Our best media hit for 2026?
I had to wait just five days into the new year before scoring my first media hit — and it will undoubtedly be one of my favourites for 2026.
Why? Because it’s a nutrient-dense story (online and national radio) about the kind of complex, sensitive and niche issues that Hootville exists to promote. It’s a story that puts an item on the agenda. It’s also a reminder that the best media stories often evolve into something bigger and different from what you initially imagine.
Let me explain.
My client, Sexual Assault Services Victoria was running a workshop for financial advisers and lawyers who wanted to better understand how to support victim-survivors seeking financial compensation. Recipients are often traumatised and the legalities are often not fully understood even by experts. As I said — niche.
The event was approaching and we wanted more bums on seats. I don’t typically recommend mainstream media to drive attendance for specialist workshops; broad media outlets rarely hit the mark with tightly defined professional audiences. But trade media for the legal and financial advice sectors felt like a strong opportunity. Both industries are well served by established publications with loyal readerships.
We also had excellent talent.
Richard Turner, a survivor of abuse at Beaumont Primary School decades ago, spoke with clarity and courage about his experience of seeking — and receiving — compensation. I spent a long phone call getting to know his story which reminds me of an important lesson: when researching a potential story, act like a journalist. Understand the issues. Get deeply familiar with your talent and ensure they feel safe, supported and confident that media engagement is worthwhile — particularly when busy people are discussing profoundly personal experiences with no guarantee of coverage.
While researching, I connected with financial adviser with EFS Advice Andrew Reynolds, whose knowledge of compensation frameworks proved deep and varied. He has a genuine long-held interest in this issue. He’s exactly the kind of expert journalists value.
And of course my client Kathleen Maltzahn, as ever was ready, willing and able.
PLOT TWIST!
During one of our conversations, I uncovered something that genuinely shocked me: when victim-survivors finally receive compensation — often decades after the abuse and years of legal uncertainty — insurers and government agencies such as Centrelink can seek repayment of benefits previously provided. Those repayments can come directly out of the compensation.
I have a simple rule of thumb: if something shocks me, it will probably shock a journalist. And when you tell a journalist something they don’t already know, you immediately improve your chances of landing a story.
That proved true.
I initially contacted Samantha Donovan, host of PM on ABC Radio, who referred me to reporter Kimberly Price. When I mentioned the compensation clawbacks, Kimberly was gobsmacked — and suddenly the story had a powerful new angle. One that felt fresh, specific and nationally relevant. The story also had another angle – getting government and insurers to explain their policies.
The result? Coverage that went beyond promoting a workshop and instead highlighted a little-understood consequence of compensation for victim-survivors.
This story came together because of:
A significant, novel and highly specific angle
Providing the media with outstanding, hard-to-find talent — both the survivor, financial expert and Kathleen.
Me recognising a genuinely surprising angle and being able to persuade a journalist of its significance.
Journalist Kimberly Price’s willingness to take a lot longer developing and researching the story than originally planned.
This story also reinforced an important truth about media relations: you are not simply making appointments with journalists. You need to understand the story well enough to speak professional to professional and say:
“I don’t know if you’ve heard about this issue but…”
That’s where the best media coverage is often found.