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. 16H AGO

    #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.

    43 min

  2. 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.

    39 min

  3. 11/20/2025

    #39 Building and Selling a Digital PR Agency with Lisa Paasche

    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. – 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.

    53 min

  4. 10/23/2025

    #38 Is Link Building Dead? with Vince Nero

    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. – 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.

    45 min

  5. 09/25/2025

    #37 Why AI Is Failing the Creative Industry with Joe Goulcher

    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. – 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.

    50 min

  6. 08/28/2025

    #36 How AI is Changing Journalism: PR, Ethics & Fake Experts with Rob Waugh

    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. – 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.

    38 min

  7. 07/31/2025

    #35 Using HARO To Navigate The Expert Economy with Brett Farmiloe

    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. - 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.

    42 min

  8. 06/26/2025

    #34 Is Digital PR The Future Of Marketing? with Rand Fishkin

    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. - 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.

    51 min
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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
    43
  • Rating
    Explicit
  • Copyright
    © Propellernet 2025
  • Show Website
    The Digital PR Podcast