The Digital PR Podcast

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 Model02:13 The Evolution of the PESO Model06:05 Integrating AI into the PESO Framework09:03 Creating Consistency Across Communication Channels12:46 Building Structured Trust in Brand Messaging16:37 Navigating Misinformation and AI Challenges22:17 Future-Proofing PR and Marketing StrategiesCheck out the full transcript here.–About the Digital PR PodcastHosted 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.

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 PR00:01:29 – A Crisis Year Sparks a Creative Pivot00:06:06 – Making Ideas Happen00:09:45 – Hiring for Grit, Not CVs00:14:20 – Creative Campaigns That Broke Through00:32:30 – Selling Verve: The M&A Reality00:42:50 – Burnout, Divorce & Redefining Success00:47:38 – Stand-Up, Self-Discovery & Life After VerveCheck out the full transcript here.–About the Digital PR PodcastHosted 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.

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 SEO00:06:02 – Why ‘Link Builder’ Has Become a Dirty Word00:13:54 – Owned Audiences & the Rise of LinkedIn for B2B PR00:19:03 – Fewer Links, Better Links: Is That Enough?00:32:21 – Quality Over Quantity: The Links That Actually Matter00:42:07 – Behind the Scenes at BuzzStream: List IQ & What’s NextCheck out the full transcript here.–About the Digital PR PodcastHosted 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.

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 PodcastHosted 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.

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 PodcastHosted 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.

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 PodcastHosted 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.

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 PodcastHosted 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.

In this episode of the Digital PR Podcast, Louise Parker is joined by Stephanie Finch to explore the evolving landscape of digital PR – with a particular focus on the growing challenges of link building. As media policies shift and AI transforms how we search, they discuss why it’s time to rethink traditional success metrics. From declining link-to-coverage ratios to the rising importance of brand visibility, this conversation unpacks how digital PR teams can realign client expectations and stay ahead in a changing search landscape.00:00:00 – The Changing Landscape of Digital PR: Lou and Steph reflect on the broader shifts affecting digital PR today – from industry saturation to increasing competition and declining originality.00:01:21 – Link Targets: A Historical Perspective: Steph shares how link expectations have evolved over the past decade, why link building has always been hard, and why the challenge now feels different.00:03:44 – The Impact of Media Changes on Link Building: From newsroom redundancies and paywalls to affiliate models and no-link policies, Steph explore how structural media changes are reducing link opportunities across the board.00:08:34 – Educating Clients on Link Expectations: Steph explains how she uses data and competitor insights to reset client expectations – and why it's essential to reframe conversations around coverage, not just links.00:11:09 – The Role of AI in Digital PR: With Google's AI Overview already live in the US, Lou and Steph discuss how AI is transforming search – and what that means for visibility, PR strategy, and measurement.00:16:40 – Future Metrics in Digital PR: As links become less central, what comes next? They explore future-facing metrics – from brand mentions and message alignment to platform reach and social sentiment.Check out the full transcript here.-About the Digital PR PodcastHosted 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.

In this episode of the Digital PR Podcast, Steve Baker is joined by Raquel Pinto, a digital PR expert at Propellernet, to explore how AI is transforming media outreach. Rather than just a content tool, Raquel sees AI as a strategic thinking partner – helping PR professionals work faster, think sharper, and pitch more effectively. From treating AI like an intern to stress-testing hooks and unearthing niche audience insights, she shares how tools like ChatGPT and Perplexity are helping her deliver more focused, personalised outreach. Join us for a conversation that challenges traditional PR practices as we know them!00:02:47 – Embracing AI for Efficiency: Raquel reflects on realising how much time she was spending on manual tasks – and how treating AI like an intern transformed her workflow.00:08:46 – Optimising Media Outreach with AI: From testing campaign angles to understanding journalist preferences, Raquel explains how AI sharpens and speeds up outreach strategy.00:15:51 – Limitations of AI in Creative Thinking: AI can accelerate admin but it can’t make the creative leaps. Raquel discusses where human intuition still reigns in digital PR.00:20:46 – Building Relationships in a Digital Age: As AI-driven pitches increase, trust and personalisation matter more than ever. Raquel shares how she builds meaningful journalist connections.00:25:47 – Practical Tips for AI Integration in PR: Learn Raquel’s go-to prompts, tool tips, and how starting a simple prompt bank can supercharge your day-to-day PR work.Check out the full transcript here.-About the Digital PR PodcastHosted 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.

In this episode of the Digital PR Podcast, we’re joined by Stella Bayles, Co-Founder and Director of PR Tool CoverageBook and author of ‘PR's Digital Resolution’, to talk about how PR measurement is evolving – and where it still needs to catch up. Stella shares her perspective on how automation, AI, and SEO techniques have transformed PR reporting, from saving time to proving true business impact. Join us for a conversation that challenges traditional PR practices as we know them!Try the CoverageBook calculator here.00:05:30 - CoverageBook: Stella explains the creation of CoverageBook, highlighting its aim to save PR professionals time by automating the manual process of collating coverage and metrics for reporting.00:10:00 - Evolution of PR Measurement: Discover the significant changes in PR measurement over the past decade, including the shift towards automation and the challenges posed by an overwhelming amount of data.00:15:30 - Common Measurement Mistakes: Stella discusses the pitfalls PR professionals in measuring their results, emphasising the importance of focusing on meaningful engagement.00:20:00 - The Role of AI in PR: Exploring how AI is influencing PR measurement and the importance of human insight in the process.00:25:00 - CoverageBook Case Study: Stella shares how Diageo effectively utilised CoverageBook to measure impressions and secure additional budget for their PR activities.00:30:00 - Future of PR Measurement: Stella offers her insights on the future of PR measurement, discussing the need for integration with marketing and the growing importance of reputation management in the industry.00:35:00 - Future Gazing: Stella reflects on the evolving landscape of PR and invites listeners to connect with her on LinkedIn for further discussions.Check out the full transcript here.-About the Digital PR PodcastHosted 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.

In this episode of the Digital PR Podcast, we’re joined by Alex Cassidy, Head of Digital PR at Distinctly, to talk about all things AI and how it’s reshaping our industry. From setting up an internal AI task force to exploring the limits (and risks) of generative tools, Alex shares his view on what’s working, what isn’t, and why human insight still matters. We dig into how AI can be used to sharpen headlines, streamline processes, and even build out creative tools – while also questioning where it might be harming originality or undermining trust. Join us for a conversation that challenges traditional PR practices as we know them!00:01:03 - Alex Cassidy: Alex shares his career journey from sports journalism, to digital PR, to his current role at Distinctly.00:02:43 - Implementing AI in the Team: Discussion on approach to using AI tools, addressing initial fears and the formation of a task force to explore AI's potential.00:05:50 - Early Adopters vs. Skeptics: Reflection on levels of comfort with AI, highlighting the differences between early adopters and those hesitant to embrace new technology.00:10:01 - Practical Applications of AI: Exploration of specific AI tools and their applications in digital PR, including the creation of a tool for generating subject lines and headlines.00:14:51 - Limitations of AI in Idea Generation: Alex discusses the challenges of using AI for original idea generation, emphasising the importance of human creativity and understanding in the PR process.00:22:50 - Future of AI in Digital PR: A look ahead at the potential evolution of AI in the industry, considering the balance between automation and the essential human element in PR work.00:27:08 - Concerns About AI's Impact on the Industry: Discussion on the risks AI poses to the digital PR ecosystem, including the potential for content quality decline and the importance of maintaining robust relationships with journalists.Check out the full transcript here.-About the Digital PR PodcastHosted 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 Coverage Book. You can also watch on YouTube as a video podcast.To check out our socials and other useful links click here.

In this episode of The Digital PR Podcast, we had the pleasure of speaking with Lauren Spearman, a TikTok creator and marketing expert with a wealth of experience from top brands like Benefit Cosmetics and Made.com. Lauren shared her journey through the ever-evolving marketing landscape, her advocacy for fair hiring practices, and provided invaluable advice for both job seekers and hiring managers alike. Join us for a conversation that challenges traditional PR practices as we know them!00:02:19 - Lauren's Career Journey: Lauren shares her career path, illustrating her transition from sales to marketing.00:10:24 - Current State of the Marketing Job Market: We discuss the current marketing job market, with Lauren expressing concerns about the dumbing down of job listings and the challenges applicants face in securing roles.00:14:28 - Impact of COVID-19 on Employment: Lauren reflects on how the job market has changed post-COVID, discussing the initial boom and the subsequent downturn, as well as the implications for hiring practices.00:20:09 - Improving the Hiring Process: The conversation explores ways brands and agencies can enhance their hiring processes, including the importance of clear job listings, communication, and feedback for applicants.00:26:03 - Advice for Job Applicants Lauren offers practical advice for job seekers, emphasising the need to showcase achievements, add personality to applications, and avoid a scattergun approach to job applications.00:30:03 - Future Trends in Hiring: The discussion turns to future trends in the job market, including the potential risks of AI in hiring and the implications of returning to office mandates for employees.00:34:08 - The Importance of Personal Branding: Lauren shares her thoughts on personal branding, discussing how it can impact career opportunities and the significance of authenticity in building a meaningful online presence.Check out the full transcript here.-About the Digital PR PodcastHosted 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 Coverage Book. You can also watch on Youtube as a video podcast.To check out our socials and other useful links click here.

In this episode of The Digital PR Podcast, we had the pleasure of speaking with Charlie Clark, founder of Minty Digital, a search marketing agency based in sunny Barcelona. We explored the intricacies of digital PR in Europe and the cultural nuances involved in pitching to journalists in Spain. Charlie highlighted the significance of cultivating a diverse and inclusive workplace culture, as well as the varying link-building strategies employed across different regions. Join us for a conversation that challenges traditional PR practices as we know them!00:01:30 - Charlie Clark's Career Journey: Charlie shares his background from SEO roles in the UK to founding Minty Digital in Spain, and how the agency has evolved over the past eight years.00:03:50 - Digital PR Adoption in Europe: We explore the differences in digital PR practices between the UK and Europe, touching on link building and the evolving attitudes of journalists in Spain.00:06:30 - Pitching Strategies in Spain: Charlie discusses pitching in Spain, highlighting the importance of data-led campaigns and understanding regional nuances in storytelling.00:10:00 - Outreach Tactics Across Europe: Charlie shared tactics used for outreach, emphasising the value of working with native professionals to enhance communication and understanding.00:20:00 - Expanding into the Spanish Market: We learn how Minty Digital assists UK businesses in breaking into the Spanish market, focusing on brand visibility and the importance of relevant storytelling.00:25:00 - Agency Culture and Team Dynamics: Charlie shares his experiences of running an agency in Barcelona.Check out the full transcript here.-About the Digital PR PodcastHosted 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 Coverage Book. You can also watch on Youtube as a video podcast.To check out our socials and other useful links click here.

In this episode of The Digital PR Podcast, we dive into the evolving landscape of search and social media with Ray Saddiq, the Global Head of Marketing at Rise at Seven. We discuss if TikTok is a search engine, exploring how user behaviour is shifting and how social platforms are redefining the search journey. Ray shares his insights on the unique features of TikTok that make it a powerful tool for brands, the importance of understanding the consumer journey and how businesses can effectively leverage TikTok for marketing. Join the conversation that challenges traditional PR practices as we know them!00:00:00 - Introduction to Digital PR and CoverageBook: An overview of the podcast and a message from our sponsors.00:01:03 - TikTok as a Search Engine: A discussion on the statement that TikTok functions as a search engine, exploring the perspectives of industry professionals and the platform's search capabilities.00:03:36 - Changing Search Behaviours: Ray shares insights on how consumer search behaviours are evolving, particularly with the rise of platforms like TikTok and the impact of AI on search journeys.00:09:08 - The Popularity of TikTok: An exploration of what makes TikTok so appealing to users, including its immediacy, cultural impact, and the unique experience it offers compared to traditional search engines.00:16:21 - Brands on TikTok: Discussion on how brands can effectively utilise TikTok, including the types of businesses that thrive on the platform and the importance of tailored strategies.00:25:04 - Data and Analytics on TikTok: An examination of the data TikTok provides to brands, including keyword research tools and insights that can help optimise content for better visibility.00:36:38 - Future Predictions for TikTok: Ray shares his predictions for the future of TikTok, including potential developments in search ads, AI integration, and the growth of user-generated content.Check out the full transcript here.-About the Digital PR PodcastHosted 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 Coverage Book. You can also watch on Youtube as a video podcast.To check out our socials and other useful links click here.

In this episode of the Digital PR Podcast, we had the pleasure of speaking with Sophie Mawby, a seasoned in-house PR professional with 20 years experience under her belt. Sophie shared her journey into the world of PR, from her early work experience at a small agency to her current role as Head of Communications at Yoto, a children’s audio platform. We discussed how the rise of influencer marketing and social media has changed the PR landscape, as well as the importance of staying curious and open-minded about new trends and tools. Join the conversation that challenges traditional PR practices as we know them!00:00:00 - Introduction to In-House PR: We discussed the changes in internal communications departments and introduce Sophie Mawby, who brings nearly 20 years of experience in the field.00:05:30 - Sophie’s Career Journey: Sophie shared her career path, detailing her early interest in PR, her education at Bournemouth University, and her extensive experience in the beauty industry, leading to her current role at Yoto.00:10:00 - The Impact of Influencer Marketing: The conversation shifted to pivotal moments in the industry, particularly the rise of influencer marketing and how it has transformed PR strategies.00:15:30 - Skills and Tools in Modern PR: Sophie discussed the evolution of skills and tools in PR, highlighted the importance of adapting to new technologies and the shift from traditional metrics to more comprehensive evaluation methods.00:20:00 - Balancing Work and Family Life: The hosts and Sophie reflected on the challenges of balancing a demanding career in PR with family life and discussed how parenthood has influenced their career goals and definitions of success.Check out the full transcript here.-About the Digital PR PodcastHosted 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 Coverage Book. You can also watch on Youtube as a video podcast.To check out our socials and other useful links click here.

In this episode of the Digital PR Podcast, Steve and Lou welcome Stephen Kenwright, the Director of Strategy and Digital Marketing at Ride Shotgun, a brand and creative agency. Stephen, who is also known for being the co-founder of Rise at Seven, shares his insights on the evolving landscape of digital PR and the critical role of brand building in this space. Join the conversation that challenges traditional PR practices as we know them!00:00:00 - Introduction to Stephen Kenwright - Welcome Stephen Kenwright, Director of Strategy and Digital Marketing at Ride Shotgun, as he shares insights on brand building in digital PR.00:02:00 - Understanding Brand in Digital PR - Stephen explains what brand means why it's crucial for SEO and digital PR professionals to focus on brand building.00:05:30 - The Shift in Digital PR Strategies - Discussion on the evolving landscape of digital PR, emphasising the need for relevance and the challenges of link building in the current environment.00:10:00 - Tools for Measuring Brand Impact - Stephen highlights essential tools for digital PR professionals, including brand trackers and audience insight tools, to measure brand performance effectively.00:24:00 - The Future of Google and Search Engines - A deep dive into the changing dynamics of search engines, the impact of AI, and how brands can adapt to the evolving digital landscape.Check out the full transcript here.-About the Digital PR PodcastHosted 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 Coverage Book. 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 Paul Stollery, Co-Founder and Creative Director of Hard Numbers. Paul shares his journey from SEO to founding his own agency during 2020 and highlights the importance of measurement and accountability in PR. Addressing the somewhat controversial topic of coverage guarantees and the evolving landscape of digital PR, they discuss a unique model that promises clients specific media coverage targets. Join the conversation that challenges traditional PR practices as we know them!00:00:00 - Introduction to Season 3 - Lou and Steve introduce the third season of the podcast and welcome guest Paul Stollery.00:05:30 - Paul's Career Journey and Launching Hard Numbers - Paul discusses his transition from SEO to PR and the challenges of launching Hard Numbers during the pandemic.00:11:00 - The Concept of Coverage Guarantees - Discussion on the idea of guaranteeing media coverage in PR and how Hard Numbers implements this model.00:17:30 - Challenges and Criticism of Coverage Guarantees - Paul addresses the criticisms surrounding coverage guarantees and the potential pitfalls of working for free.00:24:00 - Measuring PR Success and Tools Used - Exploring measuring success and tools for tracking performance.Check out the full transcript here.–About the Digital PR PodcastHosted 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 Coverage Book. 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 back with a brand-new season of the Digital PR Podcast! We will be bringing you more incredible guests and lots of interesting conversations we can’t wait for you to hear. Make sure to follow so you don’t miss an episode!

In this minisode, Steve is joined by Digital PR Director Maddie Davies, for a chat about how tapping into your client's niche can give a fresh perspective on current events, awareness days, pop culture and seasonality. They cover how to find an in for your client to get their voice heard and cut through the noise.00:00:00 - Introduction: Maddie returns to the Digital PR Podcast and sets the stage for discussing the importance of pitch emails.00:01:00 - The Importance of Pitch Emails: Maddie explains why pitch emails are crucial in PR, emphasising the need for a personal touch and a well-structured overview to engage journalists effectively.00:04:00 - Inspiration and Advice for Pitching: The conversation shifts to sources of inspiration for pitching, with Maddie sharing valuable advice she received about providing journalists with all necessary information upfront.00:06:10 - Analysing a Successful Pitch Email: Maddie breaks down one of her best-performing pitch emails, detailing its structure, key components, and the story behind the campaign about the world's bluest water.00:20:00 - Do's and Don'ts of Pitch Emails: Maddie concludes with her top three do's and don'ts for crafting effective pitch emails, highlighting the importance of clarity, thoroughness, and maintaining a human connection.Check out the full transcript here.–About the Digital PR PodcastHosted 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 Coverage Book. You can also watch on Youtube as a video podcast.To check out our socials and other useful links click here.

Not everyone in Digital PR has a traditional or linear career path. But will that set you back in the short, medium or long term? Steve wants to find out, so join us as he delves into Chloe's intriguing career journey, which she describes as a "wonky" or "squiggly" path into the world of PR, starting with a degree in biomedical science! Chloe highlights the importance of being proactive, willing to learn, and adapting to new challenges, especially when working with clients from different industries.00:00:00 - Introduction to the Podcast and Guest Steve Baker introduces the Digital PR Podcast and welcomes guest Chloe to discuss her unique career path in digital PR.00:01:00 - Chloe's Career Journey Chloe shares her unconventional career path, starting from studying biomedical science to working as a tour guide in the Philippines, and how she transitioned into digital PR.00:05:00 - Benefits of a Varied Career Path Chloe discusses how her diverse experiences have equipped her with a broad skill set, emphasising the importance of adaptability, analytical thinking, and time management in her current role.00:10:00 - Skills for Success in Digital PR The conversation shifts to the essential skills for a successful career in digital PR, including the ability to interrogate information, adaptability, and a willingness to learn from others.00:20:00 - Advice for Transitioning into PR Chloe offers advice for those looking to make a career change into PR, encouraging them to embrace their transferable skills and not be afraid to start from the bottom in a new field.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 Coverage Book. You can also watch on Youtube as a video podcast.To check out our socials and other useful links click here.