After a radio, television and print career that spanned over 20 years, Mel Greig decided it was time to shine the spotlight on other businesses and people. She has received enough press releases and media pitches to know exactly what is relevant and upcoming in the media. This unique skill set has helped Mel navigate through her journey as the head of the PR and Marketing Department at BRANDiT Marketing Agency.
BRANDiT is a Hybrid Agency based on the Gold Coast specialising in Branding, Marketing, Digital and Public Relations. Owned and Founded by Michelle Fragar, the team boasts 90% female staffers.
You worked in the media industry for over 20 years and then transitioned into a new career as a PR and communications expert. How did the career transition go for you?
It was quite a change for me going from the media industry to the corporate world, initially, my biggest hurdle was the cultural difference between the industries. In media it’s quite fun, unregulated and you dress to your own style and sometimes pyjamas were acceptable for a 4am start but corporate had quite the contrast.
In saying that, the first few roles I had, required me to adjust my personality too whilst keeping my work ethic. It wasn’t until 5-years later in my current role that I’ve really found my groove, I much prefer working with an agency and having a multitude and diverse range of clients on the books as opposed to working for the one corporate organisation. After years in the spotlight, I was happy to step aside and build a career outside of radio, my challenge now was to put other people and businesses into the spotlight instead.
What challenges did you have to overcome at the beginning of your journey?
Stepping out of the spotlight and hustle of Sydney was a big step for me to make, my 20-year career was about exposure and opportunities. I would work 16-hour days doing a breakfast radio show and often continue on as a TV panellist, guest appearance or interview a musician. The days were long and the pressure was intense, but I was passionate about my job. Starting a new career also meant starting a new identity, I had to adjust to a ‘normal’ life and eat some humble pie, the perks of being in the spotlight were now a thing of the past. But this was my decision and I’m living a much more balanced life on the Gold Coast now, instead of hitting up red carpets on the weekend I’m hitting the beach with my Moodle, Mia.
Who or what was integral to you overcoming these hurdles?
I had to remind myself why I was doing it. My job was too stressful and the pressure to always share every detail of my personal life as well as the long hours took its toll on my health. I needed to take a risk with a new career and after a few adjustments, I couldn’t be happier or more content. It was petrifying as Media was basically all I knew; I’d started in the industry at 16 and to have a change of career at 35 was a big risk to take.
What drives you, why do you do what you do?
My passion drives me. When I love what I do, I’m unstoppable. It’s important for me to work in an environment that is positive, empowering and committed. Nothing excites me more than making a phone call to a client to let them know I’ve secured an interview for them on morning television, to most people it seems near impossible unless they are shelling out $20,000 for the segment. It’s truly thrilling to get results for your clients, to raise their awareness and help their brand grow and I enjoy those moments.
How do you personally measure success?
Previously for me, the way I measured my success was through how many people listened to or watched my shows. My success was measured on popularity and constantly being judged and seeking validation.
I once worked on one of the biggest radio shows in Australia, that in itself should have been the achievement, but I felt so much pressure surrounding the success of the show and what my next step in my career could be.
Now, in 2022 my success is measured on results for others. It can still be a high-pressure job because trying to secure press can be stressful, it pains me if I can’t secure media for a client and thankfully my success rate is currently 95% but there can be days where it’s a hard sell or a challenging news cycle. I truly believe we need to measure success on more than just our roles . . . Does the role make you happy? Do you enjoy going to work? Are you excited and determined when faced with a challenge? For me, those things all play a role in my overall success because life is more than just collecting a paycheck each week, it’s about finding that work/life balance and starting and ending every day with a smile and something to be grateful for.
Having media coverage is essential for entrepreneurs when building their personal brand, any tips on how they can get started?
Media coverage can really elevate a personal or business profile as well as add credibility as an expert in the field. When I meet new clients my first question is ‘What’s your story?’ I want to know everything about them personally and about their business.
With a 1hr brainstorm I can normally draw out at least 10 different angles and hooks to pitch to the media. For example, is there a personal reason or passionate connection as to why they started the business? Do they have a rags to riches story? Have they faced adversity? Do they have a business or idea that is an Australian First? Is it topical and relevant? It’s important to think the way the media think . . . Why would I give this person or this business free airtime? What will our audience get out of it? PR isn’t just a win for the client, it needs to be a win for the media outlet too.
We Are Emersyn uses an inclusive definition “female” and “women” and we welcome trans people, women, genderqueer women, and non-binary people who identify, have identified, or have been identified as female, women, or non-binary.