In this episode of Hack Your Own PR! with Odette Barry, we take you inside one of the most dynamic, fast-paced environments in Australian media — breakfast television.

Odette is joined by Laura Francis, the Managing Editor of Sunrise, where she oversees the editorial direction, content strategy, and daily rhythm of the country's highest-rating morning show.

She's the one shaping the stories you sip your coffee to every morning — from breaking news and political hot topics, to consumer segments and yes, the occasional tap-dancing dachshund.

If you've ever wondered what it takes to fill three hours of live TV every day — and keep millions of Australians tuned in before 9am — Laura's here to break it down.

We talk about:

• How stories are chosen, shaped, and prioritised overnight and in real-time
• The kinds of pitches that actually make it to air — and what gets instantly binned
• How Sunrise balances hard news, entertainment, and real human stories
• What publicists and media talent often misunderstand about live TV
• And why the most effective guests are never just 'available' — they're relevant

Tips for pitching

1. Tailor pitches with an understanding of Sunrise's structure. Avoid generic press releases — they won't land if they aren't visual, short (approx. 3 minutes), or morning-TV friendly.
2. Sunrise is built around visuals. If you're pitching a segment, ensure you've got strong, clear footage or imagery that brings the story to life. Even a preview or pre-event demonstration is better than nothing.
3. Craft a concise one-liner that reads like a Sunrise segment tease. Producers are time-poor — if they can't instantly see how it fits into the show, it's a miss.

Laura shares incredibly practical advice for anyone hoping to land a breakfast segment — and gives us a peek into the editorial engine room of a program that sets the national conversation every day.

This episode is packed with newsroom gold — for PRs, founders, and anyone curious about how big media moves behind the scenes.

Find Odette Barry online:

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

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

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

Find Laura Francis online

https://www.linkedin.com/in/laura-francis-58101677/