Our Media Star of the Month is Rachel Lane, Principal of Aged Care Gurus and author of ‘Aged Care, Who Cares?’.

I caught up with Rachel, a proud GTM Alumni, prior to some tricky interviews in October. Rachel’s area of expertise, aged care, isn’t sexy. But thanks to her ability to communicate in simple language, she was able to educate her audiences about the financial minefield around aged care admissions.

Rachel was interviewed on Channel 10’s The Circle, Your Money on Channel 9 and various other outlets. The interviews weren’t easy: in one, a panel of journalists talked over each other as they asked her questions. In another, she was interviewed by two journos who seemed genuinely shocked to know that by 2030, more than 5.5 million Australians will be over 65.

But thanks to Rachel’s diligence, training and commitment to getting her messages right, she stayed in control, owned her information and continued to build her profile and strengthen her brand.

Media exposure like that through advertising could cost north of $50,000. All Rachel invested was her time – such is the power of backing yourself and seizing PR.

Rachel’s story shows the potential to inform, shape public conversation and inspire debate. She’s an example of what can be achieved with good strategy and intent, a media goal your organisation could also pursue in 2019.

If you have a company news tip, contact me and I’ll tell you straight away if it has legs, or how it can be reworked to become newsworthy.

Tony Nicholls

Tony Nicholls

Founder and Director of Good Talent Media

Tony Nicholls is an accomplished journalist who has held roles for more than ten years with the ABC, SBS and Network Ten, covering thousands of news stories across Victoria, Australia and in the international media.


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