Every year, StopPress catches up with a group of industry leaders from across Aotearoa to talk about the year that was. From the highlights and the lowlights to their favourite foods, fruits and Christmas traditions, they give us a little insight into 2025 as well as a look forward to 2026.
Luci Marshall is director at Rise and Shine.
Rise and Shine PR has celebrated some new client wins this year, expanding work in beauty and returning to hospitality. What excited you about working within both these industries in 2025?
In 2025, we introduced seven new clients across beauty, wellness, lifestyle and hospitality. It’s been exciting to continue expanding our repertoire within the broader lifestyle space.
I’ve particularly loved returning to hospitality PR, and I couldn’t have chosen a better place than Bossi to do so. Telling their story and sharing their authentic experience through PR has been incredibly rewarding. Bossi offers far more than exceptional Italian cuisine. It’s a genuinely immersive experience, driven by passion and care that flows from Jenna and Shaun, owner and executive chef, through to the entire team. They’re often referred to as the happiest kitchen in Auckland, and that energy truly translates to the guest experience.
What motivated you the most about working in PR this year?
It’s no secret that 2025 has been a challenging year for many businesses due to the economic climate. What has motivated me most is the tangible value we’ve been able to offer our clients during this time. In many cases, we’ve helped them not only navigate uncertainty but continue to see growth.
What is the biggest challenge facing the industry at the moment?
AI is often positioned as the biggest disruptor, and while it absolutely has a role to play in improving efficiency, insights and how we work, it will never replace the people-led nature of public relations. PR is built on relationships, trust, judgement and nuance, and those are things that technology can support but not replicate.
The bigger challenge, in my view, is the continued decline of the media industry itself. The credibility and trust that comes from quality editorial coverage cannot be replaced elsewhere. Journalism requires deep expertise, training and critical thinking, yet that skill set increasingly feels undervalued. As an industry, we need to both embrace the smart use of AI and actively champion the importance of strong, independent media, because without it, the entire communications ecosystem is weakened.
What did you learn in 2025 and how will this shape your work in 2026?
As we wrapped up the year, I found myself describing 2025 to the team as a rollercoaster, much like the years before it. That reflection reinforced something important. Owning and running a business is inherently a rollercoaster.
What I’ve learned is to hold steady through the lows, knowing the highs are often not far away. The challenges make the wins more meaningful, and the results and exhilaration make the ride worthwhile. That perspective will continue to guide how I lead, support my team and make decisions in 2026.
What are you most looking forward to in the new year?
The opportunity to start afresh and continue challenging the norms. We’re always looking for smarter, more effective ways to deliver stronger outcomes for our clients, and that mindset will remain a core focus moving into the new year.
Quick fire five:
Favourite campaign that’s not yours?
Mecca’s “Mecca to the Max” flagship launch in Melbourne.
Last meal you cooked?
Marinated butterfly lamb shoulder with a summer salad.
Where is your happy place?
Skiing with friends or family, ideally overseas.
Favourite Christmas tradition?
Enjoying a coffee and fresh pan au chocolat while watching the kids open their presents.
Sun or snow?
Snow.
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