In this episode, I'm joined by Cosi Toni, Executive Producer of Channel Nine's Today Extra and all-around legend of live television. With nearly a decade of experience across producing, segment wrangling and live control room chaos, Cosi brings an infectious energy and razor-sharp editorial instinct to one of Australia's longest-running lifestyle programs.

We talk about what really goes on behind the scenes of a two-and-a-half-hour daily live show, how she maps out a week of segments across celebrity, consumer, health, real-life stories and news — and what makes a pitch cut through when her inbox is bursting and her phone is off limits from 9am to 11:30am.

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, Cosi breaks down:

• How she got her start as an intern on Today Extra and worked her way up to the EP's chair
• What makes Today Extra so dynamic, unpredictable, and welcoming of fresh story ideas
• Why her ideal guest is "ready to chat and not afraid to take a stand"
• How she balances the daily show format with bigger-picture programming and panel casting
• The visual expectations of TV: from B-roll and photos to on-screen charisma and timing

Key Takeaways:

• Cosi wants to see the full package in your pitch: clear hook, guest bio, HD photos, video or sizzle reel, and visual assets like B-roll.
• Morning TV is fast-paced and visual — if there's no supporting imagery or talent can't deliver concise answers, it's a tough sell.
• Know the show before you pitch. Calling at 9:30am when they're live on-air? That's an instant red flag.
• Today Extra is always looking for new experts and storytellers — but they must be confident, succinct, and ready to contribute to a flowing conversation.
• There's no one formula — but the best pitches are clear, respectful of time, and deeply tailored to the show.

What to Avoid:

• Copy-paste press releases without context. Cosi needs to know why the story matters now, and why it's right for her show.
• Forgetting it's TV: a talking head without visuals won't cut it.
• Sending incomplete pitches with no talent photo, bio, or media experience.
• Getting her name wrong (spoiler: it's Cosi, not Tony).

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 Cosi Toni online:

https://www.instagram.com/cosimatoni/

https://www.linkedin.com/in/cosima-toni/