It’s almost International Women’s Day, a time to celebrate gender differences, achievements both personal and career focused, plus pay it forward by helping others.
The series, Wisdom of Women in Media explores the career and personal journeys of women in the audio media industry. The aim of the series is to reflect on the wisdom they have gained and to share their hopes for the industry.
Many thanks to the twenty one women who shared their stories in Series 1. We’ve had a cross section of women in different roles, career stages, diverse backgrounds and organisations, based in Australian regional areas, cities and internationally. Your stories and collective wisdom are appreciated and provide insights on navigating a career and life in changing media climates.
Many thanks also to our readers for suggesting some of these women. Please also email me with recommendations for this next series.
In Series 2 the first profile is Siobhain McDonnell who, after establishing her career in radio, took a break for overseas travel, which became a catalyst for diverse career opportunities. She is now Content Manager of 4BC, in the Nine Radio Network.
1. Describe your current professional life and your stage of life.
I am the Content Manager of 4BC Brisbane, a role that I have been in for two years after a career across multiple networks both here and overseas in different Executive Producer roles. I oversee the day to day production and programming of five local shows coming out of Brisbane and the general running of the radio station. We’re live 5.30am-6pm weekdays which is becoming a rarity in radio stations so we are kept busy!
It’s been a big transition into my first management position, locally overseeing several show and structural changes within the station. I strongly believe it’s an exciting time in our business and in the industry in general. AI advancements, off platform distribution, digital growth, there is so much more to consider and explore day to day than just the linear output which makes every day different and I’m loving the challenge.
‘Off air’ I am in a blissfully chaotic stage of life. I’m a mum to two young girls (4 and 2) so I spend my time away from the station making Bluey puzzles and learning K-Pop dances.
2. How did you come to be in this industry?
I used to say a series of fortunate accidents. Looking back lately though, I think there was a budding passion and interest from early days. I used to make radio shows growing up using our house phone and its speaker system. My parents were always turning off my radio long after I fell asleep listening to the Hot30. I remember distinctly when 973fm launched in Brisbane and I was an excited 11 year old telling my parents the difference between the new music format on 973fm and the then 4KQ. So you might say the signs were there.
I went to university to study journalism and found a community radio station advertising at the UQ Open Day and decided to go in and start volunteering. From that moment I was hooked.
3. What are your core beliefs? How are your values evident in the work you do or the life you lead?
People first: radio is a people led business and we’re dealing with personalities, opinions, real stories and creativity on a daily basis. If people are overly stressed, under intense pressure or scrutiny, there is no room for creativity to grow. Culture drives product, and when staff love their workplace and their job, you can hear it on air.
Lead from the front: I would never ask someone to do something I wouldn’t be willing to do myself. No one is above getting in the trenches when it’s required.
Kindness is not a weakness: As I progress further in my career I’ve realised my empathy is my strength as a leader and not my weakness. Criticism and feedback is essential in a workplace, but the delivery is important and has an impact.
4. How did your education, formal and informal, enrich your career/ life journey?
I studied Journalism and Arts at the University of QLD and while the degree was great, it was the people I met along the way that are still close friends and colleagues today that made it worthwhile. However, it’s my education in the workplace that has enriched my career the most.
In terms of mentorship, there are far too many names to mention honestly. I’ve been so privileged to work with some incredible people over the years and every team I’ve worked with has taught me so much.
Some honourable mentions have to go to Ruth De Glas – my first EP who taught me every element of radio production and storytelling, and also how to balance breakfast hours and life (a skill that came in handy for 15 years).
Clint Drieberg who took a chance on an Aussie accent and helped me forge a career overseas. Jack Ball and Abi Benaud – a formidable content team that taught me that empathy is one of the most powerful management skills you can have, and that no idea is too big.
There were detractors along the way, some tough conversations, some airchecks that I look back on now and just shake my head… But the detractors are the ones that make you stronger as a person and in my case, as a producer, so I thank them for their criticism but don’t dwell on it.
5. When did you stop, take a break or try something different in your career? How did this change impact you?
When I was in my mid 20s I had already been working full time in the industry (doing brekky hours) for years and I was being considered for a fairly prestigious producing role. I decided to take myself out of the running to go travelling overseas, something I’d always wanted to do but hadn’t had a chance, due to work.
I went overseas, travelled for months and inevitably missed radio. I ended up landing a job in Dublin, Ireland and working in the country for four years. That overseas experience proved invaluable both professionally and personally, and it only happened because I strayed from what would have been perceived as the ‘right career path’.
I said yes to every single opportunity thrown my way. Straying from the ‘path’ led to me covering general elections, BREXIT, referendums, being involved in content that changed national legislation and diversifying my skillset to include newsreading and co-hosting a capital city breakfast show.
6. What makes you happy? What makes you get up in the morning?
In a practical sense, my girls make me get up in the morning – I haven’t had to use an alarm for years.
In a philosophical sense, any quality time I get to spend with my two girls and my incredibly supportive husband is my happy place.
In terms of broader satisfaction and what drives me – it is the privilege of getting to do this job. The old adage ‘choose a job you love and you’ll never work a day in your life’ is, in my case, genuinely true. Every day I am driven to help a team deliver the most up to date news, the best analysis and most importantly companionship to the people of Brisbane.
The power of talk radio is like nothing else – the opportunity to help people connect and create impact in people’s day to day lives is definitely not one I take for granted. The team at 4BC is also absolutely one of the best in the business. We have such a brilliant, driven, fun team in this building and they make coming to work every day a pleasure.
7. Share your words of wisdom for others in the industry or those wishing to work in the industry?
Try everything. Say yes to every opportunity because you don’t know where it might lead. This industry is so diverse but so interconnected and every different role only adds to your experience.
Embrace technological advancement. The audio landscape is changing every day, don’t be stagnant, continue to upskill and take the time to embrace what’s coming, not shy away from it.
Speak up. The only bad idea is the one that isn’t shared.
Audience first. Whether it’s a radio show, a podcast, a bulletin, a youtube series. You have to keep your audience and their experience in the front of your mind always. They are the reason we’re all here.
8. Describe your vision for the audio media industry in the near future.
Local connection is radio’s superpower, but innovation is critical for its survival. My vision for the audio industry is that it must continue to serve as the intimate, trusted heartbeat of the communities it represents, whilst transitioning away from being solely reliant on our AM and FM frequencies.
By removing the barriers of platform and meeting the audience wherever they choose to listen, we ensure that the unique, human connection of live audio remains relevant and indispensable in a digital first world.
9. What role would you like to play in shaping the audio industry of the future?
Given this series is called Wisdom of Women in the Media, I’ll answer based on how I’d like to shape growth in that particular space.
I hope to be a mentor for future radio leaders, but particularly for women who are striving for management or on air positions in our industry. The work / life juggle is never ending, the elusive balance is hard to come by (I’m not convinced it exists), and if you throw parenting into the mix you will absolutely rely on your passion for your job to get you through some days.
I’ve been lucky to have a wonderfully supportive management team in Greg Byrnes, Tom Malone and for the last couple of years Kylie Blucher from NEC in my current role, who have mentored me in my early years of balancing management and motherhood, which I would like to pay forward in future years.
I got promoted to this position when I was in the final weeks of my third trimester expecting my second child. Whilst it absolutely should not be the case, I was somewhat conditioned to be shocked that the company was investing in me as an employee and as a future leader, given I was about to go on parental leave. I would like to continue to invest my time in the support and mentorship of female leadership in the workplace, so that perhaps in the future if someone finds themselves in that same position and is offered a promotion on the cusp of parental leave that it won’t come as a shock to them.
In the general day-to-day running of a radio station and the wider part it has to play in the audio industry of the future, I want to continue to champion live and local content and ensure that it remains relevant and valued as our industry continues to evolve.
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 the 2025 series of Wisdom of Women in Media:
Wisdom of Women in Media: Citra Dyah Prastuti, editor in chief, KBR
Wisdom of Women in Media: Sharon Taylor, Chief Revenue Officer, Triton Digital
Wisdom of Women in Media: Erica McGee, Group Content Director, Triple M & Hit
Wisdom of Women in Media: Rachel Patterson, General Manager, Geelong Broadcasters
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