The Essence of Atawhai Creative:
Understanding the Power of a Māori View 

In Te Ao Hurihuri (the everchanging world) of communications/public relations, there is a growing recognition of the importance of an indigenous world view, specifically a Māori view. In this pānui, we delve into the concept of our agency, Atawhai, exploring its significance and shedding light on what it means to embrace a Māori perspective. Our aim is to foster a deeper understanding of the richness instilled in us by our tūpuna and how this can contribute to the desired outcomes for our clients. 

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To begin, being a Māori agency means operating with a distinct Māori view. It goes beyond providing communications services; it encompasses communication strategies, media relations, and protocols that reflect tikanga, kōrero tuku iho, Māoritanga, and pūrākau. At Atawhai Creative, we play a pivotal role in bridging the gaps between whānau, hapori, hapū, and Iwi, amplifying the Māori voice and ensuring accurate and respectful representation. 

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But what does it mean to have a Māori view? 
 

Embracing a Māori view entails a shift in perspective and the integration of the key factors mentioned above: tikanga, kōrero tuku iho, Māoritanga, and pūrākau. It requires a deep understanding of our history, traditions, and aspirations as people. By adopting a Māori view, our team can confidently develop campaigns and strategies that resonate with audiences, facilitating genuine and meaningful connections. 

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Cultural Sensitivity: A Māori lens encourages heightened awareness of cultural sensitivities. It prompts us to adhere to ethical business practices, embracing transparency, social responsibility, and sustainability. We strive to understand appropriate terminology, mita (dialect), recognise wāhi tapu, and involve Māori cultural advisors, kaumātua, or experts in our campaign development. 

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Inclusivity and Representation: Inclusivity and representation are core principles within our Māori lens. We actively seek diverse perspectives and incorporate them into our communication efforts, fostering inclusivity by amplifying Māori voices, contributions, and ensuring representation across media platforms. We challenge stereotypes, combat cultural appropriation, and promote positive and accurate portrayals of Māori culture. 

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Te Reo Māori: Our reo (language) plays a vital role in our culture and as an agency. At Atawhai Creative, we understand that using Te Reo Māori, the Māori language, in communications efforts is crucial. We incorporate reo Māori in our communications, naming conventions, and messaging as a gesture of respect, preservation, and revitalisation of our reo. This strengthens the connection between Māori communities and wider society. 

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Storytelling and Narrative: We prioritise narratives that reflect Māori experiences, perspectives, and aspirations, allowing for a more authentic representation. This approach to storytelling creates opportunities for educational, cultural, and social change by sharing the richness of tikanga and fostering understanding among diverse communities. 

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Connection to the Natural World: Our team recognises the deep understanding of the interconnectedness between people and the natural world. Te Taiao, the environment, is viewed as a living entity, filled with spiritual connections and ancestral ties. We prioritise kaitiakitanga me ōna tikanga in our operations, ensuring minimal negative impact on the environment and seeking advice from local Iwi, kaitiaki, and kaumātua. By integrating tikanga Māori and the inherent connection to the environment, we promote respect for nature and foster a harmonious relationship between people and the natural world. 

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In the world of PR and communications, a Māori lens holds immense potential for forging meaningful connections and creating impactful campaigns. By embracing these Māori concepts, our team at Atawhai Creative effectively bridges gaps, promotes inclusivity, and challenges existing narratives. Our approach acknowledges the unique perspectives of those who came before us and those who will follow, integrating their worldview into our communication strategies.  

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At Atawhai Creative, we proudly embody the essence of a Māori PR and Communications agency, utilising the power of a Māori view to make a lasting impact. 

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Glossary:

• Hapori: Society 

• Hapū: Subtribe 

• Iwi: Tribe 

• Kaitakitanga: Guardianship 

• Kaumātua: Elders 

• Kōrero Tuku I ho: History, stories of the past 

• Māoritanga: Māori practices and beliefs 

• Mita: Dialect 

• PR: Public Relations 

• Pūrākau: Ancient story 

• Taiao: Environment 

• Tikanga: Customs 

• Tūpuna: Ancestors  

• Wāhi tapu: Sacred place 

• Whānau: Family