We know that Telstra is positioning itself to become a media player. Are its employees also jostling to become journalists of the future?

On 4 August, Crikey ran with the story that Sensis is “currently engaged in a process of recruiting content managers, journalists and IT staff to work on a series of new websites or online content channels to be launched over the next 6-12 months”. Since then, the Telstra subsidiary has made a foray into online media — presumably the first sign of how it’s employing all those new staff — with the launch of HomeAtYellow, a website for all things home improvement.

Over at Telstra, staff are getting on-the-ground media training at the company’s nowwearetalking site, ostensibly designed to increase communication between Telstra and the public. It’s an interesting site, especially the blog segment, which has staff from all strata exercising their inner author.

But it ain’t all telephony. Recently, we were particularly intrigued by Communications specialist Peter Habib’s post about his “clear omission” from Cleo’s top 50 bachelors’ list. Venturing into the land of too much information, he devised his own bachelor Q&As:

If you were an alcoholic drink, what would you be and why?
Something deliciously sweet! No further explanation required.

S-x on the first date?
Intriguing concept…

Last time someone saw you naked?
They ran out screaming. Refer point above.

It’s courageously open, but what does it have to do with Telstra? Chief Editor Rod Bruem says the aim when launching nowwearetalking was “to use the blogs to present to the public the human side of Telstra”. As for bloggers getting up close and personal, Bruem is unfazed. In fact, he says, “we encourage our bloggers to let their personality shine through”. The blogs are “attached to a lot more serious information on the nowwearetalking site”, says Bruem, “so for that reason we never set any goals in terms of pushing PR messages”.

But Bruem does push a little Telstra PR with his revelation that “the newest member of our blogging team coming soon is a very long-serving staff member who also happens to be deaf. She’ll be doing weekly reports using AUSLAN which we think is a world first”.

Bloggers don’t get paid for their work but Telstra could one day earn a little on the side from nowwearetalking — Bruem tells Crikey that the company would consider taking advertising on the site in the future.