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 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 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.

–

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 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 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.