Hi, I'm Lucy.
Your senior PR partner who turns good work into real visibility.
After 15 years in PR, here's what I know for certain: the best stories are already sitting inside your organisation, waiting for someone to notice them. Most people are just too close to their own story to see what makes it worth telling.
Part strategist.
PART STORY TELLER.
Part relentless advocate.
I’ve built my career refusing to stay in one lane.
I’ve worked across corporate, government, NFP, consumer, health and tech.
Sector-agnostic by design, because the best ideas rarely come from someone who's only ever looked in one direction.
I've run PR in-house, run it agency-side, and I've since built my own business off the back of knowing exactly what works.
That's why
In The Sky
is built lean
No bloated account team, no juniors cutting their teeth on your brief. Just me, backed by a network of senior consultants and specialists - creatives, brand strategists, publicists, social experts and designers - brought in exactly when the work calls for it.
These days, I focus my energy on two sectors: NFPs and FMCG brands. I started my career in the NFP sector, doing communications with a fraction of the budget and a mission that deserved ten times the attention it was getting. FMCG is where I built my commercial instincts - fast-moving, high-pressure and zero patience for a story that doesn't perform.
That's the mix I bring to every brief - enough purpose to care about the story, enough commercial instinct to make sure it works.
Why this matters to me
Good work deserves to be above the noise. Every brand and organisation I work with has put in the work to earn attention - my job is making sure they actually get it, without the agency runaround.
I'm not interested in "doing PR" for the sake of it. I've sat across the table from marketing leads who've been burned by agencies that over-promised and under-delivered, and comms managers who've been told PR is a "nice to have" one too many times.
I built In The Sky PR to be the opposite of both those experiences - senior thinking, every time, whether you're a global FMCG brand or a charity punching above your weight on a shoestring budget.
That's the whole reason In The Sky PR exists, and it's the standard I hold every brief to.
About Lucy
Fun Facts
01.
I am into good coffee, good wine and good people. I love anything active and adventurous whether it’s a hike, run or surfing - the ocean is my happy place.
02.
I’m a mum of two small humans, and two over-energetic dogs. Balancing life and work matters to me - and I’ve built my business so I could have the freedom to balance both. But I genuinely LOVE what I do.
03.
I spent time teaching English at the Dalai Lama's monastery in Dharamshala, India. I met some incredible Buddhist monks who opened my eyes to a different way of living.
04.
When I was 19, I built a gigantic tampon bike as part of a Libra marketing competition. I won first prize which was $10,000. This funded my solo backpacking trip to Africa.
05.
The craziest thing I’ve done to get a story up for a client? Flying 1700km interstate with an esky full of half-cooked pizzas to personally deliver them to customers who'd missed out on trying it. Read about it here
