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/

 

<blockquote>Lucinda Bayly is joined by Genevieve Brammall, the media strategist leading News Corp&rsquo;s push to integrate influencers beyond traditional marketing &mdash; 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.&nbsp;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.&nbsp;The episode also dives into broader industry challenges &mdash; 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:&nbsp;<a href="https://www.linkedin.com/in/genevieve-brammall/" data-saferedirecturl="https://www.google.com/url?q=https://www.linkedin.com/in/genevieve-brammall/&amp;source=gmail&amp;ust=1753161808818000&amp;usg=AOvVaw0Ek7iT8GTXgkoAEiuiSToa">https://www.linkedin.com/in/genevieve-brammall/</a>
Follow us on IG:&nbsp;<a href="https://www.instagram.com/baylypr/" data-saferedirecturl="https://www.google.com/url?q=https://www.instagram.com/baylypr/&amp;source=gmail&amp;ust=1753161808818000&amp;usg=AOvVaw3pOUMuheQrTQXN5vAmYvwX">https://www.instagram.com/baylypr/</a>
Follow up on TikTok:&nbsp;<a href="https://www.tiktok.com/@baylypr" data-saferedirecturl="https://www.google.com/url?q=https://www.tiktok.com/@baylypr&amp;source=gmail&amp;ust=1753161808818000&amp;usg=AOvVaw2jLmPeqODDssXC2tNfar2T">https://www.tiktok.com/@baylypr</a>
Visit our website:&nbsp;<a href="https://www.baylypr.com/" data-saferedirecturl="https://www.google.com/url?q=https://www.baylypr.com/&amp;source=gmail&amp;ust=1753161808818000&amp;usg=AOvVaw1f6xSrjYFwYEbZAAkwiLcU">https://www.baylypr.com/</a>
Thank you to Clearshot Digital for making this podcast possible:&nbsp;<a href="https://clearshot.digital/" data-saferedirecturl="https://www.google.com/url?q=https://clearshot.digital/&amp;source=gmail&amp;ust=1753161808818000&amp;usg=AOvVaw2K3cY4arGuvFxTVfxan5nS">https://clearshot.digital/</a>
</blockquote>
&nbsp;

A public relations and social media business podcast run by the BAYLY PR girls. This is the podcast for anyone interested in the fascinating world of business development and young women trying to figure it all out. 

A public relations and social media business podcast run by the BAYLY PR girls. This is the podcast for anyone interested in the fascinating world of business development and young women trying to figure it all out.

A public relations and social media business podcast run by the BAYLY PR girls.

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