We need to apologise…

Creators are burnt out, followers are ghosting, and the apps are in their “it’s not you, it’s me” era. In this episode, join Lucinda and Courts for a cultural debrief on why the internet feels like a haunted house full of people who refuse to comment… and why even apology marketing and trad-wife countercultures can’t distract us from the fact everyone’s quietly opting out..Plus all the usual bits we have in there! See omnystudio.com/listener for privacy information.

In this episode, we say a heartfelt goodbye to Lulu, our OG podcast queen, TikTok wizard, and the glue that’s held this mic’d-up circus together since day one. We reflect on her time at BPR, the legacy she leaves behind, and why every PR team needs a Lulu in their group chat (and their inbox). But it’s not all sad goodbyes… we’re also unpacking some of the wildest campaigns and media moments of the month, including Sydney Sweeney’s GQ Man of the Year interview (the most baffling profile we’ve seen all year?), the latest VOGUE cover, and a few more campaign reflections. Oh, and a little bit of opera singing thrown in there (soz to your ears in advance).    Follow us on IG: https://www.instagram.com/baylypr/ 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.

KJ Apa’s wigged-out alter ego is dancing through the streets with fake teeth and a British accent, Anna Wintour has named her successor at Vogue, and we’re trying to figure out if culture has officially entered its PR fever dream... First up, Courtney and Teagan dive into the Mr Fantasy phenomenon that has TikTok in a chokehold — wigs, street serenades, Chipotle brand deals and all. But is this a calculated PR masterclass, or just a celebrity in his chaos era?  Then it’s over to Vogue’s marble halls, where Chloe Malle — a self-proclaimed “proud nepo baby” — has officially stepped into Anna Wintour’s shoes. Is this the dawn of a new Vogue era or just the soft launch of legacy media 2.0? It’s wigs, Wintour, and way too much discourse… welcome to the chaos economy I guess!  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.  See omnystudio.com/listener for privacy information.

Lucinda and Edwina sit down to unpack the latest in celebrity comebacks, TikTok drama, and social media chaos. From navigating public perception to re-establishing personal and professional brands, they explore how figures like Lindsay Lohan and Matilda Djerf are redefining what a return to the spotlight can look like.Lindsay Lohan’s multi-faceted rebrand — from acting to producing, offers a masterclass in reclaiming narrative and purpose, while Matilda Djerf shares insight into managing past controversies, maintaining brand presence, and strategically engaging with the public. They also discuss the influence of social media trends, viral content, and how storytelling and personal branding intersect in today’s fast-paced digital world.This episode dives into the lessons, strategies, and thought processes behind celebrity comebacks, alongside commentary on TikTok culture, influencer dynamics, and what it really takes to make a meaningful re-entry into the public eye.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.See omnystudio.com/listener for privacy information.

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.