Louise DiFrancesco

Louise Di Francesco

I have had more than 30 years' experience in the media, first as a news print journalist and magazine sub-editor and editor, and now as a Corporate Communications consultant who has founded one PR agency and co-founded a second agency.

It is fair to say I am - and always will be - obsessed by media, online and offline. I read, listen to and watch every type of media I can every day and I absolutely love my job!

I have managed a wide spectrum of clients from all industry sectors, providing skills such as corporate communications, media and public relations, internal communications and issues and crisis management and more recently, content creation.

During this time, I managed a number of Australia’s largest news events, creating millions of dollars of national, state and local media coverage for a wide variety of clients.

My clients spanned multiple industry sectors including travel, tourism, telecommunications, data centres, technology, exponential technologies, construction, retail, entertainment, not-for-profit, hospitality.

My key strengths are: Liaising and managing media across all channels in challenging environments. Leveraging personal contacts. Excellent verbal and written communication skills. Engaging investor and stakeholder audiences. Always able to succeed by communicating key messages in multiple markets. Decisive, enthusiastic, leader, innovative thinker, creative, responsible.

my core skills

Corporate Communications

Media Relations


Content Creation

Issues and Crisis Management

Q & A

Whats the best thing to happen to you in your career to date?

Without doubt, my clients. I have blessed to work with an amazing number of people from all industry sectors and manage some of Australia's highest profile events. I am a media junkie so being able to guide companies through the maze that is now online and offline media is like gathering pieces of a jigsaw puzzle to make a complete picture. I love my job and tackle each campaign with enthusiasm and energy.

What does a typical work week look like for you?:

I am extremely disciplined about my workday. It always begins by reading the four newspapers - The Australian, AFR, SMH and the Daily Telegraph - before 7.30am and emailing relevant stories to clients and contacts. I then check social channels and email alerts. I also have one television on the Today Show, another television on Sunrise and 2GB or 2BL on radio. This is all done before 8.30am. Did I mention I am obsessed by media? At 9am, I go to my office and work till 5pm, five days a week. I respond to client issues, hold client meetings and briefings. Most days, I block out a chunk of time to manage content creation. I am always available to clients 24/7 and very mindful of immediate response times. At 5pm, it is C10 news; 6pm is flicking between 7 and 9 news bulletins; 6.30pm its SBS news; and 7pm is flicking between ABC news and ACA.

Describe your working environment in a few sentences..

I have a home office at Coogee...my office also moves quite regularly to the fabulous beachside venues nearby!

What sets you apart from other freelancers in your industry?

A unqiue combination of experience in both the media and PR, reliability, innovation, a keen news sense, contacts, availability, can-do attitude with no BS and a great sense of humour!

What are the tools of your trade?

My contact book. It is invaluable.

Do you collaborate with others? If yes, how does that works?

Most of the time. My work ethic is collaboration whether it is with the CEO, the marketing department, internal comms people, representing a company to other marketing/comms people. It is constant and most of them become personal friends.

Whats been the biggest freelancing lesson to date?

Ride out the lows without panicking!

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