1. What motivates you at work? A key motivating factor behind my work is being able to take complex ideas and topics and transform them into interesting, newsworthy pieces of information that resonate with a client’s target audience – whether that be their own clients and stakeholders, general public, or media outlets.

Big Ideas, Fresh Insights - What We've Learned in the Last 6 Months Mid-way through the year, it’s time to reflect on the past six months of learning, connection and big ideas at Profile Media, highlighting the various events and conferences our team have attended so far in 2025.

Understanding different media interview formats is crucial for anyone preparing to engage with the media. Media interviews can be daunting, especially if you're unsure of what to expect. Knowing what you’re in for beforehand, and therefore limiting any surprises can help give you the confidence to communicate your message more effectively.

In today’s media landscape, a crisis doesn’t wait for the 6pm news. It hits the internet in real time and social media is often the first place it lands. For decades now, platforms like Reddit, X, Facebook, TikTok, Instagram and LinkedIn have been shaping public perception within minutes of an issue surfacing. So if your crisis response is based only on traditional media monitoring, how much are you missing? The short answer: a lot. Social media monitoring is now a non-negotiable part of crisis comms.

Media attention is not always by choice - sometimes it arrives when you least expect it, in the form of a negative or complex issue. In these moments, communicating authentically is crucial. Our advice is to always respond with integrity, define your key messages, and workshop answers to questions - especially the tough ones - ahead of time. We had a recent situation where a client was invited, late in the afternoon, to be interviewed about a potentially damaging issue on breakfast radio the following morning. In their words, this is how we prepared them:

Profile Media has taken out two big wins so far in 2025, and we couldn’t be prouder.