The salty haze of summer days is starting to fade. Which day of the week it is, matters again. Office hours are back in operation.
But for many, the year doesn’t really kick into high gear until after Australia Day.
So, from now and until then, it’s the perfect time to refocus and prepare for the year ahead in media.
I’m a big believer in what I call the ‘one percenters,’ the little things that make a big difference when it comes to building your profile, establishing authority and becoming a leading commentator.
Here’s my top five tips for a successful year communicating your message:
- Document your goals
Whether it’s a TV appearance, an Opinion Editorial (op-ed) in a major masthead, guest appearances on podcasts, your own podcast, networking, a regular radio spot, a book, newsletter or attending #MeetThe Media, write it down. Once it’s there in black and white it will keep you accountable.
- Set a schedule
Set aside time in your calendar to bring your goals to life. It might only be two or three hours a month but deliberately carving out the time will make sure it’s not pushed to the bottom of the list by other pressing matters. Consistency is key. Use this time to seek out support from trusted resources and mentors that can guide you and identify opportunities that fit your expertise.
- Start your content engine
We all have one in us… we just need to find the keys and start it up! The more you write, the more your voice starts to develop, and you’ll start to work out how you want to position yourself in your industry. If you have writer’s block, AI is a useful tool to help generate a list of ideas, or headlines in the media that might fit your expertise to write an analysis for or opinion piece around. Use this to light the spark of inspiration and get writing. Never let AI write for you, Media want original content, they want your expertise and opinion, not an article generated by opinions from other experts across the web.
- Identify your audience
Who is your ideal reader and where do they consume their content? Do they read the paper in a café? Do they listen to podcasts? Do they watch the news on TV or go online? Do they trust some outlets over others? Do they listen to talkback radio? If you’re unsure, ask your clients and other industry professionals where they consume media. Their answers are your media targets. Once published, the piece can then sit on your own channels like LinkedIn where it will be seen by your audience and help grow your credibility as a trusted voice in your field.
- Identify pretend media
There’s plenty of pay-to-play media outlets out there, that will happily charge you to be featured on their Person to Watch lists or publish your unedited content. Don’t give them your hard-earned money: they’re embarrassing, deceptive and chip away at your credibility and authenticity. If you haven’t heard of the media that has approached you for a feature, dismiss it. The Australian Business Journal is just one of these websites that sound real but isn’t and will erode trust in your brand.
With AI slop taking over the internet, 2026 is the year media and their audiences want authenticity. So, start researching, start writing and start pitching. There’s no better time to put your true self out there.
And remember… content is still king, as long as it’s original and authentic.
By Nic Hayes, Managing Director of Media Stable
