In this episode, Jeremy Burt sits down with Dr. Fiona Reynolds—former ABC director, media expert, and host of The Accidental Celebrity podcast—to explore how leaders can navigate media attention and maintain their reputation in the public eye.
From setting personal boundaries to shaping a credible personal brand, Fiona shares hard-won insights on what it really takes to show up authentically in a 24/7 media landscape. Whether you're a CEO, public figure, or rising leader, this episode unpacks what to do when you're in the spotlight—and how to stay there for the right reasons.
Key topics:
Media strategy vs. public scrutiny
Setting boundaries between public and private life
How to build strong relationships with journalists
Avoiding spin and staying credible
The rise of AI in journalism—and what it means for you
👉 A must-listen for anyone managing visibility, influence, or public trust in today’s hyper-connected world.
🎧 Listen now and learn how to lead with clarity, calm, and credibility.
Check out this interview with Sean Garvey and delving into the "Hidden Job Market"
This is a must listen if you're thinking of taking on a new challenge in the next six to twelve months and you want some inside tips on how to work with Executive Recruiters effectively.
Listen to:
✅Gain visibility in the hidden leadership market
✅Align with the expectations of top-tier Executive Search firms
✅Position yourself for roles that are not yet public — but highly strategic
✅Navigate the nuances of board-level and C-suite engagement
A great conversation for those thinking beyond the next role — and towards long-term leadership impact.
🎙 Get "Media Savvy" Podcast with Dr Fiona Reynolds!
Whether you're leading a company, launching a cause, or stepping into the spotlight, how you handle the media can shape your reputation—and your results. In this episode, we dive into how to harness the media to your advantage, even in tough situations.
Join us on the podcast where we explore:
✅ How harness the power of the media
✅ What journalists really want
✅ Practical strategies to approach manage your media message
✅ The role of AI in the media
If you want to build influence, control the narrative, and engage confidently with the media—this one’s for you.
Join Bernie Brookes AM and me on the latest Strategy Series Podcast where we talk about the evolution of Retail in Australia and Globally....
In this episode of the Strategy Sessions, Bernie takes us through the colourful journey he's had over many decades in the Retail industry, and shares with us his thoughts on who the movers and shakers are now, and what markets are leading the way globally. It's not who you might think!
Come on the RETAIL journey with Bernie to understand more about the:
✅Roots of retail in Australia
✅Development of the retail industry over the last forty years, through to the present day
✅ Future including the importance of omnichannel strategies and the impact that AI will have on the industry.
Jeremy Birt (Host):
Welcome to The Strategy Sessions, everyone. This is where we cut through the noise and explore what it really takes to lead, grow, and reach your goals in business.
Today, we’re diving into how to deal with the media and what to do when you're in the public eye. I'm your host, Jeremy Burt—leadership coach and mentor to CEOs, emerging leaders, and businesses looking for strategic support to reach their full potential.
First, let me introduce today’s guest, who’s going to help us navigate this complex and layered topic. I'm excited to welcome Dr. Fiona Reynolds to the Strategy Sessions.
Fiona Reynolds (Guest):
Hi Jeremy, great to be here.
Jeremy:
Great to have you with us. Before we jump into it, let me read your bio—shortened and to the point.
Dr. Fiona Reynolds is a communication consultant who specialises in helping leaders navigate media and public attention. She’s a former national ABC director and newspaper editor with over 30 years of industry experience. Fiona holds a doctorate in journalism, media, and communications, which led to her top-ranking Australian podcast The Accidental Celebrity. She also has postgraduate qualifications in research and applied coaching and is a Fellow of the Australian Institute of Company Directors.
So, welcome again, Fiona. Want to start by sharing what you’re currently working on?
Fiona:
Right now, I’m helping people who are either emerging leaders or are already in high-profile leadership roles manage public visibility. It’s a specialty that came out of my PhD research. I’ve delivered lots of media and leadership communication training, and what often comes up is that dealing with public attention—not just the media—is one of their biggest challenges.
Jeremy:
And the media environment has shifted so much with social media, right?
Fiona:
Exactly. Social media blurred the line between public and private. People can comment instantly and publicly now—whereas before, you might’ve seen someone at the pub or read something in the paper. That constant visibility is hard to manage.
Jeremy:
It’s 24/7. So how can people shape that narrative? How do they harness the power of media while setting boundaries?
Fiona:
You need to understand the different layers: traditional media, social media, and face-to-face public contact. Each requires a distinct strategy—and importantly, clear boundaries.
Jeremy:
And presumably you want a consistent brand across those layers—LinkedIn, AFL events, Facebook...
Fiona:
Yes, and authenticity is key. People can sniff out inauthenticity fast. Your communication needs to be credible and aligned across how you speak, look, and act. If those aren’t in sync, people pick up on it. "Spin" is a dirty word now.
Jeremy:
In terms of getting stories into traditional media, how do you even do that these days?
Fiona:
It's harder because traditional media is shrinking, while digital demand is growing. I advise clients to use the channels they control—websites, social platforms—because you can’t control what the media will say. Make it easy for journalists: offer facts, clarity, and relevance.
Jeremy:
So what makes something "news"?
Fiona:
It has to be new, relevant to a broad audience, easily understood, and timely. News outlets aren’t looking to run your PR—if you want an ad, buy one.
Jeremy:
And what about relationship-building with journalists?
Fiona:
Treat it like any other networking. Journalists are under pressure. If your number is in their phone and you’ve built trust, you’re more likely to get called. But be prepared to comment when the story isn’t in your favour too.
Jeremy:
So how do you build that trust?
Fiona:
Start by reaching out. Engage respectfully. Don’t be scared—many people are. But if you build relationships, you’ll get more balanced coverage.
Jeremy:
What about misinformation? How do people protect themselves from being misquoted?
Fiona:
You can’t vet the final story, but you can provide clear facts and even a fact sheet. Ask if they’d like to clarify anything—but understand mistakes happen. Sometimes it’s better to let small errors slide rather than escalate.
Jeremy:
And if you’re getting unwanted media attention?
Fiona:
It depends. If your reputation’s at stake, speak up. If not, sometimes silence lets a story die. Ask yourself: what’s the benefit of engaging?
Jeremy:
How do you set boundaries between your public and private life?
Fiona:
You need to define them early—and communicate them to your family too. Especially in politics or community leadership, you’re very visible. Be clear about what you will and won’t engage with—and how you’ll respond when those boundaries are tested.
Jeremy:
And social media?
Fiona:
If it’s not locked down, it’s public—no matter what you think. So be mindful. Even well-meaning posts can backfire. I’ve called employees at 11 p.m. after seeing problematic posts. Organisations should have clear social media policies, but individuals need personal responsibility too.
Jeremy:
If a mistake is made, what’s the crisis plan?
Fiona:
For individuals, that’s where I come in. You need a tailored response. Be honest—but that doesn’t mean sharing everything. Say what’s necessary, truthfully, and manage the situation proactively.
Jeremy:
And with global platforms, are people becoming more cautious in their messaging?
Fiona:
Yes, but it's not always about being conservative. It’s about knowing your audience. One of the biggest risks is unclear, jargon-filled messaging. Keep it simple—grade 6–7 level English. That reduces the chance of being misunderstood.
Jeremy:
What kinds of clients are you working with now?
Fiona:
Leaders—both individuals and groups. It’s broader than media training now. It's about navigating public attention, setting boundaries, and using your own channels effectively and authentically.
Jeremy:
During COVID, we saw public health officers step into the media spotlight almost overnight—and many did really well.
Fiona:
They did. They were authentic, knew their subject matter, and spoke clearly. That built public trust—and it’s a model we can all learn from.
Jeremy:
I wouldn’t bring back COVID, but I do miss seeing Dr. Kerry Chant regularly on TV.
Fiona:
She was a great example of effective, trusted public communication.
Jeremy:
Before we wrap up—I have to ask about AI. What’s your take on its role in media going forward?
Fiona:
It’s already here—AI newsreaders, AI-generated content. But trusted investigative journalism is more important than ever. AI can’t do that. The risk is that AI could start shaping the news agenda or generating false content. The human layer—the accountability—must remain. We need to verify everything before sharing it, and that responsibility sits with both individuals and news organisations.
Jeremy:
It’s all moving so fast. Thank you so much for your time and generosity today, Fiona. And thanks in advance if I ever need advice on dealing with fame—I'll definitely be calling you!
Fiona:
My pleasure, Jeremy. Great to be here.
Jeremy:
To everyone listening—thanks for joining us at The Strategy Factory. If you found this conversation valuable, please like and share it with anyone navigating leadership, governance—or the media spotlight. Stay tuned for the next episode of The Strategy Sessions.