If the media come knocking - make the most of it

My heart ached listening to a mum on 5Live this morning, desperately searching for the discontinued Metanium cream for her son George, who endures pain from pressure sores and blisters due to his disabilities. While Gordon Smart encouraged her to "tell her story," Hilary's heartfelt recount became a history lesson instead of a powerful call to action.

I know it's hard and I realise it can be overwhelming for anyone in that situation when fuelled by raw emotion and desperation. But it’s a reminder that when the media spotlight swings your way: use the platform wisely. If you have a cause, a plea, or a demand, just cut through the noise. Speak directly to your audience, not just the journalist: you're not there to educate him or her. Make your appeal clear, urgent, and actionable.

I hope Hilary can track down further supplies of the medicine for her son - and let this be a lesson for all of us: seize the moment and make it count!