A weekly Q&A with interesting people in the Australian Media Industry
Emma Freedman
  • Name Emma Freedman
  • Company Today's HIT Network
  • Position Presenter - The Scoopla Show with Jules Lund & Emma Freedman
  • Interviewed by Social Diary on 1/4/2015
  • Q
    How long have you been in your current role?
    A
    Only two months! I've had an eventful four months and transitioned into radio which is a truly exciting. I love the SCA family and workplace and the show we are doing at the moment is a really new concept, which our team is pumped about. The creativity involved in radio and the team vibe is something I'm really into.
  • Q
    How did you get into Radio?
    A
    I actually started in radio in my Uni days, producing Sports Today at 3AW in Melbourne. I also did a fair bit of reporting and producing for SEN during those days as well. Radio was my first home and love. In terms of FM though, I filled in a few times last year on Drive and Breakfast and had trialled for a few spots during that time. I got one of those jobs in the end so patience paid off.
  • Q
    Describe a typical day:
    A
    In terms of our show, we start prep in the middle of the day and get into the office by around 3pm. My mornings are varied though - a lot of writing, some TV, hosting events. I'm actually busier than I've ever been and the second half of the year is looking even more action packed. In between all of that it's family and friend time, exercise (running, PT and yoga) and just enjoying life. I'm in a really good space and so excited about 2015.
  • Q
    What has been the most exciting experience on the job?
    A
    Day 1 was exciting. The adrenalin running through me was next level stuff. Jules is an incredible work mate and I'm loving learning from him, as my radio hosting experience is a work in progress. Another highlight would be hosting the World Famous Rooftop gigs too. How bloody cool.
  • Q
    What's the downside of your job?
    A
    There really are none at the moment. I work a regular week nowadays and really great hours, which I am not used to! It's actually taken a fair bit of adjustment to figure out what 'normal' looks like to 'normal people'. Our team has been really tight from the start and we honestly all love working with each other (I could be wrong - Jules might secretly hate me). If there was a downside, it's that I tend to eat crap at about 5pm in the studio. I clocked onto that pretty quickly though and now I take in a Nutribullet smoothie every day (Jules calls it a compost drink). Suffice to say he doesn't want one.
  • Q
    Have you dealt with many PRs directly during your career, and if so what has your experience been like?
    A
    So so many - I honestly think I would have worked with 80% of PR companies in Australia. Especially when I was at the TODAY Show, I was working with a different PR every day. Experiences have been extremely positive most of the time. There's the odd time when things are difficult or don't gel when working on a project but more often than not, the PRs I have worked with have been very professional. I enjoy working collaboratively with PR companies. If I understand the objective of what they are want to achieve, then the outcome will be better. The worst experiences I've had are the ones when a PR demands things unreasonably or pushes too hard on certain points.
  • Q
    What are you looking for on your show - what sort of pitch would get an immediate response?
    A
    Our brief for the show is very tight - Entertainment, movies,, music, TV, snacks, pop culture and the newest in the tech world. Our key listener is a 27 year old woman driving home from work. The brief is to inform them of 'Everything that's hot today'. If it doesn't fit in these parameters, we won't look at it. If a PR company was looking after a brand new tech device that helped you live stream music on or a fun snack involving Nutella, it's right up our alley. That's the beauty of our show - the tight brief. I'd always be more inclined to respond to a pitch if I had a personal relationship with the PR or if I didn't, they included a brief personal note at the top of an email. I don't look at cold press releases from people I don't know very often, nor do I read emails that are a thousand words long. I hope that didn't sound mean! but it's the truth!
  • Q
    Do you attend many media events?
    A
    I do, but only when I'm working, the product or the message that is being promoted really interests me or I know the people running the event. Nowadays, I attend fewer events than I did when I was younger. As nice as it is to be invited to wonderful events, you also have to be careful and selective as to which events you attend. Essentially, while you're a guest of an event and having a terrific time, you are also assisting the agency in promoting a product. I actually really enjoy hosting events - that way I can be a part of them and have a purpose. I'm not great at small talk as a guest!
  • Q
    Do invitations come directly to you, through the network or through your agent - and which do you prefer?
    A
    They come all three ways. It really depends on the event and the PR agency running the event. My manager gets quite a few invitations and will often provide feedback.
  • Q
    Where do you see your industry in 5 years?
    A
    Media in general is becoming more digital and interactive. We see that every day with the use of social media. More content will be created, there will be more presence online and on hand held devices. Radio and TV won't die, but they will have to change to keep up with the changing technology and the demands and expectations of the consumers. I think we will also find more intelligent ways of integrating branded or advertorial content. Because lets face it, without that stuff, we all go under.
  • Q
    If you weren't on radio, what would you be?
    A
    I think I'll always be working in a media landscape, but all the mediums are so interchangeable. My Grandmother often tells me I should have gone into acting, which I did a lot of as a child. So who knows, maybe I'll work in that performance space at some point in my life.
  • Q
    Your Twitter/Instagram is:
    A
    @emma_freedman