Mia Vicary | Media in Action (MIA)

At the age of 24 Mia Vicary launched her own communications agency – Media in Action. Media in Action is a communications agency for the Millennial age – combining classic, old-school public relations practices with modern marketing methods – including influencer partnerships, social media strategy, content creation, digital marketing, events and design systems.

Mia – both the business and the boss behind it – does things a little bit differently. She is not just about writing press releases, hitting send and hoping for the best.


Here’s out chat with Mia.


What ignited the spark in you to start your business?

As a digital native with a passion for all things social, and a professional background in traditional PR, I identified the need to provide a full-service marketing agency that fused the best of both – to provide brands with the complete communications experience.


Was there a significant turning point when you decided to become an entrepreneur?

Growing up on the central coast, I always had an itch for people and their stories and wanted to be my own boss to help them share them

With the world – but I just never knew exactly what it was I wanted to do.

It wasn’t until I took on a role in New York City as a Publicist running the account for the largest dog walking company in the globe, Swifto, that I saw my creative side really come to life. I was working across social, digital and traditional media and events and I knew this was my niche!


After returning to Sydney and continuing my career, as a Junior Publicist and Social Media Manager for a boutique PR agency, I realised that my experience and my interests could intersect to offer something truly unique and invaluable for businesses looking for communications services that offered a range of services that could bring their brand to life.


Looking back is there a piece of advice you wish to pass onto someone starting out their entrepreneurial journey?

I have been guilty of saying yes too often.


While hard work is non-negotiable – and I understand the fear of missing opportunities – don’t let it be at the expense of your well-being – either physically or emotionally. Therefore, my advice is to trust that when one door closes another will open – so pick your projects wisely and work on them well.


What would you say are the top three skills needed to be a successful entrepreneur?

As cliche as it sounds, believe in yourself and listen to your gut. It never lies.


Know when you don’t know. It’s ok not to be the smartest person in the room – so surround yourself with the best staff you can find to fill those gaps.


Be willing to walk away from projects – and people – who don’t align with your missions and values


Who do you look up to in business? Who inspires you?

I am a big fan of Eleanor Pendleton.

She’s a total boss babe.


What was the best advice that you have been given?

My mother always told me “Be classy but funny” – it earns respect but keeps you real.


Otherwise, I love Mia Friedman’s advice about juggling balls – even if you occasionally drop one, it’s hardly ever made of glass, so pick it up and keep going.


What do you think your key to success has been?

I’m not embarrassed to get excited! I think clients are drawn to that enthusiasm (even if they have occasionally called it crazy) because I apply it to their business and translate it to success.


How have you personally measured your success?

I think that’s a difficult one to quantify because I’m still growing, but that fact that I have gone from a one-woman show to a 7-person team with over 15 clients (including Crown Group, Customs 4 Cancer, Complete Smiles, Social Society) in under a year makes me extremely proud.


Who are the women around you that allow you to thrive?

There’s a lot of female energy in my life – from my best friend to my staff, I’m a girls girl and a big believer in surrounding yourself with people whose vibe aligns with yours.

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