PR/etty Average

How $10K and a spare bedroom built a global bag brand, with the co-founders of Eau Bags 30.04.2026 1h 10min

We’re joined by sisters Claudine and Olivia Blondeau — the co-founders behind Eau Bags, the recycled nylon bag brand that's gone from a spare bedroom in Brisbane to David Jones, The Iconic and a global community in just four years. We get into the real, messy version of building a brand from scratch: starting with $10K and three styles, the wine bar that took a chance on them as their first stockist, the beach photoshoot that landed them a Vogue cover model (yes, really), copycat culture, sales as a brand building activity, and the DM that changed everything. Honest, warm and packed with practical lessons for anyone building, or thinking about building, a product business. Find Eau Bags online at https://eaubags.com/ and @eaubags on socials.  Follow us on TikTok: https://tiktok.com/@baylypr  Follow us on IG: https://instagram.com/baylypr/  Visit our website: baylypr.com  Thank you to Clearshot Digital for making this podcast possible: https://clearshot.digital/See omnystudio.com/listener for privacy information.

CBK was the OG influencer 01.04.2026 32min

TikTok searches for Carolyn Bessette Kennedy grew by 9,100% in a month, and the show about two people who died in 1999 is breaking streaming records in 2026. Lucinda and Edwina unpack why Love Story: JFK Jr. & Carolyn Bessette has a chokehold on Gen Z and millennials alike — and dissect the brand marketing playbook brands like Rhode and Schwarzkopf are running off the back of it. And when living family members are outspoken about being against the show, where does ethics stand in all of this?! 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.

Bring back the hamburglar! 27.03.2026 41min

The McDonald’s CEO ate a burger on camera and the internet turned it into the brand’s biggest PR day… ever. So naturally, Lucinda and Harriet jump on the mic to unpack the PR fail heard around the world, plus, they deep-dive into the Bode x Levi’s “Barrel Racer Jean” collaboration and why it’s the all-American fashion collab done right, and take a quick look at Gucci’s AI-powered mystery game that’s turning collection launches into immersive experiences (whether or not there is any purpose to it all...). Read more about Bode x Levi’s: https://www.highsnobiety.com/p/bode-levis/ Read more about Gucci La Famiglia: https://www.prestigeonline.com/sg/style/fashion/gucci-la-famiglia-mystery-unfolds-game-immersive-experience/ 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.

Print is dying (again)… but PR isn’t. 16.02.2026 53min

With the recent closure of Aussie media mainstays like T Australia, Cosmo Australia, and Business News Australia and the Beckham family fallout dominating headlines in recent weeks, this episode unpacks two cultural moments shaping the future of PR in real time.Lucinda and Courts dive into what the latest industry shake-ups reveal about the evolution of media, the shifting role of traditional press, and why modern publicity is more layered than ever. From the decline of legacy publishing models to the rise of multi-channel storytelling, they explore how PR is evolving beyond placements into strategy, amplification, and audience-first thinking. We then turn to the Beckham family drama as a live case study in crisis comms, narrative control, and the power of (strategic) silence. Together, these moments offer a candid, insider look at how the PR playbook is changing — and what founders, creators, and brands need to understand to stay relevant in a rapidly shifting media landscape... Lucinda's book recommendation: Heart The Lover by Lily King: https://www.goodreads.com/book/show/228110489-heart-the-lover 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.

We need to apologise… 03.12.2025 56min

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.

End of an era 13.11.2025 54min

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.

Alter egos, nepo babies...and the end of the polished PR era? 22.10.2025 37min

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.

Celebrity comebacks & TikTok drama 14.10.2025 48min

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.

99% PR, 1% Gambling, with Luca Kante 09.09.2025 1h 16min

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.

Rebranding therapy, with Meghan Gray 18.08.2025 1h 4min

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.

From newsrooms to newsfeeds, with Genevieve Brammall 23.07.2025 43min

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.

All the internet girlies are pop stars now 07.07.2025 36min

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.

The new rules of media with Gemma Acton 23.06.2025 45min

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.

Are all frogs gay? 09.06.2025 34min

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.

AFW vox pop: the roast session 29.05.2025 37min

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.

From model to business mogul, with Taryn Williams 13.05.2025 49min

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.

Building a luxury brand on TikTok, with Leah O'Connor 23.04.2025 52min

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.

Lessons from a life in PR, with Meg Hutchinson 14.04.2025 41min

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.

April Fools campaigns: the audit no-one asked for 07.04.2025 33min

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.

Rebrands, PR stunts & a side of fries 18.03.2025 44min

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.

PR/etty Average

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