The Creative Boom Podcast Claire Blyth on Why PR Still Matters in the Age of AI
Nov 3, 2025
Claire Blyth, founder of the PR agency Red Setter, shares her insights on the evolving landscape of public relations in an AI-driven world. She highlights the necessity of human connection amid declining traditional media and the rise of generative AI. Claire discusses the challenges of maintaining authenticity and trust in PR, as well as the importance of quality journalism over clickbait. Additionally, she reflects on her personal journey with public speaking and the need for agencies to engage meaningfully with their audiences.
AI Snips
Chapters
Transcript
Episode notes
Discovery Shift From Print To Micro-Moments
- People no longer sit down to read industry print titles; discovery now happens in fragmented, online moments.
- Claire Blyth says that behaviour change around phones and quick grabs has reshaped PR and media entirely.
Prioritize Quality Over Clickbait
- Avoid clickbait tactics because AI-driven search reduces traffic to shallow headlines.
- Focus on quality content and audience connection instead of chasing short-term clicks.
Be Targeted — Ditch Broad Cold Calls
- Target audiences precisely instead of relying on cold calling or broad outreach.
- Red Setter focuses on targeted, clever outreach because generic cold calling rarely works now.