By Cody Giunta
When you think about media careers, the conventional path is to study journalism at university, ply your trade in community media, and use these experiences to end up in a major media organisation.
But what about people who do a different degree and somehow make it into those big media organisations, then decide to take their skills back into the world of community media to help those trying to make their break and have a media career?
Paula Kruger is one such person. After a combined 20 years at the Australian Broadcasting Corporation in various television, radio and talent-mentoring roles, Kruger pivoted into community radio as managing director at 2SER.
Her journey is far from typical. While studying for a History and Anthropology degree at the University of Western Australia in the early 1990s, her inspiration to get into news media struck after reading reports by Aboriginal activist Pat Dodson.
“I knew that I wanted to get into media and particularly news media. Mainly because one of the things I studied in anthropology was the Royal Commission into Aboriginal Deaths in Custody,” Kruger said.
“There was a particular chapter that I was looking at, which looked at the role of media and the connection between the relationship between police and media. So it was an issue that energised me quite a bit.”
But that first step to a job in the Australian media scene fell on shaky ground. Perth’s community radio scene of the early 1990s was challenging for anybody not already in the local media bubble to break into. Instead, Kruger’s path took her on a four-year detour to Thailand, where she had her first job in military radio. Eventually, though, she came home.
“It took me about a year to break into the industry, back in Australia, because it was very hard to get your skills overseas recognised,” she said. “But then I managed to get into a cadetship role at the ABC. And then it all just went from there”
As the national, government-funded broadcaster with over 4000 currently active employees, there are many roles within the ABC. But it also operates in an ever-changing and disrupted industry. It can be a daunting environment. But it didn’t deter Kruger.
“When you’re with an organisation like the ABC, you can have the security of working for the same organisation … but if you’re the kind of person who likes opportunity, you can also move around quite a bit and be challenged and continually develop.”
Foreign correspondent, network editor, and radio presenter are just some of the roles Kruger moved into, before her final role as a talent manager.
Though it offered a chance to steer the ABC’s household names and mid-career professionals, it was the budding media hopefuls that Kruger enjoyed working with the most. Because she knew what it was like to try to find your feet in the Australian media landscape, especially those outside the bubble with no industry connections.
It’s an even bigger challenge to find paid, fulfilling media work with such a background. Helping to cultivate these kinds of people, along with the prospect of a fresh challenge, is what led to her stint as the station manager for 2SER.
“I found them to be the most interesting people. They’re from diverse backgrounds. They have different assumptions about the media than the more established [people] … And so, all I really did when I moved from the ABC into community radio was to move a bit further up the talent pipeline,” she said.
“So instead of being the recruiter, you can go one further back and be part of the ecosystem where you’re involved in universities, you’re involved in community radio and be where those people are coming through.”
There are, of course, key differences between the ABC and 2SER. The ABC has over 4000 employees, while 2SER has just over 200 volunteers. One has multiple departments within departments across every state and territory, and the other has two offices in Sydney. Despite these challenges, community radio still produces programming and media professionals every year and has its own community.
“You’re never alone. And so people in similar roles to me in other community radio stations, they’ve got your back,” Kruger said. “They’re flat out as well. They feel like ‘Oh, I don’t know what I’m doing half the time’, but anyone who’s been there just a little bit longer than you have always remembers what it’s like to start out, and they’re always willing to support you.”
Ultimately, it’s those who are volunteers and those looking for their first real break that can benefit the most from the support of experienced professionals.
“I know what it’s like to be on the outside, and I’ve never forgotten how hard it is to get in. And I think that’s a really important thing to carry with you throughout your career.”
Featured image: 2SER Managing Director Paula Kruger. Artwork: Cody Giunta
