The second episode of the PRINZ podcast, It's All About the Comms, showcases what happens when strategic communications becomes a force for cultural change.

Host Paul Patton speaks with Sarah Munnik, Partner at Pead and winner of the 2025 PRINZ Supreme Award, Restoring Mana: The World’s Largest Haka for Raukatauri Music Therapy Trust.  This campaign brought 6,400 New Zealanders together at Eden Park to perform the world's largest haka for the Raukatauri Music Therapy Trust.

What started as a funding crisis became a masterclass in purpose-driven PR.

The campaign didn't just raise over half a million dollars. It reclaimed a Guinness World Record, united a nation, and compelled Guinness to permanently change its criteria, ensuring that only Māori can lead future haka records. It's the kind of cultural impact most communicators spend their careers chasing.

Sarah takes us inside the strategy: how to build stakeholder trust at scale, navigate cultural responsibility with integrity, and keep impact—not ego—at the heart of every decision. She shares hard-won lessons for PR professionals who want to create campaigns that resonate beyond the news cycle.

Judges called it "joyful, inclusive, and a standout example of public relations harnessing cultural pride for positive change." If you work in communications, engagement, or reputation management, this conversation will challenge how you think about what's possible.