This week, Jacki and Lyle welcome the wonderful Sam Patchett to the podcast. Sam is one of the founders of Profile - a new London-based PR agency specialising in Executive Profiling - where he is now also the Client Director. Sam previously worked as a press secretary and political advisor in his native New Zealand, before moving into PR there with SweeneyVesty. Sam later moved to the United Kingdom, where he moved into corporate comms with Aegon and Grayling. Sam chats to Jacki and Lyle about how Profile came into existence, as well as the importance of having a solid and open relationship with your clients in any area of PR. He discusses the importance of being able to challenge your clients on certain elements of their strategy and messaging, before Jacki asks the unenviable question of how to deal with a client whose message you don't believe in! Jacki discusses the dangers of social media when building your profile, with reference to a story involving a close friend of hers, before Lyle asks Sam about his thoughts on the future of PR with direct reference to the use of AI in the industry. A brilliant episode concludes with some excellent networking skills demonstrated by Sam and Jacki as a potential partnership is floated!

Artwork by Daff Kjellström

Music by Lyle Fulton

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