Currently?
Entertainment Editor-At-Large at news.com.au, contributing
lifestyle/fashion commentator on Sunrise & The Morning Show, Kyle and
Jackie O's pop culture chick, host and MC for various brands and social media
enthusiast and whatever else I can fit in...
How did you get started in your media career?
I was working as the junior/trainee in the fashion publicity
department of Myer (when it was Grace Bros) under the eye of Jane Roarty and
Carolyn Roberts. The Fashion Editor of the Daily Mirror newspaper, Sky Yates
was taking a 6 month sabbatical and she suggested to the Editor, Peter Wylie,
that this very keen little fashion PR girl, who loved the media and writing,
could be good for the short-stint job. I went on to stay at News Limited for
over 20 years
Your illustrious career in a brief snapshot:
From PR to newspapers; to Foxtel and newspapers; to the
freelance world including free-to-air TV, radio and online. And so the media
cycle excitedly continues...
What has been your career highlight/s?
It has been interesting to be part of taking what were
perceived 'women's' issues - fashion, celebrities, style, beauty and even
parties - and helping make them a part of the news media cycle. Pop culture
wasn't a term that was in the newspaper or media vernacular 20 years ago, but
look at it now. I absolutely love being part of the integration of media, as
'talking' it, 'writing' it, 'shooting' it and 'tweeting' it all go
hand-in-hand. I will always remember how Foxtel's Brian Walsh gave me a TV
start (honing whatever my TV skills are, I might add) when we put together the
first Aussie fashion TV show, Fox Fashion. Of course you remember it!
You were such an early adopter of social media, how do you
think this has shaped your current roles/career?
The use of social media has been an extraordinary platform
for me. It kept my profile and my musings 'out there' (albeit to a more select
audience!) especially when I finished up in print-land 4 years ago. It is
imperative to remain relevant in the media so I really took time to work out
where I could sit within SM. Certainly, my TV and radio gigs and most recent
and very exciting news.com.au appointment work well with how I use Facebook,
Twitter (@melissahoyer), Instagram et al! My Melissa Hoyer blog
(www.melissahoyer.com) has also been redesigned...but now I just need a few
more hours in the day to update it, or an intern!
What do you love about your job?
I love how every single day is different; I love that I
never have a proper weekly plan; I love to travel (Hello Olympics, Royal
Wedding, travel story islands!); I love being able to react straight away to
news whether it's a new trends story, a TV show verdict, a celebrity interview
or an opinion piece on why Prince Harry rocks whether on news.com.au, the
telly, radio or Twitter. I especially love loyalty...and it was shown to me by
the most unexpected people and work acquaintances when I first went out on my
own.
What's not so great?
The pace of the news cycle has us being 'on' fairly much
24/7, so I often don't have time to really digest a fantastic or memorable
'moment'. My mum said to me yesterday 'tell me all about the Olympics' and I
wanted to say 'that was sooo last week' as I have done a million things since
then. But I refrained. The other 'not-so-great'? If I ever question the time I
spend with my 10-year-old son, Connor, I know to turn everything off. Luckily
he soooo gets me and what I do for a living so I have never, for one second,
felt like he has taken 2nd place. He's my main man.
How do you feel about PRs, and the PR/Media relationship in
general?
Once you forge solid and professional working relationships
with PR peeps they can last a very long and fruitful time. It's very funny to
observe some green PRs trying to make 'great personal friends' with media
people from whom they think they can get an odd par or mention. I really have
met some of my greatest pals through my work, but 'work' has never defined
friendships. I am sure it was Mia Freedman who said in a book of hers, and this
is not verbatim at all, that media types are only as 'important' to some PRs in
accordance to the 'seat' we fill at that moment. She nailed it. I am very well
versed in knowing the work and personal divide.
Good PRs do...
The 'good' know what you damn well do and the kinds of
stories that could interest me for one of the platforms I work in. I still have
a few PRs saying or sending an email, 'I thought this could be good for your
Sunday paper pages'. True!
Bad PRs do...
Well, they usually just don't get an email back! Sorry. Only
so many hours in the day and I am only a one-man show. Am also not into PRs
using Facebook as a way to send a work invitation or work information. Send an
old-fashioned email!
How do you juggle being a Mum and the social whirl of our
industry?
I have no idea as it just kind of happens. But my son has a
fantastic father (we have the happiest of shared parenting situ's) and I have a
handful of kid sitters (often the kids of my friends) and my mum who I can call
on. (PS: am always on the lookout for extra kid sitters!)
There's a major shift happening in media globally at the
moment...how would you sum it up?
Adapt or perish...
Where do you see journalism in 5 years?
There will be an even greater emphasis on the importance of
online journalism. Existing media 'hardware' - whether papers, mags, radio and
TV - have already incorporated major digital strategies in their business plans
but these will get ever stronger. Bring it on! It is an exciting time in the
media if you are willing to take chances and think outside of the traditional
box. When I spoke to News Life Media boss Nicole Sheffield and we came up with
this news role, it seemed that what I had been working on over the last few
years all fell into place.
If you weren't doing what you're doing now, what would you
be doing?
Living at Palm Beach. With a tribe of kids. A surfer
husband, and pushing a trolley at Avalon. Or giving Paris a go...
source: SocialDiary
