Hack Your Own PR

In this episode of Hack Your Own PR, the podcast that helps founders and change-makers tell their story, build credibility without needing a big PR budget, we're chatting with Brett Farmiloe, the Founder and CEO of Featured, and the owner of the iconic Help a Reporter Out — HARO. Brett is literally in the thick of the AI world right now.  What I love about Brett is that he sits at this fascinating intersection between expert sourcing, media opportunities, and the evolving world of AI visibility. He's seen every mistake people make when pitching themselves. He knows what actually helps a journalist say yes. And he's got a front-row seat to how brands are trying to show up inside large language models and what actually moves the needle. In our conversation, we explore: How to use HARO and Featured to land expert commentary pieces The anatomy of a pitch that cuts through (including Brett's very cheesy but genuinely helpful HARO acronym) Why journalists can immediately spot AI-generated pitches What citations really mean for visibility inside LLMs The emerging tension between the media industry and AI — and how founders can navigate it If you're a founder trying to build thought leadership, a not-for-profit leader trying to get your message out, or a publicist wanting to stay ahead of the curve, you will absolutely take away something practical from this chat. So grab a cuppa, or pop your headphones in while you take the dog for a lap around the block, and let's dive into this conversation with Brett Farmiloe. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/  https://www.linkedin.com/in/odette-barry/  Find Brett Farmiloe online   https://www.helpareporter.com/  https://www.instagram.com/helpareporter/  https://www.linkedin.com/in/brettfarmiloe/

In this episode of Hack Your Own PR! with Odette Barry, we take you inside one of the most dynamic, fast-paced environments in Australian media — breakfast television. Odette is joined by Laura Francis, the Managing Editor of Sunrise, where she oversees the editorial direction, content strategy, and daily rhythm of the country's highest-rating morning show. She's the one shaping the stories you sip your coffee to every morning — from breaking news and political hot topics, to consumer segments and yes, the occasional tap-dancing dachshund. If you've ever wondered what it takes to fill three hours of live TV every day — and keep millions of Australians tuned in before 9am — Laura's here to break it down. We talk about: How stories are chosen, shaped, and prioritised overnight and in real-time The kinds of pitches that actually make it to air — and what gets instantly binned How Sunrise balances hard news, entertainment, and real human stories What publicists and media talent often misunderstand about live TV And why the most effective guests are never just 'available' — they're relevant Tips for pitching Tailor pitches with an understanding of Sunrise's structure. Avoid generic press releases — they won't land if they aren't visual, short (approx. 3 minutes), or morning-TV friendly. Sunrise is built around visuals. If you're pitching a segment, ensure you've got strong, clear footage or imagery that brings the story to life. Even a preview or pre-event demonstration is better than nothing. Craft a concise one-liner that reads like a Sunrise segment tease. Producers are time-poor — if they can't instantly see how it fits into the show, it's a miss. Laura shares incredibly practical advice for anyone hoping to land a breakfast segment — and gives us a peek into the editorial engine room of a program that sets the national conversation every day. This episode is packed with newsroom gold — for PRs, founders, and anyone curious about how big media moves behind the scenes. Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/  https://www.linkedin.com/in/odette-barry/    Find Laura Francis online https://www.linkedin.com/in/laura-francis-58101677/ 

In this episode of Hack Your Own PR, the podcast where we pull back the curtain on what actually works in modern PR and media, host Odette Barry, publicist, and the founder of Odette & Co chats with someone who sits at the coalface of mainstream television journalism, Meredith Marks, Features & Investigations Producer at Nine News in Sydney. Meredith has spent over 20 years in news from the trenches of 4am radio starts and election campaign media rooms, to the high-pressure deadlines of 6pm news bulletins. These days, she's the powerhouse behind many of the feature stories you see promoted across Nine's platforms, the ones that hook you in and have the whole group chat buzzing the next morning. In this episode, Meredith generously shares: What actually makes a pitch stand out in her inbox The kind of data, case studies and visuals that cut through (and what makes her hit delete) Why exclusives matter and how to offer them properly Her biggest bugbears with product PR and last-minute case study dropouts Plus, the behind-the-scenes realities of what it takes to get a story from inbox to screen We also talked about ethical storytelling, especially for those of you working in social impact, and Meredith gave incredibly grounded advice on how to work with sensitivity while still telling powerful, visual stories. Honestly, this chat is a goldmine for anyone pitching television and Meredith is a dream. Straight-talking, smart, and so generous with her wisdom. Big Ideas Masterclass This FREE 60 minute masterclass will help you - a leader or changemaker - turn your stories into powerful tools for visibility and impact. Stories that open doors. Through PR strategies, pitching techniques, and influence-building tactics, you'll learn how to secure media coverage, land speaking engagements, and amplify your mission…before you burnout! Find Odette Barry online: https://www.odetteandco.com.au/ https://www.instagram.com/odetteandco/  https://www.linkedin.com/in/odette-barry/ Find Meredith Marks online: https://www.linkedin.com/in/meredith-marks-458138277/

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. Big Ideas Masterclass This FREE 60 minute masterclass will help you - a leader or changemaker - turn your stories into powerful tools for visibility and impact. Stories that open doors. Through PR strategies, pitching techniques, and influence-building tactics, you'll learn how to secure media coverage, land speaking engagements, and amplify your mission…before you burnout! 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