Christie Mann
Media and Communications Officer, TriCare
Written by Alexander Rayner on 2009-10-08
Christie Mann provides valuable insight into the relationship between media and communication organisations and their clients. She highlights the need for more customer based services
Why did you decide to pursue a career in the media and communications industry?
I decided to pursue a career in media and communications because it combines the strengths of my personality with the desire to work in a challenging position that provides variety in my day to day tasks. No two days are the same which makes life more interesting.
What are the most important/valuable skills that graduates can bring to your industry?
The ability to bring in fresh ideas and methods – to challenge the way things are done ‘because it has always been done that way’.
What are the biggest challenges you and your organisation face as a member of the Brisbane media community?
The constant restructuring of media organisations. There is less of an ability now to build worthwhile, longterm relationships with reps (and them with customers) due to constant restructuring and shuffling of staff caused by uncertain economic times, mergers, privatisation and poor management.
Are there any ideas, changes or implementations which you feel could improve the function of Brisbane’s media industries?
Like most other industries – more customer service. Our company spends hundreds of thousands of dollars every year with media organisations. There is little recognition of this fact nor the appropriate customer service required to encourage us to continue spending. In most cases we have to remind them to book our ads, call – only to find they are on annual leave or find that when we do reach them that they are no longer our rep. Some media industries (predominantly print) are so concerned about profit they have lost sight of the customer – with the increasing prevalence of online advertising and viral marketing customer service will play an even greater role in retaining and satisfying customers.
What do you think about the relationship between traditional media and new media?
Most traditional media companies have made only just made the step across to incorporate new media. I think most traditional media companies have only just hit the tip of the iceberg and need to keep digging to remain forward thinking and at the forefront (possibly employ some more tech savvy gen Y’s to take them to this next level).
How has the internet and new media impacted your particular industry?
As our target market is over 50’s we are not required to be at the forefront of new media although we are remaining abreast of the developments so we are ready to implement. Like all companies we have an interactive website that incorporates RSS feeds and we are looking to bring in new components allowing more target market involvement with regards to content and online forums.
Where do you see your role as a marketing and communications professional changing to in the next 10 years?
There will definitely be more of a shift from old media to new media and we are already making strategic changes in our budget which reflect this shift. I believe my position will need to be more technologically savvy and require more training to stay abreast of the rapid technological changes. As our target market changes from generations that grew up during the war to the baby boomers we will expect a more demanding, information hungry consumer who will place more emphasis on flexibility – challenging our processes and company policy.