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 lesser-known culinary voices, Sudeshna is driven by a simple but powerful question: what value does this story bring to our audience?

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, Sudeshna shares:

• Her global media career and how she found her sweet spot in food and travel
  
  
• How SBS Food plans content — and why video and cross-platform thinking are central
  
  
• Why authenticity and cultural nuance matter more than polish
  
  
• What kind of stories and pitches actually cut through (and what gets instantly skipped)
  
  
• Why timing and flexibility are critical in earned media — especially in food
  
  

Key Takeaways:

• SBS Food prioritises evergreen, values-led storytelling. They’re not looking for the latest trend or product drop — they’re looking for lasting cultural conversations through food.
  
  
• Sudeshna is driven by value: “If we’re asking for someone’s attention, we need to give them a really good reason.”
  
  
• When pitching, lead with a clear hook and highlight access and assets — but keep it real. Don't pitch your campaign; pitch your story.
  
  
• SBS Food actively seeks stories that are under-represented, community-led, and outside the mainstream PR cycle.
  
  
• Social-first content is growing — and Sudeshna is open to co-developing briefs for digital video. If you can provide thoughtful B-roll or edited content to spec, it’s a win.
  
  

What to Avoid:

• Generic campaign pitches with no clear why
  
  
• Stories without an audience benefit — SBS Food’s readers are passionate, curious home cooks
  
  
• Assuming your moment is everyone’s moment — relevance matters more than urgency
  
  
• Over-polished, overly media-trained talent — especially for video interviews
  
  

This conversation is a rich insight into values-aligned, culturally grounded food journalism — and a practical roadmap for how to pitch stories that matter in a busy media landscape.

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 Sudeshna Ghosh online:

https://www.linkedin.com/in/ghoshsudeshna/