Pead launches issues management division: Empowering businesses to prepare, protect, and respond

Sarah Munnik, Hinewehi Mohi and Deborah Pead at YouTube NZ Marketing Awards 2025

5th September 2025

Auckland, New Zealand – Leading communications agency Pead has launched a specialist division, Houston Issues Management, to help New Zealand businesses proactively prepare for and respond to issues that impact their reputation. 

This new offering will be spearheaded by Louisa Kraitzick, a partner of Pead.  

“In today’s fast-paced digital world, reputation risk is everywhere. News spreads instantly, digital footprints last forever, and in New Zealand word travels fast. One issue, big or small, can derail sales, damage relationships, and shake team culture. 

“The risk landscape is intensifying at a time when the stakes for business have never been higher, which is why we are launching this service.  

“Reputation risk can come from anywhere, cyberattacks, social media backlash, operational missteps or health and safety – to name just a few. But with the right preparation and advice, these risks can be significantly reduced,” says Kraitzick. 

Houston Issues Management provides a comprehensive suite of services to help businesses prepare, train, and respond effectively, no matter their size or sector. 

Staffed by senior issues management specialists with support from category experts for different industries, the service offers tailored, hands-on support, from scenario planning and bespoke crisis media training to real-time response and recovery. 

Founder and chair of Pead, Deborah Pead, says, “Alongside the communications services we’re known for, we’re now formalising our issues management offering to make it easier for companies to find and access this specialist expertise.  

“Too often, businesses turn to their lawyers first, who with respect don’t always provide the practical insights and communication strategies needed to navigate public perception.  

“Anticipating and planning for challenges is simply good business practice. Our formalised service will help companies strengthen resilience before a crisis strikes, and guide them with clarity and confidence when it does,” says Pead.  

Kraitzick adds that issues management isn’t just for companies in the news media spotlight.  

“If your business has a social media presence, employees, or customers, you need a plan and a level of issues management preparedness. 

“The reality is if you aren’t prepared, you’re already behind. Every director, executive, and business owner should be asking: Are we ready?” says Kraitzick.  

To learn more, visit Houston here.

ENDS 

About Pead 

Pead are specialists in creative communications and reputation management. We’re Aotearoa New Zealand’s leading communications agency, trusted to grow, guide and guard respected brands and businesses.  

About Houston Issues Management 
When the Apollo 13 crew famously radioed, “Houston, we’ve had a problem,” they were calling on the most trusted experts to guide them through a high-stakes crisis. That same spirit of calm, capable leadership defines Houston Issues Management. 

With more than 25 years of experience, our team helps clients navigate complex challenges – before, during, and after they unfold. We bring strategic insight, clear communication, and seasoned judgment to every situation, ensuring our clients are prepared, protected, and positioned to move forward with confidence.