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.

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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]([YOUTUBE URL]) as a video podcast.

To check out our socials and other useful links click here.

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.

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.