From the bushfires to COVID, 2020 has been a chaotic year, leaving no Australian industry untouched.

COVID-19 has introduced many organisations to the necessity of having a crisis media plan and to the value of a public profile when it comes to letting people know about their services, advocating for change, or becoming industry and community leaders.

St Basil’s, Ruby Princess, Newmarch House, Cedar Meats – they’re now household names for the worst reasons and with many industries like aged care and hospitality under intense media scrutiny, crisis communications and reputation management has never been more important.

Many businesses, organisations and media departments have been overwhelmed, not only by the extra burden of comms work this has demanded, but in the skills required to get those messages across successfully. 

A communications agency in Melbourne understands that responding to these media and communications questions is not a nice to have but is absolutely front and centre for many businesses and organisations.

Good Talent Media (GTM) – staffed by ex-broadcast and print journalists, crisis media consultants, and registered political lobbyists – is on a mission to assist CEOs, comms managers, peak bodies and similar organisations to equip themselves with the “PR swiss army knife” of necessary skills to deal with the aftermath and future challenges posed by COVID-19.

The team has developed a ten-week Media Masterclass series, containing tailored information and advice broken down into four key disciplines; PR, crisis media, digital media and media training.

Peak bodies who have already registered include those from industries hit hardest by COVID-19, such as the hotels, hospitality, tourism, fitness, aged care, the arts, and retail.  

‘We understand this is a confusing, uncertain and overwhelming time for many organisations,’ said Director of GTM, Tony Nicholls. ‘COVID-19 has thrown companies into a whirlwind and we are taking this opportunity to give something back to the community, showing organisations how effective PR and crisis communications can be in reversing negative publicity into trust and confidence.’

Launching on October 9, the series will consist of ten weekly 30-minute sessions held by media professionals who have combined experience of over 40 years with publications such as ABC, SBS, 10, the Sydney Morning Herald, AAP, Crikey, and The Guardian.

Just some of the ten weekly topics to be explored include: 

  • How to “campaign for change” 
  • Establishing a crisis media team 
  • How to handle media in a crisis situation and turn it around 
  • Nixing the nerves: how to be a kickass spokesperson

Well trained in the sphere of crisis communications, GTM helps organisations and peak bodies deal with media crises and reputation issues, shows them how to conduct crisis media audits, and prepare for media and legal cross-examinations before Royal Commissions.

The masterclass is available to CEOs and comms chiefs only.

CEOs or comms chiefs interested in attending GTM’s Media Masterclass can get in touch at

or 1300 258 995