Sarah Widera

As Founder and Managing Director of Scoop Communications, I leverage over 15 years of global communications expertise to personally guide every client through their unique challenges.

My role involves deep, consultative engagements where I align our strategic PR/comms efforts with the diverse needs of innovative startups, sports governing bodies, broadcasters, events, brands, and notable individuals.

I lead our team in transforming ambitious ideas into clear, persuasive narratives that not only reach but also engage target audiences, exceeding communication goals at every turn.

Major, retained clients to date;
- FIFA
- Optus Sport

• Lead media relations and managed media issues for the organisation, maintaining strong relationships with Australian media professionals.
• Planned proactive media opportunities and promotional events to raise tournament awareness.
• Created and implemented key messages and talking points for effective communication.
• Drove engaging and compelling communications strategy across multiple media channels.
• Managed stakeholder relationships with Football Australia, Host Cities, and central Government bodies.
• Provided advice and support to colleagues and senior executives in delivering engaging communication with stakeholders.
• Developed high-quality public relations materials and written content.
• Acted as Head of Communications in the absence of designated personnel.
• Supported other FIFA needs, including Media Operations, Marketing, Content, and Broadcast - both locally and abroad

After a significant restructure of the Communications Division, I am now more focused on the ownership of FIFA's corporate campaigns, acting as the direct point of contact between internal departments, while leading and managing the relationship with external agencies.

I also lead the outwards-facing communications message of FIFA in official events and tournaments (e.g. Draws, The Best FIFA Football Awards, Congress etc), providing input and feedback in relation to video production, including VTs; development of TV and show scripts; briefing of talent including presenters and FIFA Legends.

Communications lead on the following projects:

• Head of FIFA corporate campaigns - video, digital, written
• Communications counterpart for all FIFA Corporate Events and Tournaments for messaging, scripts, briefings, etc.
• FIFA Foundation communication strategy, visits and missions
• FIFA Legends Programme communications/activities - FWC and other FIFA events and tournaments
• Global corporate TV ad campaign 2019: "#FootballEducates"
• FIFA Women's World Cup 2019 Trophy Tour
• (Team Reporter: Australia - 2018 FWC Russia)
• Creation and roll out of 2018 FWC global TV ad campaign (global audience 2.3 billion)
• FIFA World Cup 2018 Trophy Tour by Coca-Cola - corporate activation
• The Best FIFA Football Awards

Other projects/ongoing responsibilities include, but are not limited to;

• Speech and official letter writing for President and Secretary General
• Writing of forewords for President and Secretary General for various media, event and course guides
• Drafting and implementing FIFA messaging documents for events and tournaments
• Social media/digital liaison for corporate matters at various FIFA events
• Core project team lead for Communications at various FIFA Events; namely, The Best FIFA Football Awards and FIFA Congress
• Tender brief writing, procurement, compliance and contract negotiation
• Direct ongoing work with creative agencies based locally and abroad
• Extensive cross-divisional collaborative work with FIFA TV, Marketing, Digital, Media, Development and Sustainability departments

Ongoing responsibilities included, but were not limited to;

• Coordination and publication of the FIFA Activity Report (Annual report)
• Writing of forewords for President and Secretary General for various media, event and course guides
• Speech and official letter writing for President and Secretary General
• Ballon d'Or - TV show: concept, script-writing/editing, liaising with hosts/talent, briefing players/award recipients, stage direction
• Communications support for various in-house publications
• Image sourcing and commissioning of photography projects abroad
• Writing news content for FIFA Intranet
• Assisting in upkeep of FIFA Intranet

Supporting the FIFA Films team in various projects including; the 65th FIFA Congress 2015, Preliminary draw for the FIFA World Cup Russia 2018 and FIFA Museum projects.

My responsibilities included, but were not limited to:

• Preparation of tender brief documents for filming/production requests
• Liaising with third-party production company's and internal FIFA departments on various video projects
• Experience in preparing contracts, work statements and procurement forms in line with FIFA policy
• Quality control and feedback on various video/production projects
• Involvement in major FIFA events, from a TV perspective (Congress, Preliminary Draw) - including talent management, script-writing and stage direction

Spent six months working on and towards the FIFA Ballon d'Or 2014. My responsibilities included, but were not limited to:

• Input and involvement in FIFA Ballon d'Or TV show, from concept to end product
• Liaison/contact person for various talent and VIP guests/high profile players
• Coordinating in all media activities; including pre-show press conference and post-show mixed-zone
• Staffing of event; including online registration process
• Fans and Fan-zone coordination, including giveaways
• Organising of interpreters/translation for TV Show
• Travel and transport coordination with FIFA Travel department.

TV Reporting (both on-the-road and in the newsroom); live cross experience; cut, write and voice packages (including live match packages on-the-run); edit-trained; update and maintain Fox Sports News Twitter account and iPad application, responsible for training new employees in Active role, implementing new social media strategies, extensive work experience in Football department, plus outside broadcast production at A-League games.

Monitoring wire services for breaking news stories; using cms to edit and update website with stories; writing/generating original content; interviewing various talent; conducting live event blogs; recording live audio interviews for podcast.

Press conference coordination; writing media releases and articles for the website; interviewing players; liaising with local media; match day media experience, event operations.