strategic communication. Core courses cover foundational media production, ethics, intercultural communication, and advanced topics like digital PR, reputation management, and campaign planning. Year three culminates in the Public Relations Industry Project, where students apply theory to real-world scenarios.

Accredited by the Public Relations Society of America (PRSA)—the world's largest PR organization—the program boasts strong PRINZ support. Lecturers are active PRINZ members, facilitating guest lectures, field trips, and mentorships from firms like Senate SHJ and Porter Novelli. A standout feature is Outside the Square (OTS), AUT's student-run PR consultancy. For over two decades, OTS teams have managed campaigns for clients such as Child Cancer Foundation and Volunteering Auckland, mirroring professional agency work.

• Hands-on client briefs for non-profits and businesses
• Portfolio-building opportunities judged by industry experts
• Networking at PRINZ events and internships

Tradition of Success: AUT's Track Record with PRINZ Awards

AUT students have a storied history with PRINZ accolades. Past Paul Dryden Tertiary Award winners include teams from projects like Mercy Ships' "A Maritime Campaign" and Auckland Youth Orchestra campaigns. Alumni such as Kelsey Schutte and Olivia Kerbers (from Waikato, but highlighting inter-uni ties) have leveraged these honors into thriving careers.

This consistent excellence positions AUT as a leader in PR education, with its program recently gaining international recognition from PRSA.

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The Booming PR Job Market in New Zealand

New Zealand's public relations sector is thriving, with over 260 job openings listed on platforms like SEEK as of early 2026. Average salaries range from NZ$95,000 for representatives to NZ$115,000 in Auckland, with account executives starting at around NZ$54,000 and senior roles exceeding NZ$200,000.

Careers span corporate communications, government affairs, community engagement, and digital strategy. Graduates from AUT's program are primed for roles like media relations managers and influencer campaign leads, bolstered by PRINZ student memberships that offer discounted access to professional development, networking, and career workshops.

For detailed salary insights, refer to the 2026 Robert Half New Zealand Salary Guide.

PR Education Landscape Across New Zealand Universities

While AUT shines, other institutions contribute to NZ's PR talent pool. The University of Auckland leads in communications rankings, followed by Victoria University of Wellington and University of Waikato, which offers PR majors in its Bachelor of Communication and Postgraduate Diploma.

• University of Waikato: Focus on strategic PR, available as major in BBus, BCC, BC.
• Massey University: Strong in journalism-PR crossover.
• University of Otago: Integrated communication studies.

Enrollment in communications fields is growing, driven by demand for digital-savvy communicators. PRINZ fosters nationwide collaboration through student initiatives.

Bridging Academia and Industry: PRINZ's Educational Initiatives

PRINZ's unwaged and student memberships—priced affordably—provide access to resources, events, and accreditation pathways. Annual awards like the Sally Logan-Milne Young Practitioner highlight emerging talent, with entries open for 2026 until February 27.

Check the full PRINZ Awards categories for opportunities beyond tertiary honors.

Future Trends: Digital PR, AI, and Ethical Challenges

The PR field is evolving with AI-driven analytics, social media crises, and sustainability focus. AUT's curriculum addresses these through courses like Digital Public Relations and Power and Persuasion. Graduates must navigate ethical dilemmas, a core AUT emphasis via Communication Ethics.

Stakeholders, including employers and regulators, call for more interdisciplinary skills, positioning award winners like AUT's top student for leadership roles.

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Impacts and Outlook for New Zealand Higher Education

Awards like the Paul Dryden Tertiary foster employability, with AUT grads enjoying high placement rates. For students, it's a launchpad; for unis, validation of programs; for PRINZ, talent pipeline. As NZ's economy grows, demand for skilled PR pros will surge, especially in crisis management and stakeholder engagement.

Explore AUT's Public Relations major details or PRINZ announcement for more.

This synergy promises a vibrant future for PR education in Aotearoa New Zealand.