The power of purpose-driven storytelling with Marie Claire’s Editor, Georgie Abay | Ep 100

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/

In this episode, Odette Barry is joined by Lem Zakharia, a powerhouse in the Australian media industry with an eclectic career spanning radio, music, and podcasting. Currently the executive producer of It’s A Lot with Abbie Chatfield, Lem has been instrumental in transforming the podcast from a casual, couch-recorded project to a top-ranking hit in its sixth season. With a core audience of women aged 19–35 and strong ties to the LGBTQ+ community, the podcast covers everything from reality TV to politics and current affairs. Lem shares how she strikes the perfect balance between supporting Abbie’s unfiltered “stream of consciousness” style and introducing strategic structure to enhance the listener experience. Beyond her work on It’s A Lot, Lem is breaking new ground with her venture, Bedou, a business bridging the gap between brands and digital creators, and curating a roster of high-profile influencer talent. On Hack Your Own PR, we always explore the art and science of media relations, publicity, and storytelling to help you to DIY PR, amplify your voice and share your message. In this episode, Lem provides an insider’s perspective on: The challenges and opportunities of producing a top-tier podcast. Practical tips on how to craft a killer pitch and build strong relationships with media teams. Her vision for the future of brand partnerships in the creator economy. Key Takeaways: Know your audience and personalise your pitch. Tailored, thoughtful pitches that align with a show’s tone and audience are far more effective than generic ones. Build relationships with producers, not just talent. Behind-the-scenes teams often hold the key to successful collaborations. Persistence pays off. Lem reminds us that it’s often the second or third follow-up that gets a response, so don’t give up after the first attempt. What to Avoid: Generic copy + paste pitches. Personalisation is key, and impersonal pitches rarely work. Surface-level or clichéd content. Pitches around generic themes like “empowerment” can fall flat unless deeply aligned with the show’s tone and values. Underestimating corporate processes. Creative ideas often need multiple layers of approval in corporate media, so set realistic expectations. Unclear communication or surprises. Unexpected changes, especially around compensation, can jeopardise relationships. This episode is packed with actionable insights and behind-the-scenes wisdom for anyone in PR, media, or the creator economy. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/  https://www.linkedin.com/in/odette-barry/    Find Lem online https://www.linkedin.com/in/lamazakharia/  https://www.instagram.com/lemzakharia/ https://bedou.com.au/

Welcome to the Hack Your Own PR with Odette Barry. In this episode we are joined by Justine Cullen, Editor-in-Chief of InStyle Australia. With over 30 years in the magazine industry, Justine has built a stellar career, starting at teen magazines and rising to lead iconic titles like ELLE and InStyle. In this episode, Justine shares her insider knowledge on: The evolving media landscape and the role of magazine covers in driving meaningful conversations. How to pitch successfully to  InStyle  and other top publications, including tips on building relationships, embracing affiliate partnerships, and crafting original content that resonates. The challenges of covering social issues while maintaining editorial integrity in a fast-changing industry. Whether you’re a publicist, small business owner jumping into a little DIY PR, or someone eager to elevate your personal brand, this conversation is packed with actionable advice. Key Takeaways: Relationships are key.  Personal connections and tailored story ideas are far more effective than generic press releases. Affiliate partnerships matter.  Many publications now favour pitches that include an affiliate component. Originality wins.  High-quality, fresh content that aligns with a publication’s mission is essential to stand out. What to Avoid: Generic, impersonal press releases—they’re unlikely to get noticed. Overlooking affiliate partnerships when pitching products. Submitting repetitive or unoriginal content—fresh insights are a must. If you’re ready to learn how to pitch like a pro and get published in top-tier publications, tune in to this episode with the incredible Justine Cullen.   Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/  https://www.linkedin.com/in/odette-barry/    Find Justine online:   https://www.instagram.com/justine_cullen/ https://www.linkedin.com/in/justine-cullen-8444932b/ 

Georgie Abay is just about one of the most intelligent, hard working, kind and humble editors you’ll find at the helm of a glossy mag - and she’s back for interview number 2 on Hack Your Own PR - after her first interview several years ago, in her role as the editor and founder of Grace Tales.   In September last year, Georgie took on the prestigious role leading the vision and team as editor of Marie Claire. As you’ll hear in this episode, she’s keen to use her platform to campaign for better outcomes around gendered violence, neuro inclusivity and inspire the next generation of change makers.   Speaking of change makers, Georgie touches on the Marie Claire woman of the year awards, which are an incredible celebration of women doing incredible things in our community.   If you’re a woman championing social issues, driving change in your industry or who is looked towards as a pioneer or leader, this episode is for you.   Find Odette Barry online:  https://www.odetteandco.com.au/authority-brand     https://instagram.com/odetteandco     https://instagram.com/hackyourownpr     Find Georgie Abay online: https://www.instagram.com/georgieabay/ https://www.linkedin.com/in/georgie-abay

Imagine a world where Business Class and Economy Class costs about the same. Naturally, everyone would choose Business Class.    Today we're joined by Steve Hui, also known as "The Points Whisperer" and founder of iflyflat.com.au. Over 12 years ago, Steve cracked the code to unlock how to fly business and first class on the cheap.    I invited Steve to the podcast because I have seen his name everywhere. From ARF, news.com.au, Sky News, The Project, you name it - he’s been featured there. With over 40k followers on Linkedin, and a hungry audience of travellers looking to stretch out their leggies, I’m not surprised that he’s so well loved by media.   Now, Steve is a bit of the dream when it comes to PR - this guy has never ever pitched a media story or paid for a publicist. Instead journalists and producers are often chasing him for comment.   Why? Because he’s always providing tips and hacks to help other folks fly flat at a fraction of the price - his website suggests for us business owners - you could be flying 2x per year business class…so why wouldn’t you check him out.   In our discussion, Steve shares unconventional marketing tactics that are perfect for startups, how he’s navigated the media and halo effect for the iflyflat brand.   Find Steve online:  https://www.iflyflat.com.au/why-use-points https://www.linkedin.com/in/stevenhui/  https://www.instagram.com/iflyflat/    Find Odette Barry online:  https://www.odetteandco.com.au/authority-brand   https://instagram.com/odetteandco    https://instagram.com/hackyourownpr