What is your name and job title?
My name is Michael, and I’m the Media and Communications Manager at Royal Far West.
What does your role involve?
Some of my colleagues call me a “wordsmith,” and I think that describes my role quite well. I review almost all our documents and publications for both external and internal audiences—such as the newsletter, Round-Up (our internal newsletter), media releases, reports, factsheets, flyers and more. Another big part of my role is reporting on our media activities and closely monitoring what’s happening in the media. I keep track of who writes what in which publication and reach out to journalists, asking (sometimes begging:) them to feature Royal Far West and its amazing work in their outlets. There’s a fine line between inquiring and hassling journalists, and I’m not always sure where that line lies!
How long have you been with RFW?
I’ve been with Royal Far West for six months now.
What led you to work at RFW?
I had known about Royal Far West and its work for quite some time, as I used to work for The Parenthood, and both organisations are members of Thrive by Five—an umbrella group for children’s advocacy organisations. I was looking for a new challenge, and when this job came up, I knew I had found one!
Can you describe your typical day?
A typical day usually starts with checking our media monitoring service to see if we’ve had any media coverage. Then I quickly scan news websites to get a sense of what’s happening that day. I usually have a meeting with some of my colleagues from the FMA team, followed by writing or proofreading social media posts and working on publications such as reports or the annual report. Lunch is often sushi at Manly Beach—which is just the best! I might get a call from a journalist or reach out to one to follow up on a story or a potential developing story. I also might work on media plans for upcoming state or federal budgets and start drafting media releases. Sometimes I help prepare talking points or briefing notes for interviews or events, or coordinate with other teams to ensure our messaging is consistent across channels. Before I know it, it’s 5 p.m., and time to log off and see what my kids are up to.
What do you love about working with families from rural and remote Australia?
I don’t directly work with families from rural and remote regions. However, sometimes journalists are looking to interview or film a family, and that’s when I get in touch with families visiting Manly as part of our services. I always find families from the bush to be incredibly friendly and wholesome—if that’s the right word. They don’t dwell on problems; they look for solutions. I love and admire that attitude.
What do you think makes RFW unique?
It’s the people—no question about it. Everyone I’ve met at RFW genuinely cares about country kids and gives their all to fulfill our vision: Every child deserves the opportunity to thrive, no matter where they live.
Where’s your country? – Where do you feel most connected to?
That’s a tough question, and I’ve asked myself this many times. I’m from Germany, and my wife is Australian, and we’ve moved around quite a bit. I love the saying home is where your heart is, but parts of my heart will always be in Saarlouis, my hometown; another part in Berlin, where I studied and where my three children were born; and another part here in Newcastle, where we’ve been living for almost ten years.
Can you share some career highlights from your time at RFW?
There are a few! Getting our media release on the AEDC (Australian Early Development Census) published in over 80 papers was fantastic. Another highlight was convincing Channel 7 to feature this year’s Ride for Country Kids in their news segment. I also loved Giving Day—seeing our team and the whole organisation get behind it, making phone calls all day, and not only reaching our goal but surpassing it was a great feeling.