Episodes
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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
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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
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Missing episodes?
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I think you’re going to enjoy this episode if you’re a beauty or lifestyle brand.
Today we're joined by beauty industry veterans Sarah Tarca and Sherine Youssef, founders of the popular newsletter gloss etc.
With over 30 years of combined experience in journalism and media, Sarah and Sherrine have seen it all when it comes to PR pitches.
Sarah Tarca is a former magazine editor (Marie Claire, Girlfriend, Cosmopolitan), beauty journalist and Sherine Youssef is a beauty editor, who has worked across Madison, Stellar, marie claire, Gritty Pretty and Badlands Journal over the past almost two decades.
Both of these two a big fans of Sunscreen - and you should be too, but they’re also fans of a headline.
You’ll learn that achieving a 60% open rate on their newsletter has come with a fair amount of sister and friend advice, but a fair bit of brain sweat.
In today's episode, they share their insider knowledge on what makes for a standout beauty story, discuss the dos and don'ts of pitching experts and the importance of tailored outreach.
Whether you're a beauty brand, healthcare company, or influencer, you'll walk away with practical tips you can start using immediately to get your message in front of the right audiences.
Find Odette Barry online:
https://www.odetteandco.com.au/authority-brand
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
Find Sarah Tarca online:
https://www.instagram.com/tarca/
https://msha.ke/sarahtarca
https://www.linkedin.com/in/sarah-tarca-8572019/
Find Sherine Youssef online:
https://www.instagram.com/sherineyoussef/
https://www.linkedin.com/in/sherineyoussef/
Find gloss etc online:
https://glossetc.co/
https://www.instagram.com/gloss.etc/
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Today I'm joined by Euan Black, the Work and Careers Reporter at The Australian Financial Review.
Euan began his career in journalism accidentally after finishing an internship in Cambodia. He landed his first journalism job at Southeast Asia Globe before moving to Australia where he now very happily writing for The Financial Review.
In this episode, Euan shared how he generates story ideas through one-on-one conversations with industry sources, the challenges of balancing idea generation with writing and insights into how much weight he applies to performance data and how that informs his storytelling.
Euan gave us a glimpse into the market trends and topics he explores, from the influence of Gen Z workers to the future of hybrid work.
He also offered plenty of advice to improve our pitches, either as an expert or case study…and the importance of building a relationship.
If you’re keen to learn exactly how to tap into the AFR’s 3.5 million audience, you’ll want to tune in.
Find Euan Black online:
https://www.linkedin.com/in/euanblackuk/
Find Odette Barry online:
https://www.odetteandco.com.au/authority-brand
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
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Polly Taylor is the Contributor and Page editor at Mamamia. Polly previously worked in the UK in the women’s lifestyle media space, when she visited Australia on a ‘quick working holiday’ and found the perfect job at Mamamia, she’s never left!
Polly walks us through the contrasting stories you’ll find on the home page of Mamamia, from the latest celebrity drama to hard-hitting, gritty contributor pieces from survivors of domestic violence - there isn’t anything like Mamamia in the Australian media landscape.
We hear about what it means for content to “walk in her shoes” and how you can strategically hook your contributor pieces to a timely news event or trending conversation.
She explains what she’s looking for in a contributor pitch, and most importantly…the question that’s on everybody’s lips: how to ace your pitch subject line to get the attention of her and her team, giving us tangible examples of what that looks like. Gold!
If you have a vulnerable story to share, a trending hot take, or you’re an expert who has something important to say, stick around - this episode is for you.
Find Polly Taylor online:
https://www.linkedin.com/in/polly-taylor-189439144/
https://www.instagram.com/p/Bp_l_-9BaWUseQSODgVvXmdfCFAnf8NPXk0asM0/
Find Odette Barry online:
https://www.odetteandco.com.au/authority-brand
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
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Wendy Tuohy is a senior writer focusing on social issues impacting women and girls at The Age.
With over 40 years of experience writing about social affairs, Wendy is one of the true advocates, who in particular, has chosen to use her position of privilege to amplify and influence the mainstream media narrative about issues that truly matter.
In a time when mainstream media is copping heat left right and centre for its misrepresentation and downright misbehaviour, Wendy occupies a corner of the media where she has the time to thoroughly and thoughtfully interrogate heartbreaking and sensitive issues that matter, but also, very delicately work with stories and spokespeople that require careful thought, unwavering honesty, support through the process of shining light on very personal circumstances.
In this episode, Wendy shares her approach, from running 10+ stories concurrently in her mind, the power of brave, courageous and outspoken spokespeople, the importance of humanising tough stories with lived experience, and her ridiculously patient approach to receiving and supporting young PRs in the industry.
From the ‘why do you need to know this right now’, to the power of 3, and tips on how to lighten Wendy’s load with deep backgrounding of the industry, Wendy generously shares how change makers and social warriors fighting for a more just world can get on her highly coveted pages.
Get in touch with Wendy Tuohy
https://www.theage.com.au/by/wendy-tuohy-h15ltx
https://www.linkedin.com/in/wendy-tuohy-a22689b0/
Find Odette Barry online:
https://www.odetteandco.com.au/hackyourownpr
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
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Sam Hussey is the head of news and lifestyle at Forbes Australia, having previously been the Channel Seven editor in chief for the 7news.com.au publishing a cheeky 120 news pieces daily.
The change of pace to business, entrepreneurism and luxury lifestyle is a welcome one, as Sam discusses, as he’s tackling a slower, deeper style of journalism, that allows him and the team to interrogate issues in the business ecosystem with more time - and perhaps a little more finesse.
With new content series coming out on video, a new membership for women, and a deeper focus on the female-led startup ecosystem, Sam walks us through what the Forbes readership get excited about, and how to win a pitch with him.
If you’re a startup innovating and changing the way things are done, or a thought leader with incredible industry insights to share, this episode will help you understand how to score a feature or contributor seat at the Forbes Australia table.
Find Samuel Hussey online:
https://www.linkedin.com/in/samuel-hussey-b59b1b8a/
https://www.instagram.com/samuel__hussey/
Find Odette Barry online
https://www.odetteandco.com.au/authority-brand
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
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This week on the Hack Your Own Podcast, join me in conversation with Tarla Lambert, co-founder of Agenda Media and editor-in-chief of Women’s Agenda.
Alongside her business partner, Angela Priestley, Tarla has cultivated a wholly independent, women-owned, and operated media empire that engages over a million Australian women each month.
Tarla shares insights into Women’s Agenda’s demographic and focus, catering to professional women aged 25 to 45, including 30% small business owners, with a recent emphasis on entrepreneurship and leadership stories.
Tarla speaks on the importance of understanding what Women’s Agenda covers (you can skip your lifestyle and beauty pitches) as she delves into the publication’s content pillars, spanning foreign politics, business, tech, science, health, and sport, with a notable commitment to highlighting issues like domestic violence.
We discuss the evolving landscape of media, the impacts of Meta restrictions on news consumption, and the importance of supporting independent news sources.
You’ll get actionable steps to pitch successfully to Women’s Agenda and how offering yourself as a contributor and a feature differs. Hint: it’s all about relevance, human-led stories, steering clear of spray-and-pray tactics, and aligning with their audience’s interests.
So, if you’re ready to take your media game to the next level and uncover how to tap into the highly engaged audience of Women’s Agenda, you’ll want to tune in.
Find Odette Barry online
https://www.odetteandco.com.au/authority-brand
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
Find Tarla Lambert online
https://www.instagram.com/tarlalambert/
https://www.instagram.com/womensagenda/
https://www.linkedin.com/in/tarlalambert
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Meet Nicole Maycroft, the PR & Communications Manager at Kic.
Nicole walks us through what media efforts have successfully converted for Kic, how she gets Steph and Laura involved with timely trends and expert commentary, and how to create leverageable collaborations and events.
We get to hear the behind-the-scenes strategy for Kic’s latest ‘feel good’ January campaign which saw a 100% increase in year-on-year sales, and how the Kic team was able to rise above the ‘new year, new me’ toxic messaging that the health and wellness industry communicates.
Nicole tells about the importance of working with brands and publications that share a like-minded audience who align with your mission and why you should always follow up your initial pitch with a new story angle - it might just be the one that lands you top-tier coverage!
Stick around to learn how this iconic brand has successfully landed thousands of media mentions and prestigious partnerships and how you can adopt elements of Kic’s PR strategy in your own business.
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This week on the Big Ideas Miniseries I chatted with Sophie Walker, founder and host of popular podcast Australian Birth Stories.
Sophie is the mum of 3 who used to record her podcast from the back of her Nissan X Trail during covid. She has amassed 16 million podcast listeners informing and empowering women and their birth support teams and has grown to become a million-dollar birth and pregnancy educational ecosystem.
In late 2022, I had the pleasure of working closely with Sophie to build her presence leveraging the ecosystem of influence to build visibility, a potent network of industry allies and partners, and launch her book, The Complete Australian Guide to Pregnancy.
We break down the key steps involved in Sophie’s journey, and some of the challenges she had to overcome to keep showing up as a voice of change in her industry.
This episode gives you an insight into the steps to build authority and how Sophie has relentlessly committed to offering her expertise, applied storytelling to advocate for a reduction in birth trauma and reaped the benefits of rattling the cage.
After 7 years hosting the podcast and 6 months PR campaign run by the Odette & Co team, Sophie was selected as one of 52 newsmakers in the Good Weekend, as chosen by The Sydney Morning Herald and The Age staff.
If you’re keen to understand what it takes to build credibility and want to be a driving force of change in your industry, you’ll want to tune in.
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 Sophie Walker Online
https://www.linkedin.com/in/sophie-walker
https://www.instagram.com/australianbirthstories/
https://open.spotify.com/shows
Find Odette Barry Online
https://www.odetteandco.com.au/authority-brand
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
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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/
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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
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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
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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
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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/
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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
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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, 2000Find Odette Barry online:
https://www.odetteandco.com.au/hackyourownpr
https://instagram.com/odetteandco
https://instagram.com/hackyourownpr
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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/
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Lauren Sams is the fashion editor at The Australian Financial Review, where she works across the newspaper, Fin! magazine, The Australian Financial Review Magazine and Life & Leisure. Lauren, much like her readers has grown up with the media. A career that started in the teen and young adult mags, of Cosmo and Elle, writing a snark gossip column a la Perez Hilton, through to maturing with her readers as they grew into AFR consumers, where she now writes about the business of fashion.
In this episode, Lauren talks us through the moments where her readers are soaking up her stories, whether it’s the Tuesday morning news articles or the weekend read with a coffee and scrambled eggs.
She shares the essential numbers she needs to see to validate a business success story, through to the jittery pre interview nerves she experiences, and her advice to founders on the other side of the interview desk.
If you’re planning a media event, Lauren also shares exactly what to not do, and do, to ensure you make the most of media attending.
This episode is packed to the rafters for PRs and fashion founders looking to nab a spot in some of Australia's most coveted luxury columns.
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In this episode I chat with the very lovely Fiona Killackey award-winning author, speaker, accredited business coach and host of the popular podcast, My Daily Business.
My Daily Business has almost clocked 1m downloads with around 8000 downloads each month, helping small business owners navigate the wild world of marketing, brand, content, systems and business strategy.
Fiona has enjoyed a celebrated career working for some of the biggest global brands, through to some of Australia’s iconic brands.
This twice-weekly podcast aims to help small business owners with everything they need to start, grow and scale sustainably their own creative small business.
In this delightful episode Fiona chats through the content pillars, audience profile, and what she’s looking for in a pitch - hint: lean into the messy real human side of business.
If you’re a founder looking to get in front of more founders - or if you’re looking for a bluddy lovely chinwag, you will enjoy this episode.
https://www.instagram.com/mydailybusiness_/
https://open.spotify.com/show/5FO8yii8JufRvMLOU0h05E?si=86e30544814f4392
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