DITL: Bayly PR Team
From R to L: Lucinda Bayly, Edwina Steffensen and Courtney Frank
If there ever was a team that proves ‘small but mighty’ isn't just a catchphrase, it's Bayly PR. Based in sunny Brisbane, this boutique PR agency might keep things tight knit, but their impact is anything but small. Known for their creative thinking, strategic flair and ever-so talented team, Bayly PR is behind some of the most exciting campaigns in the world of PR. From digital PR and influencer relations to talent management, content, and brand consultancy — Bayly covers it all – blending big ideas with a hands-on, all-in energy that sets them apart.
While the full team is packed with powerhouse talent, we sat down with three of Bayly’s key players – Lucinda, Courtney and Edwina – for a peek behind the scenes at life inside this impactful agency. From daily rituals and creative habits to chaotic moments and dream clients, here’s what a day in the life at Bayly PR looks like.
First up — names and roles, please!
Lucinda Bayly (right) – Founder & Director
Edwina Steffensen (middle) – PR Executive
Courtney Frank (left) – Client Director
What’s the first thing you do when you get to the office?
Lucinda: Coffee. Yap. Light the candles — in that order.
Edwina: I’m usually the first one in, so I do the open-up: blinds, lights, outdoor area. Then I dive into emails while it’s still quiet.
Courtney: Fill up my water bottle, make a cup of tea, write my to-do list.
What does a typical day look like for each of you?
Lucinda: There’s really no “typical” day to be honest. A lot of my time is spent on marketing plans and promotion opportunities for the agency, or I might be hosting an interview on our PR/etty Average podcast. Otherwise, I am working on new business proposals, but my favourite days are still the ones that I am at my desk, with the team in the office, on the tools for our clients (I still can’t beat the high of a pitch or creative idea coming to life for a client exactly as I envisioned! It’s magic).
Edwina: It depends on the day, but mostly it’s a mix of pitching, client comms, reporting — plus the odd shoot or event thrown in.
Courtney: No two days are the same, honestly! And that's what I love about my role. Some days I am on-site with clients overseeing a photoshoot, other days I'm in back to back meetings. Nights are usually full too — I'm a big night owl, so if I'm not trying to get through my inbox after hours, I'm usually running a client event or managing one of our BPR Talent at a brand event. Then there are quieter days where I get into BD mode and can also sort out all my admin!
What’s your lock-in tip — how do you get in the creative zone?
Lucinda: Noise-cancelling headphones and a playlist of epic film scores. Think Hans Zimmer energy. Zoe Foster Blake also has an epic Spotify playlist, ‘Music for writing, study, flow and focus’ that is a go-to when I need to plug in and meet a deadline.
Edwina: I’m kind of known for my tunnel vision — once I’m in the zone, I’m in, and nothing can really distract me. But having a comfy setup and clothes definitely helps.
Courtney: Headphones in, head down. If I need to write, it's country music. If I want to lock in on a project or deadline, it's show tunes. I'm also partial to getting out of my every day environment to spark some creativity — so a café or WFH day always helps.
What’s something people wouldn’t expect about Bayly behind the scenes?
Lucinda: People don’t realise how much work goes into what we do — we’re a small team but we hit way above our weight. I think people are quick to assume what we do is easy, when it takes a lot of work and strategic thinking (and way more spreadsheets and late nights than I would care to admit). Also, I think our TikTok and podcast make us look funny… but our jokes are actually always quite bad.
Edwina: The blood, sweat and (occasional) tears that go into just one campaign. We really, genuinely care about the brands we work with.
Courtney: We take pride in building strong client relationships that go beyond business — and we especially love to become an extension of their team. That means no job is too big or too small for us, whether it’s sweeping floors at a restaurant opening or serving drinks. PR isn’t always glamorous, but it’s always rewarding.
If your job had a soundtrack, what would be playing at the peak of chaos?
Lucinda: Roman Holiday by Nicki Minaj — the meme-y TikTok sound part on repeat. IYKYK.
Edwina: Some kind of white noise sound...
Courtney: Busy Woman by Sabrina Carpenter.
If you could swap roles with someone at Bayly for a day, who would it be?
Lucinda: Our wonderful intern, Gen. I’d love to get deep in the weeds again — just give me a list and tell me what to do!
Edwina: Probably Lulu. She works on the podcast and a lot of the BPR brand behind the scenes. Something I don't often get to do but love it when I do.
Courtney: Teags. She’s always out and about on shoots — it’s creatively energising, and no one ever questions you for being on your phone.
Go-to snack for the 3pm slump?
Lucinda: Diet Coke. I’m a classic basic publicist.
Edwina: Honestly… I don’t really get the 3pm slump, since I get to work early, 3pm feels like bedtime.
Courtney: I'm honestly a nightmare to be around if I don't have a Coke Zero.
What do you love most about your job?
Lucinda: I love our amazing team, and working with clients who trust us with creative freedom. Also, the creativity — when my brain starts whirring, I honestly feel unstoppable and it’s the best feeling. It makes all the bad days and hard parts worth it.
Edwina: It’s the people. We’re not just coworkers, we’re actual friends, which makes the work even more rewarding.
Courtney: The mix. I get to flex my creativity and also put on my commercial hat. I am easily bored and often restless, so I love that no two days are ever the same.
Rapid fire – go!
Early bird or late riser?
Lucinda: Late riser (or so I would like to be… if my 10-month-old would just learn what a sleep in is).
Edwina: Early, early riser
Courtney: Also late riser...
Matcha or coffee?
Lucinda: Coffee!
Edwina: Coffee
Courtney: Neither — peppermint tea!
Social media channel of choice?
Lucinda: I post on Instagram the most, but probably spend more time on TikTok. Also, I’m obsessed with Reddit for the rabbit holes I didn’t know I needed.
Edwina: Instagram — I’m a photo girl, but working on my TikTok abilities
Courtney: Instagram or Pinterest.
Dream Bayly PR client? Shoot for the stars!
Lucinda: Jacquemus. Simon is a creative visionary. I bought one of his dresses in his early days, from the S/S14 collection, and it was such a huge investment for me and I remember thinking it was unlike anything I had ever seen before. It’s amazing to see how far he has come since then, and the branding, marketing and PR have been a huge part of that progression. Having a seat at that table (and getting a peek behind the curtain into Simon’s brain!) would be a dream.
Edwina: A super iconic international restaurant or pub. Maybe Chiltern Firehouse.
Courtney: Something international — maybe Hotel du Cap-Eden-Roc in France. If you know, you know.
To check out the amazing work Bayly PR does, head to their website or Instagram profile.
Discover some of the incredible brands the Bayly team collaborates with and connect directly via their Flaunter profiles linked below:
