Hack Your Own PR

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 sits down with the unstoppable Mia Fileman, founder of Campaign Del Mar and one half of the brains behind Ripple Festival. Mia shares her journey of building a two-day event that fuses creativity, small business, and purpose, offering a insights on how to navigate the public speaking circuit with intention, and as a true advocate of the events that you're keen to speak at.

We dive into:

• The inspiration behind Ripple Festival and why Mia and co-founder Fiona Johnston decided to build a festival from scratch.
• How Mia balances creativity with business strategy to deliver impactful campaigns and events.
• The challenges and opportunities that come with pitching and speaker selection, what Mia looks for when deciding who takes the stage at Ripple Festival.
• The importance of building relationships, knowing your audience, and staying true to your values when crafting pitches.
• Why small businesses are key to Mia's approach, and how Ripple Festival is designed to serve the community and create lasting impact.
• How to effectively use ChatGPT to stretch and strengthen your big ideas for speaking engagements

Mia also opens up about the creative process, embracing uncertainty, and how women entrepreneurs can take risks and trust their instincts.

Key Takeaways:

• How to pitch yourself creatively and authentically for speaking engagements
• Tips for building meaningful partnerships and finding the right collaborators.
• The importance of "building in public" and being transparent in your entrepreneurial journey.

If you're a small business owner, entrepreneur, or marketer looking to make a big impact, this episode is packed with actionable insights and inspiration to help you step up your game.

Find Odette Barry online:

https://www.odetteandco.com.au/

https://www.instagram.com/odetteandco/

https://www.linkedin.com/in/odette-barry/

Find Mia Fileman online:

https://www.ripplefestival.au/

https://www.instagram.com/ripple_festival/

https://www.instagram.com/campaign_del_mar/

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/

In this episode, Odette Barry is joined by Lem Zakharia, a powerhouse in the Australian media industry with an eclectic career spanning radio, music, and podcasting. Currently the executive producer of It's A Lot with Abbie Chatfield, Lem has been instrumental in transforming the podcast from a casual, couch-recorded project to a top-ranking hit in its sixth season. With a core audience of women aged 19–35 and strong ties to the LGBTQ+ community, the podcast covers everything from reality TV to politics and current affairs.

Lem shares how she strikes the perfect balance between supporting Abbie's unfiltered "stream of consciousness" style and introducing strategic structure to enhance the listener experience. Beyond her work on It's A Lot, Lem is breaking new ground with her venture, Bedou, a business bridging the gap between brands and digital creators, and curating a roster of high-profile influencer talent.

On Hack Your Own PR, we always explore the art and science of media relations, publicity, and storytelling to help you to DIY PR, amplify your voice and share your message.

In this episode, Lem provides an insider's perspective on:

• The challenges and opportunities of producing a top-tier podcast.
• Practical tips on how to craft a killer pitch and build strong relationships with media teams.
• Her vision for the future of brand partnerships in the creator economy.

Key Takeaways:

1. Know your audience and personalise your pitch. Tailored, thoughtful pitches that align with a show's tone and audience are far more effective than generic ones.
2. Build relationships with producers, not just talent. Behind-the-scenes teams often hold the key to successful collaborations.
3. Persistence pays off. Lem reminds us that it's often the second or third follow-up that gets a response, so don't give up after the first attempt.

What to Avoid:

1. Generic copy + paste pitches. Personalisation is key, and impersonal pitches rarely work.
2. Surface-level or clichéd content. Pitches around generic themes like "empowerment" can fall flat unless deeply aligned with the show's tone and values.
3. Underestimating corporate processes. Creative ideas often need multiple layers of approval in corporate media, so set realistic expectations.
4. Unclear communication or surprises. Unexpected changes, especially around compensation, can jeopardise relationships.

This episode is packed with actionable insights and behind-the-scenes wisdom for anyone in PR, media, or the creator economy.

Find Odette Barry online:

https://www.odetteandco.com.au/

https://www.instagram.com/odetteandco/

https://www.linkedin.com/in/odette-barry/

Find Lem online

https://www.linkedin.com/in/lamazakharia/

https://www.instagram.com/lemzakharia/

https://bedou.com.au/

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:

1. Relationships are key. Personal connections and tailored story ideas are far more effective than generic press releases.
2. Affiliate partnerships matter. Many publications now favour pitches that include an affiliate component.
3. 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/

Georgie Abay is just about one of the most intelligent, hard working, kind and humble editors you'll find at the helm of a glossy mag - and she's back for interview number 2 on Hack Your Own PR - after her first interview several years ago, in her role as the editor and founder of Grace Tales.

In September last year, Georgie took on the prestigious role leading the vision and team as editor of Marie Claire. As you'll hear in this episode, she's keen to use her platform to campaign for better outcomes around gendered violence, neuro inclusivity and inspire the next generation of change makers.

Speaking of change makers, Georgie touches on the Marie Claire woman of the year awards, which are an incredible celebration of women doing incredible things in our community.

If you're a woman championing social issues, driving change in your industry or who is looked towards as a pioneer or leader, this episode is for you.

Find Odette Barry online:

https://www.odetteandco.com.au/authority-brand

https://instagram.com/odetteandco

https://instagram.com/hackyourownpr

Find Georgie Abay online: https://www.instagram.com/georgieabay/

https://www.linkedin.com/in/georgie-abay

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

I think you're going to enjoy this episode if you're a beauty or lifestyle brand.

Today we're joined by beauty industry veterans Sarah Tarca and Sherine Youssef, founders of the popular newsletter gloss etc.

With over 30 years of combined experience in journalism and media, Sarah and Sherrine have seen it all when it comes to PR pitches.

Sarah Tarca is a former magazine editor (Marie Claire, Girlfriend, Cosmopolitan), beauty journalist and Sherine Youssef is a beauty editor, who has worked across Madison, Stellar, marie claire, Gritty Pretty and Badlands Journal over the past almost two decades.

Both of these two a big fans of Sunscreen - and you should be too, but they're also fans of a headline.

You'll learn that achieving a 60% open rate on their newsletter has come with a fair amount of sister and friend advice, but a fair bit of brain sweat.

In today's episode, they share their insider knowledge on what makes for a standout beauty story, discuss the dos and don'ts of pitching experts and the importance of tailored outreach.

Whether you're a beauty brand, healthcare company, or influencer, you'll walk away with practical tips you can start using immediately to get your message in front of the right audiences.

Find Odette Barry online:

https://www.odetteandco.com.au/authority-brand

https://instagram.com/odetteandco

https://instagram.com/hackyourownpr

Find Sarah Tarca online:

https://www.instagram.com/tarca/

https://msha.ke/sarahtarca

https://www.linkedin.com/in/sarah-tarca-8572019/

Find Sherine Youssef online:

https://www.instagram.com/sherineyoussef/

https://www.linkedin.com/in/sherineyoussef/

Find gloss etc online:

https://glossetc.co/

https://www.instagram.com/gloss.etc/

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

Polly Taylor is the Contributor and Page editor at Mamamia. Polly previously worked in the UK in the women's lifestyle media space, when she visited Australia on a 'quick working holiday' and found the perfect job at Mamamia, she's never left!

Polly walks us through the contrasting stories you'll find on the home page of Mamamia, from the latest celebrity drama to hard-hitting, gritty contributor pieces from survivors of domestic violence - there isn't anything like Mamamia in the Australian media landscape.

We hear about what it means for content to "walk in her shoes" and how you can strategically hook your contributor pieces to a timely news event or trending conversation.

She explains what she's looking for in a contributor pitch, and most importantly…the question that's on everybody's lips: how to ace your pitch subject line to get the attention of her and her team, giving us tangible examples of what that looks like. Gold!

If you have a vulnerable story to share, a trending hot take, or you're an expert who has something important to say, stick around - this episode is for you.

Find Polly Taylor online:

https://www.linkedin.com/in/polly-taylor-189439144/

https://www.instagram.com/p/Bp_l_-9BaWUseQSODgVvXmdfCFAnf8NPXk0asM0/

Find Odette Barry online:

https://www.odetteandco.com.au/authority-brand

https://instagram.com/odetteandco

https://instagram.com/hackyourownpr