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.

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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 dprpodcast@propellernet.co.uk. 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.

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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 dprpodcast@propellernet.co.uk. 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 dprpodcast@propellernet.co.uk. 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.