April Fools campaigns: the audit no-one asked for

In this episode of PR/etty Average, Lucinda Bayly is joined by Gemma Acton, one of Australia's most respected media and finance voices, for a wide-ranging and insightful conversation on the ever-changing landscape of journalism — and how PR professionals can meaningfully adapt. With a career spanning global finance, broadcast journalism, and newsroom leadership at Seven Network, Gemma shares her perspective on the digital-first shift, the rise of social platforms as story sources, and the increasing importance of relevance and timing in media pitching. She offers practical advice on how PRs can better understand newsroom demands, choose the right journalists for the right angles, and build enduring, respectful relationships in an era of shrinking newsrooms and non-stop cycles. The episode also explores deeper industry challenges — from the emotional toll of frontline reporting to the exodus of early-career journalists into comms roles. Gemma speaks candidly about the resilience and passion required to build a long-term career in journalism, and the growing value of community-first storytelling across platforms like podcasts and social media. Gemma Acton's website: gemmaacton.com Follow us on IG: https://www.instagram.com/baylypr/Follow up on TikTok: https://www.tiktok.com/@baylyprVisit our website: https://www.baylypr.com/Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/ See omnystudio.com/listener for privacy information.

In this episode of PR/etty Average, Lucinda and Lulu kick things off with their new (and deeply intellectual) segment “Riddle Me This”, where they unpack the big questions in life. Like… are frogs gay? Are toads homophobic? The science is inconclusive but the vibes are strong. They then shift gears into some fresh case studies and marketing deep dives. Lucinda dissects the clever chaos of Hailey Bieber’s Vogue cover, the hilarious clapbacks in her viral “what’s in my bag” video, and the art of turning haters into headline gold. Lucinda also explores The Ordinary’s NYC storefront campaign, including their very on-brand egg carton giveaway, and Lulu unpacks Stella Artois’ 2024 ‘Steal Artois’ campaign and what made it so successful. Smart, slightly unhinged, and packed with hot takes — it’s business as usual at PR/etty Average. Follow us on IG: https://www.instagram.com/baylypr/Follow up on TikTok: https://www.tiktok.com/@baylyprVisit our website: https://www.baylypr.com/Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/See omnystudio.com/listener for privacy information.

The PR/etty Average girls are back on the mics for another episode of absolute chaos. Lucinda and Lulu catch up on all the office goss (you know, the usual), and Lulu goes full meltdown mode over her group assignment dramas – no surprises there. Then, after a bit of Aussie Fashion Week backlash chat, the girls decide to pretend they’re red carpet interviewers… except instead of talking to actual celebs, they just roast each other’s Instagram and TikTok content for fun. It’s unfiltered, it’s a bit feral, and honestly, it’s probably the most unserious fashion commentary you’ll hear all week. Tune in for the laughs, the tea, and a healthy dose of self-deprecating humour. Follow us on IG: https://www.instagram.com/baylypr/Follow up on TikTok: https://www.tiktok.com/@baylyprVisit our website: https://www.baylypr.com/Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/See omnystudio.com/listener for privacy information.

Entrepreneur, tech trailblazer, and unapologetic rule-breaker, Taryn Williams, jumps on the mic with Courtney Frank to unpack the highs, lows, and hard-won lessons of building bold, purpose-driven businesses. From navigating burnout to disrupting outdated systems in modelling and influencer marketing, Taryn gets real about what it takes to scale ideas, stay ahead of the curve, and back yourself — even when the playbook doesn’t exist yet.See omnystudio.com/listener for privacy information.

Home care brand founder and content creator, Leah O’Connor, joins Lucinda Bayly for a refreshingly honest conversation about what happens when you stop trying to perfect your brand image, and start putting an authentic face to it. As the founder of Domenica Formulations, Leah built a loyal customer base and fast-growing business off the back of consistent, unfiltered content on TikTok, all while raising two kids under three. In this episode, Leah reflects on the shift from polished branding to personal storytelling, and how showing up online changed not just her business, but her perspective. A must-listen for anyone building a product-based business, exploring content-led growth, or looking to find their voice online in an increasingly chaotic digital landscape. Follow Leah and Domenica Formulations on TikTok and Instagram: @domenica.formulations Follow us on IG: @baylyprFollow us on TikTok: @baylyprVisit our website: www.baylypr.comThank you to Clearshot Digital for making this podcast possible: clearshot.digitalSee omnystudio.com/listener for privacy information.

PR leader and founder of MHPR, Meg Hutchinson, joins Lucinda Bayly for a candid conversation about what it really takes to build brands and a business with lasting impact. With over 14 years’ experience, Meg has worked with some of the world’s most recognisable brands before launching her own agency. In this episode, Meg reflects on the evolution of PR, from the early print days through to digital, influencer and affiliate marketing, and explores the role communications plays in driving meaningful brand growth. She shares the lessons she’s carried across agency, in-house and founder roles, and explains how relaunching MHPR reshaped her definition of success. Lucinda and Meg also unpack the common misconceptions brands still hold about PR, the difference between influence and authenticity, and how to build a sustainable career as a female entrepreneur in a fast-moving and demanding industry. A must-listen for PR, marketing and communications professionals navigating the changing media landscape! Follow Meg and MHPR on Instagram: @__mhpr__ Follow us on IG: https://www.instagram.com/baylypr/Follow up on TikTok: https://www.tiktok.com/@baylyprVisit our website: https://www.baylypr.com/Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/  See omnystudio.com/listener for privacy information.

Edwina and Lulu sit down to share their unfiltered takes on this year’s April Fools’ campaigns — the good, the bad, and the ones that should’ve stayed in drafts. From brand stunts that actually landed to ones that sparked full-blown internet chaos, we've ranked them all. They also dive into the latest online controversies causing comment section meltdowns, and round things off with a petty (but valid) list of office icks that are giving them the ick in real time. If you love a good roast with your industry chat, this one’s for you. Follow us on IG: https://www.instagram.com/baylypr/Follow up on TikTok: https://www.tiktok.com/@baylyprVisit our website: https://www.baylypr.com/Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/  See omnystudio.com/listener for privacy information.

The PR/etty Average hosts are back, baby! Lucinda and Lulu are finally reunited in the studio, and if you think they won’t yap your ears off about all things PR, you’d be PRretty wrong. This episode serves up some major wins, some PR disasters, and, fair warning, way too much food talk (our apologies if you get hungry because McDonald's and Grill’d are both on the menu). The girls also couldn’t resist weighing in on the Pretty Little Thing rebrand discourse because, let’s be honest, everyone has an opinion. Grab a snack or don’t, at your own risk, and tune in! Follow us on IG: https://www.instagram.com/baylypr/Follow up on TikTok: https://www.tiktok.com/@baylyprVisit our website: https://www.baylypr.com/Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/See omnystudio.com/listener for privacy information.

Our BD Coordinator Lulu is back with a bang from her study abroad in the U.S.! Edwina sat down with Lulu to do a little Q and A on her time at The University of South Carolina - dishing all the dirt and discussing some jarring cultural differences. It was also BPR's third birthday (woohoo). Lulu got no break in this episode, with a second quiz session on all things BPR history and more. Follow us on IG: https://www.instagram.com/baylypr/Follow up on TikTok: https://www.tiktok.com/@baylyprVisit our website: https://www.baylypr.com/Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/See omnystudio.com/listener for privacy information.

Communications consultant and writer, Gen Phelan, never intended to become one of Australia’s most in-demand young lifestyle publicists, but that is exactly what happened in her career. From by-lines in VOGUE, to constantly being the youngest person in the room, Gen shares her career progression with BPR Founder, Lucinda Bayly on this latest episode. They discuss the importance of adaptability, the evolving media landscape, and strategies for building a successful career in public relations.  Follow Gen on Instagram: @genevievephelan Follow BPR on Instagram: @baylypr Visit our website: www.baylypr.com Thank you to Clearshot Digital for making this episode possible: See omnystudio.com/listener for privacy information.