How to pitch to Instyle with Justine Cullen | Ep 101

02/19/25 • 47 min

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:

https://www.instagram.com/justine_cullen/

https://www.linkedin.com/in/justine-cullen-8444932b/

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:

https://www.instagram.com/justine_cullen/

https://www.linkedin.com/in/justine-cullen-8444932b/

Previous Episode

The power of purpose-driven storytelling with Marie Claire’s Editor, Georgie Abay | Ep 100

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

Next Episode

How to pitch to Abbie Chatfield’s It’s A Lot with Lem Zakharia | Ep 103

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/