The latest episode of the Beyond the Noise podcast features PRWeek journalists Danny Rogers (editor-in-chief), Siobhan Holt (news editor), Eliza Wiredu (reporter) and Evie Barrett (senior reporter) as they dissect the two-day PR360 event.

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

One of the key themes running through PR360 was the evolving role of AI in PR. Compared to last year, Holt observed a noticeable shift toward more practical applications of AI, with several sessions showcasing real-world implementations.

Barrett breaks down a compelling panel on the client-agency relationship. One of the standout insights came from Scott Colvin, group director of public affairs at Aviva, who criticised current pitching models and procurement practices.

Holt also recaps a b2b communications panel that tackled the balance between creativity and commercial value. She highlights Sodexo’s b2b campaign as a prime example of prioritising real business solutions over superficial creative flair.

Rogers reflects on a session examining the shifting news media landscape, with contributions from representatives of Meta, News Movement and Ocado. The conversation centred on how PR professionals can adapt to the evolving ways people consume news.

Wiredu offers insights from a panel on AI innovation, including a standout presentation by Virgin Media O2’s head of corporate comms, Luke Stallard. He introduced the company’s lauded “AI Granny Daisy” campaign and shared advice on staying ahead of potential media interest when launching unconventional initiatives.

Other key discussions focused on the integration of social media within communications teams and how brands can more effectively reach Gen-Z audiences.

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