In this ongoing series, we highlight the skills and expertise of publicists within our AACTA membership as part of the Media & PR Chapter.* We invite them to share tips, tricks and insights borne of long experience in our particular industry. You can read our past posts on publicists here and here.
In this instalment, we turn the spotlight onto Teri Calder, Media & Public Affairs Manager at Screen Australia, the key Federal Government direct funding body for the Australian screen production industry. As well as funding film and television, Screen Australia also supports and promotes the industry through various other programs and initiatives.
In this Q&A, Teri Calder talks about her training and experience, and gives us a glimpse into her day to day work. At the time of the interview (in early September), Teri’s work with Screen Australia focused on highlighting the great achievements of Australia’s Indigenous filmmakers – holding a parliamentary screening of The Sapphires, launching an Indigenous screen employment program, and celebrating the news that a new Indigenous film, Satellite Boy, had been accepted into a major festival.
AFI | AACTA: Can you tell us how you arrived at the role of Media & Public Affairs Manager at Screen Australia – your past experience and training?
Teri Calder: I studied journalism and one of my first full-time jobs was at the FFC (Film Finance Corporation), employed as the policy and public relations assistant. That was way back in 1994. I was there for two years and then left the film industry and went to the Non Government Organisation sector working in communications, advocacy, project management and fundraising. During that time I completed a Postgraduate Diploma in Communications and Social Inquiry from UTS (University of Technology, Sydney). I then returned to the film industry about seven years ago and worked on a couple of documentaries in development and as an associate producer. I worked freelance for a couple of distributors across the business in distribution, publicity and marketing. During that time I also worked as a senior communications consultant for a PR agency that serviced the AFC (Australian Film Commission), so I had experience across a few tiers of the industry before arriving at Screen Australia.
What are your key duties and responsibilities? Can you describe what an average week looks like in your job at Screen Australia?
My job is to implement communications that assist the agency in implementing its programs and strategic agenda. It is also to reinforce a shared understanding of the agency’s activities, purpose and functions across our key stakeholder groups. There are no average weeks in this job! For example, [at the time of this interview in October] last week involved working on a press conference in Canberra announcing the Media RING Indigenous Employment strategy, which was followed by a parliamentary screening of The Sapphires with some of the key cast and crew.
We also showcased the extraordinary talent of Indigenous Australians working both in front of and behind the camera and the work of Screen Australia’s Indigenous department to Parliamentarians with this inspiring reel:
On top of that, last week involved writing and issuing several media releases announcing our latest documentary investments and announcing Catriona McKenzie’s wonderful film Satellite Boy had been accepted into Toronto International Film Festival. We’re always thrilled when a film gets into a major A-list festival. This is a huge achievement for the filmmaker and a great launch pad for the film into the North American Market.
Then there’s all the follow up involved with those releases – talking to journalists, lining up interviews, answering emails, etc. I haven’t even mentioned the day to day stuff. Let’s just say I keep very busy in the job.
Who are the key groups you are communicating with?
The most important key group I’m communicating with is the screen industry. It’s crucial that our programs and initiatives are clearly communicated and promoted to Australian screen practitioners. Of course we’re also communicating to government, media and other groups depending on the issue.
Screen Australia is the key Federal Government direct funding body for the Australian screen production industry. How does this affect the kind of PR you do and the sorts of information you share?
As the Federal Government’s key screen agency our job is to implement the policy of the government and part of my job is to ensure that these policies and programs are clearly communicated to all our stakeholders.
What are the most satisfying aspects of your work, and the most challenging or frustrating?
I take great satisfaction from seeing the programs we fund achieve success and being able to promote that widely. The challenge of the job is always to present the human face of the screen agency and to make sure filmmakers understand that we’re open for business and that our business is supporting filmmakers.
One of the services we find most useful about the Screen Australia online media room is its up-to-date coverage of Australian film and television successes abroad (festival wins, awards, etc). Is it a challenge to update these in a timely manner, especially given time and language differences of a lot of the international festivals?
We have very good relationships with the festivals and are in close contact with them around film announcements so it’s relatively easy for us to coordinate issuing these communications quickly, although time differences can be a pain. Everything is so immediate now so you have to be on top of it.
As a member of the new Australian Academy of Cinema and Television Arts within the Media and PR Chapter, what would you like to see your chapter achieve through AACTA?
Repositioning the discussion around the success of Australian films beyond the local box office share.
Thanks for your time Teri, and we look forward, as always, to receiving your press releases!
You may also be interested in:
Screen Australia’s Media Releases.
*The Media and PR chapter of AACTA is one of the 15 chapters of accredited screen professionals which constitute the Australian Academy of Cinema and Television Arts. This Media and PR chapter encompasses A-list agents, film writers, critics, marketing specialists and publicists. It’s this latter group of publicists that we’re showcasing in this new blog series.