Claire Ready
Communications Advisor (Media and Issues Management), Department of Transport and Main Roads
Written by Amelia Valenti on 2009-10-08
Why did you decide to pursue a career in the media and communications industry?
I came into communications and media from a rather roundabout route. I actually completed a Bachelor of Health Science (Public Health) degree, but was quite keen to keep on studying. I went onto complete a Masters of Business (Communications Studies), so I would have a good foundation for health promotion work – which involves running campaigns and increasing awareness.
But in doing the degree, I gained a real interest in how versatile communications could be. It was exciting to know that I could do comms in pretty much any industry – I didn’t have to limit myself just to health.
I have done general comms and more targeted media liaison at different times in my work life, but I always have had a strong element of media work in pretty much every position I’ve held. I like the immediacy and quick pace of media work. It’s never dull.
What has been your most memorable achievement or experience working as a part of Brisbane’s media landscape?
I worked as a Communications Coordinator for the Queensland Branch of the Heart Foundation for over two years. Each year Heart Week was our big opportunity to raise awareness of cardiovascular disease. In 2006, the Queensland Branch beat all other state branches of the organisation for media hits (over 180) for this particular Heart Week. We worked really hard to time fundraising events for the same week, create partnerships with other non-government organisations to launch initiatives during the week, secure good interview talent and tag onto a Queensland Government summit on obesity that was being held at the same time. Having these tactics as back-ups ensured a good volume of media coverage across the entire state and increase awareness of the organisation.
What are the biggest challenges you and your organisation face as a member of the Brisbane media community?
I currently work for a government department as a Communications Advisor specialising in media and issues management. Government departments regularly face misrepresentation of information offered to media outlets, high levels of public criticism and journalists not using information they have been provided in response to their enquiries.
In your opinion, what is the most prominent trend in the communications industry at the moment?
The importance of the internet in communicating messages and information, has been prominent sometimes, but doesn’t show any sign of letting up. I think this has also led to a much stronger ‘need for speed’ in communication. Information has to be communicated so much faster – whether it is to the organisation’s website or to an online news outlet. The usual daily print cycle is not enough.
What do you think about the relationship between traditional media and new media?
They’re inextricably linked. News outlets (TV and print) all have websites, including the weekly local papers, which are updated all day, everyday. Even the way news outlets report include a strong sourcing of web outlets and mobile phone messaging. It seems you can’t have one without the other.
If you could, would you try to change the direction your career is heading when it comes to media?
I’m quite happy at the moment. I still have quite a bit to learn and would be happy to continue working in roles that involve contact with the media. Somewhere I would love the opportunity to work on the ‘other side’ to get a better picture of what the media is actually looking for.
Do you think working in the public sector in Communications/Media industry differs from working in private? Why?
From experience, I can say there is definitely a big difference between government, non-government and private communications.
Private and non-government organisations are often struggling for recognition and promotion and will bend over backwards for media coverage. Their communications budget is often minimal, so materials and activities can be sparse, but sometimes very creative. From my personal experience, it is often easier in a non-government or private organisation to get information out, as there is more willingness from management to promote work and offer comment and less approval hurdles to jump through before distributing information to the public.
Government will often run a mile to avoid negative media coverage. They often face very big, controversial issues that have strong public opinion. Because their issues can be quite contentious the process of getting information out to the public can be long and very drawn out. However, the quality of materials is usually great due to an increased budget. Approvals to put out a media release or a newsletter can take weeks in some levels of government. However, it all depends on what government department and what level of government you work for. I have worked for a city council and found very few hurdles with getting information out and a very proactive approach to media and communicating with residents. So it could all depend on the workplace!