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.

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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.

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.

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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.

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.

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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.

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.

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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.

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.

AI is being used to create fake experts and manipulate media – and it’s changing journalism forever. In this episode of the Digital PR Podcast, Louise Parker and Steve Baker speak to journalist Rob Waugh, whose investigations have exposed how AI tools are being used to create fake personas, fake commentary and fake credibility. Rob reveals how he uncovered these stories, what’s driving the rise in AI fakery and why it’s a growing threat to trust in media. Together, they explore the line between smart SEO and unethical manipulation, the role of PR in keeping journalism honest and what the future holds for expert commentary.

00:04:52 – The SEO Incentive Behind AI Fakery We dive into how (and why) some brands and agencies are creating fake personas to gain backlinks, mentions and E-E-A-T signals.

00:10:25 – Where the Ethical Line Gets Crossed Rob discusses the real-world consequences of AI-generated quotes and why trust matters.

00:13:33 – How Newsrooms Are Responding With limited resources and mounting pressure, journalists are under strain. Rob reveals how publishers are introducing verification systems to tackle the problem.

00:29:48 – How to Rebuild Trust Between PRs and Journalists From being honest about sign-off processes to meeting in person, Rob outlines what helps a PR become a trusted source and what kills that trust instantly.

00:42:12 – Google AI Mode & the Publishing Apocalypse We discuss how Google's shift to AI answers is already slashing publisher traffic and why media businesses are bracing for impact.

00:56:00 – Final Thoughts & What’s Next Rob hints at upcoming stories, reflects on the erosion of newsroom resources, and shares where to follow his work (and send anonymous tips).

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.

In this episode of the Digital PR Podcast, Louise Parker and Stephen Baker sit down with Brett Farmiloe, Founder of Featured and current leader of HARO (Help a Reporter Out). Together, they unpack the evolving landscape of expert commentary and media outreach, exploring how to stand out in a world increasingly cluttered by AI-generated spam. Brett shares practical insights into what makes a pitch truly land: being helpful, authentic, relevant, and timely. He also calls out the pitfalls of the scattergun PR approach, where mass pitching often comes at the cost of relevance and credibility. If you're looking to elevate your expert outreach and stay ahead of the curve in the AI era, this episode is packed with valuable takeaways.

00:01:15 - What Makes a Great Pitch? Brett outlines the key elements of an effective pitch, emphasising the importance of quality over quantity.

00:06:43 - Navigating AI in Journalism The discussion on the impact of AI on journalism and the challenges it presents, including the need for transparency and verification of sources in the age of AI-generated content.

00:08:24 - How to Use HARO Effectively Brett explains how HARO operates, detailing the process for journalists and experts to connect through the platform, and the importance of timely responses.

00:12:06 - Future of the Expert Economy Brett expresses optimism about the expert economy's growth, highlighting the increasing demand for genuine human insights in a landscape dominated by AI.

00:24:01 - The Role of PR and SEO in Expert Commentary The conversation explores the differences between PR and SEO approaches to expert commentary, discussing the importance of authenticity and the potential for abuse in both fields.

00:35:36 - Final Thoughts and Advice for PR Professionals Brett offers practical advice for PR professionals on how to elicit engaging commentary from clients, emphasising the value of collaboration and creativity in the process.

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.

In this episode of the Digital PR Podcast, Louise Parker and Stephen Baker are joined by Rand Fishkin, co-founder of SparkToro and long-time trailblazer in digital marketing, for a conversation about what’s next for PR in an AI-forward industry. They explore why a fixation on backlinks is no longer fit for purpose, and how a smarter, audience-first approach is key to long-term success. Rand unpacks the growing importance of brand context, trusted sources of influence and real visibility. From TikTok to Reddit, search engines to social feeds, it’s clear that the future of PR lies in where people actually spend their attention. And while AI brings its fair share of uncertainty, Rand leaves us with a sense of optimism and a roadmap for adapting with purpose.

00:05:30 - The Importance of Digital PR: Rand distinguishes between traditional PR and digital PR, highlighting the need to connect with audiences through genuine sources of influence rather than low-quality link building.

00:10:00 - User Behaviour and AI: Discussion on how AI models rely on user behaviour and mentions, and the importance of brand visibility in influential spaces.

00:15:00 - The Evolution of Measurement in PR: Rand advocates for a shift away from strict attribution models towards understanding overall brand presence and impact.

00:20:00 - Future-Proofing PR Strategies: Exploration of strategies for PR professionals to adapt, like focusing on identifying niche sources of influence and leveraging various platforms for brand visibility.

00:25:00 - The Role of AI in Marketing: Rand shares implications of AI in marketing, addressing the anxiety surrounding job displacement and the potential for AI to enhance productivity rather than replace human roles.

00:35:00 - The Future of Content Creation: Rand advocates for a balanced approach that combines AI assistance with human creativity to maintain authenticity in messaging.

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.

In this episode of the Digital PR Podcast, Louise Parker is joined by Stephanie Finch to explore the evolving landscape of digital PR – with a particular focus on the growing challenges of link building. As media policies shift and AI transforms how we search, they discuss why it’s time to rethink traditional success metrics. From declining link-to-coverage ratios to the rising importance of brand visibility, this conversation unpacks how digital PR teams can realign client expectations and stay ahead in a changing search landscape.

00:00:00 – The Changing Landscape of Digital PR: Lou and Steph reflect on the broader shifts affecting digital PR today – from industry saturation to increasing competition and declining originality.

00:01:21 – Link Targets: A Historical Perspective: Steph shares how link expectations have evolved over the past decade, why link building has always been hard, and why the challenge now feels different.

00:03:44 – The Impact of Media Changes on Link Building: From newsroom redundancies and paywalls to affiliate models and no-link policies, Steph explore how structural media changes are reducing link opportunities across the board.

00:08:34 – Educating Clients on Link Expectations: Steph explains how she uses data and competitor insights to reset client expectations – and why it's essential to reframe conversations around coverage, not just links.

00:11:09 – The Role of AI in Digital PR: With Google's AI Overview already live in the US, Lou and Steph discuss how AI is transforming search – and what that means for visibility, PR strategy, and measurement.

00:16:40 – Future Metrics in Digital PR: As links become less central, what comes next? They explore future-facing metrics – from brand mentions and message alignment to platform reach and social sentiment.

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.

In this episode of the Digital PR Podcast, Steve Baker is joined by Raquel Pinto, a digital PR expert at Propellernet, to explore how AI is transforming media outreach. Rather than just a content tool, Raquel sees AI as a strategic thinking partner – helping PR professionals work faster, think sharper, and pitch more effectively. From treating AI like an intern to stress-testing hooks and unearthing niche audience insights, she shares how tools like ChatGPT and Perplexity are helping her deliver more focused, personalised outreach. Join us for a conversation that challenges traditional PR practices as we know them!

00:02:47 – Embracing AI for Efficiency: Raquel reflects on realising how much time she was spending on manual tasks – and how treating AI like an intern transformed her workflow.

00:08:46 – Optimising Media Outreach with AI: From testing campaign angles to understanding journalist preferences, Raquel explains how AI sharpens and speeds up outreach strategy.

00:15:51 – Limitations of AI in Creative Thinking: AI can accelerate admin but it can’t make the creative leaps. Raquel discusses where human intuition still reigns in digital PR.

00:20:46 – Building Relationships in a Digital Age: As AI-driven pitches increase, trust and personalisation matter more than ever. Raquel shares how she builds meaningful journalist connections.

00:25:47 – Practical Tips for AI Integration in PR: Learn Raquel’s go-to prompts, tool tips, and how starting a simple prompt bank can supercharge your day-to-day PR work.

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.