AFLW and Netball Media Coordinator Alanna Mullan began her time at Collingwood as a social media intern, before transitioning across departments into the media and PR space.

As part of Collingwood’s 2023 International Women's Day Staff Spotlight Series, we sat down with Alanna where she shared her perspectives and experiences working in sport. 

Tell me a little bit about your journey to the Collingwood Football Club; how did you get your start in the industry, and what led you to this role in particular? 

I was very fortunate to get my first professional opportunity at Collingwood back in 2016. I reached out to the Club during my first year studying Media and Communications at University to see if there were any internships available and to my luck, the Club was looking for a content and social media intern. For me, this was the perfect opportunity to combine my passion for storytelling with sport and to get to do this at the Club I grew up supporting was honestly a dream come true.

From there, I spent time in the Digital and Content team covering the Australian Netball League and Super Netball programs before progressing into casual, part-time and then full-time employment. I’m grateful for the support of the Club in assisting me to move from the Digital / Content Department into the Media, Communications and Public Relations Department in 2021 which is a professional goal of mine. I feel lucky that over my journey, I’ve had the opportunity to work with all programs across the Club including the VFL, VFLW, AFL and AFLW programs.

Additionally, I suppose my connection to the Club is quite unique in that my Great Grandad was Harry Collier, a Collingwood captain during the 1930s. This personal connection to Collingwood is very important to me as well as my family. This is a key driver in the work that I get to do today at the Club. Combining my passion for the Club particularly in the work I do with our women’s programs feels like I’m playing a role in the ‘next chapter’ of Collingwood’s history. The fact that the Club is no longer just a football Club but is a sporting organisation with AFLW and Netball programs is something I’m extremely proud of first and foremost as a fan but also as an employee. It’s that passion that drives me in the work that I do each day.

Does your role have different objectives depending on the time of year? How does it change between traditional 9-5 to gameday?

In season, my role is focused on managing weekly requests from a range of media outlets, organising media opportunities including press conferences and photoshoots while also proactively pitching out stories to the media. The other side of my role can be quite reactive in responding and managing any reputational issues that arise. In this respect, the work of the Communications team can extend beyond the standard 9-5 given the nature of the work.

Additionally, my job consists of a game-day role. This involves taking players and coaches to pre-game interviews and liaising with broadcasters as well as other media outlets to manage requests. This means I need to be across any team changes or injury updates to ensure I can provide accurate and timely information to the media but also ensures I can brief our players and coaches appropriately prior to speaking with the media.

What does it mean to you to work in a largely male-dominated industry?

For me, it’s extremely empowering to be a female working in a largely male-dominated industry.

2023 marks my seventh year at Collingwood and over my time, I’ve seen a lot of change particularly with more females entering the industry. At Collingwood, we’re definitely more balanced now between female and male workers which has created a more gender equal workplace. I believe a key part of such change has stemmed from the expansion of women’s programs across the industry including the creation of AFLW. Therefore, not only is there more opportunity for women to play football at an elite and professional level, but there’s more opportunity within the industry for females in a range of roles. For example, my current role as a Media Coordinator for the AFLW and Netball programs wouldn’t have existed seven years ago. It’s been great to be a part of that change and evolution within our industry and our Club.

Also, whilst the AFL is generally regarded as a largely male-dominated industry, I think there has definitely been a shift in this concept. There are now a range of programs in place to support the pathway for females to enter the football industry, whether that’s through programs which allow females the experience to coach within AFL men’s programs, or leadership development courses specifically for women which didn’t previous exist until now. At Collingwood, our ‘Women in Black and White’ program for females across the business plays a crucial role in not only connecting and bringing women together, but it also creates an environment where women are encouraged to share their career journeys and empower other female colleagues. These types of initiatives throughout the industry are so important to the empowerment and development of women across the industry.

 What are the biggest challenges and/or most rewarding aspects of your job?

The biggest challenge in my role would be prioritising tasks while working cross multiple programs. In my current role, I predominately work with Collingwood’s AFLW and Netball programs which can be challenging when there is crossover in season between the two. Additionally, no two days are the same in my role. Whilst I have standard weekly tasks to complete, the landscape of the sports news industry is very fast-paced and means that if an issue arises, it will take priority and dealing with these types of issues can be time-consuming which can delay other tasks.  

One of the most rewarding aspects of my job is working with our women’s programs. The work you do with these programs feels like you’re making a difference to the growth of the sport especially as the programs are still in their infancies. To have been involved in our AFLW, Netball, ANC and VFLW programs since their establishment, it’s been very special to witness and play a role in where those programs started to where they are now.

What does International Women's Day mean to you, and can you speak to how important it is for sporting organisations to recognise such days?

International Women’s Day (“IWD”) is an important day to celebrate and empower females. Days like this encourage conversations around the important work that women do within our industry.

I think days like IWD are also a good reminder to reflect on the opportunities that now exist for women within this industry which may not have existed in the past. For example, sporting organisations like Collingwood that now have female athletes within the Club is so important for young girls who can now aspire to be a Collingwood player if they wish. This didn’t previous exist prior to 2017. Additionally, as more women enter the industry as coaches, General Managers and as administrators, young girls can see that there are pathways and opportunities to work within a football Club.

While I think International Women’s Day is important, I believe that such recognition of women shouldn’t just be limited to one day. Women consistently play a key role within our industry and therefore we should celebrate and acknowledge their work consistently.

What advice would you give to your younger self, or to any other women looking to break into this industry?

Opportunities won’t always come to you, you have to go after them yourself.

It’s important to take every opportunity that you can. Be confident and back yourself.

Never stop learning and always look for ways to continue to develop.