How to pitch to Abbie Chatfield’s It’s A Lot with Lem Zakharia | Ep 103
02/19/25 • 56 min
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/
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/
Previous Episode
How to pitch to Instyle with Justine Cullen | Ep 101
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:
Next Episode
BTS of ABC Conversations and the podcast landscape with Kellie Riordan | Ep 102
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/
If you like this episode you’ll love
Episode Comments
Generate a badge
Get a badge for your website that links back to this episode
<a href="https://goodpods.com/podcasts/hack-your-own-pr-53884/how-to-pitch-to-abbie-chatfields-its-a-lot-with-lem-zakharia-ep-103-87300436"> <img src="https://storage.googleapis.com/goodpods-images-bucket/badges/generic-badge-1.svg" alt="listen to how to pitch to abbie chatfield’s it’s a lot with lem zakharia | ep 103 on goodpods" style="width: 225px" /> </a>
Copy