To analyse how the New Zealand news media has reported on chronic pain and identify whether this publicly available information is reflective of best practice.A content analysis of news media published between January 2015 and June 2019, with a primary focus on chronic pain was undertaken. The Factiva, EBSCO and ProQuest databases, alongside popular New Zealand news websites were searched.Two hundred and forty news articles were included; the overarching themes identified in content analysis were (1) the lived experience and the impact of chronic pain (n=119/240), (2) pain management strategies with information on pharmacological (ie, opioids and medicinal cannabis) (n=107/240) and non-pharmacological strategies (eg) psychological therapies (36/240), physical activity (34/240), pain education (34/240), (3) the systemic issues influencing chronic pain healthcare pathways (n=79/240).Living with chronic pain is predominantly represented as a struggle, with a lesser focus on the ability to successfully self-manage and live a meaningful life. The limited emphasis on each of the non-pharmacological strategies suggest that the reports failed to communicate that these strategies should be a key component of self-managing chronic pain. New Zealand healthcare providers and researchers can collaboratively work with the media to provide evidence-based information on both non-pharmacological and pharmacological pain management strategies.