Show Notes
For this minisode with the Propellernet Digital PR team, we're taking it all the way back to basics with the age old question - what is Digital PR? To give you all the answers, we call on Digital PR Director Steph Finch, who has been in the game since link building was even called link building. Hailing from a totally digital background, and bringing over 10 years of experience to the table, Steph talks about what advice she'd give to people wanting to entre the industry, her favourite campaigns, and why she doesn't actually like the term 'Digital PR'. 00:00:00 - Introduction to Digital PR: Louise introduces the new season of the Digital PR Podcast and welcomes PR director Steph Finch, who shares her background and career journey in digital PR. 00:02:30 - Digital PR vs Traditional PR: Steph discusses the differences between digital PR and traditional PR, highlighting the focus on link building in digital PR and the evolving nature of both practices. 00:06:00 - The Intertwining of PR Practices: The conversation shifts to how digital and traditional PR are becoming more intertwined, with both practices learning from each other and adapting to new objectives. 00:09:30 - Choosing Between Digital and Traditional PR: Steph provides insights on why clients might choose digital PR over traditional PR, considering factors like budget, audience demographics, and measurable outcomes. 00:15:00 - Building Relationships Between PR Teams: The discussion covers the importance of collaboration between digital and traditional PR teams, sharing strategies for building trust and effective communication to achieve common goals. 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 [email protected]. 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.
More from The Digital PR Podcast
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 [email protected]. 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 [email protected]. 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 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 [email protected]. 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 [email protected]. 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 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 [email protected]. 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.