PR/etty Average

How $10K and a spare bedroom built a global bag brand, with the co-founders of Eau Bags Apr 30, 2026 4212 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

CBK was the OG influencer Apr 1, 2026 1954 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 whe

Bring back the hamburglar! Mar 27, 2026 2473 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

Print is dying (again)… but PR isn’t. Feb 16, 2026 3195 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 pres

We need to apologise… Dec 3, 2025 3377 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 q

End of an era Nov 13, 2025 3295 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 ca

Alter egos, nepo babies...and the end of the polished PR era? Oct 22, 2025 2247 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 a

Celebrity comebacks & TikTok drama Oct 14, 2025 2883 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, of

99% PR, 1% Gambling, with Luca Kante Sep 9, 2025 4600 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 r

Rebranding therapy, with Meghan Gray Aug 18, 2025 3883 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 positioni

From newsrooms to newsfeeds, with Genevieve Brammall Jul 23, 2025 2613 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

All the internet girlies are pop stars now Jul 7, 2025 2160 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 Ad

The new rules of media with Gemma Acton Jun 23, 2025 2728 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

Are all frogs gay? Jun 9, 2025 2076 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 cleve

AFW vox pop: the roast session May 29, 2025 2231 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

From model to business mogul, with Taryn Williams May 13, 2025 2958 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 &m

Building a luxury brand on TikTok, with Leah O'Connor Apr 23, 2025 3131 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 o

Lessons from a life in PR, with Meg Hutchinson Apr 14, 2025 2478 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 t

April Fools campaigns: the audit no-one asked for Apr 7, 2025 1996 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 th

Rebrands, PR stunts & a side of fries Mar 18, 2025 2666 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

How I Survived Living in America Mar 4, 2025 1514 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.

The accidental publicist, with Genevieve Phelan Feb 25, 2025 2858 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 adaptabili

$30K Podcasting Package GIVEAWAY with Clearshot and Bayly PR! Feb 17, 2025 910 Are you the next podcasting sensation just waiting for your big chance? Well, your big chance is HERE. Clearshot Digital are giving away a fully produced, fully marketed podcast in collaboration with the legends at Bayly PR! Listen in to this episode we recorded with the BPR girls about what we’re looking for in the competition winner/s, and how to enter. Please also visit our website for mo

Some serious Super Bowl sussin' Feb 10, 2025 1505 The Super Bowl isn’t just a game—it’s the ultimate PR and marketing showdown. Courts and Dwins break down the multi-million dollar marketing strategies, the controversial ads that left their mark, and all the viral moments in between. Oh, and our biggest PR/ediction yet—we absolutely called SZA’s surprise performance. If you don’t believe us, you will just have

Finding your flavour, with Jacqui Toumbas Jan 13, 2025 2538 In this episode, we chat with the incredible Jacqui Toumbas, about her evolution from running one of Brissy’s first viral venues, to now thriving as a content creator. She opens up about finding confidence on social media, and using food as a platform for storytelling. Plus, she shares lessons from her 30s, insights on PR in hospitality, and the life-changing wisdom from her Yiayia’s k

Genevieve Day on the business of influence & motherhood Dec 17, 2024 2848 Get ready to dive deep into the ever-evolving world of influencer marketing with Genevieve Day, founder of Sydney-based agency Day MGMT, Next of Kin Management, and a Forbes 30 Under 30 honouree. In this episode, we explore the highs, lows, and unfiltered truths of working in a seemingly unregulated industry, plus Genevieve’s take on what makes (or breaks) an influencer today. We also chat a

What you won’t learn in uni about PR Dec 2, 2024 2326 In this episode, we sit down with BPR’s very own PR Executive, Edwina, to unpack her journey from fresh-faced university intern to full-fledged publicist in the high-stakes world of lifestyle PR. From writing press releases to bring pressed for time, Dwins shares her inside scoop on landing that elusive first gig, standing out during intern days, and climbing the ladder in an agency where every cl

Planes, fame and the blame game — a year of PR wins and woes. Nov 26, 2024 2778 From Charli XCX’s Brat era to that Royal photo misdemeanour, 2024 was yet another masterclass in PR brilliance and blunders. Sit down with BPR’s Courtney & Lucinda to discuss the stories that dominated this year, including Victoria’s Secret’s bold attempt to revitalise its iconic brand, Travis Kelce and Tay Tay’s viral romance (or faux-mance...), and how some of Australia’s most iconic brands

Everyone is still jealous of the influencers. Nov 1, 2024 2194 Lucinda & Edwina sit down for a chat about what is going on in world BPR, before breaking down a recent VOGUE x Archival study on ‘how Gen Z broke the marketing funnel’… or did they? Lucinda picks Edwina’s brains on how she makes purchasing decisions, who is influencing those decisions and most of all… why traditional marketers still seem to have an issue with paying creators what they deserve

The importance of authenticity with Ginelle Dale Oct 22, 2024 2696 HMUA and all round wellness queen, Ginelle Dale, joins Lucinda to chat about getting her start in the industry, the importance of authenticity on social media and dishes the tea on working with celebrities. Spoiler alert — Tom Hanks is apparently as nice as he appears. Ginelle’s reccos — O Cosmedics Tinted Mineral Sunscreen — https://www.ocosmedics.com/mineral-pro-spf.html Epicutus Lipid Serum

Just call me the f*ck up fixer Oct 10, 2024 2274 Courtney chats with Sally Branson – crisis comms specialist and owner of boutique public affairs consultancy business, Sally Branson Consulting Group. They dive into the Sydney hospitality crisis with Swillhouse and Merivale, as well the bungled press response to Kate Middleton’s cancer diagnosis. Strap in for our chat with the quote unquote f*ck up fixer! See omnystudio.com/listener for privacy i

We think Moo Deng might just be an industry plant… Oct 4, 2024 2871 Lucinda is back on the podcast, teaming up with Courtney for a lively discussion about the phenomenon of Moo Deng. Why is everyone so captivated by her? Could it all just be a clever publicity stunt? And how have Aussie news outlets played a role in amplifying the hype? Expect plenty of unpredictable conversation, along with some fun pop quiz moments – you know, the usual chaos! See omnystudio.co

Not all celebrity beauty brands are created equal Sep 17, 2024 1319 Meet our new PR Assistant, Sophie, who chats with Edwina about celebrity beauty brands – the one’s that flopped and the one’s that did not! Rare Beauty made Selena Gomez a billionaire, while Addison Rae’s Item Beauty gets pulled from the shelves… It poses the question: will 2024 be the rise or fall of the celebrity beauty brand?See omnystudio.com/listener for privacy information.

Can you ever come back from being cancelled? Aug 28, 2024 1305 But seriously, can you? Courtney and Edwina chat cancel culture amongst celebs (including THAT press tour for It Ends With Us), plus why brands need to jump on TikTok trends as soon as they land. Brat, demure – what on earth will be next?See omnystudio.com/listener for privacy information.

Interrogating our newest team member Aug 5, 2024 1204 Lulu chats to our new Client Director, Courtney, about life at BPR, insults that she’s proud of, and what her parents think she actually does for work. Plus, our obsession with all things Olympic fit-checks, Scrub Daddy-esque mattresses, and that Opening Ceremony.See omnystudio.com/listener for privacy information.

PR moves for Kamala Harris Jul 31, 2024 1409 Lulu is leaving us for the land of the free (USA baby!), so we say goodbye to her (for now) and discuss PR moves the Presidential candidates are currently making, and what we’d love to see Kamala Harris implement for her Gen-Z led campaign. See omnystudio.com/listener for privacy information.

How to grow your business and make a difference in the world with Bruce Davidson Jul 8, 2024 2592 Founder of Davidson and Chairman of Yalari, Bruce Davidson, joins the PR/etty Average podcast interviewed by his daughter, Lulu. He shares over 35 years of experience in business development, recruitment and advice for those starting a business in the current global environment. Bruce divulges his perspective on all things Gen-Z's in the workplace, dealing with conflict in business, how to handle

How to be shameless when growing a brand with Katie Martin Jul 1, 2024 2824 Sweat trainer, Katie Martin, joins Lucinda for an interview on all things personal branding, business ownership and social media. Katie divulges how she began her career at 17 whilst finishing high school, and her journey to becoming part of one of Australia's biggest online training platforms 'Sweat', with Kayla Itsines. See omnystudio.com/listener for privacy information.

King Charles and sleeping your way to the top Jun 24, 2024 2381 It's not what you think, we promise. Today Lucinda and Lulu deep dive into social media strategies seen by Sam Kerr (Chelsea Football Club), Koala Mattresses, The Real Real and Tammy Hembrow's collab with MCO Beauty. Once you listen to the episode, we swear the title will make more sense.See omnystudio.com/listener for privacy information.

Help, I opened a restaurant with Maddison Walker from Botellon Jun 17, 2024 2417 BPR client and owner of Botellon, Maddison Walker, joins for the first client interview. Lulu and Maddison divulge her journey from attaining a nursing degree, to starting a restaurant overnight. They also deep dive into Maddison's experience on reality TV show 'Farmer Wants a Wife', where she accidentally became the villain. See omnystudio.com/listener for privacy information.

Ex besties and cheating revenge in the media Jun 10, 2024 1751 Lulu and Edwina divulge into two case studies that are grabbing mega attention on the internet. Sports Illustrated has created this week's study of 'Strategic or Sincere' by pinning two ex besties (Alix Earle and Xandra) together at the recent runway show. For all the mega Vanderpump Rules fans, we also discuss Duracell's ultimate cheating revenge campaign with reality star Ariana Madix.See omnyst

Bumble Took a Tumble May 28, 2024 2232 Lulu and Lucinda are overwhelmed by the world and catch up on how they feel about everything happening globally. They divulge two case studies: the viral trip into the pool before prom videos and Bumble's cancelled campaign. To finish, they do another general knowledge quiz for Lulu that, once again, makes her look extremely stupid.See omnystudio.com/listener for privacy information.

Meta Gala’s Flop Era May 20, 2024 1791 Lulu and Edwina have their first episode together and share their most recent icks for each other. They also delve into the flop of the 2024 Met Gala, and all the bizarre trends and PR moves. See omnystudio.com/listener for privacy information.

Are the celebrities going broke? May 14, 2024 1996 Lucinda and Nicole (the Social Media Executive at BAYLY PR) deep-dive into BPR's work culture and all things social media. They also delve into a case study of the Chamberlain Coffee x 818 collab, which we think is (PR)etty epic. See omnystudio.com/listener for privacy information.

How to get your start in fashion with National Fashion College founder, Bryce McIntosh May 7, 2024 2445 PR/etty Average interview with Bryce McIntosh, founder and director of the National Fashion College. With over 15 years of PR industry experience, Bryce has founded the National Fashion College, Sydney’s leading Fashion-Business College.Lulu sat down with Bryce, who shared fascinating insights on the fashion industry. We’re talking about the benefits of internships, how to gain experience in the i

What the eff is a listicle? Apr 30, 2024 2296 Lucinda and Lulu retest their PR knowledge and also delve into an Aussie business navigating a potential public relations crisis from Coachella. See omnystudio.com/listener for privacy information.

Hairdressergate Apr 23, 2024 2048 Lucinda and Lulu explain how they accidentally broke the internet with a seemingly harmless clip of Lulu getting her hair done on company time. They discuss the press they reached through the viral TikTok and dive into some of the hilarious comments made towards the BAYLY PR team.See omnystudio.com/listener for privacy information.

PR is a sweaty job Apr 9, 2024 1241 Edwina and Lucinda start off today’s episode with confession time and divulge the secrets that have been held onto for months. They also discuss the not so glamorous side of PR and their biggest client wins recently.See omnystudio.com/listener for privacy information.

PR/etty Average - Lulu’s 1 Year Anniversary Apr 2, 2024 1246 Today’s episode is dedicated to 1 year of Lulu at BAYLY PR. Buckle up as Lucinda and Lulu take you for a rewind of all things Lulu in the PR world, and a test of her knowledge so far.See omnystudio.com/listener for privacy information.

PR/etty Average - Pilot Episode Mar 21, 2024 1293 Introducing the PR/etty Average podcast with Lucinda and Lulu, two Public Relations and Social Media "experts" trying to impart their wisdom and BS to the world. Stick with us, it can only go up from here.See omnystudio.com/listener for privacy information.

Episodes

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