In the latest in these popular series of features we speak to... DEE MACDONALD Founder, Dee Macdonald Consulting
Did you always envisage a career in the Media industry?
When I started at University I was studying history and rather quickly I realised it wasn’t for me. I switched to Psychology and Public Media- a new brand new course all about radio & tv production, PR and marketing…I’d found my fit and knew right away thats where I wanted to work.
What has been your career path so far?
I’ve had some amazing roles working for Land Rover, Bauer (radio & television), our now King- then Prince Charles at the Prince’s Trust, a global humanitarian charity all of which lead me to set up my own PR/ Marketing consultancy: DMC.
What have been the biggest challenges you have faced so far?
The media changes every day- keeping up with it is a challenge. Back when I was a student the internet was just becoming popular, by 2005 social media began in earnest and since then its been a full on assault of the senses! You no longer have to wait to publish a press release out to your media list- you can just get it out there on socials. You can organise an event on Facebook, have a debate on Twitter and ‘Be Real’ everyday capturing images that are shared with your networks. As a media consultant you’ve gotta keep up!
Who do you most respect in your industry?
Caitlin Moran and Tina Brown both get my respect for being strong opinionated women in the media, as does Anna Foster (BBC Newcastle) who has been on the radio for over 20 years and is still a brilliant broadcaster. However my deepest respect goes out to those who branch out by themselves and make it work.
Which fictional media character can you most relate to?
Patsy Stone darling!!
What are you currently working on?
For the last eight months I’ve been working on a project with, …and I still cant believe it when I say it, His HolinessThe Pope. During lockdown a groundbreaking film was made that featured unprecedented access to Pope Francis, providing an intimate look at a global leader who approaches challenging and complex issues with tremendous humility, wisdom and generosity towards all. I was asked to help promote the film across Europe and roll out the curriculum to schools globally. Its been a once in a lifetime opportunity and I feel eternally grateful I got the gig!
I’m also working with my ongoing clients who include NE Youth, North East Youth Alliance and Siren Films- all of them are great organisations which Im proud to represent.
What is your greatest strength?
I’m a communicator, I’m creative, enthusiastic and determined.
What is your biggest weakness?
Asking for help – sometimes I can be too much of a strong, independent woman!
What has been your proudest achievement?
Having my son – becoming a mother changed everything for me.
What are your remaining career aspirations?
I want to continue working with people and organisations I believe in and that make a difference. I always wanted to be a presenter on MTV when I was younger…I’m guessing that’s not going to happen now!
How do you see your industry evolving in the next 10 years?
As we march towards the Metaverse in next 5-10 years I’m sure there will be more merging of the digital and physical world with immersive experiences becoming the norm. Get those VR headsets ready! I’m hoping that that the media regains some integrity and the art of storytelling is not lost in click bait and sensationalism!
