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/

<blockquote>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 &mdash; 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 &mdash; 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.</blockquote>
<blockquote>
Gemma Acton's website: <a href="http://gemmaacton.com/" data-saferedirecturl="https://www.google.com/url?q=http://gemmaacton.com&amp;source=gmail&amp;ust=1750728067007000&amp;usg=AOvVaw15klpge5iFsYYqDMEJHzjn">gemmaacton.com</a>
</blockquote>
<blockquote>
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=1750728067007000&amp;usg=AOvVaw3hQPs1ISMLXVWYOEjw91CS">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=1750728067007000&amp;usg=AOvVaw21n7uITLh5Hb4YeiI-avim">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=1750728067007000&amp;usg=AOvVaw1w7HZxzoC4NaNnynhkpw0c">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=1750728067007000&amp;usg=AOvVaw3nmCtYiFc-GNErMOiiioUD">https://clearshot.digital/</a>
</blockquote>

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.

Advertisement