Hack Your Own PR – Details, episodes & analysis

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

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/