From newsrooms to newsfeeds, with Genevieve Brammall

From posting gambling videos on a joke spam account to becoming a 250K-follower phenomenon, Luca Kante’s story is a masterclass in personal brand PR. In this episode, we unpack how his viral catchphrase “come on cuz” took over Instagram, what it means to have influence before intention, and why he believes 99% of what he does is PR — not marketing. Luca opens up about the responsibility that comes with reach, his pivot away from gambling, and how he’s using his platform to do good, including his campaign to donate $10K to men’s mental health. It’s raw, reflective, and a must-listen for anyone in digital media, PR, or content strategy. Follow Luca on IG: https://www.instagram.com/lucakante/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.

Lucinda Bayly sits down with Meghan Gray, clinical psychologist and founder of GrayMind Psychology, to unpack the evolution of therapy — and how she’s redefined what modern mental health can look like. Known for making therapy approachable, elevated, and aspirational, Meghan shares her experience building a standout brand in a traditionally private and clinical industry. From positioning psychology as a proactive wellbeing tool to navigating brand boundaries in the digital age, this episode dives into how language, design, and storytelling are transforming the mental health space. They also explore the warning signs of burnout in high-pressure industries like PR and entrepreneurship, the emotional toll of always-on work, and how to set better boundaries.GrayMind Psychology website: https://www.graymind.com.au/  GrayMind Instagram: https://www.instagram.com/graymindpsychology/ Follow us on IG: https://www.instagram.com/baylypr/ Follow up on TikTok: https://www.tiktok.com/@baylypr Visit 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.

Lucinda Bayly is joined by Genevieve Brammall, the media strategist leading News Corp’s push to integrate influencers beyond traditional marketing — positioning them as powerful channels for education, advocacy, and audience engagement. With deep experience shaping how major news brands connect with creators, Gen shares how she built the business case to elevate influencer partnerships from side projects to strategic drivers. Gen unpacks the convergence of creator culture and traditional media, exploring why affinity now outweighs authority in building trust, and how this shift is reshaping opportunities for brands, publishers, and PR teams. She offers practical advice on overcoming internal resistance, crafting social-first tones of voice, and leveraging the credibility of established media to enhance influencer-led campaigns. The episode also dives into broader industry challenges — from the ongoing trust crisis facing traditional media to the rising expectations of digital audiences. Gen shares candid reflections on lessons learned from bridging these worlds, and what every PR professional should keep in mind when developing campaigns that combine the reach of creators with the reliability of mainstream media.Connect with Genevieve Brammall: https://www.linkedin.com/in/genevieve-brammall/ Follow us on IG: https://www.instagram.com/baylypr/ Follow up on TikTok: https://www.tiktok.com/@baylypr Visit 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.

This week on PR/etty Average, we’re joined by our Social Media & Content Executive, Teagan, for her podcast debut. Soph kicks things off with a classic round of blind Q&As—because what better way to welcome a new co-worker than with a little friendly interrogation? We also dive into our favourite cultural shift right now: the "internet girl to pop star" pipeline - think Addison Rae, Sabrina Carpenter, Olivia Rodrigo, and the wild, brilliant PR transformations that took them from so-called "cringe" internet personas to full-blown pop culture icons. Expect some laughs, a few lightbulb moments, and the usual rollercoaster of tangents. Just another classic week at BPR HQ. Follow us on IG: https://www.instagram.com/baylypr/?hl=en Follow us on TikTok: https://www.tiktok.com/@baylypr Visit 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 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.