BDmag Issue 17 - July to September 2023

Navigating the complexities of running a family-owned business

Indigenous motorcycle mechanic applauded for her contribution to the automotive industry

How businesses can create supportive workplaces

12 EXPLORING NEW HORIZONS

Munro & Co makes a strategic move to Explore Property Group.

14 5 MINUTES WITH…

Meet Aaron Rieniets from Tan Lines Distilling and Malia Lindeberg from Urban Aspect Build Planning and Interior Design.

16 EVER DREAMT OF A CAREER IN THE SKY?

Bravus Mining partners with Skytrans to transform workers’ commute and boost regional aviation jobs.

18 KEEPING IT IN THE FAMILY Navigating the complexities of running a family-owned business.

22 NEW BUSINESS PERFORMING WELL

Townsville’s youth performing arts bolstered by the arrival of Broadway Academy.

23 GOOD HR PRACTICE

Active HR explain the key drivers for building a positive workplace culture.

24 STRENGTHENING THE FUTURE OF NORTHERN AUSTRALIA

Townsville chosen as the base for new Apache helicopter fleet.

26 SOCIAL FEATURE

Townsville Business Women’s Circle – JCU Business Bites and The Salvation Army –Red Shield Appeal Launch.

27 EXPERIENCE SIMPLIFIED SAFETY WITH SAFETYHUT Work Health and Safety compliance and training options made simple with Safetyhut.

28 YES, YOU CAN CREATE YOUR OWN PR Guest Contribution article by Julie Johnston from Creative Concepts PR.

ABN 77 899 099 507 M. 0415 908 896 www.bdmag.com.au EDITORIAL & ADVERTISING ENQUIRIES

E. info@bdmag.com.au CONTRIBUTORS Meghan Boland, Georgie Desailly, Julie Johnston, Rebecca Rojahn, Elisabeth Silvester FRONT COVER James and Emma Jensen, Photography by Sonia Warrell, Hello Muse Photography BDMAG PHOTOGRAPHERS Sonia Warrell, Hello Muse Photography DESIGN Mak Media PRINT Hastings Printers

We acknowledge the Bindal and Wulgurukaba peoples as Traditional Owners of the land on which we operate and pay respect to Elders past, present and future. BDmag is committed to providing a media platform that is diverse and inclusive.

All contents of BDmag are subject to copyright. No part of this publication may be reproduced or transmitted in any form without prior written permission from the publisher. The views and opinions of the authors and advertisers do not necessarily reflect the opinions of the publisher. While every effort has been made to ensure the accuracy of the information at the time of print, the publisher accepts no responsibility or

I am always in awe of successful family businesses and couples who seem to effortlessly live, work and play together.

As much as I love my husband and extended family, I’m not convinced I am cut out to work with any of them. To be fair, I don’t think they want to work with me either!

This issue’s front cover story profiles husband and wife health practitioners James and Emma Jensen, who are known for their holistic approach to healthcare. They recently rebranded to Hello Health and signed a five-year lease on a new premises in South Townsville, with a vision of creating a central health hub. At the same time, the opportunity arose to purchase The Compounding Pharmacy, and although they will be working in separate buildings for a while, this provides an exciting addition to the way in which they can service their local clients. Also in this issue, we shine the spotlight on some successful family businesses and include some advice from local experts on the unique challenges that can occur when managing family dynamics in a business setting.

And here’s a fun behind-the-scenes fact about our Keeping it in the Family article – it was inspired by a pitch Dr Jo Lukins made to me when she was a panellist at a recent Meet the Press event. Dr Jo was demonstrating the art of tailoring a pitch to resonate with different media outlets, and it’s a perfect example of how your suggestions help shape the content we create.

Sometimes your pitch might not be quite right for our audience, but it can spark an idea for a feature article on which we invite you to comment or use as a case study. Even if the timing isn’t right, we do keep you in mind for future content needs. You can find out more about the type of content we’re looking for on our Contributor page at bdmag.com.au.

If you’re looking for tips on putting yourself forward to the media, you might also be interested in this issue’s Guest Article, “Yes, You Can Create Your Own PR” by yours truly, or sign up for our new online course to learn the basic skills to put yourself forward for media coverage. It’s a great way to build brand awareness, credibility and generate new leads, so pitch away, because if we don’t know about you, we can’t write about you!

MANAGING EDITOR

REVVING UP empowerment

By Elisabeth Silvester

Helping to change people's lives has seen Indigenous motorcycle mechanic and businesswoman Sharine Milne applauded for her contribution to the automotive industry.

Motivated to spend more time with her young daughter, a career change transformed the life trajectory for Sharine, who left the world of hospitality to pursue a future in the field of mechanics.

Sharine was 25-years-old when she commenced a Certificate II in Automotive Vocational Preparation at TAFE and she has not looked back since.

After graduating, the mother-of-one started work experience at R.H.D. Classic Supplies and Services located in Aitkenvale where she mastered her craft. It has been 11 years since Sharine bought the shop and over the last decade, she has seen her business grow from motorcycle repairs and services to offering modifications, customisations, and re-builds.

Sharine, who is also fondly known as 'Spanner' currently employs three staff and has trained many students wishing to pursue a mechanical apprenticeship since owning R.H.D. Classic Supplies and Services.

"It was never on the cards to own my own business but to be able to shape other people's lives is the best part of it," she says.

" I love teaching the next generation and the next generation is not limited to the ones that are younger than us, the next generation is the one that comes along showing interest.

"I have been very big on training and my mum always said if you learn something new every day then it has been a good day."

Sharine has been recognised for her dedication to the automotive industry with various award nominations including Queensland Training Awards Small Employer of the Year and became one of the 100 faces for Queensland Government’s 100 Faces of Small Business.

She most recently was awarded the Motor Trades Association of Queensland 2022 VET Trainer Scholarship and has been shortlisted in the top three for the Queensland Training Awards Small Employer of the Year for 2023.

Ms Milne says being recognised for her hard work was only one facet of how she was serving the community.

"The awards are a by-product of what I do but I don’t do what I do for the awards, I do it for the people," she says.

"The reason my name gets put through for awards is because of my passion to help people."

That passion has seen R.H.D. Classic Supplies and Services venture into motorcycle modifications which has become a big part of Ms Milne's business.

"I work with physiotherapists and surgeons so we can look at the needs and requirements of the rider and we make a planning session and work with them to design their modified bike," she says.

"I had a customer who lost his left leg and he thought he would be without his bike which was the love of his life, but we installed an electronic shifter so he could change the gears with the thumb instead of his foot.

"Modifications are just a different way of looking at things and I have a unique way of looking at people and to see their injuries and interpret that and change things and make it so people can still ride," she says.

The team at R.H.D. Classic Supplies and Services work on a range of motorcycles including Harley Davidsons and Triumphs, and are usually booked up to six weeks in advance.

Sharine’s personal private collection of motorcycles has grown to 17 machines including six Harley Davidsons ranging from 1977 to 2013.

Sharine says she is excited for the future and encourages anyone of any age to follow their career dreams.

"Just do it, because if you have a passion for something you shouldn't let anyone else's opinion matter, the only opinion that matters is your own,” she says.

“There is a support network out there for both men and women who wish to put their hand up, no matter the industry.”

Council grant transforms long-vacant city centre building

Council’s Modernising Buildings and Activating Spaces grants are helping transform vacant and derelict buildings in Townsville’s CBD, with local business owner Chris Christensen jumping at the opportunity to partner with Council to breathe life into the façade of 16 Stokes Street.

The building has recently been undergoing significant renovations by the Betty Blue & The Lemon Tart and Christo’s Deli owner, as he transforms the long-vacant building into a multi-tenanted space, including delicafé, a function room and office spaces.

Mr Christensen says he applied for the Council grant upon signing the building’s lease in a bid to make the space more attractive to foot traffic.

“We are all aware of several buildings that have the potential to enhance the safety of the city through improved visibility, while also improving their aesthetics with minimal intervention,” he says.

“We had substantial renovations to our façade, but all these buildings have massive potential.”

While the building’s façade has received a muchneeded facelift, the partnership with Council hasn’t ended there, with Council’s public art team approaching the business owner to consider adding a mural to the side of the building.

Work on the 17m-long artwork titled Coolumbria – The Beauty of Dreaming has recently been completed by local First Nations artist, Nicky Bidju Pryor.

Community and Cultural Development Committee chairperson, Cr Ann-Maree Greaney says Council was

proud to support businesses across Townsville’s vibrant city.

“As a Council, we are committed to enhancing our tourism offerings and creating new landmark tourism destinations, including expanding our Street Art Trail,” Cr Greaney says.

“Our Street Art Trail has been studied by Griffith University’s School of Engineering and Built Environment and the Cities Research Institute, bolstering Townsville’s place as a globally-recognised arts city.”

She says Council established its City Activation and Jobs Growth Policy to generate investment and create employment opportunities for Townsville, which includes the Modernising Buildings and Activating Spaces grant.

“Seeing an established business owner like Chris take up the opportunity to expand his offerings here in Townsville is a vote of confidence for our city, backing Council’s vision of growing Townsville into a vibrant city centred around inclusive, connected neighbourhoods,” she says.

Mr Christensen’s new businesses are expected to open this winter.

For more information about Council’s grants and incentives, visit Council’s website.

INSET: Cr Ann-Maree Greaney and Chris Christensen

ARTWORK: Coolumbria - The Beauty of Dreaming by Nicky Bidju Pryor

From Nutrition to Pharmaceuticals

By Georgie Desailly

Owners of a local natural health clinic have taken a bold leap, expanding to create a centralised health hub whilst also venturing into the realm of pharmaceuticals, adding a compounding pharmacy to their already successful business portfolio.

At a time when health and wellness has never been more important, James and Emma Jensen, owners of Hello Health (formerly known as Australian Nutrition Centre), have stepped up to cater to the surging demand in the natural health space.

Since opening the doors to their clinic in Kirwan in 2014, the husband-and-wife duo, who are both Integrative Medical Practitioners and worked in community pharmacy prior to opening the clinic, have been dedicated to finding and holistically treating the root cause of people’s health issues. Last year, the couple identified the opportunity to expand their offerings and provide services in conjunction with other allied health professionals, all under the one roof.

With this vision in mind, they signed a five-year lease for a building in South Townsville earlier this

year, working alongside the owner to purpose-fit the premises and create a one-stop-shop for holistic health needs.

“ We decided to expand the business after outgrowing our previous premises in Kirwan, and really saw the potential to establish a space to cater for all natural health needs in one location,” says James.

“We regularly work with a range of allied health professionals anyway, so having those services all under the one roof means clients are able to conveniently access all their natural health needs in one spot, saving them time, money and effort.”

Local physiotherapy business, The Physio House, was the first to move into the space, with plans for other allied health professionals, including a speech

pathologist and an occupational therapist, to join in the future.

James says the rising demand for natural health solutions is what gave them the confidence to create the health hub and bring their vision to life.

“We’ve really seen an increase in people wanting natural health services and solutions in recent years, so we’re looking forward to using this health hub as a way to cater to this growing demand,” he continues.

“Our aim with the health hub is to provide holistic and integrative healthcare solutions that are personalised to each individual’s needs and ensure we can continue to help people treat the root cause of their issues, rather than just the symptoms.”

This surge in demand also saw the couple venture into new business territory in May when they acquired The Compounding Pharmacy on Charters Towers Road, which operates independently to Hello Health. Prior to the handover, Emma, who oversees the operations of The Compounding Pharmacy, was trained by former owner and seasoned pharmacist Susan Samimi, who was a pioneer in the compounding space when she first established the business over a decade ago.

Emma says she is looking forward to continuing Susan’s legacy and servicing the North Queensland community, with clients spanning as far north as Cairns and west to Mount Isa.

“The importance of compounding cannot be overstated, as it allows us to customise the medications to the individual and meet the unique needs of each patient,” says Emma.

“This means that medications can be tailored to individual requirements, including custom strengths, dosage forms and flavours.

“Whilst it operates independently to Hello Health, it really does complement it. James and I have been able to work collaboratively with clients from across both businesses to provide fully tailored and holistic health solutions.

“For instance, he can refer clients from Hello Health to the pharmacy where I can make up exactly what they need.”

At the time of writing, The Compounding Pharmacy alone has witnessed a 30% rise in the number of prescriptions it has processed since the start of the year. Amidst the current drug shortage, compounding pharmacies across Australia have also been able to support community pharmacists and fulfil prescriptions as required.

“This increase in scripts is a testament to the growing interest and demand in natural medicine as a healthsolution,” continues Emma, who also noted an increase in their services at Hello Health.

“ People are becoming more conscious of their health and are increasingly seeking out holistic solutions as an alternative to traditional medications.

“Compounding pharmacies’ ability to offer customised, personalised treatment solutions means they are well-positioned to continue to cater to this growing demand and assist with solutions to the current drug-shortage crisis that the sector is grappling with across the country.”

Looking ahead, the couple have no intention of slowing down anytime soon. In fact, they recently launched the first of their quarterly health talks at their new premises, with the goal of using education and awareness to empower individuals to take control of their own health journey.

“I think a good holiday is on the cards,” jokes James. “But in all seriousness, we are really excited to be able to work towards making natural health accessible for everyone through both Hello Health and The Compounding Pharmacy.

“It’s been a wild ride, but we’ve buckled ourselves in.”

Image credit:

FOR YOUR BUSINESS CHOOSING THE RIGHT STRUCTURE

The most common business structures are:

1. SOLE TRADER A sole trader is the simplest business structure, where one person owns and operates the business. This structure is best suited for small businesses with low-risk operations, and the owner is responsible for all debts and liabilities of the business.

2. PARTNERSHIP A partnership is a business structure where two or more people share ownership of the business. Each partner is responsible for their share of the business’ profits and losses, and personal liability is shared between partners.

3. COMPANY A company is a separate legal entity from its owners, and it can have multiple shareholders. This structure offers the most personal liability protection, but it also involves more legal requirements, such as annual reporting and compliance with company laws.

A common question we are asked when clients are starting a new business or even after operating for some time, is what is the best business structure for my new business, or is my current business structure the most suitable for my business position?

One of our Client Managers, Tamara Flemming explains, “There are several different business structures to choose from when starting a new business. Each structure has its own advantages and

4. TRUST A trust is a business structure where a trustee holds property or assets on behalf of beneficiaries. This structure is best suited for businesses that involve holding assets or property, and it can provide tax benefits to the beneficiaries.

5. NOT FOR PROFIT ORGANISATION A not for profit organisation is a tax-exempt entity that exists for charitable, educational, religious, or other noncommercial purposes. Not For Profits are governed by a board of directors, and any profits are reinvested back into the organisation.

Supporting employees experiencing domestic violence

By Georgie Desailly

In the heart of Walker Street sits a vibrant red bench nestled comfortably in front of the Townsville City Council building. Since its installation in 2021, this red bench has become one of many scattered throughout Townsville, acting as a powerful reminder of the prevalence of domestic violence in the community.

“The Red Bench Project, initiated by The Red Rose Foundation in 2016, aims to raise awareness of domestic violence and provide an opportunity for this important issue to remain visible in public,” explains Tracey McMenamin, General Manager of People and Culture at Townsville City Council.

“In 2021, Townsville City Council built upon this initiative, introducing red benches in every district including Magnetic Island, reminding us that domestic and family violence is more common than people realise.”

It is estimated that one in four Australian women and one in twenty Australian men experience domestic violence at some point in their lifetime. That means, statistically speaking, the likelihood of having an employee within your organisation or business who is experiencing domestic violence is alarmingly high. Not only is this a sobering realisation but according to a report by PwC, domestic violence costs Australian businesses an estimated $1.9 billion every year due to absenteeism alone. This includes costs associated with sick leave, annual leave, and other forms of paid leave.

Whilst Australian paid leave entitlements for employees experiencing domestic and family violence will increase from five to 10 days in August 2023, Head of HR at Queensland Country Bank, Rebecca Campbell, says it is crucial that managers and employers have additional strategies in place to support those in vulnerable situations.

“Having support services available for employees experiencing domestic violence is not only a matter of doing what is morally right, but it can also save money in the long run by reducing absenteeism costs,” explains Rebecca.

“In addition to providing the 10 days of paid leave, Queensland Country Bank has implemented a range of policies and strategies to support staff in vulnerable situations.

“Whilst we treat every situation on a case-bycase basis, we have standard policies in place that mean we can pay for an employee’s emergency accommodation if they require it, provide an early

“ When it comes to victims of domestic violence, it is important to recognise that for some, work can be the only place left where they feel safe so many may not necessarily want to take the leave.

Tracey McMenamin, General Manager of People and Culture at Townsville City Council

pay cheque if needed, and ensure there is security available when coming to and from work. We also have counselling available through our Employee Assistance Program.”

Navigating the complex landscape of legislation and determining the right measures to implement from a HR and policy level can be overwhelming for many businesses and organisations. However, Allan Ball, Director of White Ribbon Australia, says their Workplace Accreditation plays a key role in helping tackle this overwhelm.

The accreditation equips workplaces with essential strategies and provides an internal audit of policies, procedures, and workplace culture.

“It supports workplaces through a prevention and response model built around three key areas that look deeply at the drivers of prevention in workplaces with a focus on leadership, risk assessment, culture, support and prevention tactics,” says Allan.

“The program also gives companies a dedicated partner who is there to help them through a change process, as they fine-tune their policies, practices, and procedures to meet over 70 different actions that are evidence-based to promote respect at work.

“Workplaces shouldn't have to do this work on their own. They need help to handle the complicated territory of respect at work practises, and our program shows them the way by giving them help and acting as a check and balance.”

Townsville City Council completed the White Ribbon Workplace Accreditation in 2021, which Tracey says marked an important step in their ongoing commitment to actively addressing domestic violence.

“Domestic Violence is a serious community issue and at Council we support and empower our own workforce through ensuring we have policies and procedures in place, alongside leave entitlements, EAP support and dedicated HR case managers who walk alongside our employees during these times to provide them confidential and caring support at all times,” continues Tracey.

“These initiatives assist us in playing our part in responding to and ending violence and ensuring our workplace prioritises safety, respect and equality for all individuals.

“After all, the goal is to one day no longer need to have any more red benches and other family initiatives, as we strive for a community free from domestic violence.”

In addition to the White Ribbon Accreditation, Tracey notes that there are several codes of practice, guidelines, and recommendations developed by government bodies and industry associations, such Fair Work Australia, that provide support frameworks for employers.

These resources provide guidance on how to develop policies and procedures to respond to domestic violence, ways to provide appropriate support, and how to ensure privacy and confidentiality.

Yet, when it comes to considering legislation, Rebecca points out that it is important to consider ways you can extend support not only to employees, but also to customers, members and clients, that are often a core part of many businesses and organisations.

“As a member-owned bank, we have over 100,000 members that we get to know very well and cultivate this sense of trust among them,” continues Rebecca. “This trust allows us to genuinely understand their financial situations and be aware of any signs of behavioural or financial changes that could potentially be indicative of issues like domestic violence.

“We have a dedicated family and domestic violence page on our website where Members can reach out to someone within our organisation who will quickly connect them with the right people and ensure they can make decisions in vulnerable situations.

“At the end of the day, it all comes down to taking that first step and implementing policies that support employees in the workplace when they are in these vulnerable situations.

“It doesn’t matter the size of your business; what matters is that you have something in place to provide a safe and supportive environment for everyone.”

1

2

3

Develop a workplace policy that explicitly addresses domestic violence, outlining the organisation’s commitment to support affected employees.

Ensure there are designated channels such as HR or contact persons through which employees can seek support discreetly.

Conduct regular training sessions to educate employees about domestic violence, it’s signs and how to respond.

Offer flexible work arrangements such as an adjusted scheduled, remote working options and time-off for appointments to accommodate their needs during this time.

4 Provide access to Employee Assistance Programs or external counselling services that offer support.

5

– Rebecca Campbell, Head of HR at Queensland Country Bank

Exploring NEW HORIZONS

Munro & Co’s strategic move to join Explore Property

A commitment to support local businesses, nurture their team’s growth, and deliver the best financial outcomes for their clients were the driving forces behind Munro & Co’s recent decision to join the Explore Property franchise.

As proud Townsville business owners themselves, Errol and Jools Munro place a huge value on contributing positively to the economic growth of the region, and over the past twelve months they have been working on bringing every element of their business activity to local business providers and suppliers.

started to look more closely at who Munro & Co were aligned with for real estate services.

“We questioned how can Munro & Co give the best results to property sellers and landlords? How do our morals, work ethics and values ensure our clients get the best result every day in their property journey? How can we support our employees, the backbone of our business, to bring their best versions of themselves to work in service of others? Who is actually supporting Munro & Co to achieve this?”

“Once Errol and I started embarking on the localisation of our suppliers and business allies, we

Errol and Jools quickly realised that home-grown real estate franchise, Explore Property, was the perfect fit for them, offering the tools and skills to continue building their business based on strong principles. Founded by Andrew Acton in 2014, Explore Property is devoted to the regional needs of business owners and their clients, and boasts some of North Queensland’s leading agents, with 12 offices in Queensland and two in Western Australia.

“ We want to be the business who use Townsville people and support local,” explains Jools.

Jools Munro, Andrew Acton and Errol Munro Image credits: Chasing Dreams Photos by V

“In the past, we have found looking for inspiration from ‘big city businesses interstate and the South East Queensland corner’ did not align with our passion for obtaining the best results for our clients in our regional community,” explains Jools.

“In contrast, Explore Property is a grass roots, service driven brand who focus on clients receiving the best results every time, every day...not on the hip pocket of the agent or the franchisor.

“Explore Property aligns perfectly with our values, and we’ve been impressed by the moral and ethical compasses of other Explore Property business owners in regional Queensland. We’re excited to be surrounded by a strong community of peers who focus on service to clients.

“Although we have been real estate professionals and owned an agency for many years, we are always looking to grow personally and professionally, so we wanted to align ourselves with a brand that is focused on continual improvement. Andrew and the Explore Property leaders provide hands-on support and the tools to enable us to continue to build our business on strong principles and best practice.

“We’re confident that being part of the Explore Property franchise group will further develop Munro & Co’s ability to provide a great workplace for our staff and outstanding results for our vendors, buyers, landlords and tenants.”

Explore Property Group Founder and Network Leader, Andrew Acton, says he is delighted to welcome Munro & Co into the franchise.

“People are the heart of our business, both internally and externally,” says Andrew.

“Errol and Jools are well known for the high level of service they provide to their clients and the support they extend to their agents to set them up for success.

“We are very proud to welcome Munro & Co to the Explore Property Group and look forward to supporting them in their continued growth as Townsville’s leading real estate agents.”

The Explore Property Munro & Co Property team (L-R): Chloe McKay, Presley Doupain, Sarah Tuxford, Andrew McGill, Errol Munro, Emily Wood, Elesha Dennis and Gemma Hallett.

The Explore Property Munro & Co Sales team (L-R): Julie Goddard, Wendy Litster, Craig Allom, Errol Munro, Jools Munro, Emily Wood, Mandy Resegati, Mark Pritchard and Laura Place.

MINUTES WITH...

AARON RIENIETS – Tan Lines Distilling

Tell us about yourself and your business. In 2020, while most people were perfecting their sourdough starters during the COVID-19 lockdown, I decided to spice things up and launched my own venture, Tan Lines Distilling. The global pandemic wasn't exactly the most opportune time to start a business, but hey, what’s life without a bit of challenge? I dug deep into the world of business planning, recipe development, and late-night gin tastings – someone had to do the tough job. From this spirited adventure, a unique gin recipe was born, proving that you can, indeed, make lemonade (or in this case, gin) when life hands you lemons... or a global pandemic.

What has been the most challenging aspect of being a business owner?

The most challenging and rewarding aspect of owning a business is taking it from a mere idea to a fully operational distillery. Growing Tan Lines Distilling has been a journey filled with continuous learning, adaptation, and growth.

What is a fun fact about yourself?

A fun fact that most people don't know about me is that I spent over five years posting a Dad-joke a day on my Facebook page, and I have quite an arsenal of jokes to pull from.

What is the best piece of business advice you ever received?

The best piece of business advice I ever received came from an unlikely source: my 93-year-old, teetotaller grandfather. He told me, "As long as you don't become your own best customer, you'll do well." Despite not being a drinker himself, his words held a nugget of wisdom that is particularly meaningful in the distilling industry. It's a gentle reminder to keep my focus outward – creating remarkable spirits that others can enjoy, rather than keeping it all for myself. His advice is a daily reminder that success lies in sharing our best with the world.

Going forward, what is next on the cards for your business?

Our next steps involve expanding our offering beyond our current line-up. We're eager to explore and incorporate local and native flavours, reflecting the rich biodiversity and cultural heritage of our region. Imagine sipping on a spirit that captures the unique character of Townsville – that's the experience we aim to deliver.

MALIA LINDEBERG – Urban Aspect Build Planning + Interior Design

Tell us about yourself and your business. I studied a Diploma of Interior Design and Decoration and gained valuable residential construction experience while assisting hundreds of new home builders select their materials and finishes. I launched a little side hustle at the start of COVID and became so busy trying to do it all – mum, wife, employee, and small business owner, that I knew it was time to take the leap and make my passion my full-time gig.

What has been the most challenging aspect of being a business owner?

The most challenging aspect of being a solo business owner would be learning all the “things” and wearing all the hats. At first, I thought I had to learn and excel in it all. But I have learnt the hard way that it’s OK to ask for help and outsource some of the tasks that take the joy away from your running your business. I’m more than happy to leave the experts to do what they do best!

What is a fun fact about yourself?

I have a bachelor’s degree in civil engineering. Whilst I’ve never actually worked as an engineer, the degree certainly balances my creative side with an analytical side and has been beneficial in the construction and build planning aspect I offer my clients. I am very much about functionality and flow, as I am about the colourful pretty things!

What is the best piece of business advice you ever received?

The best piece of advice I have ever received was that building a successful business is a marathon and not a sprint. It’s about setting short- and long-term goals, celebrating the wins and not letting roadblocks get in the way.

Going forward, what is next on the cards for your business?

As part of my recent re-brand I’ve launched a Build Planning service, which is a new and unique concept, particularly in our local region. I want to focus on developing and marketing this service, with the goal to run in-person and online workshops. Experience shows that many people “don’t know what they don’t know” when it comes to building their new home, so having someone on their side to help bridge the gap between their building designer or builder is advantageous, saving lots of money and heartache in the long run!

M i s s J u n e P a r i s

C l e o b e l l a

H o n e y a n d B e a u

N e w Y o r k J e s s e Z

L o c a l D e s i g n e r - R M a h o n e y D e s i g n

E v e n i n g W e a r / F o r m a l s / W e d d i n g s / M o t h e r o f B r i d e C a s u a l / P a r t y / R a c e w e a r / S p e c i a l E v e n t s

L o c a t e d i n C a s t l e t o w n w w w r a c h e l l e s u n i q u e b o u t i q u e c o m a u r a c h e l l e s u n i q u e b o u t i q u e @ r a c h e l l e s u n i q u e b o u t i q u e

Ever dreamt of a career IN THE SKY?

Bravus and Skytrans team up for new flights

It would take Townsville workers at the Carmichael coal mine over six-hours to drive to work, and the same to get home from the Central Queensland mine at the end of their swing.

But following a landmark partnership between Bravus Mining and Resources and North Queensland-based Skytrans, their commute has been transformed to less than an hour in the sky – in supreme comfort.

Bravus and Skytrans announced a multimillion-dollar partnership this year to not only improve the flyin, fly-out experience for workers, but to also build jobs and deliver economic benefits for the North Queensland capital. And for those looking to build their aviation career in the north, it’s good news.

Under the five-year agreement, Skytrans will operate two Dash 8-300 series aircraft exclusively for Bravus Mining and Resources to provide more than 20 direct flights weekly between the Central Queensland mine and Townsville and Rockhampton.

Bravus Mining and Resources Chief Operating Officer Mick Crowe says the direct services meant less time on the road for staff, and more time at home.

“It has always been a key priority for Bravus Mining and Resources to maximise the off-work experience of our staff and contractors,” he says.

“These newer planes are a better transition for their commute. It’s a more comfortable ride and it reduces the travel time. Every minute at home is valuable.”

Importantly, he says the flights also mitigate the significant risks of drive-in, drive-out for their workforce.

“The commute is probably one of the most dangerous things a lot of mining people do,” Mr Crowe says.

“ By putting our people on these planes – modern, well-managed, with high safety standards – we’re taking them off the road, and probably removing the greatest risk to their wellbeing.

“They get home quicker to their families in a comfortable environment. It’s a win-win all around.” For the broader Townsville community, the multimillion-dollar partnership is also a win for jobs and opportunities in aviation.

The new 50-seat Dash 8-300s replace the smaller Dash 8-100 aircraft, which have a 36-seat capacity. The new planes and services will require additional operational staff and ground crew, notably aircraft

captains and first officers, engineers, cabin crew and maintenance workers.

This means dozens more skilled jobs in regional areas for the North Queensland-owned and based airline.

Skytrans CEO Alan Milne says the certainty of the Bravus Mining and Resources contract would accelerate their growth.

“Over five years it will result in 20 new employees into the Skytrans operation,” he says. “For Bravus to support us in our growth is just a fantastic outcome.”

Skytrans will invest tens of thousands of dollars in facilities at Townsville Airport and Rockhampton Airport to support the new services.

Bravus Mining and Resources has a long-standing commitment to the communities in which it operates. With the ramp up in export of high-quality Australian thermal coal from the Carmichael mine, Bravus is continuing to deliver jobs, opportunities and community benefits in line with its commitment to locals.

Skytrans co-owner, North Queensland rugby league legend Johnathan Thurston, welcomed the investment in local communities.

“It’s exciting news,” he says. “We’re employing local people in those regions as well, Rockhampton and Townsville. It’s great work for Skytrans and Bravus to come together.”

About 750 workers are rostered onsite at the Carmichael mine each day. The recruitment hubs for fly-in, fly-out workers are Townsville and Rockhampton with a small number of flights also operating from Cairns and Mackay. Workers who live in the Isaac Region can drive to the mine if it is safe to do so.

The Carmichael mine is located more than 160 kilometres northwest of Clermont, and more than 300km from the coast. Since construction of the mine started in 2019, Bravus has paid more than $1.5 billion to regional Queensland contractors and businesses.

Bravus Mining and Resources’ Mr Crowe says it is heartening to watch the development of regional businesses, especially Skytrans. “They’re growing with us and we’re growing with them,” he says.

Calling all aviation workers – cabin crew, pilots and engineers!

Aviation skills are in demand following the challenges of the COVID -19 pandemic and the expansion of new aircraft technologies.

The Australian Industry Outlook for Aviation has forecast a 46 per cent jump in jobs growth from 2021 to 2026. The training and skills organisation expects about one in four of those positions will be located in Queensland.

Skytrans is Queensland’s leading regional aviation operator and is looking for workers to help to operate Bravus Mining and Resources flights.

Recruitment is currently underway for captains, first officers, cabin crew, engineers and maintainers. For more information visit carmichaeljobs.com.au

KEEPING IT IN THE

By Georgie Desailly

Despite the age-old saying “don’t mix business with pleasure,” family-owned and run businesses often defy this ‘conventional wisdom.’ In fact, for some families, working together is just a natural part of life. Such is the case for Anne Musumeci whose family has been part of the Donohues legacy for three generations. “I was about 12 years old when I started working with my dad at our business in Mount Isa,” says Anne, who is now at the helm of the Townsville store. “Back then we had three stores – Donohues in Townsville, Mansworld in Mount Isa and Donohues in Boulia.” This year marks a significant milestone for the local business as it celebrates four decades of operation. However, the roots of the brand can be traced back to 1929 when it all began as a small enterprise in Boulia.

“We’re now onto the third generation of my family, and if you go right back to the origins of my business, it was two generations of the Donohues family before my parents became partners with them,” continues Anne.

“After living overseas for a while, I came back to Townsville and dad asked if I could come back and help him out at the shop until I found a job, and here I am 20 years later. I bought the business in 2013 and haven’t looked back.”

Family-owned businesses like Donohues Townsville play a significant role in the Australian economy, accounting for around 70% of all businesses in the country and employing approximately 50% of the workforce, according to the Australian Small Business and Family Enterprise Ombudsman.

Howard and Janet Carpenter (Anne’s parents) with Anne and her husband David and kids Lewis 13, Eve 11 and Rosie 9 Image credits: Foxx Photography Studio

But there is, of course, an added layer of complexity, with many facing unique challenges such as managing family dynamics within the business setting, as psychology expert Dr Jo Lukins notably points out. “On one hand, there are many benefits to working with family members. They often share a common vision and goals, understanding and trust, all of which can make working together easier and more productive as everyone has a vested interest in the business’ success,” explains Jo, who is the author of best-selling books Elite and In the Grandstands

“On the other hand, working with family members can also be a challenge at times. Family dynamics can complicate relationships and make it difficult to separate personal and professional issues. There may be a greater risk of people struggling to differentiate between their roles as family members and business partners.”

“Recognising and respecting these differences can be the key to successfully navigating the path of working with family in a business setting, and can ultimately set people up for business success.”

For Anne, having her family by her side is a blessing that has given her a greater understanding of the importance of maintaining family values and traditions while adapting to the changing business landscape.

“We spend so much time at work; how great that we get to share that with the ones we love,” muses Anne.

“I’ve worked off and on for 20 years with my dad and I miss him now that he’s retired. There were plenty of character-building moments, but he taught me the value of hard work and honesty, and our business is built on that.

“There are obviously simple challenges like years ago, when dad, mum and I made up 75% of our staff. We’d have to miss out on events or other things because no one else was there to open the shop if we all went away.

Although Anne’s transition to ownership was “straightforward” since none of her siblings were involved with the Donohues store, many family-owned businesses regularly face challenges in this area. Yet despite the importance of succession planning, Greg Redington, Director of Coutts Redington Chartered Accountants says it is often overlooked, especially in the early stages of a business’ development.

“Succession planning for family-owned and operated businesses is crucial, however in a lot of cases when businesses are small and just starting, this is something a lot of families do not discuss, especially if they are first time business owners,” explains Greg, who has been working with his wife Chris (who’s in the role of Business Manager), for over 25 years.

“It helps to minimise potential conflicts among family members and provide a clear path for decision-making and future growth. It can also provide an opportunity to assess the strengths and weakness of the business and identify areas for improvement.

“At the end of the day, communication really is key and it’s so important that family businesses seek professional advice to ensure the succession plan is legal and financially suitable for all parties, and something they are implementing from the start.” Jo agrees and remarks that clear communication is essential in navigating the complex interplay between family and business.

“Despite these challenges, families often have a shared vision and a deep-rooted sense of loyalty which creates a culture that is both unique and successful,” continues Jo.

“To achieve this, establishing clear boundaries and expectations, maintaining open communication and seeking outside help when needed are all important things to consider.

“It’s also crucial to remember that while family members may have a deeper level of trust and understanding, they are still individuals with their own unique perspective and ideas.

“But, at the end of the day, my favourite thing is that we get to spend more time together. There’s that connection and understanding; I know my family understands what we’ve built and why it is such a big part of our life.”

With her children now showing a keen interest in the business, it seems the Donohues legacy as a familyowned operation will continue for years to come.

“My son has started working with me during the school holidays and my two girls love coming into the shop all the time, they’re my cheer squad,” reflects Anne.

“I am grateful that life steered me in this direction. I wouldn’t have it any other way, and if my kids decide this is their path too, that would be the next chapter in this little family business story.”

“We spend so much time at work; how great that we get to share that with the ones we love.”

Anne Musumeci and her dad Howard Carpenter

Meet some local family businesses

Bartlett Master Jewellers

Father and son duo, Kim and Jay have been working together for the last 30 years. “My introduction to the industry began as a young child, looking over my father’s shoulder, watching him design and manufacture pieces of jewellery for his valued customers,” recalls Jay. Now Jay’s son Harper has formally joined the Bartlett Master Jewellers as a school-based apprentice this year, marking the third generation of jewellers. “For us, the secret is we don’t usually separate business and personal life. We have a great relationship as colleagues, collaborators and friends with clearly defined roles, specialities and responsibilities. We value each other’s skills, expertise and knowledge.”

Image credit: Constantine Create

First Base Fitness

Sisters Brianna Morgan and Natalie Holmes says working together is made easier by their shared values, enabling them to collaborate effectively and work towards common goals. “Working together brings us both a sense of comfort and support, as we know we each have someone who has our back and is invested in each other’s success. When big decisions are required, it’s much easier when we know we have each other through any triumph or trouble.” As for how they separate business and personal life? “We have to be mindful when catching up as sisters that not every coffee date, dinner or walk is an informal work meeting. We schedule in times to talk work and try to keep our work and personal lives separate.”

Dan’s Country Meats

Dan and Kym Walton, the husband-and-wife team behind Dan’s Country Meats and Plants Meats Livestock Processing Facility in Charters Towers, have learnt to navigate the ups and downs of being in business together by taking on every challenge as a team. As Kym explains, “Communication is the key, you need to keep talking to each other, talk about problems and tackle them together, show each other full respect, support each other, and always make the time to sit down and discuss everything.”

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NEW BUSINESS WELL

By Rebecca Rojahn

The newest addition to Townsville’s performing arts scene, Broadway Academy, is changing the landscape for youth performing arts in the region.

Co-Directors Sandra Neal and Carla Lejarraga have a wide and diverse background in the performing arts. A well-known performer and award winner, Sandra trained at the National Institute of Dramatic Arts (NIDA) and has over 25 years’ experience teaching speech, drama, acting and musical theatre. She is also the Coordinator of the Townsville Catholic Education Mulkadee Youth Arts Festival.

After first getting into theatre at the age of 13, Carla has never strayed from the discipline, keeping it as a favoured hobby and getting her own kids involved. It was by introducing her children to the musical theatre scene that Carla realised that there was a gap in the market.

“There are plenty of opportunities for adults in musical theatre, but we were finding that there wasn’t much for kids outside of school,” says Carla.

The final push came when the ladies worked together putting on Madagascar Junior for the Townsville Choral Society. After seeing how much fun the children had performing, they saw an opportunity to create something big.

They started Broadway Academy to give students a broad musical theatre education with a range of individual and group classes covering singing, dancing, and acting. Having opened in February, their first term recently wrapped to rave reviews and was followed by a selection of school holiday workshops, including an audition preparation workshop with internationally acclaimed performer and North Queensland native, Kurt Phelan.

Carla says it is invaluable to have opportunities like this for regionally based children and teenagers, adding that a lot of successful performing arts professionals come from small towns, just like Kurt who moved to New York City to further his career in the arts.

“Just because you’re a kid from a small town doesn’t mean you don’t have big dreams. It’s important for kids to have exposure even though they’re from a little place like Townsville, Ayr, or Ingham,” says Carla.

Nurturing these children’s talents and ambitions can help set them on a path of success, even if they do not pursue a career in the performing arts. Carla says that while not every student will go on to work in the disciplines they teach, the skills they learn at Broadway Academy are valuable to everyday life.

“It adds richness to your life to have a hobby like theatre. You make friends, you have enriching experiences and it teaches you to work with others. I think it’s super important for kids to have that exposure, it’s a huge confidence booster and communication enhancer,” says Carla. Carla points out that being able to work with others is essential in many industries, as is having the confidence to speak publicly. As the Founder of Thumb Sucking Professionals and the Australian Academy of Orofacial Myology, speaking and lecturing are essential components of Carla’s profession. She credits her own experiences in the arts to providing her with public speaking skills and the confidence to present to large groups.

“I run two education companies where we teach professional development education to professionals like orthodontists, dentists and speech pathologists,” says Carla.

“Having the ability to confidently communicate with all kinds of people whether it be online, one-on-one or in a lecture theatre environment, there’s not a day that I don’t fall back on those skills as a performer.

“ I wholeheartedly believe that my experience in theatre as a child gave me the confidence and ability to be a good communicator as an adult.”

And Broadway Academy is not just for kids – they also offer adult classes and one-on-one coaching for children and adults in singing and acting. Carla and Sandra have over 85 students enrolled in their school and they’re just getting started.

“There’s so much talent here in North Queensland. We have plans to create as many performing opportunities for Townsville kids and adults as possible.”

Carla Lejarraga and Sandra Neal

GOOD HR PRACTICE

It’s about culture, not compliance

Now, more than ever, business owners need to contend with employment relations factors that can present themselves as real compliance risks. However, if compliance is the angle to which you are focussing your HR practices, it is time to rethink your general approach to Human Resource Management and focus on cultivating a positive workplace culture. Decades of research confirms the tangible link between a business’ culture and its overall success whether that is examined from the lens of profitability, customer service, quality, or growth.

A strong and positive culture is readily obtainable for any business, no matter how small or large, and even

implementing a small number of adjustments can go a long way towards shaping an improved culture and reduce compliance risk.

For small to medium businesses that don’t have a dedicated HR team to focus on people and culture, you can gradually Incorporate these levers into your organisational planning, or consider outsourcing to an experienced HR consultant.

At Active HR, we help shape great workplaces, offering a comprehensive range of services including recruitment, employee relations, leadership development and workplace resolution. For more information or to get in touch, visit activehr.com.au

Five culture improvement levers that can make a significant impact:

ADOPT GOOD HR PRACTICE

• Offer competitive rates of pay

• Align business with best practice HR and WHS standards

• Offer flexible work options

• Operate with modern workplaces and technology

INSTIL SHARED VALUES

• Align values to your business’ mission

• Define what the values mean and share with your team

• Use to guide leadership decisions

• Hold people to account through the values

ALIGN ACES WITH THEIR PLACES

• Define, differentiate and reward high performance

• Map team talent, potential and aspirations

• Invest in training and development

• Hold under-performers accountable

INVEST IN LEADERSHIP TRAINING

• Topics include communication styles, the art of feedback, performance management

• Select new supervisors based on leadership skill, not technical ability

• Develop succession plans and develop future leaders from within

• Ensure leaders understand their obligations (i.e. prevention of bullying and harassment)

FOSTER INCLUSION AND BELONGING

• Ensure policies reflect requirements for inclusion

• Hold regular team talks and training about inclusive behaviour, unconscious bias, understanding workplace policies and to celebrate cultural awareness days

• Remove outdated and irrelevant customs

• Align new starters with an appropriate buddy

STRENGTHENING THE FUTURE OF NORTHERN AUSTRALIA

By Georgie Desailly

The Defence Strategic Review and the 2023 Defence Budget have re-emphasised the importance of Australia’s northern bases, highlighting the Pacific as the primary focus for Defence moving forward.

In 2021, it was announced that the Australian Defence Force (ADF) would be acquiring 29 new Boeing Apache Guardian attack helicopters to replace the existing Tiger Armed Reconnaissance Helicopters.

In line with the 2023 Defence Strategic Review, Townsville, which already serves as the home for the Army’s Chinook helicopters, has been selected as the base for the new Apache fleet.

Federal Herbert MP Phillip Thompson, says this decision reflects the ADF’s efforts to modernise its aviation capabilities and enhance its ability to respond to a range of threats in the Indo-Pacific region.

“We have great facilities out at the RAAF Base, we have industry that already supports other helicopters,

we have excellent flight training areas and we’re also right near the biggest field training area,” he says. “We’re the largest garrison city in the country so it makes sense. Our geographical proximity to the Pacific is also strategically important and allows for quick development if needed.”

The first delivery of the Apache fleet is expected to occur in 2025, with all 29 helicopters set to be delivered by 2029.

In the May announcement of the Federal Budget, an additional $1.2 billion was allocated for upgrades at Lavarack Barracks and the RAAF Base.

This covers factors such as the construction of new hangars, maintenance facilities and training simulators to support the deployment of the Apaches in the region.

“With the Apache being based in Townsville, our facilities will need rejigging and upgrading which will create work for local business and more jobs for our community,” continues Phillip.

Townsville is the largest garrison city in the country.

“Having the Apache means more firepower where it’s needed on the battlefield. We hope never to have to use these capabilities but in the current environment we need to be prepared for anything.”

The Apache helicopters will be maintained by their manufacturers, Boeing, through a new Townsville Industry Node. This will enable the company to provide maintenance, repair and build a local supply chain of specialists in areas such as turbine engines, avionics and landing gear.

CEO of Townsville Enterprise Claudia Brumme-Smith says the Apache relocation and the announced upgrades is a vote of confidence for the region.

“This gives us confidence that Defence and Defence industry will continue to invest here, create hi-tech jobs, allow TAFE to develop training offerings for contractors working with Defence and provide long-term certainty for maintenance capabilities for Defence aviation in Townsville,” she notes.

“The Boeing Industry Node and the upgrades to the RAAF Base and Lavarack Barracks is both encouraging and exciting. It is a significant development for the Defence force, ensuring our troops are well-equipped.”

Such developments will also play a key role in attracting national and international defence-related conferences, events and forums to the region.

However, Townsville Enterprise continues its advocacy for the establishment of a maintenance and logistics hub in Townsville, emphasising its role in further supporting the region’s development and defence capabilities.

“We continue our conversations with Government for the maintenance and logistics of the Defence industry to be in Townsville. It is essential to have sufficient supply and capability in the region to enable faster deployment.”

Image credits: Department of Defence

Townsville Business Women’s Circle – JCU Business Bites

May’s Townsville Business Women’s Circle (TBWC)

JCU Business Bites was held at Rockpool Pavilion, with attendees learning about ‘The Power of PR’ from Julie Johnston, Managing Director of Creative Concepts PR and BDmag. Guests enjoyed a light breakfast while jotting down ideas for potential PR opportunities unique to their business or organisations.

TBWC JCU Business Bites are held monthly. Follow on social media for upcoming events.

The Salvation Army – Red Shield Appeal Launch

The Salvation Army held their annual Business Breakfast for Townsville’s Red Shield Appeal Launch on Friday, 26 May at The Ville Resort-Casino with 400 guests in attendance. The event showcased how the organisation is responding to the many challenges faced by Australians, with particular focus this year on the increase cost of living pressures and homelessness in the community.

The event was chaired by Peter Wheeler, with Wayde Chiesa as MC, and featured keynote speaker Nasir Sobhani (aka The Street Barber), and testimonial speaker, Kristin Bourke.

Other highlights from the launch included local ambassador Steve “Pricey” Price being honoured with a Recognition Award, and entertainment by 1RAR Band and lead performers from Townsville Grammar School’s recent production of Little Shop of Horrors.

Image credits: Neil Helmore

Fiona Higgins, Julie Johnston and Emma Jensen

Antionette Coetzee, Joe Painter, Sarah Painter and James Redman

Meeta Rao, Teaghan Spackman and Keesha Booth

Nasir Sobhani, Peter Wheeler and Kristin Bourke

Naomi Seymore, Jemma Vollmerhause, Kylie Uys and Teagan Sloane

Brooke Hederics and Renee Bennett

Aimee Schafer and Claudia Smith

Liam Bonner, Cassandra Cazzulino, Suzie Black and Shane Jurgens

Captain Bronwyn Lithgow and Steve Price

Experience simplified safety with Safetyhut Embarking on the WHS legislation journey

The seemingly complex world of Work Health and Safety (WHS) legislation has been made more accessible, less daunting, and affordable for everyone thanks to a simplified service offering from Safetyhut. Under the expert guidance of Founder and Director, Bruce Irvine, Safetyhut has refined a unique approach to the detailed landscape of WHS obligations, including the ability to produce cost effective, personalised training videos for organisations.

Studio Production Manager, Sharif Jacobson, explains that by leveraging Bruce’s extensive knowledge and collective experience in WHS and related legislation, they have developed a methodology that transforms these obligations into manageable, understandable steps, which is further enhanced by their expansive professional network.

“Safetyhut’s streamlined platform consolidates all requirements, empowering businesses to display proactive measures taken to prevent serious injuries and fatalities,” he says.

“Through a cost-effective partnership with training platform, Workhub, we offer an array of modules to simplify the navigation of WHS legislation.

“Workhub presents fully populated online training videos designed specifically for Australia, with the added flexibility to incorporate your own custom content. As part of our affordable solutions, we include the development of client-branded videos for the Learning Management System (LMS) module, procedures, and orientations.”

Safetyhut’s certificate tracking module ensures all employee certifications are up to date, and the policy management module allows organisations to publish, edit, and manage workplace policies and procedures, including video procedures, with version control and employee acknowledgement tracking.

“Our platform further enhances workplace safety with features like inspection management for scheduled inspections and notifications and simplified incident reporting,” Sharif continues.

Preloaded with links to local safety regulations and guidance, Workhub also maintains a safety data sheet module for your workplace materials and offers audit preparation tools.

“At Safetyhut, we understand that WHS isn’t merely about ticking boxes—it’s about cultivating a culture that prioritizes safety, health, and productivity. We believe a business that places safety at the forefront is a business set to flourish. We invite you to join us on this journey towards simplified, smarter, and affordable safety with Safetyhut. Experience the difference our expertise, expansive network, and cost-effective solutions bring.”

Studio Production Manager, Sharif Jacobson

YES, YOU CAN create your own PR

The media are always looking for credible industry sources and great stories to engage their audience, but they can’t interview you if they don’t know about you!

A proactive PR strategy can help create brand exposure, position you as a leader in your field, and generate sales leads. Journalists are working to tight deadlines, and their inboxes are overflowing with pitches.

Here are four key points to consider when reaching out to the media:

CHOOSE ENGAGING INTERVIEW TALENT

CRAFT A NEWSWORTHY STORY

So many organisations overlook genuinely newsworthy opportunities, so by proactively planning ahead for media opportunities, you can capitalise on any innovations, product launches, collaborations or key dates and holidays. Also be sure to keep abreast of topical issues or statistics relevant to your industry that you can localise. It’s important to remember that journalists are trained to identify newsworthy stories that engage their audience, so if your media release is just a cover for an advertorial or sales pitch, they’re sure to hit delete!

DON’T FORGET THE VISUALS!

One of the most common mistakes people make when pitching to TV and print media is overlooking the importance of strong visuals to complement the story. Suggest a location and relevant props or products that help tell the story with your interview talent to help the journalist visualise what it could look like, or alternatively you can include a link with good quality visuals for them to use.

Who else can be quoted to add weight to your story? A well-rounded story consisting of an expert opinion and case study on a topical matter helps to capture a journalist’s attention – for example if you are an advocate for the aged care sector, including a client to speak of their experience will put a face to your story and support your key messages. It is not necessary for you or your supporting talent to have media experience, but it is important to choose talent who genuinely support your key messages and are reliable for any scheduled media opportunities. Journalists are well trained to make you feel comfortable in an interview – it’s a win-win for everyone if they can get a great story.

KNOW THE MEDIA YOU’RE PITCHING TO

Take the time to research media outlets and understand who their target audience is and the type of content they produce to determine if it is a good fit for the story you are pitching. This quality over quantity – taking the time to tailor your pitch for selected media outlets is likely to get better results than a generic mass mailout to every media email address you can find. Consider what lead time they might need and schedule your pitch accordingly – for example, print magazines are working months ahead of their publication date, while TV news bulletin stories are generally confirmed on the day.

Putting yourself forward to the media can feel intimidating at first, but it gets easier with practise – in fact, you may find you quite enjoy it, and with a proactive PR strategy, you’ll start to build momentum and mutually beneficial relationships with the media.

JULIE JOHNSTON is the Managing Director of Creative Concepts PR and BDmag and empowers SMEs and NFPs to create their own PR. Follow Creative Concepts PR on social media for more PR tips and upcoming Meet the Press events, or visit creativeconceptspr.com.au to purchase the Create Your Own PR Online Course.