Fasten your seatbelts and stow those tray tables, as we interview Joe Aston about his latest book, The Chairman's Lounge – The inside Story of How Qantas Sold Us Out. Joe is a former Australian Financial Review columnist and he discusses his experience writing about Qantas, its CEO and the company’s public branding crisis. He also shares insights on journalism, research and balancing objective reporting with creating a compelling narrative. 

00:00 Introduction
03:36 Nat Newman’s writing tip
08:50 WIN! Murdle Australia by G.T. Karber
11:16 Word of the week: ‘penetralia’
12:32 Writer in residence: Joe Aston
21:10 Joe’s switch from corporate life to journalism
27:25 The evolution of journalism
28:04 The pressure of producing quality content
29:02 Balancing reporting and opinion
31:18 The role of CEOs in public perception
34:06 Joe’s experience writing his book
37:28 Research versus the writing process
42:34 Future plans and new ventures
49:02 Joe’s advice for aspiring authors
50:50 Final thoughts

Read the show notes

Connect with Valerie and listeners in the podcast community on Facebook
Visit WritersCentre.com.au | ValerieKhoo.com

Fasten your seatbelts and stow those tray tables, as we interview Joe Aston about his latest book, The Chairman's Lounge – The inside Story of How Qantas Sold Us Out. Joe is a former Australian Financial Review columnist and he discusses his experience writing about Qantas, its CEO and the company’s public branding crisis. He also shares insights on journalism, research and balancing objective reporting with creating a compelling narrative. 
00:00 Introduction 03:36 Nat Newman’s writing tip 08:50 WIN! Murdle Australia by G.T. Karber 11:16 Word of the week: ‘penetralia’ 12:32 Writer in residence: Joe Aston 21:10 Joe’s switch from corporate life to journalism 27:25 The evolution of journalism 28:04 The pressure of producing quality content 29:02 Balancing reporting and opinion 31:18 The role of CEOs in public perception 34:06 Joe’s experience writing his book 37:28 Research versus the writing process 42:34 Future plans and new ventures 49:02 Joe’s advice for aspiring authors 50:50 Final thoughts
<a href="https://www.writerscentre.com.au/blog/ep-641/">Read the show notes</a>
Connect with Valerie and listeners in <a href="https://www.facebook.com/groups/2346749828883788/">the podcast community on Facebook</a> Visit <a href="https://www.writerscentre.com.au/">WritersCentre.com.au</a> | <a href="http://valeriekhoo.com/">ValerieKhoo.com</a>

Everything you’ve always wanted to know about succeeding in the world of writing and publishing. Learn practical writing techniques, go behind-the-scenes and discover how real-life authors got their big break. Uncover the creative processes of writers who have made it. Your host is Valerie Khoo – author, journalist, creative and CEO of the Australian Writers’ Centre. 

Everything you&rsquo;ve always wanted to know about succeeding in the world of writing and publishing. Learn practical writing techniques, go behind-the-scenes and discover how real-life authors got their big break. Uncover the creative processes of writers who have made it. Your host is Valerie Khoo &ndash;&nbsp;author, journalist, creative and CEO of the Australian Writers&rsquo; Centre.&nbsp;

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