Welcome to the Telum Spotlight, a quick insight into some of the interesting people in the PR and Communications space, as well as freelancers and those launching their own boutique agencies. Today we shine the Spotlight on Lucinda Bayly. Before launching her own consultancy, BAYLY PR, Lucinda spent time as a communications professional in both agency and in-house settings, with roles at Children's Hospital Foundation, P4 Group (now Sabio), and in the UK at tech start-up, Mucho.
By way of introduction:
I am an award-winning communications professional with more than a decade of experience. Passionate about brand reputation, I launched my own business at the end of 2021, BAYLY PR, a bespoke communications studio specialising in a range of communications fields, with a special interest in female-led businesses.
My first job ever was a Barista at Gloria Jeans at Indooroopilly Shopping Centre… fun times! My first industry job was with James St Initiative, the brand, marketing and PR office behind Brisbane’s iconic James St. I did a year-long internship there, before accepting a full time role while I was still finishing my degree, and had a two-year tenure there. Within this role, I worked in a very small team of three to deliver strategic brand management including PR, strategy, brand development, events and publications. There was also a lot of stakeholder management involved, working with the local community, more than 100 retailers and government agencies.
One thing you would change about the communications industry:
I’d love to see it become more collaborative. I think there is an amazing amount of collaboration happening at the moment, but there is still so much opportunity!
Most admired person in comms:
Not so much in comms, but Whitney Wolfe Herd is someone I look up to massively in a professional sense. I listened to her ‘How I Built This’ podcast episode and was so inspired. I also really admire Jasmine Garnsworthy, who was a Brissy girl (like me!) originally and is now killing it in NYC. I’ve followed her on Instagram for a long time and I love how she pioneers women-led businesses and how confident she is in her skills.
Most admired journalist:
This is so cliché, but Leigh Sales. I was so sad when I heard she was leaving the 7.30 report. I think she’s incredibly gifted. I also loved her book, Any Ordinary Day. I also love Lisa Wilkinson and Pandora Sykes (from the UK).
Advice to anyone starting out in comms:
Don’t pigeonhole yourself too early! If you want to work in consumer PR, make the effort to try your hand at some B2B. If you want to work in lifestyle PR, chat with someone in corporate communications. You never know where you might find your groove, and your interests change as you grow.
Essential daily reading:
I start most days with a news scan - always The Australian Financial Review, ABC Online, News.com.au and The Guardian Australia. I also like to check out places like Pedestrian TV, Broadsheet and Refinery29, as they’re often places that are a good fit for my clients.
Hardest question ever! I am an avid reader, so it’s hard to choose just one (especially as I love both fiction and memoirs). I’ll narrow it down to three. The one I will always recommend - Life of Pi. Fiction I’ve loved lately - Love & Virtue by Diana Reid. A memoir I’ve loved lately - Mean Baby by Selma Blair.
This is also so hard! I love films, but one I have watched recently that I think was 10/10 was CODA. I could not fault it… so good and so moving! There were a lot of tears. I’m also a sucker for romcom’s and I have a really soft spot for About Time, and the film Wimbledon, with Kirsten Dunst.
An expedition to Antarctica or the Arctic! I am desperate to go and explore.
Clickbait fact about you:
“You won’t believe how many pairs of metallic boots this Queensland woman has!”
“Don’t ask, don’t get.”