cogcast

Brett Farmiloe, founder of Featured.com and Help a Reporter Out (HARO), has spent nearly two decades building platforms that connect expert sources with journalists — and he's watched the media landscape shift in ways that few others have seen from the inside.In this episode, Brett breaks down what journalists actually want from sources (hint: he has an acronym for it), why he believes irrelevant pitching remains one of PR's most persistent and solvable problems, and how AI-powered tools are poised to change the sourcing game entirely — not by replacing PR professionals, but by clearing away the grunt work so they can focus on strategy.Brett also shares his take on journalists-turned-entrepreneurs, the fragmentation of media into personal brands and independent newsletters, and why he thinks the professionals who will thrive are the ones who learn to orchestrate AI agents the way they once managed teams. Plus: the Hot Pocket story.

We trade the Zoom screen for the studio for a sitdown with veteran financial journalist Gregg Greenberg. As the host of In the NASDAQ for InvestmentNews, Gregg has spent 25 years interviewing the biggest names in finance, from fund managers to CEOs. In a media landscape increasingly dominated by remote calls, Gregg champions the "personal touch" of face-to-face conversation – but that doesn’t mean he has time to waste.Gregg shares his golden rules for broadcast guests, emphasizing the need for energy and strong opinions over dry statistics. He encourages spokespeople to "talk their book" and explain exactly why their strategy beats the competition. Listeners also get a crash course in reading his non-verbal cues: specifically, the "nod." When Gregg starts nodding, it is not just agreement; it is a signal to "land the plane" before the audience loses interest.Beyond media training tips, the conversation shifts to the macro environment. Gregg notes a major pivot heading into 2026: Wall Street is no longer operating in a vacuum. Instead, investors are looking south to Washington for cues on tariffs and policy during the second Trump administration. He also discusses the evolving media landscape, noting that while video consumption is up, the number of traditional business magazines—and the appetite for individual stock picking—has declined in favor of ETFs and automated investing.Finally, Gregg reveals the secret to getting into his inbox. As a screenwriter with a movie to his credit (Friends and Romans), he admits to being an "ink-stained wretch" with an ego. The key to a successful pitch? Skip the generic "Hello Mr." blast and prove you’ve done your homework—preferably by mentioning his film or his latest column.

Megan Leonhardt, economics reporter at Barron's, shares her unconventional journey from aspiring food and travel writer to data-obsessed financial journalist – despite being terrible at math and taking her macro and micro econ classes as summer school courses. In this conversation, she reveals what it takes to break through at a top-tier publication, why she recently told a longtime source his AI-generated pitches are unusable, and what PR pros get wrong when pitching data journalists. Megan discusses navigating multimedia demands with candid insights on the route to creating a distinctive pitch.

Peter Valdes-Dapena has lived every major shift in modern journalism, from the first digital newsrooms to today’s algorithm-driven landscape. In this episode, he speaks with Larissa Padden about what’s changed, what’s been lost, and the signals that point to where the industry is moving next. They cover the rise of Substack, Peter’s own Substack InCar,  the pressure on freelancers, and the role of AI in news discovery.

Jon Swartz, Techstrong reporter and former USA Today technology correspondent, shares his journey from small-town Georgia newspaper to Silicon Valley insider. He reveals why journalism still matters in PR strategies, which stories break through the noise, and what happens when local newspapers disappear. Drawing from decades covering everyone from Apple to defunct startups, Swartz explains why the best reporters still pick up the phone, why he avoids writing too seriously about himself, and how the death of local news creates PR challenges no one anticipated.

Veteran banking journalist Steve Cocheo, Senior Executive Editor at The Financial Brand, describes the AI-driven pitching crisis overwhelming his inbox – 80 irrelevant PR emails a week, many from people who’ve never read the publication. The breaking point came when a publicist admitted she’d used ChatGPT to identify outlets, and the system confidently but wrongly claimed The Financial Brand covers CFO issues. Drawing on four decades in financial media, Cocheo explains why the same machine intelligence that helps Capital One detect fraud still fails at basic media research. He contrasts algorithmic laziness with on-the-ground reporting – like walking unannounced into bank branches to find real stories. He highlights two cases showing where human judgment still wins: Citizens Bank’s 10-minute account-switching tool, which challenges industry inertia, and Ardent Credit Union’s “Auto Concierge” program, which uses ex-dealership staff to guide car buyers. His message to communicators is blunt: AI can assist, but it can’t replace understanding what journalists actually cover.

Caroline Nihill, reporter at IT Brew covering cybersecurity and IT strategy, joins Larissa Padden to discuss her unconventional path from fashion writing to tech journalism and her firm stance against using AI in her reporting. Caroline reveals why she believes the most effective pitches focus on expertise over product launches, and how she finds unique story angles that resonate with human readers.We explore the stark divide between Gen Z's AI skepticism and corporate enthusiasm, the reality of covering emerging threats like pig butchering scams, and why Caroline believes journalism is one field where AI shouldn't replace human creativity. She shares her best and worst case scenarios for AI's future, from a Clueless-style wardrobe assistant to complete human replacement and offers candid advice for PR professionals trying to build meaningful relationships with tech reporters in 2025's rapidly evolving media landscape.

Diana Britton trashes half her daily pitches before reading past the subject line. The WealthManagement.com Executive Editor wants CEOs who will actually say something, not PR-trained robots. Plain language, not "leveraging synergies." The first trillion-dollar RIA, not the five hundredth firm to hit $500M.She also runs The Healthy Advisor, exploring why financial advisors face higher addiction and burnout rates than other professions. The connection: both roles reveal an industry eating itself alive. Her podcast guests—many cancer survivors—describe how near-death experiences changed their relationship with the eat-what-you-kill mentality that defines wealth management.Britton's been covering this space since 2010. Your market commentary pitch? Bloomberg already has it. Your client's milestone? Nobody cares unless it changes the industry. Want coverage? Give her something her readers can use Monday morning, not another vendor sales pitch disguised as thought leadership.The Jesse H. Neal Award winner's verdict: most executives say nothing, most pitches die unread, and most advisors are burning out. She's documenting all of it.

In this episode of Cogcast, host Larissa Padden sits down with Geoffrey Barraclough, founder of The Business of Payments newsletter and part-time Westminster City Council member. Geoffrey shares his unique journey from payment industry executive to influential Substack creator, offering insights into how the media landscape is evolving beyond traditional journalism.He reveals how major payment companies are building relationships with newsletter creators, why some $10 billion companies remain under-covered by mainstream media, and how PR professionals can effectively engage with this new breed of industry influencers. Geoffrey also provides a fascinating perspective on the differences between U.S. and global payment systems, and shares which PayTech companies are truly innovating in the space.

In this episode of Cogcast, Larissa Padden sits down with Jennifer Riggins, a tech journalist who's spent 16 years bridging the gap between developers and business value. With her unique perspective as a non-technical writer covering developer experience and the culture of tech, Jennifer offers insights on AI's real purpose in the workplace, the importance of protecting junior developer roles, and why every PR professional needs to understand the human stories behind technology. From Formula 1 engineering to the environmental cost of data centers, discover why the most interesting tech stories are always about people, not features, in this episode

In this episode of Cogcast, special guest host Hannah Porritt interviews Leslie White, senior director, marketing and global head of digital channel performance and strategy at Aon. Sharing lessons learned from her self-proclaimed roots as a nerd and her beginnings “reverse engineering websites, Leslie shares invaluable lessons from experience – with includes affiliate marketing, Google Ads, CRMs, and now LinkedIn. Leslie and Hannah have a great time nerding out on what success with digital marketing looks like, how the landscape of LinkedIn is shifting, and what metrics matter.

In this episode of Cogcast, host Larissa Padden interviews Masha Angelova, Editorial Producer at the US Chamber of Commerce and creator of their show, The Call. Drawing from her extensive experience as a booking producer at CNN and Yahoo Finance, Masha shares invaluable insights into what gets PR pitches noticed, what makes for successful broadcast appearances, and why she pivoted from fast-paced news to more in-depth analysis. For PR and communications professionals looking to place clients in broadcast media or improve their on-camera presence, this episode provides a masterclass in broadcast media relations from someone who's been the gatekeeper.

In this episode of Cogcast, host Larissa Padden speaks with Esther Shittu, an AI News Writer for TechTarget. Esther shares her journey from TV production to tech journalism and explains what PR professionals need to know about the evolving AI landscape. She breaks down the concept of agentic AI in simple terms, discusses what stories currently interest her, and reveals how to pitch effectively in the crowded AI media space. Esther also provides insight into common AI misconceptions and shares details about her podcast ventures, including her journey as the host of the Targeting AI Podcast and her upcoming personal project for working mothers launching June 2nd, Busy Moms Get it Done.

In this episode of Cogcast, host Larissa Padden speaks with financial reporter Mallika Mitra about her journey in journalism and transition to freelancing. Mallika shares insights from her career path through CNBC, Bloomberg, and Money.com before becoming a freelance writer for publications like Barron's, Kiplinger, and Business Insider. She discusses how freelancing has paradoxically provided more job security in today's volatile media landscape, her process for building stories, and her relationship with PR professionals. Mallika also explores her passion for reporting on generational trends in finance, particularly how younger generations approach money differently than their predecessors and the increasing openness about financial matters among Gen Z and millennials.  

In this episode of Cogcast, Larissa Padden sits down with Michael Thrasher, a seasoned journalist who has spent over a decade covering wealth and asset management. Thrasher shares his journey from working at Institutional Investor magazine to founding Modus News, a newsletter dedicated to family office professionals. Michael sat down to talk about the decision to strike out on his own, how he works with PR as a founder versus a reporter, and how media has changed since his days at a daily print newspaper in Ohio.

Michelle Chan, sustainable finance and ESG reporter at The International Financing Review (IFR), discussed her career transition from Nikkei Asia to The Wall Street Journal and now to IFR. She highlighted IFR's paywall-protected business model and shared her thoughts on the future of ESG including the potential impact of the incoming Trump administration.  

Rachel Curry, a freelance reporter contributing to CNBC and Observer, discussed her journey into freelancing, emphasizing the importance of pitching to editors and building relationships. She highlighted the challenges of standing out amidst numerous pitches and the value of relevant, non-trite stories, particularly in tech and AI. Curry also announced her upcoming newsletter, "Acronym," set to launch in December 2024, which aims to cut through corporate jargon and focus on impactful, candid stories. She noted the shift towards newsletters and the evolving media landscape, including her teaching journalism in Australia, which now includes multimedia forms like TikTok and podcasts.

Global Capital’s U.S. Bureau Chief Oliver West joins Cogcast to discuss the delicacies of banker-source relationships, reporting on the capital markets and the value in speaking with the trade media – despite the paywalls. In this latest episode, Olly talks about his career journey from covering Latin American bonds to the U.S. ABS market as well as how he prefers to work with sources and the balance between on the record and on background when covering the capital markets.

From his early days writing headlines in India to his current role as US e-commerce and retail correspondent at Reuters, reporting on big business in the U.S. Siddharth Cavale puts into context the global trends that bring goods to your stores.In the latest episode of Cogcast, Siddharth shares his career journey at Thomson Reuters with Account Director and former reporter Larissa Padden, as well as how he prefers to work with sources and what it takes to be included in his stories.Siddharth also discusses the global impacts that dictate what appears in stores and when items hit the shelves.