Member Spotlight - Hallie Donkin
This month we're getting to know one of our newest IABC NSW members Hallie Donkin, who describes herself as a "serial enthusiast."
How does your role in communication contribute to your clients?
The fantastic team I’m part of has a focus on creativity with impact. We come in with the creative spark – we ideate, pitch, create, measure – all the usual stuff that we all love. But before that we bring curiosity to the table, to make sure we understand and can address the client’s goals and the audiences’ or stakeholders’ needs – that we’re not doing anything just because it’s always been done. We’re those annoying folks who hear a brief and don’t just think ‘but why?’ – we also say it out loud.
What aspect of communication do you most enjoy, and why?
It’s that thing above – being annoying. I love asking questions, understanding the client, and their goals, knowing their stakeholders, and working with the client and the Mahlab team to plan beautiful campaigns with impact. And I also absolutely love being on the ground – briefing at an event, building an email, hustling talent, polishing copy. I’m a serial enthusiast – I try not to control everything, but I’m here for it all.
What do you think is the biggest challenge for professional communicators?
I think we all have our own biggest challenge – mine might be relinquishing control. One broad thing that’s getting tougher for communications as a whole though is getting our messages in front of our stakeholders in earned channels. Over the past decade our colleagues in marketing lost sleep over channel proliferation – we’re well past that point now and the word ‘exponential’ springs to mind when we think about how channels are multiplying. Our stakeholders and audiences, and their attention, are spread thin, and reaching them where they are is tough. The answer sounds obvious – knowing where those stakeholders are and what they care about, and getting creative about how we package our messages to grab their attention. Doing it well is our challenge – it’s a satisfying challenge to have.
If you could add a superpower to your team, what would it be, and why?
I want Helen Parr, Elastigirl, from The Incredibles to sit next to me – she can see (and reach) around corners, but her ability to thrive in ambiguity makes her a superstar. She can probably introduce me to Edna Mode too, so that’s wardrobe sorted.
How does IABC NSW membership help support you in your career?
I appreciate this welcoming, collaborative community so much. I’ve met people who have generously shared their expertise, and people I plan to work with. The day after a recent IABC event, I walked into a briefing call and used the lessons I’d learnt the night before. I’m telling everyone to come to IABC events now.
What advice would you give a comms professional just starting out?
Be curious. Ask questions, be interested in people and be adaptable.
