Has PR called time on billable hours?

AI can now do what used to take PR people hours, years, or a genuinely careful readthrough.

Richard Stone is joined by Martin Deakin, Lorna Farnell-Smith and guest Danny Herbert (managing director of Spring Thinking) to work through what that’s doing to three different corners of the industry: how agencies price their time, how junior PR people actually learn the job, and how anyone tells a real sentence from an AI one.

The credibility problem

Richard Stone, Lorna Farnell-Smith and Martin Deakin sit down to discuss the widening gap between GenAI experimentation and measurable business impact, following new ISBA research showing the proportion of advertisers scaling their AI use has stalled at 18 per cent for a second year running.

The conversation moves to a Guardian investigation into CT Group, the lobbying firm co-founded by Lynton Crosby, accused of paying journalists to place articles favourable to its clients. The panel weighs up what it means for trust in an industry with no mandatory code of conduct.

The episode closes on AI-washing, and the pressure PR teams are under to relabel ordinary automation as artificial intelligence to keep pace with the hype.

Seeing brands as stories

Ian Bolland is joined by Stone Junction’s managing director Richard Stone and Danny Herbert, brand strategist and consultant to talk about painting your brand as the hero.

The wide-ranging conversation touches upon the transferable nature and applicability of narrative beats – using well known advertising campaigns and films as a reference point. They also touch upon the importance of good briefs and the impact of technologies, including artificial intelligence, can impact the practices in the modern PR world.

Coaching and Mentoring

Ian Bolland is joined by Caroline Law to discuss the role of coaching culture in a business.

The pair discuss how this can be applied across a range of business, the differences between coaching and mentoring, and how the skills attained by public relations professionals at Stone Junction can help get the best out of your marketing campaign.

Why UK lobbying is broken

Ian Bolland is joined by David Boot, Head of Public Affairs and LNER and Chair of the CIPR’s committee on Public Affairs.

The pair discuss the current landscape for lobbying in the UK, the current legislation that governs the practice, the differences for individuals, companies and agencies, and the reforms he feels that need to take place. David also offers his advice on how to go about including public affairs in public relations campaign, demonstrating how to follow the rules, and how to be seen to follow the rules.

The AI Evolution in PR and Marketing

Ian Bolland is joined by Andrew Bruce-Smith, director of Escherman and Chair of the AI in PR Panel for the Chartered Institute of Public Relations (CIPR).

Drawing on his extensive expertise in artificial intelligence tools, Bruce-Smith discusses the evolution of AI in PR and marketing, outlining how these technologies have transitioned from complex and specialised systems to accessible, everyday tools. He explains how the rise of user-friendly software has sparked a significant increase in adoption across the industry, transforming workflows and enabling professionals to achieve better results with greater efficiency. Bruce-Smith also offers practical insights into how businesses can effectively implement AI technologies into their communications strategies, ensuring they maximise opportunities while avoiding common pitfalls.

Using a football manager to market science

Ian Bolland is joined by David Wallach, Head of Marketing at PolyScience.

After meeting at Lab Innovations 2024 with Phil Parkinson, Manager of Wrexham FC, present on the company’s stand, the pair discuss how using a figure from a seemingly unrelated field can help generate interest at laboratory trade show. The pair delve into Wallach’s thinking in targeting Parkinson – which featured his Emmy Award winning background – how he went about it, and why such a daring marketing campaign can reap rewards.

Journalist turned in-house marketeer – a perspective

Ian Bolland is joined by Neil Mead, marketing & strategy director at Kuka Robotics to discuss what it’s like to move over from trade journalism to marketing within the engineering sector.

Neil explains how his background in journalism informs his work as a marketeer today and provides insight into what he looks for from public relations professionals.

Insights into technical PR and manufacturing media

Ian Bolland welcomes Marc Thirkell, editor of Manufacturing and Engineering Magazine (MEM).

Marc reflects on his diverse career, transitioning from the manufacturing industry to public relations and eventually journalism. Sharing insights from his role at MEM, he discusses the characteristics of an effective PR firm in engineering and technical industries and the importance of understanding what journalists need from press releases and feature pitches. The conversation also dives into how PR companies play a critical role in bridging the gap between businesses and media, offering expert guidance to ensure their clients’ stories make an impact.

Riding the automation wave

Leah Elston-Thompson is joined by Nikesh Mistry – sector head of industrial automation at GAMBICA – covering the effects of Industry 4.0 and the effect that automation has had on businesses.

The duo talk about GAMBICA’s footprint in the sector, as well as the automation trade media landscape.