The Digital PR Podcast

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.

Join Rand Fishkin, co-founder of SparkToro and digital marketing pioneer, as he dives into the evolving landscape of PR in an AI-driven world. He argues that the focus on backlinks is outdated, advocating for an audience-first strategy that fosters genuine connections. Rand emphasizes the importance of brand visibility in trusted spaces like TikTok and Reddit. He also discusses moving away from strict attribution to understanding overall brand impact. With a roadmap for adapting strategically, he brings optimism to the future of digital PR amidst AI advancements.

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.