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/@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.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Crime Junkie
Does hearing about a true crime case always leave you scouring the internet for the truth behind the story? Dive into your next mystery with Crime Junkie. Every Monday, join your host Ashley Flowers as she unravels all the details of infamous and underreported true crime cases with her best friend Brit Prawat. From cold cases to missing persons and heroes in our community who seek justice, Crime Junkie is your destination for theories and stories you won’t hear anywhere else. Whether you're a seasoned true crime enthusiast or new to the genre, you'll find yourself on the edge of your seat awaiting a new episode every Monday. If you can never get enough true crime... Congratulations, you’ve found your people. Follow to join a community of Crime Junkies! Crime Junkie is presented by audiochuck Media Company.
The Clay Travis and Buck Sexton Show
The Clay Travis and Buck Sexton Show. Clay Travis and Buck Sexton tackle the biggest stories in news, politics and current events with intelligence and humor. From the border crisis, to the madness of cancel culture and far-left missteps, Clay and Buck guide listeners through the latest headlines and hot topics with fun and entertaining conversations and opinions.