Sarah Cannata

Sarah Cannata Pty Ltd

I’m a passionate wordsmith, a Public Relations (PR) consultant and the founding editor of This Woman Can, an online community, newshub and digital magazine for women and young people. I began my business after a supposed ‘dream job’ didn’t quite go to plan. This made it the perfect time to leverage off my strengths, including my ability to work autonomously and to build something from scratch. What I love most about being a freelancer is that I can structure my days, my way - I no longer feel like a body at a desk from 9am to 5pm. I love being able to go to the gym if the words aren’t flowing (and I’m not working to deadline of course). I’m also a Huffington Post contributor and an international bestselling author. I’ve been published widely in print and on websites such as The Age, The Motherish, The Daily Muse, Women’s Agenda and have helped my PR clients to get featured in the likes of the ABC, The Herald Sun, The Guardian and SBS. I’m also about to get my first picture book published. This Woman Can is an online newshub and digital magazine that helps young people and women to realise and maximise their career and life potential. We do so by allowing women to connect in a safe, online environment and to share their stories and experiences – both the good and bad ones. My mission with this site is to enable our readers to tap into their collective power so that they can help one another to realise their dreams and discuss their fears in a supportive environment where they can get the help they need to create the future they deserve. I founded This Woman Can when it became clear that I had hit rock-bottom in my own career (back with ‘the dream job’ incident). I embarked on a search for information and resources that could help me to survive and thrive despite the challenging situation I was facing at the time. It was a real struggle to find voices and people that I could relate to, which inspired me to create that very platform for other women in This Woman Can. Through This Woman Can, we’re filling that gap and creating a space for girls and women to feel supported and empowered in career and life, regardless of what that means to them. We’re still growing but I know that this has the potential to be a powerful platform for women who want to connect, share and grow together.

my core skills

content creation



working autonomously and to deadline

not for profit

Q & A

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

Realising that I can make a living by running my own business.

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

There really isn't a typical working week for me. It depends what projects I have going - if PR is in the mix, that's fairly time consuming and I'll tend to focus my energies on that. With other work, I can work it into my day and then spend any leftover time on my own projects.

Describe your working environment in a few sentences..

I love working from home as it's the place I know I'm the most productive. There's nothing better than sitting in silence, opening up a new Word document and letting the words flow. I keep lavender oil on my desk for more stressful moments (everyone in PR has them) and pictures of my holiday to Malta.

What sets you apart from other freelancers in your industry?

My ability to work to deadline and turn a short brief into an engaging piece of content. I'm focused and I go out of my way to keep my clients happy.

What are the tools of your trade?

My laptop, desk computer, an internet connection and a note pad while on the move.

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

Yes. I've collaborated with web companies on numerous occasions - they usually like to handle the communication with the client and I focus on the writing side of things. While I work really well autonomously, I also adapt to working with others well. I'm happy to admit that I have a no-nonsense approach.

Whats been the biggest freelancing lesson to date?

Boundaries: know what they are and stick to them. Otherwise, it's a bit like being a doctor and being on call 24/7. As a creative person, I find a need a lot of time alone and in my own headspace. So I'm trying to get better at minimising my time on social media and taking proper breaks where I can switch off.

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