Let's start off with the rod. There's many schools of thought on what makes a great flathead rod and I'll go into that a bit
later. What I would suggest for the new person is to pick up a good fiberglass cat fishing rod in the $60.00 range. This price point will give you a great starter rod, without breaking the bank. The Team Catfish 7' Catfish Warrior fits the bill well. There's very few cat folks that keep using their first rod after the first year of flathead fishing. It seems we try other folks rods and end up upgrading sometimes two, three or more times until we find one that's just right.
My boat has all the new for '12 I-Cat Carbon Fiber rods by Team Catfish. They have the sensitivity of graphite and more strength than fiberglass. Dragging the sinker across the bottom of the river and you know with very little practice what the bottom make up is as well as knowing if your bait is gone or there's a leaf stuck to your hook. The price is higher than a starter rod, but then these American made rods are for the serious Trophy Hunter.
Then there's the choice between bait casting rods and spinning rods. You'll have to flip the coin there. I was afraid of bait casting reels until I realize I was casting 3 or 4 oz of lead along with a 7 inch bullhead. All I had to do was to put my thumb on the spool as the sinker hit the water. We aren't distance casting and you'll be surprised how easy it is. I know many folks that do use spinning reels and are very successful.
Reels. There's three factors in selecting a reel in my mind.
1. Strength. You will be playing Tug O War with your trophy. If she makes it back to structure, you just lost in most cases.
2. Drag. A smooth drag is nice, but not totally needed to a certain degree. But it better be a strong one!
3. Line out alarm (or clicker). This needs to be tight enough to hold a live 7 to 10 inch bullhead from continually pulling out line and giving false alarms.