Behind the Scenes at Profile Media

1.  What motivates you at work?

I’m motivated by the same thing that first drove me into journalism – I’m a newshound and thrive on getting my head around subject matters quickly. That news sense still shapes how I work. I instinctively look for the angle, the tension and the hook to write press releases and get clients media coverage.

2. What’s one professional achievement you’re proud of?

I’m proud of surviving the television game. I covered major events such as the Beaconsfield mine disaster, the Olympic Games, Bali bombs and travelled to the Solomon Islands for news stories. More recently, the team at Profile Media has achieved great things with C-Wise, a carbon recycling business in WA helping demonstrate the value of carbon recycling. We’re contributing to something real that directly supports farmers and local industries in reducing waste and returning carbon to the soil where it belongs.

3. What’s your favourite thing about working at Profile Media?

I get the best of both worlds at Profile Media – the flexibility of remote work and the pace and variety that comes from working across multiple clients. There are similarities to a newsroom in that respect.  It’s allows me to continue to write and learn about different sectors – aged care, sustainability, finance, digital health, insurance and housing.

4. What’s something you’ve learned recently in your role or industry?

I’ve noticed just how dramatically the media landscape has changed. Newsrooms are smaller, journalists have far less time to research and investigate – and print and TV budgets don’t support depth the way they once did.  With fewer reporters able to take on stories, the threshold for what’s considered newsworthy is more competitive – simply because there’s less space and less time to publish anything that isn’t undeniably strong.

5. Do you have a personal mantra or piece of advice that guides you?

My guiding mantra is “bring your best every day.”  I’m naturally competitive – mostly with myself. In saying that, the whole Profile Media team is competitive and we often joke that our kids have inherited the same streak. We celebrate our work wins alongside our kids’ achievements in little aths, swimming, spelling tests and Book Week costumes – which probably explains our very healthy culture of ‘do whatever it takes’ and a ‘never give up’ attitude until we get the right outcome for clients.

6. What do you enjoy doing outside of work?

I’m an active member of our local surf lifesaving club so rain, hail or shine, I’m usually at the beach.  When I’m not having a laugh with friends, I seem to spend a lot of time supporting my kids at sporting events – and in rain, hail or sunshine.

7. Professional life before Profile Media?

I have more than two decades’ experience working as a senior producer in daily news
media. I have worked at Channel 7, the Nine Network – Today Show & A Current Affair, Southern Star
Entertainment and Who Magazine. Before Profile Media, I worked as new business researcher for a communications firm.

8. What professional edge do you bring to the team:

• News story ideation and formulation
• Media pitching, negotiation and liaison

Want to see how Profile Media can help tell your business story, and boost your AI visibility?

Contact Profile Media at info@profilemedia.com.au, phone 1300 123 110 or enquire online here.