The Digital PR Podcast

Steve and Steph are joined by Stephen Waddington, professional advisor at Wadds Inc, PhD researcher at Leeds Business School, former CIPR president and co-editor of the new book AI for Public Relations. Stephen explains why AI is a major opportunity for PR, with large language models drawing heavily on earned and owned media, and why PR teams now need to treat LLMs as a separate stakeholder with their own media lists. He also explores the impact of AI on entry-level roles and the need to rebuild the career ladder and shares his PhD research on getting communicators into the room where decisions are made.

02:30 - Agency, In-House and Consultancy Life

04:31 - AI for Public Relations and Lessons from SEO

07:42 - Why AI Cites Earned and Owned Media

12:04 - Rethinking the Media List

15:04 - Measuring AI Visibility

17:04 - What Does a GEO Role Look Like?

21:07 - AI and the Future of Junior PRs

25:17 - Critical Thinking and Tacit Learning

30:34 - PR's Contribution to Management: Stephen's PhD

38:36 - Quick-Fire Questions

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you'd like us to cover or guests you'd like to see (maybe you'd like to be a guest yourself?) drop us a line at [email protected]. If you're really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

Steve and Stephanie are joined by Thierry Ngutegure, co-founder and Head of Data Storytelling at Six Chillies, for a deep dive into data and PR.

They talk about what actually makes a brief work, what happens when the data doesn't back up the headline, and whether data specialists are still needed now AI can do some of the heavy lifting. Thierry shares where he finds unexpected data, settles the data versus creative debate, and makes the case for why junior PRs might have the edge when it comes to bravery.

00:00 - Introduction

03:08 - Confidence as the Missing Link Between PR and Data

06:50 - What Makes a Good Brief

08:50 - When the Data Doesn't Back Up the Headline

12:35 - Are Data Specialists Still Needed in the Age of AI?

18:13 - How AI Has Enhanced Thierry's Work

23:56 - Feasibility Check Problem

25:11 - Briefing Junior vs Senior Digital PRs

28:29 - Data vs Creative: Which is Riskier to Pitch?

40:04 - Quickfire Qs

46:20 - What Thierry Would Be Doing Instead

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you'd like us to cover or guests you'd like to see (maybe you'd like to be a guest yourself?) drop us a line at [email protected]. If you're really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

Steve and Lou are joined by Alex Cassidy, Managing Director of NeoMam Studios, for a special bonus episode of the Digital PR Podcast, hosted live at Propellernet HQ. They discuss generative AI, fake experts and the fight to keep PR human. Alex shares why NeoMam has kept generative AI out of its workflows, the story behind the fake experts investigation with Press Gazette, and what the shift towards subscription media means for the future of digital PR.

00:00 - Introduction and Welcome Back

01:43 - Neomam's Stance on Generative AI

04:47 - Efficiency, Scale and the Case Against AI Workflows

07:11 - Red Flags: Accuracy and Originality

10:41 - AI Assisted vs AI Generated

17:35 - What Clients Are Actually Asking About AI

19:38 - Junior Talent and the Skills at Risk

26:22 - The Joy of the Work and Why It Matters

30:26 - The Fake Experts Investigation with Press Gazette

37:01 - Dog Astrologists and Where You Draw the Line

40:23 - Self-Regulation and Industry Standards

42:33 - The Future of Press and Digital PR

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

Steve and Lou are joined by Sarah Waddington CBE, CEO of the PRCA, the world's largest professional body for PR, public affairs and communications. Sarah shares her vision for unifying the PR industry, from breaking down the divide between digital and traditional PR to tackling fake experts, class barriers and gender inequality. She also unpacks the PRCA's new definition of PR, reflects on her debate with Sir Martin Sorrell, and shares her honest take on what AI means for practitioners.

00:00 - Introduction / What is PR?

01:22 - The PRCA's Mission and 2026 Priorities

04:59 - How PRCA Membership Works

06:39 - Fake Experts and the Case for Industry Standards

10:48 - Bridging the Digital and Traditional PR Divide

14:42 - AI and the Future of Junior PRs

18:03 - Gender, Diversity and PR's Inclusion Problem

25:55 - Debating Sir Martin Sorrell and Redefining PR

36:03 - AI: Opportunity or Threat?

39:57 - The CBE

43:04 - Who's Exciting in PR Right Now?

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

Steve and Lou are joined by journalist, editor and AI trainer Harriet Meyer to unpack what AI is actually changing in newsrooms, PR teams and editorial workflows. From research and analysis to campaign planning, disclosure, trust and responsible use, Harriet shares where AI is genuinely useful, where it is mostly noise, and why human judgement still matters more than ever. If you're working in PR, media or content and trying to work out where AI fits into your day-to-day, this episode is a great place to start.

Check out Harriet's AI for Media newsletter.

00:37 – What has actually changed in journalism?

03:04 – Spotting AI early

05:21 – Excitement, fear and scepticism

09:17 – Where AI is genuinely useful right now

12:18 – Tool overwhelm and where to start

16:45 – Better use cases for agencies and teams

23:34 – The biggest risks of AI misuse

35:31 – Where humans still outperform AI

Check out the full episode transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

Lou and Steve are joined by freelance journalist Rosie Taylor to discuss how AI is reshaping the relationship between PRs and journalists. They explore the rise of AI-generated content, fake experts and increased verification pressures in newsrooms, alongside what this means for trust, pitching and media relations. Rosie shares what makes a pitch stand out, why exclusives and relevance matter, and how relationships are now built through strong stories rather than schmoozing. They look at responsible uses of AI in PR, the importance of audience-first storytelling, and why authenticity and human connection are becoming the industry’s strongest differentiators.

00:00 The Evolving Relationship Between Journalists and PRs

02:53 Navigating AI in Journalism

12:07 Leveraging AI for Better Storytelling

14:44The Future of Journalism and AI

24:13The Challenges of Authenticity in Journalism

29:00 Transparency in AI Usage for PR Professionals

32:20 The Impact of Fake Experts on Journalism

39:46 The Human Element in PR and Journalism

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

In this episode of the Digital PR podcast, Louise Parker and Steve Baker are joined by Gini Dietrich, founder and CEO of Spin Sucks, to explore the future of comms in an AI-fuelled, fractured media landscape. They dive into the origins and evolution of the PESO model, and how it’s become a strategic operating system for modern marketing and comms teams. Gini shares how AI is changing everything from visibility to reputation management, and why structured trust is the next big concept comms professionals need to master. Together, they explore deepfakes, bot-driven outrage, and what it really takes to future-proof your brand in an age of misinformation.

00:00 Introduction to Jeannie Dietrich and the PESO Model

02:13 The Evolution of the PESO Model

06:05 Integrating AI into the PESO Framework

09:03 Creating Consistency Across Communication Channels

12:46 Building Structured Trust in Brand Messaging

16:37 Navigating Misinformation and AI Challenges

22:17 Future-Proofing PR and Marketing Strategies

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

In this episode of the Digital PR Podcast, Louise Parker and Steve Baker are joined by Lisa Paasche, mentor, advisor, and founder of Verve Search, for a conversation about building one of the most influential digital PR agencies, and what it’s really like to sell the business you built from scratch. Lisa reflects on the bold creative shifts that fuelled Verve’s success and shares what it takes to balance growth with integrity. Together, they explore the personal cost of leadership, why the post-sale reality didn’t match the dream and how Lisa reconnected with her purpose.

00:00:00 – Intro & Lisa’s Legacy in Digital PR

00:01:29 – A Crisis Year Sparks a Creative Pivot

00:06:06 – Making Ideas Happen

00:09:45 – Hiring for Grit, Not CVs

00:14:20 – Creative Campaigns That Broke Through

00:32:30 – Selling Verve: The M&A Reality

00:42:50 – Burnout, Divorce & Redefining Success

00:47:38 – Stand-Up, Self-Discovery & Life After Verve

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

Is traditional link building finally dead... or has it just had a rebrand? In this episode of the Digital PR Podcast, Louise Parker and Steve Baker are joined by Vince Nero, Director of Content Marketing at BuzzStream, to unpack the future of outreach in a world where coverage is harder to win, attribution is messier than ever and quality beats quantity every time. They explore the differences between US and UK outreach culture, what 'impact' looks like in 2025, and why it might be time to ditch your 100-link campaigns for a more surgical, brand-led approach. You’ll also hear how BuzzStream’s new List IQ tool is helping digital PRs create smarter, hyper-targeted media lists – and why Vince believes the future lies in owned audiences, niche content, and meaningful collaboration across SEO, PR and brand teams.

00:00:36 – Blogger Outreach, Infographics & the Early Days of SEO

00:06:02 – Why ‘Link Builder’ Has Become a Dirty Word

00:13:54 – Owned Audiences & the Rise of LinkedIn for B2B PR

00:19:03 – Fewer Links, Better Links: Is That Enough?

00:32:21 – Quality Over Quantity: The Links That Actually Matter

00:42:07 – Behind the Scenes at BuzzStream: List IQ & What’s Next

Check out the full transcript here.

–

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.

AI is reshaping the creative industry – but is it helping or harming the work? In this episode of the Digital PR Podcast, Louise Parker and Steve Baker speak to Creative Director Joe Goulcher, known for his outspoken takes on AI, ethics and originality. Joe shares why he refuses to use generative AI in his work, how leading brands are pushing back against the hype, and why consent, craft and credibility still matter. Together, they explore the ethical grey areas of AI-generated content, the environmental cost of machine-made creativity, and how Joe is building an honest, human voice in an industry obsessed with speed and scale.

00:07:50 – What AI Really Is (and Isn’t): Joe explains the difference between true artificial intelligence and the large language models often mislabelled as AI.

00:10:45 – The Trouble with Generative Tools: From copyright theft to misinformation, Joe lays out the ethical and practical risks of using generative AI in creative work.

00:14:30 – Why Big Brands Are Saying No: Joe reveals how companies are actively banning AI in their pitch and production processes.

00:29:15 – Craft Still Matters: Joe argues that speed and scale are being prioritised over quality, and why the work often suffers as a result.

00:31:20 – Building a Voice on LinkedIn: How Joe built an engaged audience, and why writing like you speak is the secret.

00:34:40 – Toxic Hustle Culture Isn’t a Badge of Honour: Joe pushes back on the glorification of burnout and late nights in agency life, and what we should be praising instead.

00:40:00 – Advice for the Next Generation: Joe shares advice to creatives starting out today.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at [email protected]. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.