Under the Hood with CGM's Mark Ravi

Pretty much all stories these days start with a blinking cursor on a white page.

For some the empty page is a source of anxiety. For others it’s an opportunity to share or gather information, knowledge and news.

But it takes a great deal more than just a talent for words to tell the stories that truly matter.

For Mark Ravi, words on the page and storytelling are how he connects with his colleagues, CGM’s diverse group of clients and wider professional communities.

It’s likely you’re already familiar with Mark’s work – even if it no longer comes with a byline in a local newspaper – or is in the form of an impassioned argument for reforming Australia’s professional basketball league.

The 31-year-old senior content advisor grew up loving stories and writing, but he’s found his niche working as part of the CGM team here in Perth.

“I’ve always loved stories and writing – I think there's a real power in telling someone's story,” Mark says over webcam, while his cat loiters on packed bookshelves in the camera’s background.

“Everyone has a story to tell, and the smallest item or gesture can have a huge story behind it. That’s why written features are so great, because you can just really sink your teeth into somebody's life story.

“Often they might not even realise that the story they’re telling is something amazing. When you're writing, you’re really sort of a conduit and if you get it right, the written word can really spark the imagination.”

Mark didn’t start with a focus on writing – his desire to help people prompted him to study psychology at university, and he completed a graduate diploma in journalism at Curtin University.

He also completed a master’s degree in communications management at Murdoch University.

“I've always been very driven to help people and that has influenced a lot of my career choices,” he said.

“I'd always been a pretty good writer, and I thought, I like telling people's stories, that's a great way to help people. I really have a lot of respect for journalists and the role that they play in society.

“But after working in a newsroom, I ultimately decided I could probably help people more and use my skills more from the other side of the fence by advocating for people to journalists, or just sharing stories direct to the public on behalf of an organisation.

“That's been the common thread and what drives me - wanting to tell stories and wanting to help people. I just try to find the best way for me to do that.”

Whether he’s drafting an annual report or writing features to support an advocacy campaign, the focus on telling the stories that matter comes first and foremost in Mark’s writing.

Ask Mark about some of the most memorable stories he’s worked on and he’ll talk about the dedication of the Iranian tailor who taught himself English working nights at KFC after moving to Bunbury, or the crisis supporters who volunteer tirelessly for Lifeline WA.

He’ll talk about incredible tales from Christmas Island, and how rewarding it was to tell impactful stories that seek to preserve and advocate for an entire community.

Part of the skill of content creation is curiosity, but Mark says his approach to storytelling is all about connection.

“What I really love about this role are the opportunities to really get to know somebody and make a connection with them,” he said.

“I find that the best thing I can do as an interviewer is make people feel comfortable in opening up to me and just taking that opportunity to connect. I think that really contributes to what I try to bring to my work.

“I have a lot of empathy for people and I think my best quality is being able to put myself in someone else's shoes.

“Whether they feel that connection or not, I feel like I'm connected to them. And being able to do that and understand their position is probably my best quality as a storyteller.

“If you have empathy for people they are usually going to pick up on that, and realise you’re receptive to what they're saying.

“When people feel truly listened to – really heard – then they're going to open up more.”

Mark also puts his newsroom experience to work producing The Source, CGM’s daily news briefing, and he also takes a lead on our social media while supporting clients with their digital and content strategies.?

“I filter through the news of the day and identify the stories that will have the most impact on our clients and newsletter subscribers,” he says.

“I like to joke that I'm an aggregator, but I really take pride in providing a valued service to people.

“In addition to content creation and digital strategy, I’ve also begun stepping into the community engagement space, which is really exciting.

“Making that connection and really working to understand where people are coming from so you can help others understand them too is so important.

“Helping different groups solve problems and navigate complex issues to identify solutions is like a big puzzle that can benefit everybody.”

It’s likely that a big part of the high standards Mark holds himself to personally and professionally comes from his Italian heritage – his grandparents on both sides left Italy in the aftermath of World War II to build a new life in Western Australia.

“I recognise that I've been very blessed and very lucky."        

"My parents worked hard to provide opportunities for me and my siblings, and I've always felt a responsibility to do something with that, something impactful which will help others,” he reflects.

Mark talks often about trying to be a good colleague, friend, husband and son – not to mention being the founder of the Ninja Challenge League, a role which puts him front and centre as a mentor to people across the country.

But Mark’s moral compass was founded at an early age with a love of fantasy fiction, amid rich stories of the hero’s journey, good versus evil and the importance of shared humanity.

“I think a lot of my ethics and moral compass actually came from books,” Mark says.

“I did a lot of reading as a kid, especially fantasy series like The Belgariad by David Eddings. That really embedded that idea of doing the right thing, being loyal and altruistic.

“I have a willingness to challenge things and stand up for my beliefs, speaking against injustices as I see them.

“I guess what inspires me to do this job is that there are a lot of opportunities for growth. You get to experience lots of different situations get to work with lots of different people.

“And it's a real learning opportunity. For me, it's about having that exposure to different scenarios and different challenges that we need to grow – as communications professionals and people.”