Today's Hack Your Own PR guest is someone who has built one of the most enviable PR careers in Australian beauty! Joining us is Lucy Asker, Head of PR & Influencer at MECCA Brands, an enviable role she's earned through more than a decade of strategic, creative, and deeply connected work in the world of communications. From her early days cutting her teeth at Two Birds Talking and AMPR, through to her time in London leading beauty accounts and business development at b. the communications agency, Lucy's career has spanned continents and some of the world's biggest beauty brands.

Since joining MECCA in 2019, Lucy has steadily climbed the ranks, from Publicist to now leading the entire PR and influencer division across Australia and New Zealand. She's shaped blockbuster brand campaigns, launched cult products, built enduring talent relationships, and helped position MECCA as a cultural brand as much as a retail destination.

In this conversation, we unpack how Lucy thinks about earned influence, the evolving role of media, navigating the fast pace of retail PR, and what it really takes to build trust.

This one's for the beauty lovers, the brand builders, and anyone curious about what it looks like behind the scenes of one of Australia's most loved beauty brands

We cover a lot of ground in this conversation, including:

• The evolution of beauty PR — from editorial desks and long leads to reactive content, real-time storytelling, and TikTok virality.

• How to think more holistically about impact, visibility, and relationships.

• Her approach to influencer marketing — including how MECCA fosters authentic, long-term relationships with creators rather than transactional content.

Big Ideas Masterclass

This FREE 60 minute masterclass will help you - a leader or changemaker - turn your stories into powerful tools for visibility and impact. Stories that open doors.

Through PR strategies, pitching techniques, and influence-building tactics, you'll learn how to secure media coverage, land speaking engagements, and amplify your mission…before you burnout!

Find Odette Barry online:

https://www.odetteandco.com.au/

https://www.instagram.com/odetteandco/

https://www.linkedin.com/in/odette-barry/

Find Lucy Asker online

https://www.linkedin.com/in/lucy-asker-64602454/