3.2 Alumni Profile: Michelle Van Doninck

UWS Alumni Profile: Michelle Van Doninck

About my current role at the Australian Museum

I have been employed as the Publicist for the Australian Museum for the past six years. I work as part of a small marketing team that is responsible for positioning the museum as a leading cultural attraction and scientific research institution.

My role is quite diverse given the incredible breadth of subject matter the museum covers. The Museum manages the largest natural history and cultural collection in Australia – we are home to more than 18 million scientific specimens and cultural artefacts. These collections are used not only for scientific research but also as the basis for a vast array of public programs including exhibitions and visitor events.

I am responsible for devising and implementing targeted publicity campaigns to increase awareness of all of these Museum activities and in turn, to drive visitation – both physical visitors to our College Street site and online. This involves on-going liaison with print, broadcast and online media, indentifying unique story angles, briefing museum spokespeople, sourcing background notes and images and tracking resultant media coverage. In addition, the role includes managing daily media enquiries; escorting film crews and photographers; issues management and crisis communication planning; liaison with NSW Ministerial media advisors and the provision of tactical media advice to senior management.

The brilliantly diverse nature of the museum means I can be researching Egyptian antiquities; sourcing an expert for an interview on dinosaurs; writing a media release on the mating rituals of the Birds of Paradise; or – as has been the case this week – pitching stories on two of 19th century Australia’s most prominent natural history artists ahead of our latest exhibition opening – Beauty from Nature: art of the Scott sisters (I wouldn’t be much of a Publicist if I didn’t get at least one plug in!!) 

What other interesting roles have you been employed in since graduating from UWS?

I was employed as a Media Relations Officer at Taronga Zoo from 2001 – 2005. I was one of a small team of five people who managed the Zoo’s relationship with the media. Again, I was fortunate to have such amazing subject matter to work with – not to mention a wonderful mentor in my manager (who remains a good friend) and an incredibly passionate and knowledgeable team of zookeepers from who I learnt so much about wildlife and its conservation.

The highlight of my time at the Zoo involved travelling to Thailand in September 2004 to provide a media escort for the documentary film crew working on the Asian Elephant importation program.

What was your experience studying at UWS?

I really enjoyed my time at UWS. Being a relatively new university at the time, everyone seemed really enthusiastic and incredibly supportive. And being quite small and intimate compared to other more established universities, you got to know people, other students and lecturers, really well and those relationships really helped the transition from high school. I was fortunate to have some tutors stay in touch and recommend me for roles after my course ended so it was great to have that continued support and advice – beyond what you would generally expect.
 
The course was really hands-on and I loved the practicality of getting out of the classroom and actually working on real projects. Some of the best memories I have of university life are of working on the uni paper and shooting video clips and short films for our media production class – working with live snakes, worshipping Boy George, and paying homage to The Pixies! Also, our time between classes always left lots of time for shopping at Penrith Plaza and discovering some fantastic op shopping around St Marys and Kingswood!!

Was your university course helpful in introducing you to your chosen career path?

I had originally considered other university choices but after a few horror stories about overcrowding and being made to stand in hallways and listen to lectures, I opted for the new, local university. I was attracted to the course because of its diversity - you had 18 months of general study before you had to choose your specialisations. I remember alot of the other courses I considered were either straight journalism or public relations. At the time when I left high school, all I really knew was that I loved English and loved to write. I had done a couple of weeks work experience as both a journalist and a publicist and I enjoyed them both. Looking back, that is just not enough to base a career decision on and I think it’s often impossible for 17-18 year olds to know what they want to do with their lives when high school ends. The UWS course gave me the time and practical experience to make an informed decision.

What will we find you doing when you are not working?

 In the park with my beloved boys – my husband, my son and my dog!

Any advice for current students?

Simple as it may seem, my advice would be to know your basics –

• Proper grammar, spelling and punctuation - It may seem obvious but you can’t always rely on spell check and the written word is at the very core of everything you will do, all day, every day.

• Know how to structure a media release – a well written media release will make the difference between your story getting noticed by a journalist or discarded as rubbish. Practice writing as many as you can.

• Get as much practical hands on experience as you can – I went for a few jobs after university and lost out to applicants who had virtually the same degree, but more work experience. Volunteer one day a week if you can or seek internships in the semester break. You can’t beat real work experience and the contacts you make could prove incredibly valuable once you enter the job market.

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