A masterclass in momentum: Peter Brennan on the evolution of media, leading high stakes campaigns and thriving in a fast paced environment

After a decade of seizing new opportunities across the country, Peter is preparing for his next major challenge: returning to Sydney as the primary publicity manager for Married at First Sight (MAFS). 

From childhood fan to career publicist

Peter’s journey with Nine is rooted in a lifelong love for media. As a child, he wrote letters to iconic Channel 9 presenters like Ray Martin, Mike Munro, and Brian Henderson to ask how they started their careers. A reply from a newly appointed Peter Overton on the news desk inspired him to keep chasing his dream. Years later, Peter would work alongside him as a 9News publicist.

Joining Nine in 2014 as a Publicity and Marketing Executive in Perth was a major milestone for Peter. “Nine was always the gold standard for me. Back then, my ambition was simple: get my foot in the door, ask questions, absorb everything and prove I could deliver.”

Over the past decade, that ambition has evolved significantly. Having moved between Perth, Sydney, and Brisbane, Peter’s focus has shifted from mastering local PR execution to driving national strategy and mentoring the next generation. “I still have that same childhood excitement for TV, but now it’s backed by years of media experience.”

Adapting to a shifting media landscape

The media landscape has transformed rapidly since 2014, and Peter has made sure to adapt right alongside it. TV publicity was once dominated by print newspapers, magazines, and linear TV guides. Today, successful campaigns must navigate streaming on 9Now, podcast discussions, and trending moments on social media.

“To stay ahead, I shifted my focus from standard press pitching to multi-platform storytelling, learning how to leverage audience data and really understand the ratings to keep campaigns relevant. Managing publicity for a cultural powerhouse like MAFS means constantly feeding a 24/7 digital news cycle and turning social buzz into viewing numbers.”

Moving between states also taught him the unique nuances of regional audiences. “The core of what we do, telling a great story and entertaining people, hasn’t changed, but the tools and speed certainly have,” Peter explains.

Embracing the unknown

A key theme of Peter’s career is his willingness to pivot and embrace new challenges. In 2017, an opportunity arose that required him to relocate from Perth to Sydney within a few short weeks. Taking on the brand new role of Unit Publicist for Nine Productions, Peter found himself embedded on set for shows like Travel Guides. He had to quickly learn unit PR from the ground up, manage talent dynamics, and build credibility with production crews. “It was a massive learning curve, but it proved to me that the biggest career growth happens when you dive headfirst into the unknown.”

On the growth and development these experiences have provided, Peter shares: “the biggest leadership lesson I learned was active listening. You can’t roll into a new market with a copy-paste strategy; you have to understand the local landscape and rely on your team’s expertise. It also taught me resilience under pressure. When you’re steering high-stakes campaigns away from your primary support network, you learn to make quick decisions, communicate clearly, and back yourself.”

Another standout moment came in 2019 when Peter managed the national PR junket for the international cast of Young Sheldon, who were surprise guests at The Logies on the Gold Coast. “Taking on that challenge expanded my adaptability, deepened my confidence in talent management under pressure, and proved how taking on unfamiliar, complex projects can drive professional development.”

Leading with creative curiosity

Now serving on the Perth Executive Leadership Team, Peter oversees a multifaceted group across marketing, publicity, communications, partnerships, and programming. His strategy for keeping this diverse team aligned is simple: break down the silos. When the team understands how local 9News campaigns, commercial partnerships, and pillar entertainment shows can elevate the entire brand, everyone buys into the bigger picture.

Peter encourages a culture of creative curiosity, acting as a supportive sounding board.  This approach resulted in an extraordinary campaign for Channel 9 Perth’s 60th anniversary last year. Under tight deadlines, the team lit up city landmarks like Matagarup Bridge in Nine blue, built an interactive exhibition at the WA Museum, and produced a 90 minute historical primetime TV special. They even partnered with the Perth Symphony Orchestra for a custom medley of iconic Nine themes. The project earned the team a finalist spot in the prestigious Australian Institute of Management WA Pinnacle Awards. 

Gearing up for a cultural juggernaut 

No stranger to velocity, Peter is soon stepping into a secondment as the primary publicist for Married at First Sight. For Peter, it is the ultimate challenge. “MAFS doesn’t just win its timeslot, it completely dominates the national conversation, driving headlines, radio talkback, group chats and social trends every single day it’s on air.”

Preparation is critical for a show that moves at light speed. Peter is already diving into media trends, reviewing sentiment, and collaborating closely with executive producers, promos, socials, and network communications teams. “There’s nothing more thrilling than working on a brand that audiences are that deeply invested in. It’s a fast-paced, high-stakes beast that requires strategic foresight, agility, and the ability to ride a 24/7 news cycle. I thrive in that kind of high-energy environment, and I’m so ready to get into the trenches with the team and help drive the narrative for the biggest show on Australian TV.”

Advice for prospective talent

For prospective talent looking to build a successful career at Nine, Peter has clear advice: “stay curious, ask questions and build authentic connections across your network, and try to avoid working in a bubble.”

“Finally, bring a ‘never stand still’ mindset. Nine moves fast across TV, digital and publishing and the media landscape continues to change so adaptability is key. Don’t wait around for opportunities to land in your lap – do the work, learn the business inside out and put yourself in a position to drive results. If you combine strong initiative with great relationships and real drive, the sky’s the limit here at Nine.”