A weekly Q&A with interesting people in the Australian Media Industry
Amanda Little
  • Name Amanda Little
  • Company InterMEDIAConsulting
  • Position Director
  • Interviewed by Social Diary on 13/3/2015
  • Q
    Describe your career path to date and your business now?
    A
    I've spent my entire career in PR, cut my teeth at Burson-Marsteller in Sydney and Canberra and then worked at H&K Strategies, PPR and Managing Director at Edelman before starting Intermedia to focus on training and mentoring. I went back to uni in my mid 20's to do an MBA which I have found invaluable to thinking strategically and understanding the broader business context.
  • Q
    What do you love about your job?
    A
    I'm passionate about training and PR so I love what I do. I get great feedback when I run a workshop and agency owners tell me I have really helped them grow their businesses.
  • Q
    And what's not so great?
    A
    Nothing really - no complaints!
  • Q
    Describe your typical day?
    A
    No typical day really. Some days I am out all day running a workshop, other days I am helping agency owners or researching and writing new courses.
  • Q
    What is the best experience you've had in your career?
    A
    Probably leading and winning big pitches.
  • Q
    What do great PR people do?
    A
    Apply strategic thinking to communications, then come up with creative executions which are underpinned with substance.
  • Q
    What do bad PRs do...
    A
    Get their young staff to pester journalists. Gives PR a bad name.
  • Q
    What are common mistakes that agency owners make?
    A
    Hiring people that are not a good fit and not keeping on top of the financials.
  • Q
    What's the best advice you can give to a boutique PR agency, both starting out and established?
    A
    Have a five year business plan, make sure you make money and have fun.
  • Q
    The media landscape is going through a period of dramatic change - where do you see it in 5 years?
    A
    I am not sure we will call it PR in five years' time. It will be 'earned media' or 'content creation/marketing'. Already several agencies have dropped the words PR and are using 'creative communications'.
  • Q
    What do you think are the biggest future trends for the PR Industry?
    A
    The biggest trends for PR will follow economic and social trends. We are moving from the information economy into the share-economy. PR will be the reshaped by advances in web, cloud, mobile and app technologies.
  • Q
    If you weren't a PR Consultant, what would you be?
    A
    Part of a team writing sitcoms - that would be fun!
  • Q
    Your Instagram/Twitter:
    A
    @AgencyMentor