How to pitch a business story to The Age and Sydney Morning Herald | Ep 39

Meet Nicole Maycroft, the PR & Communications Manager at Kic.     Nicole walks us through what media efforts have successfully converted for Kic, how she gets Steph and Laura involved with timely trends and expert commentary, and how to create leverageable collaborations and events.     We get to hear the behind-the-scenes strategy for Kic’s latest ‘feel good’ January campaign which saw a 100% increase in year-on-year sales, and how the Kic team was able to rise above the ‘new year, new me’ toxic messaging that the health and wellness industry communicates.    Nicole tells about the importance of working with brands and publications that share a like-minded audience who align with your mission and why you should always follow up your initial pitch with a new story angle - it might just be the one that lands you top-tier coverage!    Stick around to learn how this iconic brand has successfully landed thousands of media mentions and prestigious partnerships and how you can adopt elements of Kic’s PR strategy in your own business.

This week on the Big Ideas Miniseries I chatted with Sophie Walker, founder and host of popular podcast Australian Birth Stories.   Sophie is the mum of 3 who used to record her podcast from the back of her Nissan X Trail during covid. She has amassed 16 million podcast listeners informing and empowering women and their birth support teams and has grown to become a million-dollar birth and pregnancy educational ecosystem.   In late 2022, I had the pleasure of working closely with Sophie to build her presence leveraging the ecosystem of influence to build visibility, a potent network of industry allies and partners, and launch her book, The Complete Australian Guide to Pregnancy.   We break down the key steps involved in Sophie’s journey, and some of the challenges she had to overcome to keep showing up as a voice of change in her industry.   This episode gives you an insight into the steps to build authority and how Sophie has relentlessly committed to offering her expertise, applied storytelling to advocate for a reduction in birth trauma and reaped the benefits of rattling the cage.   After 7 years hosting the podcast and 6 months PR campaign run by the Odette & Co team, Sophie was selected as one of 52 newsmakers in the Good Weekend, as chosen by The Sydney Morning Herald and The Age staff.   If you’re keen to understand what it takes to build credibility and want to be a driving force of change in your industry, you’ll want to tune in.   If you want to grab a copy of my comprehensive State of Thought Leadership Playbook. If you’re dreaming of TED stages, media headlines, or industry recognition, this eBook is your roadmap. Get your copy at www.odetteandco.com.au/playbook    Find Sophie Walker Online https://www.linkedin.com/in/sophie-walker https://www.instagram.com/australianbirthstories/  https://open.spotify.com/shows    Find Odette Barry Online  https://www.odetteandco.com.au/authority-brand   https://instagram.com/odetteandco   https://instagram.com/hackyourownpr   

In this episode of the Big Ideas Miniseries we’re putting our big ideas to work!     Today I chatted with Jodie Darlington, Global Content Director at The CEO Magazine. Jodie gives you the exact blueprint for how to write and submit your opinion editorial pieces through CEO Magazine’s newly launched contributor portal.   Jodie walks through how to pitch yourself for expert commentary and why you must provide value beyond your industry to address global concerns. Stick around if you want insights on how to get the editors of CEO Magazine to read beyond the first paragraph of your story, how to create ‘clickability’ and the importance of storytelling to sell your ideas.   If you’re breaking new ground, have big ideas that need to be shared with senior leaders, CEOs and those that aspire to leadership - this episode is going to be a goodie for you.   Grab a copy of my comprehensive State of Thought Leadership Playbook. If you’re dreaming of TED stages, media headlines, or industry recognition, this eBook is your roadmap. Get your copy at www.odetteandco.com.au/playbook     You can check out The CEO Magazine’s contributor portal here: https://contentportal.theceomagazine.net/    Find Odette Barry Online https://www.odetteandco.com.au/authority-brand https://instagram.com/odetteandco https://instagram.com/hackyourownpr   Find Jodie Darlington Online https://www.linkedin.com/in/jodie-darlington-6a0129177/

The third episode of the Big Ideas Miniseries is all about thought leadership, expert commentary and opinion editorial. We get to the bottom of exactly how you can leverage the media to get your cause in the spotlight.    Side note: Don’t get caught up in the industry lingo, I make sure I strip things back to basics to teach you what expert commentary and opinion editorial is and how they differ.    I walk you through a concept I like to call the clout and credibility ladder. We'll begin by exploring what it looks like when you're first pitching your expertise to creating viral thought leadership content that snowballs and gains momentum.    This episode is filled with a treasure trove of real-life case studies featuring founders who have become household names by adopting the strategy I’m about to teach you; creating content that educates your audience, ignites conversation and positions your brand as an authority or pioneer in its field.   Also expect a lil’ shake up, as I respectfully ask you to get the fuck out of your out own way to make all of this happen.    If you want to see change happen, if you want to build visibility. This is the episode for you.    Grab a copy of my comprehensive State of Thought Leadership Playbook. If you’re dreaming of TED stages, media headlines, or industry recognition, this eBook is your roadmap. Get your copy at www.odetteandco.com.au/playbook     Mark your calendar for the 13th of February and join the free Big Ideas on Big Stages masterclass. Secure your spot at www.odetteandco.com.au/bigstages    Find Odette Barry Online  https://www.odetteandco.com.au/authority-brand https://instagram.com/odetteandco https://instagram.com/hackyourownpr

In this episode I walk you through exactly how to get your big ideas media ready. I give you my own 5 step process as a publicist and PR mentor to stretch your big idea.    I don’t want to oversell it but I genuinely believe our stories can change the world. But if no one knows about them, we can’t create impact.    Often, we wake up in the middle of the night and jot down an idea. When we attempt to elaborate on it the next day, we realise that it's a hot take, a perspective that many others already agree with and have already vocalised.   In this episode you’ll learn to observe the media landscape with a critical lens, how to refine and disqualify your ideas so you’re not pitching a basic b!tch concept and what the substantiation process looks like when you get to the pointy end of validating your idea.    It’s not an overnight process, but one piece of really deep thought leadership research will give you rich content to lean on at every touch point, from your initial pitch to presentations, media interviews and inclusions within your book.   If you want to grab a copy of my comprehensive State of Thought Leadership Playbook. If you’re dreaming of TED stages, media headlines, or industry recognition, this eBook is your roadmap. Get your copy at www.odetteandco.com.au/playbook.    Find Odette Barry Online  https://www.odetteandco.com.au/authority-brand  https://instagram.com/odetteandco  https://instagram.com/hackyourownpr  

Introducing my new miniseries, the Big Ideas Podcast, where I walk through exactly how to get your big idea seen, heard and acted upon.    I think we can all agree that the current state of play, of systems, waste, climate inaction is not good enough. We’re in a dire state of crisis upon crisis. We need to dramatically change the way we operate in business and the way we care for one another, we need innovation AND simplification, we need fierce clarity and gentle compassion. We are ready for a new generation of leadership and business.   We need the ideas, innovation and experience of a diverse range of impact-makers, original thinkers and honest experts. We need to hear from those who drive change. Transform communities. Awaken the world. The status quo is no longer good enough.    This podcast miniseries is designed to support you to build out your arsenal of big ideas. To build the confidence to present these ideas on big stages, in news media and pitch your ideas to publishers.   In this first episode, I uncover what’s happening in the media landscape and why thought leadership PR is key to shifting the dial for your brand. We establish the groundwork to shift your big idea from your notes app, Google Document or journal into a 30-second bit, a 5-minute pitch and a 45-minute keynote.    You’ll walk away with a greater knowledge of what is a ‘big idea’ and the trending topics for 2024 and we touch on the importance of not being a basic bitch with your ideas and the essential do’s and don’ts of releasing your big ideas into the wild.    If you’re a little fed up with the state of play and have ideas about how we can make a more just and equal society, these bite-sized episodes will equip you with the motivation and inspiration to make 2024 your year to genuinely and confidently make an impact, leaving a legacy for a more positive future.    If you want to grab a copy of my comprehensive State of Thought Leadership Playbook. If you’re dreaming of TED stages, media headlines, or industry recognition, this eBook is your roadmap. Get your copy at www.odetteandco.com.au/playbook.    Find Odette Barry Online  https://www.odetteandco.com.au/authority-brand  https://instagram.com/odetteandco https://instagram.com/hackyourownpr 

In this episode, we speak to renowned Singapore-based Food and Lifestyle Contributor Grace Ma on Restaurant PR and deep dive into what it takes to stand out in the busy world of F&B, how to put on a food tasting for media, what great storytelling looks like in restaurant PR as well as covering topics such as if it’s important to showcase the chef! Grace has over 16 years of experience in food journalism and has written about a plethora of chefs and restaurants  — from one-man-show hawkers to critically acclaimed Michelin-starred chefs and everything in between. Grace regularly contributes to CNA, Straits Times, Travel & Leisure SEA, and Tatler Dining.    Find Grace online  https://www.linkedin.com/in/gracepages/  https://www.instagram.com/littlehappyideas/?hl=en    Find Lynda online https://www.hackyourownpr.sg/  https://www.instagram.com/hackyourownpr.sg/ 

Madieson is the head of PR and Communications at Great Wrap. I nerded out with Madieson, as PR’s do when they get together, to understand the inner workings of how Great Wrap has gained memorable media attention since the very beginning of their business journey.    In this episode, Madieson walks us through Great Wrap’s humble beginnings, where founders Jordy and Julia were packing orders in their living room after getting their first Broadsheet feature. They've since outgrown their first production facilities and even secured some major series A investments.   We dive deep into what has really worked in the Great Wraps PR strategy, why PR has been the cornerstone of the brands marketing efforts and how Madieson has utilised the power of micro-influencers in the sustainability industry to boost their brand visibility.   If you’re a founder in the early stages of business and are looking for cost effective ways to get your brand in front of an audience that will convert into dollarydoos, this chat’s for you.   Find Madieson online:  https://www.linkedin.com/in/madieson-ryan https://greatwrap.com.au/ https://www.instagram.com/great_wrap/     Find Odette Barry online https://www.odetteandco.com.au/hackyourownpr  https://instagram.com/odetteandco  https://instagram.com/hackyourownpr

Laura House is the FEMAIL Editor at Daily Mail, where she has been very happily employed for almost 7 years.    As someone who is deeply fascinated by the inner workings of small businesses and how they have risen to viral success, FEMAIL is one of the very best places for emerging brands to win headlines. If you’re willing to open up, be a lil vulnerable, and if you’re bluddy well prepared, then talking to Laura or one of the FEMAIL team could just be that rocketfuel that your business needs to get in front of millions of readers.   Laura shares exactly what her and the team are looking for from travel, lifestyle, beauty roadtests, where to shop, eat, and those human interest stories.   Find Laura House online: https://www.linkedin.com/in/laurahouse  https://www.instagram.com/laurhouse/    Address for product mailouts: Daily Mail Australia Level 12 207 Kent Street, Barangaroo NSW, 2000    Find Odette Barry online: https://www.odetteandco.com.au/hackyourownpr https://instagram.com/odetteandco https://instagram.com/hackyourownpr

Today I had the pleasure of chatting with Luke, the Co-founder and Co-director of Compass Studio. Luke stepped out of his comfort zone today by getting in front of the mic rather than organising an interview for one of his amazing clients.  Luke walks us through the inner workings of running his PR and digital marketing agency which is determined to amplify the impact of world-bettering brands.  Luke talks about what the ‘forensic’ process of getting B-Corp certified and how the experience could improve to be more inclusive of early-stage brands.  We nerd out on the art of cutting through in the media and social landscape by staying true to being a bluddy good founder and fully embracing your values in all that your brand does.  This is a goodie, even if you’re not ready to go through the B-Corp certification process, I’d still encourage you to tune in and consider what your brand could be doing better for the planet and your people.  Find Luke Dean-Weymark  https://www.instagram.com/compass_studio/?hl=en https://www.linkedin.com/in/lukedeanweymark/