In our continuing series, we highlight the work and contributions of Engineers Australia staff.

For the latest edition of Membership Matters, we chat to Lisa McKoy, Engineers Australia’s National Media Manager on driving advocacy, working with journalists and discussing what makes a perfect spokesperson.

In its 100-year history, Engineers Australia has helped bring to light how engineers and their work has helped change the way we live our lives for the better.

Yet many of their stories remain untold and their knowledge rarely sought after.

In recent years, engineers are becoming a louder and more prominent voice in the public domain and the media, bringing their valued technical expertise in a world that’s rapidly becoming more complex.

It’s now more important than ever to have savvy experts who know how to make sure that engineers are being heard.

For Engineers Australia, that savvy expert is National Media Manager Lisa McKoy. Lisa spends her days understanding where the day’s issues are heading and making sure Engineers Australia is involved in the conversation where relevant.

Every day is different for Lisa. Media interest is entirely dependent on news cycles, emerging incidents and trending events.

This makes it a tough job to catch the attention of journalists – especially when topics can quickly become technical and complex for a layman audience.

 Lisa says it’s her job to understand where Engineers Australia policy and position fits into the conversation and at the same time help get a message across that’s relevant to readers and viewers.

“Our media strategy must align with our purpose, our vision and our plan. Energy, infrastructure, and technology and industry are key themes, as is the importance of maintaining a strong pipeline of engineers,” Lisa says.

“We do provide comment and expert advice on other areas of engineering, but these key pillars determine our outreach focus.”

Lisa works with journalists to understand their story and what information they might need – typically with very tight turnarounds.

Sourcing the ‘talent’

The next challenge would be to source spokespeople to front radio interviews, talk to a TV panel or record an interview for a written piece.

Lisa works across the organisation to source information and experts. This includes working with the CEO’s executive team on briefs and media opportunities, and the Learned Society for connections and advice.

“The media requests we get from media for technical comment are so individual and specific that it often takes a lot of calling around and referrals before you find the right person,” she says.

Scheduling and securing a voice for the story is only half the battle. A big part of the job is to make sure members or EA staff are prepared.

This doesn’t just mean that the interviewee understands the topic but also that they know their audiences.

The makings of media savvy experts

Lisa says there are typically three qualities that make a great spokesperson: informed, articulate and passionate.  

“They know their stuff, convey credibility and do their homework before an interview so they have key messages down pat and are prepared for curly or unexpected questions and can adapt to different scenarios,” she says.

“But also, they think about the audience they are communicating to. If they can also speak with an energy and level of enthusiasm that engages the audience and keeps them listening and watching – that’s also a good start.”

Lisa says getting members to share their stories and insights through the media ultimately helps to “demystify and contextualise the profession” in ways that will inspire a new generation of engineers.

“The obvious benefit of media exposure is that it builds our brand and drives awareness of the organisation and the profession. But there’s so much more to it than that,” she says.

“A strong media presence is a powerful advocacy tool. The media is hugely influential; it can shape public opinion, drive policy and affect social change.”

Changing times bring in new challenges 

But there are a lot of variables Lisa can’t control when it comes to media management. Outside influences such as social media and the fragmenting of the news business make it a challenge to keep a message on track. 

“The days of controlling the message are long gone,” Lisa says. “You can shape it, you can position it and you can steer it, but social media and an audience’s ability to analyse and respond to content publicly means that messaging is not a one-way street.”

A way that Lisa can tap into conversations within the public domain is getting on the front foot.  

“Being proactive in providing media with timely, relevant comment and access to spokespeople helps drive our messages,” she says.

“We are currently very active - and visible - in the media in respect to Mascot Towers, Opal Tower, flammable cladding and PI Insurance, which are all major national stories that deeply impact engineers and the engineering profession.”

These stories have resulted in reaching hundreds of thousands of people in an instant.

But being on message and remaining focused on key policy topics can sometimes mean other smaller or less topical issues go without an engineering voice.

Lisa says engineering is a big industry and at times it’s almost impossible to have a say on every issue.

“I would love a dollar for every time someone asked, ‘Why aren’t you commenting on X,Y or Z?’.  We need to be strategic and smart about media outreach,” she says.

“We are not going to be quoted or interviewed on every issue that we put our hand up for, that’s not the way media works. We need to focus on areas that are a) relevant to our broader membership and the profession and b) newsworthy.”

Lisa says she’s always willing to chat with members who can provide their advice and expertise and encourages members to get in touch.

“I think it’s important that we have a diversity of voices that reflect the diversity of people in the profession,” she says.

“Engineers play a critical role in shaping our world, so it’s vital that we are a part of that public conversation. We want our knowledge, expertise and ideas to be represented, valued and utilised.”