DIY PR pitching to US media with Brett Farmiloe, CEO of HARO | Ep 115
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...
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How to pitch to Sunrise with Laura Francis | Ep 114
Hack Your Own PR
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...
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Pitching 6pm Nine News features with Meredith Marks | Ep 113
Hack Your Own PR
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...
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Lucy Asker on Cultivating Influence at MECCA | Ep 112
Hack Your Own PR
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....
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How to Pitch to Ready or Not with Lucinda McKimm
Hack Your Own PR
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,...
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How to pitch to Today Extra with Cosi Toni | Ep 110
Hack Your Own PR
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...
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How to pitch to SBS Food with Sudeshna Ghosh | Ep 109
Hack Your Own PR
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...
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How to pitch to Two Doting Dads with Jessica Smalley | Ep 108
Hack Your Own PR
In this episode, I’m joined by Jessica Smalley — producer, storyteller and comedic strategist behind , 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...
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How to pitch to 9Honey with Jo Abi | Ep 107
Hack Your Own PR
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...
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How to DIY PR headlines with AFR, The Australian, ABC and Mamamia with Melissa Reader | Ep 106
Hack Your Own PR
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...
info_outlineIn 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: