Hack Your Own PR

In this episode of Hack Your Own PR, the podcast that helps founders and change-makers tell their story, build credibility without needing a big PR budget, we're chatting with Brett Farmiloe, the Founder and CEO of Featured, and the owner of the iconic Help a Reporter Out — HARO. Brett is literally in the thick of the AI world right now. What I love about Brett is that he sits at this fascinating intersection between expert sourcing, media opportunities, and the evolving world of AI visibility. He's seen every mistake people make when pitching themselves. He knows what actually helps a journalist say yes. And he's got a front-row seat to how brands are trying to show up inside large language models and what actually moves the needle. In our conversation, we explore: How to use HARO and Featured to land expert commentary pieces The anatomy of a pitch that cuts through (including Brett's very cheesy but genuinely helpful HARO acronym) Why journalists can immediately spot AI-generated pitches What citations really mean for visibility inside LLMs The emerging tension between the media industry and AI — and how founders can navigate it If you're a founder trying to build thought leadership, a not-for-profit leader trying to get your message out, or a publicist wanting to stay ahead of the curve, you will absolutely take away something practical from this chat. So grab a cuppa, or pop your headphones in while you take the dog for a lap around the block, and let's dive into this conversation with Brett Farmiloe. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Brett Farmiloe online https://www.helpareporter.com/ https://www.instagram.com/helpareporter/ https://www.linkedin.com/in/brettfarmiloe/

In this episode of Hack Your Own PR, the podcast where we pull back the curtain on what actually works in modern PR and media, host Odette Barry, publicist, and the founder of Odette & Co chats with someone who sits at the coalface of mainstream television journalism, Meredith Marks, Features & Investigations Producer at Nine News in Sydney. Meredith has spent over 20 years in news from the trenches of 4am radio starts and election campaign media rooms, to the high-pressure deadlines of 6pm news bulletins. These days, she's the powerhouse behind many of the feature stories you see promoted across Nine's platforms, the ones that hook you in and have the whole group chat buzzing the next morning. In this episode, Meredith generously shares: What actually makes a pitch stand out in her inbox The kind of data, case studies and visuals that cut through (and what makes her hit delete) Why exclusives matter and how to offer them properly Her biggest bugbears with product PR and last-minute case study dropouts Plus, the behind-the-scenes realities of what it takes to get a story from inbox to screen We also talked about ethical storytelling, especially for those of you working in social impact, and Meredith gave incredibly grounded advice on how to work with sensitivity while still telling powerful, visual stories. Honestly, this chat is a goldmine for anyone pitching television and Meredith is a dream. Straight-talking, smart, and so generous with her wisdom. Big Ideas Masterclass This FREE 60 minute masterclass will help you - a leader or changemaker - turn your stories into powerful tools for visibility and impact. Stories that open doors. Through PR strategies, pitching techniques, and influence-building tactics, you'll learn how to secure media coverage, land speaking engagements, and amplify your mission…before you burnout! Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Meredith Marks online: https://www.linkedin.com/in/meredith-marks-458138277/

In this episode of Hack Your Own PR, Odette Barry is joined by Lucinda McKimm, journalist-turned-podcaster, producer, and co-host of Ready or Not. Lucinda has built one of Australia's most dynamic podcasts exploring the collision of motherhood, career, and feminism. With her background in sports media and branded content at Cricket Australia, plus years of freelancing and yoga teaching on the side, she brings both grit and creativity to a rapidly growing platform that now spans three weekly shows. We dive into the reality of producing high-calibre, independent content while raising kids, setting boundaries in business partnerships, and why personalisation matters more than ever when pitching to Ready or Not. On Hack Your Own PR, we unpack the art and science of media relations, publicity, and storytelling so you can DIY PR, amplify your voice, and share your message. In this episode, Lucinda breaks down: Her journey from journalism student to Cricket Australia, then into podcasting during parental leave How Ready or Not evolved from an interview series into three shows a week (Ready or Not, Witching Hour, and Ask Ready or Not) What it takes to run a podcast brand at professional standard while balancing freelancing and parenting How she and co-host Loz divide roles, manage workflows, and set boundaries (including "no WhatsApp on Wednesdays") The importance of diversity in guest selection and why she actively seeks different motherhood and career stories What makes for a great pitch, and the red flags that guarantee a "no" Key Takeaways: A strong pitch balances both story and audience: either a killer narrative or an engaged following (ideally both). Tailoring matters — if you've never listened to Ready or Not and send a generic pitch, you won't get far. Guests who amplify their own episode can drive as many downloads as "big name" talent. Honesty and openness make for the most compelling conversations — you don't need to have lived through tragedy to tell a meaningful story. Boundaries protect creativity and longevity: clear roles, set days for work, and rules about when not to message are part of their survival strategy. What to Avoid: Spray-and-pray press releases with no reference to Ready or Not's themes or audience. Long, attached PDFs — put the essentials in the email body. Overlapping pitches during book tours without disclosing where else the guest is appearing. Ignoring the importance of story amplification post-release. This episode is a candid masterclass in independent podcasting, building a brand with integrity, and pitching to a show that's fiercely loved by mums navigating the messy middle of ambition and motherhood. This episode is a masterclass in live TV pitching, producer relationships, and how to turn a great story into a compelling segment on Australia's breakfast screens. Access the Big Ideas Masterclass: https://diyprhub.mykajabi.com/Big-Ideas-Masterclass Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Lucinda McKimm online: https://www.instagram.com/lucindamckimm_ https://www.instagram.com/readyornot.pod

In this episode, I'm joined by Sudeshna Ghosh, cross-platform content wizard and current Managing Editor at SBS Food. With a career spanning TV, print, magazines and digital across India, Dubai and Australia, Sudeshna brings a global sensibility to local storytelling — and a deep appreciation for the way food connects us across cultures. At SBS Food, Sudeshna leads the online and social ecosystem, where recipes, editorial, and digital content come together to celebrate Australia's rich multicultural identity. From commissioning features and developing social video, to championing lesser-known culinary voices, Sudeshna is driven by a simple but powerful question: what value does this story bring to our audience? On Hack Your Own PR, we explore the art and science of media relations, publicity, and storytelling to help you DIY PR, amplify your voice, and share your message. In this episode, Sudeshna shares: Her global media career and how she found her sweet spot in food and travel How SBS Food plans content — and why video and cross-platform thinking are central Why authenticity and cultural nuance matter more than polish What kind of stories and pitches actually cut through (and what gets instantly skipped) Why timing and flexibility are critical in earned media — especially in food Key Takeaways: SBS Food prioritises evergreen, values-led storytelling. They're not looking for the latest trend or product drop — they're looking for lasting cultural conversations through food. Sudeshna is driven by value: "If we're asking for someone's attention, we need to give them a really good reason." When pitching, lead with a clear hook and highlight access and assets — but keep it real. Don't pitch your campaign; pitch your story. SBS Food actively seeks stories that are under-represented, community-led, and outside the mainstream PR cycle. Social-first content is growing — and Sudeshna is open to co-developing briefs for digital video. If you can provide thoughtful B-roll or edited content to spec, it's a win. What to Avoid: Generic campaign pitches with no clear why Stories without an audience benefit — SBS Food's readers are passionate, curious home cooks Assuming your moment is everyone's moment — relevance matters more than urgency Over-polished, overly media-trained talent — especially for video interviews This conversation is a rich insight into values-aligned, culturally grounded food journalism — and a practical roadmap for how to pitch stories that matter in a busy media landscape. Access the Big Ideas Masterclass: https://diyprhub.mykajabi.com/Big-Ideas-Masterclass Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Sudeshna Ghosh online: https://www.linkedin.com/in/ghoshsudeshna/

In this episode, I'm joined by Jo Abi, senior writer at 9Honey and one of the most refreshingly honest and compassionate voices in Australian media. With a background in radio, over a decade in digital journalism, and a side-hustle writing from the trenches of parenting three neurodivergent kids, Jo has a deep understanding of what makes a story resonate. At 9Honey, Jo writes across consumer, lifestyle, and real-life content — often drawing on her own lived experience and relentless curiosity (yes, she once wrote a whole article sparked by chickpeas on sale at Woolies). She's known for championing everyday Australians, turning PR pitches into powerful stories, and always keeping it real with her readers. On Hack Your Own PR, we explore the art and science of media relations, publicity, and storytelling to help you DIY your PR, amplify your voice and share your message. In this episode, Jo gives us an inside look at: Her journey from radio to mummy blogging to national newsroom. The unique content pillars at 9Honey — think relatability, reliability, entertainment and consumer insight. How she structures her 6am–2pm workday and juggles motherhood, deadlines, and ADHD with humour and grace. What she really wants in a PR pitch (including how many follow-ups are too few!). The value of storytelling with purpose, especially when it comes to vulnerable or advocacy-led case studies. Key Takeaways: Tailor your subject line and hook it with heart. Think about Jo's beats — parenting, personal struggle, quirky consumer finds — and write to them directly. Follow up more than once (four times is Jo's magic number). Include 8–10 relatable, non-staged images with every pitch. Social-media style over polished studio shots. Don't send just a PDF. Include the press release in the body of the email and make it easy to access. What to Avoid: One-size-fits-all pitches. If you're not sure what Jo writes, read her work first — and make your pitch personal. Failing to prepare case studies. Make sure talent is ready for the emotional weight of media attention, and never promise full editorial control. Holding back key details. If the story's about adversity or illness, Jo wants the full arc: the before, during and after — and the visuals to match. Calling 30 minutes after sending your pitch. Be patient, and follow up on a better day. This episode is a goldmine for anyone pitching human-led stories to lifestyle media — and a reminder that compassion and curiosity are your greatest PR tools. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Jo Abi online https://www.instagram.com/joabi_9/

In this episode of Hack Your Own PR, host Odette Barry sits down with Calum Jaspan, media writer for The Sydney Morning Herald and The Age, to explore the evolving media landscape, journalism's challenges, and the art of pitching stories that stand out. Calum shares his career journey from Mumbrella to his current role, offering insights into the Australian media industry and what it takes to navigate a dynamic newsroom. He reflects on his experiences covering everything from the ABC and News Corp to emerging trends in podcasting and the influence of public broadcasters like the BBC. Listeners will gain valuable knowledge on how to approach journalists, craft thoughtful pitches, and understand the nuances of media and marketing storytelling. Whether you're an industry expert looking to build media relationships or a PR professional wanting to refine your pitching approach, Calum's perspective is a masterclass in thoughtful engagement with the press. In this episode, Calum shares: His media career journey: From London to Melbourne, Calum discusses his transition into journalism, the impact of working at Mumbrella, and his move to The Sydney Morning Herald and The Age. Evolving role of a media writer: How the shift away from the traditional Monday media section has changed his workflow and the broader approach to storytelling at The Age and The Sydney Morning Herald. Effective pitching tips: Why personalised, thoughtful pitches work best and the importance of avoiding generic or mass-sent emails. Key Lessons: Be direct and personal: Calum appreciates when PRs reach out with personalised, relevant insights rather than blanket pitches. Understand the audience: Tailoring your pitch to fit The Age and Sydney Morning Herald's style and readership is crucial to gaining traction. Embrace genuine conversations: Whether over the phone or through email, building authentic relationships with journalists can lead to more meaningful coverage. Calum Jaspan suggests avoiding: Generic pitches: Avoid sending mass emails without personalisation or understanding the journalist's beat. Jargon and over-complication: Keep your language clear and accessible, ensuring your message resonates with a broad audience. Last-minute requests: Respect a journalist's time by providing well-prepared and relevant information upfront. With his down-to-earth approach and insider insights, Calum offers a wealth of knowledge for anyone looking to navigate media relations with authenticity and strategy. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Calum Jaspan online: https://www.linkedin.com/in/calum-jaspan-a61411154/ https://www.smh.com.au/by/calum-jaspan-p536wx

In this episode of Hack Your Own PR Odette Barry is joined by one of Australia's most influential voices in podcasting: Kellie Riordan, founder of Deadset Studios and the original producer of my beloved and all time fave podcast, ABC Conversations. Kellie has been a pioneer in the Australian media landscape, with a career spanning radio, digital news, and podcast production. She helped launch the now-iconic ABC Conversations with Richard Fidler back in 2005, long before podcasting became mainstream. As an early adopter of the medium, Kellie played a key role in shaping podcasting in Australia and went on to establish the ABC's entire podcast division, overseeing hit shows like Ladies, We Need to Talk and The Pineapple Project. Now heading her own production company, Deadset Studios, Kellie works with a diverse range of clients—from social enterprises to major corporations—helping them create impactful, audience-first audio content. In this episode, Kellie shares the essentials of DIYing your PR and pitching to podcasts: Insights on the evolving podcasting landscape and what it takes to stand out. How to craft the perfect pitch to get booked as a guest. The storytelling techniques that make podcast content truly captivating. Pitching to a Podcasts? Kellie Riordan recommends: Know your audience. Kellie highlights the importance of understanding your listeners' needs, pain points, and habits. An audience-first approach ensures your content resonates and delivers value. Master storytelling. Using tools like the "once upon a time" structure and vivid details, Kellie explains how to craft compelling narratives that captivate audiences. Support smaller organisations. Through her "podcast doctor" service, Kellie helps social enterprises and non-profits overcome challenges and create effective audio content, even with limited budgets. Pitching to the wrong shows. Research is critical—understand a podcast's format, tone, and audience before reaching out. Neglecting the basics. Kellie stresses the importance of good audio quality, clean artwork, and a clear narrative structure. Starting too big. Build credibility with smaller, niche shows before pitching to high-profile podcasts. With decades of experience and an audience-first mindset, Kellie Riordan is a true innovator in the podcasting world. Watch my free Big Ideas Masterclass https://diyprhub.mykajabi.com/Big-Ideas-Masterclass Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Kellie online https://www.linkedin.com/in/kellieriordan/ https://www.instagram.com/deadsetstudios/ https://www.deadsetstudios.com/

Welcome to the Hack Your Own PR with Odette Barry. In this episode we are joined by Justine Cullen, Editor-in-Chief of InStyle Australia. With over 30 years in the magazine industry, Justine has built a stellar career, starting at teen magazines and rising to lead iconic titles like ELLE and InStyle. In this episode, Justine shares her insider knowledge on: The evolving media landscape and the role of magazine covers in driving meaningful conversations. How to pitch successfully to InStyle and other top publications, including tips on building relationships, embracing affiliate partnerships, and crafting original content that resonates. The challenges of covering social issues while maintaining editorial integrity in a fast-changing industry. Whether you're a publicist, small business owner jumping into a little DIY PR, or someone eager to elevate your personal brand, this conversation is packed with actionable advice. Key Takeaways: Relationships are key. Personal connections and tailored story ideas are far more effective than generic press releases. Affiliate partnerships matter. Many publications now favour pitches that include an affiliate component. Originality wins. High-quality, fresh content that aligns with a publication's mission is essential to stand out. What to Avoid: Generic, impersonal press releases—they're unlikely to get noticed. Overlooking affiliate partnerships when pitching products. Submitting repetitive or unoriginal content—fresh insights are a must. If you're ready to learn how to pitch like a pro and get published in top-tier publications, tune in to this episode with the incredible Justine Cullen. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/ https://www.linkedin.com/in/odette-barry/ Find Justine online: https://www.instagram.com/justine_cullen/ https://www.linkedin.com/in/justine-cullen-8444932b/

Imagine a world where Business Class and Economy Class costs about the same. Naturally, everyone would choose Business Class. Today we're joined by Steve Hui, also known as "The Points Whisperer" and founder of iflyflat.com.au. Over 12 years ago, Steve cracked the code to unlock how to fly business and first class on the cheap. I invited Steve to the podcast because I have seen his name everywhere. From ARF, news.com.au, Sky News, The Project, you name it - he's been featured there. With over 40k followers on Linkedin, and a hungry audience of travellers looking to stretch out their leggies, I'm not surprised that he's so well loved by media. Now, Steve is a bit of the dream when it comes to PR - this guy has never ever pitched a media story or paid for a publicist. Instead journalists and producers are often chasing him for comment. Why? Because he's always providing tips and hacks to help other folks fly flat at a fraction of the price - his website suggests for us business owners - you could be flying 2x per year business class…so why wouldn't you check him out. In our discussion, Steve shares unconventional marketing tactics that are perfect for startups, how he's navigated the media and halo effect for the iflyflat brand. Find Steve online: https://www.iflyflat.com.au/why-use-points https://www.linkedin.com/in/stevenhui/ https://www.instagram.com/iflyflat/ Find Odette Barry online: https://www.odetteandco.com.au/authority-brand https://instagram.com/odetteandco https://instagram.com/hackyourownpr

Today I'm joined by Euan Black, the Work and Careers Reporter at The Australian Financial Review. Euan began his career in journalism accidentally after finishing an internship in Cambodia. He landed his first journalism job at Southeast Asia Globe before moving to Australia where he now very happily writing for The Financial Review. In this episode, Euan shared how he generates story ideas through one-on-one conversations with industry sources, the challenges of balancing idea generation with writing and insights into how much weight he applies to performance data and how that informs his storytelling. Euan gave us a glimpse into the market trends and topics he explores, from the influence of Gen Z workers to the future of hybrid work. He also offered plenty of advice to improve our pitches, either as an expert or case study…and the importance of building a relationship. If you're keen to learn exactly how to tap into the AFR's 3.5 million audience, you'll want to tune in. Find Euan Black online: https://www.linkedin.com/in/euanblackuk/ Find Odette Barry online: https://www.odetteandco.com.au/authority-brand https://instagram.com/odetteandco https://instagram.com/hackyourownpr

Wendy Tuohy is a senior writer focusing on social issues impacting women and girls at The Age. With over 40 years of experience writing about social affairs, Wendy is one of the true advocates, who in particular, has chosen to use her position of privilege to amplify and influence the mainstream media narrative about issues that truly matter. In a time when mainstream media is copping heat left right and centre for its misrepresentation and downright misbehaviour, Wendy occupies a corner of the media where she has the time to thoroughly and thoughtfully interrogate heartbreaking and sensitive issues that matter, but also, very delicately work with stories and spokespeople that require careful thought, unwavering honesty, support through the process of shining light on very personal circumstances. In this episode, Wendy shares her approach, from running 10+ stories concurrently in her mind, the power of brave, courageous and outspoken spokespeople, the importance of humanising tough stories with lived experience, and her ridiculously patient approach to receiving and supporting young PRs in the industry. From the 'why do you need to know this right now', to the power of 3, and tips on how to lighten Wendy's load with deep backgrounding of the industry, Wendy generously shares how change makers and social warriors fighting for a more just world can get on her highly coveted pages. Get in touch with Wendy Tuohy https://www.theage.com.au/by/wendy-tuohy-h15ltx wendy.tuohy@theage.com.au https://www.linkedin.com/in/wendy-tuohy-a22689b0/ Find Odette Barry online: https://www.odetteandco.com.au/hackyourownpr https://instagram.com/odetteandco https://instagram.com/hackyourownpr

This week on the Hack Your Own Podcast, join me in conversation with Tarla Lambert, co-founder of Agenda Media and editor-in-chief of Women's Agenda. Alongside her business partner, Angela Priestley, Tarla has cultivated a wholly independent, women-owned, and operated media empire that engages over a million Australian women each month. Tarla shares insights into Women's Agenda's demographic and focus, catering to professional women aged 25 to 45, including 30% small business owners, with a recent emphasis on entrepreneurship and leadership stories. Tarla speaks on the importance of understanding what Women's Agenda covers (you can skip your lifestyle and beauty pitches) as she delves into the publication's content pillars, spanning foreign politics, business, tech, science, health, and sport, with a notable commitment to highlighting issues like domestic violence. We discuss the evolving landscape of media, the impacts of Meta restrictions on news consumption, and the importance of supporting independent news sources. You'll get actionable steps to pitch successfully to Women's Agenda and how offering yourself as a contributor and a feature differs. Hint: it's all about relevance, human-led stories, steering clear of spray-and-pray tactics, and aligning with their audience's interests. So, if you're ready to take your media game to the next level and uncover how to tap into the highly engaged audience of Women's Agenda, you'll want to tune in. Find Odette Barry online https://www.odetteandco.com.au/authority-brand https://instagram.com/odetteandco https://instagram.com/hackyourownpr Find Tarla Lambert online https://www.instagram.com/tarlalambert/ https://www.instagram.com/womensagenda/ https://www.linkedin.com/in/tarlalambert

This week on the Big Ideas Miniseries I chatted with Sophie Walker, founder and host of popular podcast Australian Birth Stories. Sophie is the mum of 3 who used to record her podcast from the back of her Nissan X Trail during covid. She has amassed 16 million podcast listeners informing and empowering women and their birth support teams and has grown to become a million-dollar birth and pregnancy educational ecosystem. In late 2022, I had the pleasure of working closely with Sophie to build her presence leveraging the ecosystem of influence to build visibility, a potent network of industry allies and partners, and launch her book, The Complete Australian Guide to Pregnancy. We break down the key steps involved in Sophie's journey, and some of the challenges she had to overcome to keep showing up as a voice of change in her industry. This episode gives you an insight into the steps to build authority and how Sophie has relentlessly committed to offering her expertise, applied storytelling to advocate for a reduction in birth trauma and reaped the benefits of rattling the cage. After 7 years hosting the podcast and 6 months PR campaign run by the Odette & Co team, Sophie was selected as one of 52 newsmakers in the Good Weekend, as chosen by The Sydney Morning Herald and The Age staff. If you're keen to understand what it takes to build credibility and want to be a driving force of change in your industry, you'll want to tune in. If you want to grab a copy of my comprehensive State of Thought Leadership Playbook. If you're dreaming of TED stages, media headlines, or industry recognition, this eBook is your roadmap. Get your copy at www.odetteandco.com.au/playbook Find Sophie Walker Online https://www.linkedin.com/in/sophie-walker https://www.instagram.com/australianbirthstories/ https://open.spotify.com/shows Find Odette Barry Online https://www.odetteandco.com.au/authority-brand https://instagram.com/odetteandco https://instagram.com/hackyourownpr