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Director – Media and Communications

Malcolm Cole Headshot

Malcolm is highly regarded as one of the country’s leading media and communications consultants, working with major state and national clients across government, private and not-for-profit sectors for more than a decade. 

A former Ministerial Adviser in the Howard Government (Minister for Ageing and the Minister for Foreign Affairs) and political journalist, Malcolm provides expert strategic and tactical business advice and is regarded as a calm and precise manager of crises and complex issues. As a partner in the SAS Group, he manages the firm’s communications and media relations team, providing services such as communications planning and strategic advice, media management, government relations, stakeholder engagement and content production.

Malcolm worked for 15 years as a newspaper, radio and AAP journalist, spending a Parliamentary term in Canberra as the National Political Correspondent for The Courier-Mail. He was a director of the National Press Club in Canberra as well as the Courier Mail’s State Political Editor, responsible for managing the newspaper’s day-to-day political reporting and analysis.  He has also worked as a journalist with Australian Provincial Newspapers (APN) and ABC Radio news.

Malcolm holds a Bachelor of Arts (Journalism) from the University of Queensland, and a Masters of International Relations from Deakin University.

Often in the rush of day-to-day business activities, it’s easy to neglect your communications with staff and other key internal stakeholders. However, these can be your most important audiences, and your business will benefit from engaging in meaningful communications with them. This is especially true during periods of major organisational change such as mergers, takeovers or restructuring.

SAS Group can help you develop an internal communications program to ensure your staff, suppliers, clients and associates remain engaged in your business and are actively contributing to your success.

From regular newsletters and emails to one-off brochures and information kits, we can give you the tools you need to ensure your most important stakeholders share your vision and understand the direction your business is growing in.

Getting your voice heard in government can seem like an impossible task. Public servants and politicians can often appear out of reach. However, your chances of successfully approaching government increase if you have a considered strategy supported by a carefully targeted media campaign.

CBC Group is uniquely positioned to help you with your communications to government departments and politicians. While we are not lobbyists, we understand how government works and how both bureaucrats and elected representatives respond to media and public attention on a key issue. Whether you want to raise awareness of an issue, bring about a change in government policy or secure a meeting with key figures, we can help you achieve your goal through a combination of direct communication and public conversation through the media.

Contact us to talk about how we can help you in your dealings with government.

When you are confronted with a crisis, you need expert help. A poorly-chosen word, phrase or action can make a difficult situation immeasurably worse. The right strategy, however, can calm the situation, minimise the damage, and ultimately enhance your reputation. At SAS Group, we have a wealth of experience in managing high profile media issues and crisis situations.

We can handle media inquiries on your behalf, assist you in preparing and delivering a response, and act as your spokespeople where needed. Everything we do is geared towards protecting your reputation and maintaining public trust in your organisation. We deal with the media, leaving you free to focus on your core business activities.

Our media crisis experts are available around the clock. Contact us for more information.

Conducting a media interview is a challenging and often nerve-wracking experience. This is true even for seasoned professionals. The SAS Group’s training packages can give you the skills and confidence to deliver outstanding media performances and to present your organisation in the best possible light.

Our media training packages are tailored specifically to your needs. We will teach you the techniques used by the most successful politicians and media identities, and give you the chance to test them out in practical interview scenarios developed to reflect the real-world challenges you may confront.

From one-on-one coaching through to large-scale workshops, SAS Group can create a training package to suit you. We can help your organisation and its spokespeople understand:

  • What the media wants from you;
  • How journalists will react to a potential news story;
  • When and how to respond to media requests;
  • How to control an interview situation;
  • How to ensure your key messages don’t get edited out;
  • Techniques for handling tricky situations;
  • How to deliver a confident and convincing performance; and
  • The steps you should take in order to maximise positive media coverage.

The SAS Group is your trusted partner for government, media and corporate engagement.