In Blog, Featured, Global, Local, News

Director: PR Matters

Tell us about what you do

I work with a range of clients, mainly on media campaigns but also on their communications needs more broadly. In any week we could be promoting an event, launching an academic report or a new product, and perhaps managing an issue that’s come up for a client.

When did you join IABC Victoria?

I’m reasonably new. I joined in 2015.

Why did you become an IABC Victoria member?

I’d heard about the IABC for many years. A number of people had recommended it as a great professional organisation and I contacted a couple of members to inquire, but never followed up. Then I became disillusioned with another professional group I’d been a member of for over a decade and I didn’t renew. I joined the IABC instead and I haven’t looked back.  It was a great move.

What do you hope to gain from your membership with IABC Victoria?

I was looking for two things; peer networking and cutting edge professional development that supports me in this rapidly changing space. I’ve been rewarded with both in spades. The IABC folk I’ve met since joining have been really welcoming and they’ve introduced me to others in the organisation and each of the training events I’ve attended has inspired and really moved me forward in some way. I hope to continue attending events that provide insight and inspiration and continue to meet amazing people in my industry. Comms is an incredibly dynamic profession and it attracts some seriously talented people.

My business model is based on working with a close-knit group of subcontractors and I’m always looking for talented PR professionals who could be part of our team.

What do you think is the biggest challenge facing communication professionals today?

One of the biggest challenges we face today is reaching highly insulated audiences in a very segmented world. I do some work with a community group that encourages students to stand up to racism and bigotry. They have an interactive exhibition that they take to schools around the state. It’s a great model. I want to see us experiment and learn how to break through, especially in this age of fake news.

How do you think IABC Victoria can help communication professionals overcome this challenge?

By keeping doing what it’s doing.  No one has all the answers. This is a journey of inspiration, having the courage to try new things and learning for all of us. I’ve learned so much about reaching out to your target audiences from the likes of Jim McNamara, Gerry McCusker and Gabrielle Dolan at the various IABC events I’ve attended.


Need a reason to join IABC Victoria? We have #7ReasonsIf you have any questions about membership, please contact our Membership Chairs Rhianna Fursdon (individuals) or Kate Gore (corporates). Join or renew and become part of our global community.