Media Matters: Lisa Allan, The Guardian Australia.
Update February 2023
Lisa is now the editor at the Newcastle Herald.
Lisa Allan was the assistant news editor at The Guardian | Australia when we spoke to her. She is now editor at The Newcastle Herald.
With more than two decades of experience in print media and online media in Sydney and Newcastle, Lisa sat down with Peak Presenting director Craig Eardley to share her tips for people looking to get their individual or business' stories into the media.
Tell us about your career in the media
After university, I began my journalism career in regional newspapers, first on the mid north coast, then the Hunter region before moving to Sydney, where I worked for four years for Australian Associated Press writing, editing and eventually as part of the Sydney court team in the dungeon-like office of the Supreme Court building.
I eventually returned to the Hunter, taking up a production role at the Newcastle Herald, where I stayed in a variety of roles for 13 years, finishing as senior deputy editor at the start of 2020.
I am currently assistant news editor at Guardian Australia, looking after reporters, commissioning stories, editing and assisting with the day to day running of the news website.
Do you have a favourite or most memorable story?
Goodness that is difficult. As a reporter I am extremely proud of my series on PTSD in the emergency services, which was a finalist in the Kennedy awards for excellence in journalism.
But as an editor I am very proud of the campaigns I have been privileged enough to be part of. The Newcastle Herald’s role in the establishment of a royal commission into institutional abuse and The Guardian’s covid deaths series are great examples of important journalism that makes a difference.
But it is also the lesser known stories that have a huge impact. Years ago I covered the funeral of a young boy who died lost in the bush and that has stayed with me, as has the playing of a triple 0 call in court where a mother was on trial for the death of her baby. It's the raw emotion of real people that has the biggest impact on reporters.
What makes a good newspaper story?
Human interest. People want to read about things they understand and can relate to. Issues that affect people in their everyday lives. And also the bizarre. The Guardian’sexperiences section is very well read for this reason.
Media release or pitch?
Definitely a media release. I can call you if I need further detail.
Your pet hate/thing people should avoid doing when working with media?
Repeated calls. Calls late on a Friday (very hectic time for newsrooms as people prepare content for weekend). Pitches that are irrelevant to the publication's audience.
Your top tip for people to gain media coverage?
Know who you are contacting and make sure your pitch is relevant and newsworthy. If you can’t find a decent news angle, there isn’t one. By constantly pitching irrelevant stories you run the risk of your relevant story being ignored.
How do you relax outside of work?
I love travelling, reading, wine and spending time with my friends and family. I also love the sea and scuba diving.
Lisa and her colleagues are always happy to get a relevant and interesting media release from you.
Email news@newcastleherald.com.au.