The Digital PR Podcast

Propellernet
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The Digital PR Podcast is your essential podcast for all things digital PR. Join Propellernet’s very own Louise Parker and Steve Baker as your hosts who will be chatting with a variety of guest speakers and top industry experts. Make sure to tune in every month for the latest trends, expert insights, and actionable tips for all things PR. We can’t wait for you to join the conversation.

  1. 2d ago

    #47 Personal Finance, PR and AI: Why Real Experts Matter with Kara Gammell

    Steve and Steph are joined by Kara Gammell, Senior Editorial Strategy Lead and Brand Spokesperson at MoneySuperMarket. An award-winning personal finance journalist, Kara spent eight years on the money desk at The Daily Telegraph before going freelance and then moving in-house. She explains why AI is a useful starting point but no substitute for a real expert when it comes to your money, and why journalists are now phoning spokespeople to check they’re genuine. Kara also shares her “barbecue test” for a good story, how brands in regulated industries can stay reactive, and why newsrooms are choosing quality over quantity. 00:00 - Introduction 00:44 - From The Telegraph to MoneySuperMarket 03:08 - What Still Makes a Good PR Story 04:25 - YMYL and the Perils of AI Financial Advice 09:57 - Where Humans Fit in AI Content 11:32 - Using AI for Personal Finance 18:26 - Why Named Human Spokespeople Matter 20:17 - Should Brands Hire Former Journalists? 22:55 - The Hidden Work of Being a Spokesperson 29:00 - Quality Over Quantity: The Return of Long-Form 34:54 - Reactive PR in Regulated Industries 39:23 - Quick-Fire Questions 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]([YOUTUBE URL]) as a video podcast. To check out our socials and other useful links click here.

  2. Sep 24

    #46 From Earned Media to LLMs: Rethinking PR with Stephen Waddington

    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. – 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.

  3. Aug 27

    #45 Bridging Data and Creativity in Digital PR with Thierry Ngutegure

    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.

  4. May 28 ·  Bonus

    #44 GenAI, Fake Experts and the Fight to Keep PR Human with Alex Cassidy

    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 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.

  5. Apr 30

    #43 The Future of PR: Trust, Inclusion and Industry Unity with Sarah Waddington

    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.

  6. Mar 19

    #42 AI and the Future of Journalism with Harriet Meyer

    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 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.

  7. Feb 19

    #41 How AI Is Changing the Journalist–PR Relationship with Rosie Taylor

    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.

  8. Jan 22

    #40 Future-Proofing PR: The PESO Model & Structured Trust with Gini Dietrich

    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 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.

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About

The Digital PR Podcast is your essential podcast for all things digital PR. Join Propellernet’s very own Louise Parker and Steve Baker as your hosts who will be chatting with a variety of guest speakers and top industry experts. Make sure to tune in every month for the latest trends, expert insights, and actionable tips for all things PR. We can’t wait for you to join the conversation.

Information

  • Creator
    Propellernet
  • Years Active
    2022 - 2026
  • Episodes
    49
  • Rating
    Explicit
  • Copyright
    © Propellernet 2025
  • Show Website
    The Digital PR Podcast

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