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/