So, how do you land a job in 'Publicity'?
Communication is key – but can you spin it?
Publicity makes the media world spin. If you’re a people person with impeccable communication skills, then the ability to secure cross-platform exposure for a brand will come natural to you. You also have a knack for making noise whether it be for events or key brand announcements.
While you should always remember media is one of the most fluid industries you can join and it is not uncommon to gain experience in one area before switching to another, this is the general career ladder for a person interested in Publicity.
- Publicity Assistant
- Junior Publicist
- Senior Publicist
- Publicity Manager
- Director of Publicity
Someone who knows this world better than most is Alana Sudale, Director of Sudale Communications (yep, her own company!)
How did you start out in the media industry?
I studied Media & Communications at Macquarie University, with the ambition of becoming a journalist. Throughout my studies, I did work experience at various magazines across different sectors, juggled multiple jobs and attended events, all with the goal of building my network of contacts and maximising my experience.
Very soon after graduating, I was offered an amazing opportunity at Indesign magazine - a leading publication in the design and architecture industry. The role gave me diverse experience across editorial, events, PR, marketing and advertising; I was literally a jack of all trades! It also exposed me to a completely new industry, which was a learning experience in itself.
What detours did you take to get to where you are now?
Wow - my career has taken so many twists and turns! It has definitely been an exciting (sometimes hectic) ride, but I wouldn't have it any other way.
I started in journalism, followed by roles encompassing marketing, advertising, events and public relations. Every role I have taken has been judged on its ability to challenge me, build my career and develop my network; the bigger the challenge, the better!
Throughout my career, I have worked agency-side, in-house and across so many industry sectors including design, architecture, retail, corporate, FMCG, health, entertainment, travel and tourism. All of this experience has given me insights into every facet of the media world and such broad exposure, which led me to start my own agency - Sudale Communications.
Give us your best insight into this ever-changing industry.
My best insights are to keep your finger on the pulse and stay present in the industry. You have to continually develop and maintain contacts, attend events and upskill yourself.
The media industry moves and evolves at a rapid rate and it's important to keep running with it, love what you do and not be afraid to take risks and leaps of faith to keep learning and progressing. Never be comfortable, always stay challenged!
What advice can you give to young people keen to start in media?
Put yourself out there, work hard, learn and develop experience. It's such a competitive industry and with marketing, public relations, digital and social media needing to collaborate more than ever to achieve results, it's important to understand how they interrelate. Familiarise yourself with different media platforms and understand the changing face of media. Trust me, it's easy to pinpoint those who invest time in researching the industry and those who haven't even tried.
If there's one thing I stand by, it's building your network and personal brand in a professional and confident manner. I am a big advocate for internships as they introduce you to the industry, work-life and are a stand-out for employers when sifting through hundreds of applications.
Also, being proactive and connecting with the industry is literally at our fingertips through social media, so don't be afraid to engage with profiles and brands for potential work opportunities and even mentoring advice. I have so much respect for media graduates who have reached out to me on LinkedIn for advice, mentoring or work experience opportunities - it shows true initiative.
What’s next for you?
I launched Sudale Communications a few months ago to help clients develop strategic communications plans to effectively reach their target audiences, exceed business objectives and accelerate their growth.
It is difficult for brands and profiles to be consistent in message and often these are not being communicated on the right platform or in the most effective way. Therefore, we work with clients to determine best approach and act as a vital extension to their team, sharing networks and working with media and external partners to generate successful results.
We have a diverse portfolio of clients across entertainment, corporate, interior design, health, wellness and travel, with some exciting launches and events in the pipeline. Our current focus is to build effective partner and supplier networks as well as develop a strong team of media professionals who are passionate and want to achieve great results.