This is the eighteenth in a series of interviews exploring the career and life journey of women in the media industry. The aim of the series is to reflect on the wisdom they have gained during their journey.
So far we have had a cross section of women in different roles and career stages, from the first feature with Lauren Joyce to the most recent articles on Millie Starling, Emma Lawson and Andrea Ho. All the past features are listed below.
This week we profile, Rachel Patterson who began in New Zealand community radio as a high school volunteer, then had different jobs including on air, operations manager, promotions and marketing for various stations, before moving to Australia to continue in sales roles in Melbourne and Geelong. She now works as General Manager for Geelong Broadcasters.
1. Describe your current professional life and your stage of life.
I’m GM of Geelong Broadcasters, with K rock 95.5, bay 93.9 and 1341 3GL, owned by Grant Broadcasters. I’m fortunate to work directly with the Cameron family, and my local Geelong team, sharing some services with ARN.
I live with a dear friend and two cats in my beautiful home in Geelong. I never married or had kids but am currently being accredited to become a foster carer with Meli, as there is a nationwide shortage of carers. Being adopted myself, it has always interested me.
2. How did you come to be in this industry?
I grew up in a family of outdoorsy, record spinning, readers. We had no TV and I spent my evenings, with ears glued to the Yatesman night show on 93 Rox Dunedin (NZ), making clunky sounding mix tapes in my bedroom and dreaming of being a radio star.
At high school I started volunteering at the local community station Hills AM (playing jazz blues and soul) then picked up some shifts at Radio One where I worked for a few years on the school show, the women’s show and did drive one day a week. This also gave me experience reading and presenting news, and playlisting, all deepening my love for the industry. It was the only career path I seriously entertained.
My resume graduating high school in 1996 boasted work experience at three stations and states. My wide range of ‘qualities’ matched my aim to become a successful broadcaster in the radio industry.
I moved to Wellington to study at the NZ Radio Training School then backed it up with a Bachelor of Broadcasting at the NZ Broadcasting School in Christchurch, landing a dream internship at Channel Z where I was operations manager, produced the James Coleman Drive show where the highlight was weekly creative sessions with musos in a local comedy duo called Flight of the Conchords. I soon picked up ‘Days with Rach’ 10m-2pm and felt I was truly living the dream .. then Channel Z decided to axe local (albeit questionable) ‘talent’ and network all the local shows out of Auckland, and I found myself with a broken heart, dreams shattered, working at the local record store.
A few months later I scored another ‘in’ to the industry, as Thunder Driver with 91ZM where a finely tuned married couple Pauline Gillespie and Grant Kereama dominated the ratings for 20+ years. I had the Black Thunder out on the streets a few hours a day, giving away cans of coke, tickets to movie previews and mc-ing events that no doubt just couldn’t afford on-air talent.
My NZ radio career then took me to Auckland, as the local Marketing Manager. We ran a mega street team with four cars, and ran a music festival, ‘The Edge High School Jam’ concerts taking chart topping bands to play at school assemblies and we became infamous for going all out on listener parties like the ‘Pimp n Ho-Ho-Ho’ Christmas ball,’ and ‘Fear Factor,’ where listeners ate fistfuls of worms and pashed strangers (eager sales reps) to win (what I hope to this day were high value) prizes.
I worked the content side for five years in NZ when I found myself with itchy feet and a short attention span, so I left the industry to re-enter as a sales rep, then sales manager and now GM in Australia.
It’s funny that we often don’t realise how good we have it until we break away from something great and taste those apples on the other side, but life always takes us where we are meant to go. I’ve always trusted my intuition and on this count there were life lessons and a broader range of experience that needed to be learned.
3. What are your core beliefs? How are your values evident in the work you do or the life you lead?
Fun! We spend too much of our time at work not to enjoy it; a business needs to cultivate laughter and facilitate play. We take our work (and our enjoyment of our work) extremely seriously, but don’t take ourselves seriously at all.
Kindness. I care deeply for my people and the detail in the work we do and encourage them to support each other with open hearts and minds.
Authenticity. My team is encouraged to be unashamed in their unique skin and bring this to their work, as long as we hold kindness and respect for colleagues, clients and this business. Realness is the only way.
Bravery. Progressive and courageous, we embrace our vulnerability, and step up for difficult conversations, knowing, some ideas and initiatives will work, some won’t but we are winning regardless by challenging ourselves and each other constructively,
Curiosity. Our industry is creative by nature and always evolving, so to survive we need to always be seeking new ideas and inspiration, trying new things; trends, techniques and technologies. Ever evolving we never stop growing and striving to be the best that our business, and we personally, can be.
Passion. If you don’t have passionate people doing meaningful work we need to empower the people to become this .. or we need to change the people.
Loyalty. Our people, living and breathing our values are without a shadow of doubt, our most important asset; look after our people, cultivate their passion and meaningful contribution to work, and our people will look after us.
4. How did your education, formal and informal, enrich your career/ life journey?
I went to an Anglican girls school which was very sporty and academic, and me being the polar opposite of that, a clumsy creative, with a non-typical ‘hunter’ type of brain, never felt I fitted in. I scraped through, narrowly passing all my classes. I realised part way through high school that by reading glossy teen magazines I was holding myself to an unrealistic standard that didn’t align with my values. I made the decision to stop comparing myself to others and go by the beat of my own drum. This is a pivotal moment that sticks with me today.
The NZ broadcasting school was far more in alignment with my needs, and I devoured the curriculum which included creating our own radio format Radio Royale (lounge and swing). I was the sales manager and ‘worked on marketing’ as we gleefully ripped off the Ultralounge logo and proudly poured all our hard earned cash into plastering it unashamedly on a static billboard.
The internship at the end of this came with a laughable sum of a salary but provided an ‘in’ to the industry for all my classmates, many of which have had long, rewarding and high profile radio and TV media careers. For me, it was my dream career at alternative rock radio station Channel Z in Wellington.
I’m fortunate to have worked with some exceptional leaders through my life, but the biggest teachers impacting my career have been the number of life coaches, healers, therapists and weird wacky gurus I’ve engaged to helped me unravel and understand my mind.
It’s only the last decade of deep diving into both my shadow and neurochemistry. I’ve learned how to make my brain work for me instead of fighting to fit a different mould. I have been able to truly evolve from that distracted teen with great potential, searching for life’s purpose, into the leader I’m proud to be today.
Special credit to Monique Warshall at the Bigger Picture Clinic for pushing me outside my comfort zone, throwing everything I thought I knew on its head, delivering game changing insights week in week out. Meditational ceremonies based on ancient practises in the hills (which felt at times more like an exorcism than a place of zen), and a multitude of podcasts, books and online courses that help me challenge and reprogramme my mind.
Brene Brown has influenced me significantly, with her ‘Awkward Brave and Kind’ leadership philosophy, one I draw on regularly with my team. Her podcast ‘Dare to Lead’ is a few years old now but still the single most useful leadership resource I have found, with every episode resonating deeply with me.
5. What are some of your key decision change points and how did they shape your career/ life journey?
Having worked the content and promotions sides for what are now Mediaworks and NZME in NZ I fell out of love with radio for a period and left the industry to work in experiential agencies in 2005. I loved the energy of events and bringing brands to life in the flesh in NZ and Australia and threw myself into this work, but radio remained in my heart and always on my mind.
I was grateful to find myself in Melbourne, but was running on empty, burned out and feeling my work had no meaning so I resigned from my agency position, unsure where my career would take me next.
I enjoyed those weeks recharging then, on day one of deciding it was time to ‘adult’ again, I opened up Seek and a radio sales rep ad for a station called Vega jumped out at me. It was the only job I applied for at the time .. and it ended up being the last time I searched for a role, with all my career opportunities henceforth (to date) being presented to me.
Radio sales was a tailor-made role for me, fast paced high energy and fun.
Under the vibrant leadership of Steve Vanderveeken we had a blast, and I loved it, seeing Vega transition to classic rock 91.5 .. however 18 months into the role a spanner was thrown in those works, as I was offered an opportunity I couldn’t refuse. My previous 2IC was in a new business and I was pleased to be his General Manager (Melbourne).. but leaving radio to set up and run a satellite office solo it become crystal clear very quickly that despite a fancy office, title and salary I needed the energy of a team around me, and the way my brain was wired, I needed a high pressure, fast paced dynamic industry.
This move away from radio presented its ultimate gift, as when a sales manager role came up in my own team the new GM Andy Mathers recruited me back into the fold.
Andy in turn landed himself a new role at Geelong Broadcasters, and gave my shoulder a tap soon after. As my partner of the time was building a house in Geelong it all fell into line.
I was initially sceptical about working in a non-metro market but I just followed my gut and the stations exceeded my wildest dreams of what radio could be.
From day one we were family, welcoming, and authentic. The stations hummed vibrantly and offered both support and autonomy to reset the sales models, restructure the inventory and run the team the way I wanted to. The family value was very clear, with staff well cared for. Andy took the business from good to great. He ran a bus we all wanted to be on, where local radio was celebrated and the business ran successfully year in, year out.
I loved my role as Sales Manager for Geelong broadcasters for eight great years, I found despite past incarnations of myself that I would be seeking a new challenge, moving on every year or two, this satiated me professionally. For eight years I loved what I did under Andy’s reign… until about the eight year mark when I started questioning what might be next in store me.
I decided it was time to stop procrastinating, the time felt right so I found a career coach, and locked in an appointment. This call didn’t answer my questions, but I had put it out into the universe and a few days later Andy called me into his office and advised he was leaving. “This role is yours,” he said. “You should apply, you’d make an excellent GM”.
It’s magic the way the universe works, when you stop questioning your value, put those cynical inner voices to rest, trust your gut and just put that energy out, opportunities present themselves. Andy had created a wonderful work environment, and blessed me with the new challenge I was seeking. Three years in, I am grateful for his legacy and the gateway he offered me.
6. What makes you happy? What makes you get up in the morning?
Starting my day with a big, soft, fluffy, purring ginger cat snuggled up on the couch with me, bone broth (with medicinal mushrooms) and a cooked breakfast, turning on the radio and opening my email after a sweaty early morning session at BFT.
Driving to work in fits of laughter, while listening to my quick witted on air teams, belting out the wrong lyrics to my old school faves, getting up to date with what happened in the world overnight, then walking the office floor, laughing or crying with my colleagues about golden moments on air that morning. Yes, sometimes we share a quiet tear … emotion is welcomed not suppressed in our workplace.
Keeping my door open (as much as possible), sharing space and support for my leadership team and other staff as they need me, doing my best to give them what they need professionally and personally. There is nothing more rewarding than having a staff member coming in with a set of challenges, and leave looking physically lighter; being witness to their growth, in their work and as human beings.
I am extraordinarily blessed to be in my position, and at the risk of sounding trite I take my privilege seriously and the part I play in helping my team achieve our mission, ‘Connecting a Greater Geelong and Beyond’.
7. Share your words of wisdom for others in the industry or those wishing to work in the industry?
Get as much real-life experience as you can. Volunteer, get involved with community radio or cut your teeth in an industry with crossover skills, i.e. for radio sales, experience hunting for leads is essential. On air? Start a podcast and seek air checking and advice from those in the industry.
Have a thick skin. Ask for feedback, apply all that resonates but don’t ruminate on any that doesn’t. You alone know your own personal truth, others can only inspire or guide you, and you choose who you want to be. Trust your intuition, it is always right.
Take on all the networking opportunities you are offered, proactively meet new people. Connect and stay connected, it isn’t harassment if you are adding value or seeking genuine pathways. Don’t be shy about asking for referrals, or introductions.
Be self-aware. Detangle any self-limiting complexities. Go to therapy, learn about your triggers, and traumas, dig deeply on any patterns of behaviour that don’t serve you. Give them compassion, not shame, love all our parts, including those that challenge us, be proudly imperfect but always striving to be the best version we can be.
Upskill with podcasts or on audible. When you spend some time driving, mix up your radio listening with an audio book. Books that have truly resonated with me; Atomic Habits by James Clear, Stolen Focus by Yohan Hari, The Let Them Theory by Mel Robbins, Atlas of the Heart by Brene Brown and Burnout by Emily Nagoski and Amelia Nagoski.
Don’t complain about current or previous colleagues or employers, if you have a problem raise it with the person concerned or keep it to yourself. What we say and bring to work has a monumental impact on those around us. Negativity is contagious, as is positivity, we are all responsible for healthy, happy culture in our workplace.
Most of all, tune in to your internal radio, get clear on that frequency, and tune out those that don’t align. Get really clear on your personal values and choose employers, mentors and collaborators with values that mirror yours.
Set your short-, mid- and long-term goals, review them regularly and revise them as they evolve.
8. Describe your vision for the audio media industry in the near future.
Bringing the focus back to live and local radio content; with real people on air reflecting the matters that are important in their region. Authentically connecting, entertaining, informing and empowering each unique local community.
Networks protecting and prioritising local talent, news and on the ground client/listener integration teams, being mindful of how much productivity is outsourced, ensuring cost saving practices don’t come at the expense of local communities.
Nothing beats the energy of live local radio, reflecting community spirit in real time; the hilarity, joy, and sorrow; raw and real radio is both the heart and soul of a town, pumping lifeblood to and from its extremities. In a world becoming increasingly artificial and disconnected, it is vital local radio stations don’t lose this magic, and our essence continues to thrive.
ACRAS-Sydney-2024-K-rock-Football-wins-again.
The ACRAs reimagined… with tight budgets in mind, I’d like to see the industry continue to come together in some way, to celebrate industry and individual achievements and give young talent something to aspire to.
9. What role would you like to play in shaping the audio industry of the future?
A challenge many markets seem to share is the recruitment of high-quality talent. Despite above industry standard remuneration, great team culture and aspirational roles, the talent pool is shrinking.
I am passionate about providing pathways for young talent to enter the industry; offering training and experience for aspiring journos, announcers, and producers wherever we can.
Employment law has made it prohibitive for commercial organisations to offer the same volunteer opportunities my generation had, but we are fortunate to have Directors who are very supportive with regard to internships and cadet opportunities when the fit is right.
My colleagues and I are formulating a plan with support of the business to create a news internship programme with our local universities to assist in bridging the gap that graduates have without real life radio news experience so we can protect the industries talent bleed.
These challenges apply across many departments, and I am extremely lucky to have a solid team of high performing people – programmers, music directors, marketers, promo gurus, on air talent, creatives, engineers, digital enthusiasts and sales team who has smashed 13 local budgets in a row.
Our business is healthy and people are happy (average workplace satisfaction score of 89%), so it’s my hope we can continue to fly our flag high, and see the industry trend back to live local radio, preserving job opportunities and creating better pathways to enter them.
10. Is there anything else you’d like to add?
I check my privilege daily with gratitude for the people and path that has led me to where I am now. To be trained on cutting and splicing carts, playing records and filing CDs, and now to be able to listen to our stations anywhere on our station app, get broadcast quality voice notes from clients and listeners as AI sorts my email and the business continues to perform.
The industry has seen such thrilling changes alongside its challenging ones. As I see widespread redundancies and offshore integration today, I remember how it felt to be made redundant due to hub networking 23 years ago.
With more than 100 years of evolution, the game continues to change, we see cycles end and start anew and radios resilience continues to shine through.
Whilst we can’t see the next 100 years as clearly, with new collaborations, different ideas and inspiration, we will continue to make mistakes and learn from them, but if we stay focused on our own internal radio and keep that dial finely tuned to our uniquely personal frequency it will steer us through a future beyond all our wildest dreams.
GBEA-Business-Leader-Presentation-2025
Series compiled by Serena Ahern for radioinfo.
If you have a suggestion for someone to be considered for this series, please send a note to [email protected]
Previous articles in this series:
Wisdom of Women in Media: Andrea Ho, Discipline Lead Radio & Podcasting, AFTRS
Wisdom of Women in Media: Emma Lawson, Platform Specialist, ABC
Wisdom of Women in Media: Millie Starling, Content Director & EP, SAFM
Wisdom of Women in Media: Archana Kapoor founder Radio Mewat
Wisdom of Women in Media: Justine Kelly, Manager Audio Output & Strategy, ABC International
Wisdom of Women in Media: Manpreet Kaur Singh, SBS Audio Program Manager
Wisdom of Women in Media: Cheryl Lee Co Founder and Manager Rebel Radio Network
Wisdom of Women in Media: Rebecca Ackland Chief People & Culture Officer SCA
Wisdom of Women in Media: Helen Tzarimas News Reader and Journalist Gold 101.7
Wisdom of Women in Media: Amanda Lee, Head of HIT Metro Content/Fox FM Content Director
Wisdom of Women in Media: Kim Napier, Breakfast Presenter ABC Northern Tasmania
Wisdom of Women in Media: Megan Smith, Senior Producer Gold 101.7
Wisdom of Women in Media: Laura Bouchet, Content Director Triple M
Wisdom of Women in Media: Lauren Joyce, Chief Audience & Content Officer ARN