The Digital PR Podcast

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.

Stephen Kenwright, Director of Strategy and Digital Marketing at Ride Shotgun and co-founder of Rise at Seven, dives into the transformative world of brand building in digital PR. He discusses how brand identity influences SEO and consumer choices. Stephen emphasizes the need for adaptability in evolving digital marketing strategies and highlights essential tools for measuring brand performance. He also explores the shifting dynamics of search engines and the opportunities presented by emerging platforms like TikTok and ChatGPT, offering insights for brands to stay relevant.

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!