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