Lucy Asker on Cultivating Influence at MECCA | Ep 112

Today's Hack Your Own PR guest is someone who has built one of the most enviable PR careers in Australian beauty! Joining us is Lucy Asker, Head of PR & Influencer at MECCA Brands, an enviable role she's earned through more than a decade of strategic, creative, and deeply connected work in the world of communications. From her early days cutting her teeth at Two Birds Talking and AMPR, through to her time in London leading beauty accounts and business development at b. the communications agency, Lucy's career has spanned continents and some of the world's biggest beauty brands. Since joining MECCA in 2019, Lucy has steadily climbed the ranks, from Publicist to now leading the entire PR and influencer division across Australia and New Zealand. She's shaped blockbuster brand campaigns, launched cult products, built enduring talent relationships, and helped position MECCA as a cultural brand as much as a retail destination. In this conversation, we unpack how Lucy thinks about earned influence, the evolving role of media, navigating the fast pace of retail PR, and what it really takes to build trust. This one's for the beauty lovers, the brand builders, and anyone curious about what it looks like behind the scenes of one of Australia's most loved beauty brands We cover a lot of ground in this conversation, including: The evolution of beauty PR — from editorial desks and long leads to reactive content, real-time storytelling, and TikTok virality. How to think more holistically about impact, visibility, and relationships. Her approach to influencer marketing — including how MECCA fosters authentic, long-term relationships with creators rather than transactional content.   Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/  https://www.linkedin.com/in/odette-barry/    Find Lucy Asker online https://www.linkedin.com/in/lucy-asker-64602454/ 

In this episode of Hack Your Own PR, Odette Barry is joined by Lucinda McKimm, journalist-turned-podcaster, producer, and co-host of Ready or Not. Lucinda has built one of Australia's most dynamic podcasts exploring the collision of motherhood, career, and feminism. With her background in sports media and branded content at Cricket Australia, plus years of freelancing and yoga teaching on the side, she brings both grit and creativity to a rapidly growing platform that now spans three weekly shows. We dive into the reality of producing high-calibre, independent content while raising kids, setting boundaries in business partnerships, and why personalisation matters more than ever when pitching to Ready or Not. On Hack Your Own PR, we unpack the art and science of media relations, publicity, and storytelling so you can DIY PR, amplify your voice, and share your message. In this episode, Lucinda breaks down: Her journey from journalism student to Cricket Australia, then into podcasting during parental leave How Ready or Not evolved from an interview series into three shows a week (Ready or Not, Witching Hour, and Ask Ready or Not) What it takes to run a podcast brand at professional standard while balancing freelancing and parenting How she and co-host Loz divide roles, manage workflows, and set boundaries (including "no WhatsApp on Wednesdays") The importance of diversity in guest selection and why she actively seeks different motherhood and career stories What makes for a great pitch, and the red flags that guarantee a "no" Key Takeaways: A strong pitch balances both story and audience: either a killer narrative or an engaged following (ideally both). Tailoring matters — if you've never listened to Ready or Not and send a generic pitch, you won't get far. Guests who amplify their own episode can drive as many downloads as "big name" talent. Honesty and openness make for the most compelling conversations — you don't need to have lived through tragedy to tell a meaningful story. Boundaries protect creativity and longevity: clear roles, set days for work, and rules about when not to message are part of their survival strategy. What to Avoid: Spray-and-pray press releases with no reference to Ready or Not's themes or audience. Long, attached PDFs — put the essentials in the email body. Overlapping pitches during book tours without disclosing where else the guest is appearing. Ignoring the importance of story amplification post-release. This episode is a candid masterclass in independent podcasting, building a brand with integrity, and pitching to a show that's fiercely loved by mums navigating the messy middle of ambition and motherhood. 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 Lucinda McKimm online: https://www.instagram.com/lucindamckimm_ https://www.instagram.com/readyornot.pod

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/

In this episode, I'm joined by Sudeshna Ghosh, cross-platform content wizard and current Managing Editor at SBS Food. With a career spanning TV, print, magazines and digital across India, Dubai and Australia, Sudeshna brings a global sensibility to local storytelling — and a deep appreciation for the way food connects us across cultures. At SBS Food, Sudeshna leads the online and social ecosystem, where recipes, editorial, and digital content come together to celebrate Australia's rich multicultural identity. From commissioning features and developing social video, to championing lesser-known culinary voices, Sudeshna is driven by a simple but powerful question: what value does this story bring to our audience? 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, Sudeshna shares: Her global media career and how she found her sweet spot in food and travel How SBS Food plans content — and why video and cross-platform thinking are central Why authenticity and cultural nuance matter more than polish What kind of stories and pitches actually cut through (and what gets instantly skipped) Why timing and flexibility are critical in earned media — especially in food Key Takeaways: SBS Food prioritises evergreen, values-led storytelling. They're not looking for the latest trend or product drop — they're looking for lasting cultural conversations through food. Sudeshna is driven by value: "If we're asking for someone's attention, we need to give them a really good reason." When pitching, lead with a clear hook and highlight access and assets — but keep it real. Don't pitch your campaign; pitch your story. SBS Food actively seeks stories that are under-represented, community-led, and outside the mainstream PR cycle. Social-first content is growing — and Sudeshna is open to co-developing briefs for digital video. If you can provide thoughtful B-roll or edited content to spec, it's a win. What to Avoid: Generic campaign pitches with no clear why Stories without an audience benefit — SBS Food's readers are passionate, curious home cooks Assuming your moment is everyone's moment — relevance matters more than urgency Over-polished, overly media-trained talent — especially for video interviews This conversation is a rich insight into values-aligned, culturally grounded food journalism — and a practical roadmap for how to pitch stories that matter in a busy media landscape. 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 Sudeshna Ghosh online: https://www.linkedin.com/in/ghoshsudeshna/ 

In this episode, I'm joined by Jessica Smalley — producer, storyteller and comedic strategist behind Two Doting Dads, a weekly parenting podcast hosted by Matty J and Ash that's reshaping the way men talk about fatherhood. After producing business deep-dives for Mark Bouris, Jess pivoted to the parenting aisle — bringing her systems brain, strategic storytelling and creative intuition to a show that's part chaos, part catharsis, and entirely relatable. With a growing audience of mostly 29–35 year old women (and their partners), Two Doting Dads offers the kind of parenting convos you'd usually only hear on the daycare run or at 2am with your sleep-deprived bestie. Jess shares how she's helped build the show from a funny side hustle into a fully-fledged universe, and what it really takes to pitch and land a meaningful guest spot on a conversational, story-led podcast. On Hack Your Own PR, we always 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, Jess provides a producer's lens on: Transitioning from straight-laced business pods to fart jokes and fatherhood Building a podcast universe — and why clarity on your "why" is essential Managing talent, guiding ADHD minds, and bringing structure to spontaneous comedy Her unique pitch criteria: from guest chemistry to narrative payoff What she really looks for in a compelling, guest-led episode Key Takeaways: Podcast producers aren't gatekeepers — they're collaborators. Your job is to make their job easier. Understand the why of the show before you pitch. Jess wants guests who fit the mission — not just the category. She has to pitch guests to the hosts — so give her strong, story-led reasons they'll say yes. Presence matters more than profile. Can you speak for 45 minutes? Can you riff? That counts more than follower count. Ask the producer which 3 episodes best represent the tone of the show. Use that to prepare and pitch. What to Avoid: Generic "I've got a great guest" emails. Jess needs to know: what's the story, what makes it different, and why it's perfect for this show. Underestimating the nuance of talent dynamics. Matty J and Ash have different filters — and Jess has to balance both. Coming in too polished or too serious. Two Doting Dads is built on honesty, imperfection and silliness — guests need to match that energy. This episode is full of insider insight on the evolving podcast landscape — and a must-listen for anyone keen to pitch story-led shows in 2025 and beyond.   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 Jess Smalley online: https://www.instagram.com/jess.smalley/ https://www.linkedin.com/in/jessica-smalley/ https://www.instagram.com/twodotingdads/

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/

In this episode of Hack Your Own PR, we're joined by Melissa Reader, CEO of Violet, whose journey from profound personal loss to leading social change is nothing short of inspiring. Through Violet, Melissa is helping us all navigate life's final chapters with grace, humanity, and proactive planning. Over the past year, Melissa's voice has been everywhere, from AFR, The Australian and ABC to SmartCompany, Mamamia, and Women's Agenda. Her work is not just about practical end-of-life planning but about igniting broader social conversations on ageing, living well, and preparing for what lies ahead. Melissa shares how learning to DIY her PR, including her experience with Authority Brand and Meet The Media, and working with Hack Your Own PR host Odette Barry as a mentor, has amplified her message and driven real impact. We dive into the strategies behind her media wins, her approach to thought leadership, and why being proactive—whether for your media presence or your life—is a game-changer. In this episode, Melissa shares: The importance of proactive planning: Whether it's for end-of-life care or PR strategy, preparing early can prevent stress and ensure clarity. How to DIY your PR effectively: Melissa explains why founders and social change leaders should learn the PR ropes themselves before outsourcing. Why testing and iterating is critical: She reveals how experimenting with messaging and being open to feedback helped her find a narrative that resonated widely. Key Lessons: Plan ahead: Like preparing a birth plan, planning for life's final chapters or your PR strategy can make all the difference. Stay authentic in PR: Don't fully outsource your voice. Keeping close to your messaging ensures it remains true to your mission. Embrace feedback: Testing your messaging and refining it based on responses can lead to stronger, more effective communication. Melissa Reader suggests avoiding: Vanity metrics in PR: Instead of chasing meaningless numbers, focus on measurable, tangible results. Avoidant language around death: Using direct and honest language helps normalise important conversations. Over-extending yourself as a change maker: Self-care and setting boundaries are essential to avoid burnout. With her thoughtful approach to both social change and PR, Melissa Reader offers invaluable insights for changemakers, social entrepreneurs, and anyone looking to build a meaningful media presence. Watch 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 Melissa Reader online: https://www.linkedin.com/in/melissa-reader/ https://www.meetviolet.ai/

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

In this episode of Hack Your Own PR, Odette Barry sits down with the unstoppable Mia Fileman, founder of Campaign Del Mar and one half of the brains behind Ripple Festival. Mia shares her journey of building a two-day event that fuses creativity, small business, and purpose, offering a insights on how to navigate the public speaking circuit with intention, and as a true advocate of the events that you're keen to speak at. We dive into: The inspiration behind Ripple Festival and why Mia and co-founder Fiona Johnston decided to build a festival from scratch. How Mia balances creativity with business strategy to deliver impactful campaigns and events. The challenges and opportunities that come with pitching and speaker selection, what Mia looks for when deciding who takes the stage at Ripple Festival. The importance of building relationships, knowing your audience, and staying true to your values when crafting pitches. Why small businesses are key to Mia's approach, and how Ripple Festival is designed to serve the community and create lasting impact. How to effectively use ChatGPT to stretch and strengthen your big ideas for speaking engagements Mia also opens up about the creative process, embracing uncertainty, and how women entrepreneurs can take risks and trust their instincts. Key Takeaways: How to pitch yourself creatively and authentically for speaking engagements Tips for building meaningful partnerships and finding the right collaborators. The importance of "building in public" and being transparent in your entrepreneurial journey.   If you're a small business owner, entrepreneur, or marketer looking to make a big impact, this episode is packed with actionable insights and inspiration to help you step up your game. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/  https://www.linkedin.com/in/odette-barry/    Find Mia Fileman online: https://www.ripplefestival.au/  https://www.instagram.com/ripple_festival/ https://www.instagram.com/campaign_del_mar/ 

In this episode of Hack Your Own PR Odette Barry is joined by one of Australia's most influential voices in podcasting: Kellie Riordan, founder of Deadset Studios and the original producer of my beloved and all time fave podcast, ABC Conversations. Kellie has been a pioneer in the Australian media landscape, with a career spanning radio, digital news, and podcast production. She helped launch the now-iconic ABC Conversations with Richard Fidler back in 2005, long before podcasting became mainstream. As an early adopter of the medium, Kellie played a key role in shaping podcasting in Australia and went on to establish the ABC's entire podcast division, overseeing hit shows like Ladies, We Need to Talk and The Pineapple Project. Now heading her own production company, Deadset Studios, Kellie works with a diverse range of clients—from social enterprises to major corporations—helping them create impactful, audience-first audio content. In this episode, Kellie shares the essentials of DIYing your PR and pitching to podcasts: Insights on the evolving podcasting landscape and what it takes to stand out. How to craft the perfect pitch to get booked as a guest. The storytelling techniques that make podcast content truly captivating. Pitching to a Podcasts? Kellie Riordan recommends: Know your audience. Kellie highlights the importance of understanding your listeners' needs, pain points, and habits. An audience-first approach ensures your content resonates and delivers value. Master storytelling. Using tools like the "once upon a time" structure and vivid details, Kellie explains how to craft compelling narratives that captivate audiences. Support smaller organisations. Through her "podcast doctor" service, Kellie helps social enterprises and non-profits overcome challenges and create effective audio content, even with limited budgets. Pitching to the wrong shows. Research is critical—understand a podcast's format, tone, and audience before reaching out. Neglecting the basics. Kellie stresses the importance of good audio quality, clean artwork, and a clear narrative structure. Starting too big. Build credibility with smaller, niche shows before pitching to high-profile podcasts. With decades of experience and an audience-first mindset, Kellie Riordan is a true innovator in the podcasting world. Watch my free 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 Kellie online https://www.linkedin.com/in/kellieriordan/  https://www.instagram.com/deadsetstudios/  https://www.deadsetstudios.com/