Editorial content drives 61% of ChatGPT's results

Welcome to the latest PRmoment podcast. Today we’re chatting about some new research that looks at the impact of earned media on ChatGPT’s content.On the show to talk about this is Darryl Sparey, the MD and Co-Founder of Hard Numbers, a PRmoment award winning communications consultancy. Hard Numbers is predominantly an B2B PR firm, working with clients like BT Group and Nebius AI, but also with consumer clients like PDD, Roadchef. It has around 20 staff, and a fee incoming approaching £2m.Unlike many agency founders, Darryl spent much of his career in business development. After ten years running sales and marketing for Precise (now Onclusive), he moved into digital marketing, running the London office of a Search Engine Marketing agency. He then moved into PR as a board director of Hotwire. Thanks so much to the PRmoment Podcast sponsors the PRCA.Here’s a summary of what Darryl and Ben Smith spoke about:2 mins Darryl talk to us about the approach you took for Coverage to Capital 4 in terms of the methodology?4 mins What content sources does ChatGPT use?“Editorial content drives 61% of ChatGPT's content.”5 mins What was the impact of earned media overall? And by the criteria you set, so: quality, trust, innovation and value?8 mins Owned media was the second biggest source of data for ChatGPT.11 mins What were the other most used sources of information about a company?:Earned MediaOwned mediaCustomer review sites and ratings,Industry awards and lists12 mins What sources of media does ChatGPT not use?14 mins What are the implications for this report for PR?15 mins What are the implications of this report for publishers and journalism?16 mins The irony of LLMs being built on journalistic content from a publishing business model that they might destroy.20 mins What are LLMs for PR professionals? Another channel? Or more than that?

Welcome to our review of PR pitches and mergers & acquisitions in the UK PR scene with Andrew Bloch. Here we discuss the biggest pitch wins and mergers & acquisitions that the PR sector has seen in Jan 2025Andrew is the lead consultant - PR, Social, Content and Influencer at the new business consultancy firm AAR and a partner at PCB Partners, where he advises on buying and selling marketing services agencies.Andrew launched Andrew Bloch & Associates in 2020.There’s a couple of new webinars that have gone live including The Worlds Greatest PR Research, which is a new topic, where we highlight the insight of some of the best PR related insight we’ve seen recently.Also, thanks so much to the PRmoment Podcast sponsors the PRCA.1 mins Why Andrew is feeling optimistic about 2025.2 mins This month's round up of PR’s biggest pitch wins:The Children’s Society appoint Smarts Oxfam appoint  Hope & GloryAdidas Manchester Marathon appoint  PHASport in Mind mental health charity appoint  Work in ClassRemy Cointreau appoint LXBella + Duke (pet wellbeing) appoint Aisle 8Napo Pet Insurance appoint  Munch for PR – Flabbergast for Social mediaGenerator (global hospitality brand) appoint  Munch and FlabbergastGrenade appoint Tin ManFor Goodness Shakes appoint  Rooster National Lottery Operator (Allwyn Group) appoint M&C SaatchiAlton Towers appoint  Smoking GunHolocaust Memorial Day appoint AtalantaHublot (LVMH) appoint WYo Sushi appoint EarniesBudweiser brewing Group appoint Hanover.Air Canada appoint PC AgencyGovernment Digital Service appoint Four24 mins This month’s run down of M&A in public relations:Stagwell set to acquire UniceptaStagwell acquire Create GroupMarketbridge (US marketing firm) acquire April Six – Part of Mission Group (listed holding company)Cavendish acquire Deryn

Today on the PRmoment podcast we’re discussing the results of Global Women in PR’s Annual Index with Zeno UK MD Jo Patterson and Charlotte West Lenovo, vice president global corporate communications and board director of the Lenovo Foundation.976 Female PR professionals around the world took part in the survey.Before we start don’t miss our next PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications.Also, thanks so much to the PRmoment Podcast sponsors the PRCA.Here’s a summary of what Jo, Charlotte and Ben Smith discussed:3 mins Jo talks us through the top line findings from this research.“Things are getting worse, not better for women in the workplace.”“The sentiment for flexible working amongst employers is in decline.”“51% of women working in PR globally have experienced harassment.”5 mins Jo talks about the different forms of harassment of women at work.“Seniority is no guarantee of protection (from harassment.)“The most common source (of harassment) is people’s immediate bosses.”“56% of the women who experienced harassment didn't report it.”12 mins Charlotte talks about the steps she takes to ensure harassment doesn't take place in her teams.13 mins Lots of very high profile, very successful, almost always white men are behaving badly currently. Is this increase in the number and profile of poor male role models impacting the level of harassment of women?19 mins Jo and Charlotte talk about global flexible working trends in PR, from an employee perspective.

Welcome to the PRmoment podcast, with editor Elizabeth Howlett and founder Ben Smith and we’re talking all things measurement and data. Ben has been putting together PR measurement and analytics conference programmes since 2009. So he’s been an interested observer of that intersection for 16 years, so it's safe to say Ben understands the players, the bluffers and the issues when it comes to PR data, analytics and measurement.No matter where you are on the PR data, analytics and measurement journey, you’ll improve your understanding of this dynamic and innovative area of communications of you attend PR Masterclass: The Intersection of Data, Planning and Measurement on 6th Feb. Both virtual and face to face tickets are currently available.If you want to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications - then this is the PR Masterclass event for you. Also, thanks so much to the PRmoment Podcast sponsors the PRCA.Here is a summary of what Ben and Elizabeth discussed:2 mins  PR and measurement - it's a long story and Ben talks us through why.8 mins Ben talks about 15 years of putting together PR Analytics programmes and what the key issues and themes need to be.9 mins Ben reminisces a period of when PR people were searching for a silver bullet measurement solution.11 mins Ben gives a shout out to AMEC’s Integrated Measurement Framework.13 mins Ben gives a run down of the speakers and themes for PRmoment’s upcoming PR Masterclass: The Intersection of Data, Planning and Integration.

Today on the PRmoment Podcast we’re talking to Louise Findlay-Wilson, managing director, Energy PR.Louise founded Energy PR 29 years ago. It’s a £1.1 m fee income business with 11 employees. Energy PR is a generalist PR firm with a specialism in digital PR, so the SEO and link building side of things. Current clients include InnovateUK, the New York Toy fair and Trooli.We’ve just launched our PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications.Also, thanks so much to the PRmoment Podcast sponsors the PRCA.Here’s a summary of what Louise and PRmoment founder Ben Smith discussed:2 mins Louise talks about the digital PR market at the moment? 5 mins There were already more journalists than PRs and the SEO community has planted itself of PRs front lawn and that seems to have impacted the already imbalanced ratio of journalists to PRs?10 mins What is the likely impact of AI on search?“The zero click economy coming out of Google is a challenge for a lot of companies everywhere.”15 mins Will the Google: SEO community dance continue forever?17 mins Louise talks about the timeline of Energy PR between the first 15 years and the second 15 years - the first phase she kept the business relatively small, the second phase saw her grow the business.“In the first phase I had one foot on the accelerator and one foot on the break.”“Phase 2 I concentrated on growing it and recruited a fantastic deputy MD in Susannah Morgan.”

On the podcast today I’m chatting with Will Hart about the launch of PRmoment Leaders 3rd semester, from late Jan to April 2025.We also talk about the PR agency market currently and where it's at after an eventful 2024.Before that, the breaking news is that the PRmoment Awards final entry deadline is the 17th January. Don’t miss the opportunity to create proof points of the quality of your agency’s work.Thanks so much to the PRmoment Podcast sponsors the PRCA.2 mins Will reminds us about what PRmoment Leaders is all about?5 mins What are the challenges faced by PR agency directors currently - the people who are likely to be the future leaders of their businesses.“They are too time poor… delegation is an important theme for these people.”“A  PR agency's greatest strength is also its greatest weakness. People often work down a level because they are so great at individual relationships, clients don’t let them go. They get trapped in their client relationships."“There is an ongoing experiment in optimising hybrid working.”“Everyone is dealing with huge ongoing disruption and change. And the pace just gets quicker.”9 mins Will, through PRmoment Leaders, has a unique perspective on the PR agency market atm:“One huge difference I see is the difference between the independent agencies and the holding company firms.”“From the people we have in our cohort, you’ve got to feel positive about the new business environment.”Here’s the link Ben Smith mentioned to the show with Warren Johnson on a previous PRmoment Podcast.14 mins Will talks about PR agency talent trends.17 mins Will talks us through the Masterclass speakers for the third semester of the agency cohort of PRmoment Leaders. More info about this semester here.1. Jonathan Hughes Edelman, EMEA COOHow to create and lead a PR agency in a constant state of evolution2. Jonny Bentwood Golin, global head, data & analyticsWhy data storytelling matters and how to do it well3. Charlotte West, Lenovo, VP global corporate commsFuture-proofing the agency/client relationship4. Howard Jones, Telecoms sector, comms directorWhat is the role of earned media in today's integrated world?5. Jo Patterson. Zeno London, managing directorPR agency governance. Not as boring as it sounds6. Adrian Ma, Fanclub PR, founder and managing directorWhat’s the point of purpose (when almost everyone is doing it)?22 mins Will talks about PRmoment Leaders In-House programme for the second semester of PRmoment Leaders:1. Caroline Fisher, ASICS, comms director How PR is taking the lead in integrated campaigns2. Sheeraz Gulsher,People Like Us & Braver, founderHow to improve the diversity, inclusion and retention of PR teams3. Marsid Greenidge. Vesuvius, group head of commsPR and Internal Comms - how does the relationship work best?4. Richard Baines, The Amber Group, founder & directorHarnessing personality types for team success5. Sian O’Keefe, FMCG comms directorHow to build and maintain great agency partnerships</

Today on the PRmoment Podcast we’re talking to Rich Leigh, founder Radioactive PR.Rich founded Radioactive PR 10 years ago, so it’s another one of our birthday podcasts.Radioactive now has 6 employees and it’s fair to say it's been a bit of a rollercoaster ride for the business over the last few years and Rich is going to talk us through that journey on today's show.I’d describe Rich as a portfolio PR entrepreneur.He launched Bloggabase back in the day, as well as PR Examples which is now known as Famous Campaigns.He also wrote a book called Myths of PR.These days he runs Radioactive as well as hosting his own successful podcast The Starting Line where he interviews with entrepreneurs, entertainers and athletes.Before we start don’t miss our next PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications.The other big news in public relations is that the PRmoment Awards 2025 final entry deadline is this Friday the 17th January..Also, thanks so much to the PRmoment Podcast sponsors the PRCA.Rich welcome to the show4 mins Rich launched Radioactive PR 10 years ago. How have those 10 years been?5 mins  Why Rich Leigh’s PR story is such an amazing one.“My upbringing was quite a different one. Quite a violent one…there were lots of prison visits. Lots of drugs around us.”“I always just thought, if I did the exact opposite of the things I saw happen in front of me, then I have the chance of breaking the cycle.”7 mins  Rich talks about his previous PR launches Bloggabase and PR Examples“I can fail and fail and fail. Nothing fazes me. If you grew up like I did. Not getting a bit of coverage doesn't really matter.”14 mins Rich talks about his long time colleague and friend: Andy Barr“Andy was the first good man I ever met. Most of the men in my life had been in and out of prison."“He gave me a chance. I dropped out of school and had a baby and said ‘hey, employ me.’ And he gave me a chance.”17 mins Rich talks about the start of Radioactive. 18 mins After 6 years the business was up to 30 employees in 2021. Now it has 6 employees. Rich talks us through what happened.20 mins Rich had to make a lot of people redundant? That's tough on them but it's also tough on the employer.“We had to let a lot of people go. (It was) a really really rough time.”“We were unprofitable to the tune of hundreds of thousands of pounds. Easily.”“You feel like you’ve failed.”27 mins Rich talks about why digital PR, so the link building element from earned media, has become such a tough market.“At one stage it (digital PR) was 80% of our work.”31 mins Why digital PR has done huge harm to the PR: journalist relationship.37 mins Rich talks us through his biggest mistakes.39 mins And his biggest successes.“I’ve changed my life entirely.”41 mins Rich talks us through how he's evolved into a portfolio PR entrepreneur.“The advice was: don’t go to prison and if you get a job - keep it.”43 mins What's next for Rich Leigh?

Welcome to this special episode of the PRmoment Podcast where I'll briefly talk about some to the most important elements about The PRmoment Awards.If you didn't know already, it's 1 week until the final entry deadline for The PRmoment Awards.In this special podcast, PRmoment founder and Ben Smith outlines some of the changes we've seen to the PRmoment Awards in the last 2 years, including:To recap some exciting changes for 2025New for 2025 Most Shortlisted League Table, a Winners Top 10 and increased profiling of award winning campaignsImproved for 2025 Instant feedback on your entry post the shortlist announcement if you weren't shortlistedThe Regional Champions SchemeBen also talks listener through the judging criteria for the PRmoment Awards which are available for all to view in the PRmoment Awards entry pack.You can also download the entry form here.Our final entry deadline is fast-approaching on 17th January. If you want to be celebrating with the best of the best this March or April, then take a look at our categories on the PRmoment Awards microsite.

Sourcecode’s UK MD Giles Peddy and PRmoment founder Ben Smith discuss a summary of SourceCode’s Global Trends Report, highlighting key global and regional trends in communications and marketing. This report provides insights to help navigate the current dynamic environment. It is based on a foreword by Foresight Factory (trends consultancy) and perspectives from SourceCode US & UK, and its partners in LATAM, Asia, and the Middle-East.Before we start, we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications. Early bird ticket prices are available until December 20th.The other big news in public relations is that the PRmoment Awards 2025 are open.All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite. Also, thanks so much to the PRmoment Podcast sponsors the PRCA.Global Trends identified in the report:AI and Cybersecurity: AI integration and deepfake technology are reshaping trust in media and communications. Cybersecurity concerns are growing, with the global cybercrime cost projected to reach $14 trillion by 2028.Misinformation: Disinformation spreads rapidly in today’s digital landscape, impacting brand trust and political narratives, making vigilance essential.Sustainability: Sustainability is becoming critical across all industries. Though efforts toward Net Zero are inconsistent, regulatory pressure is increasing demand for transparent corporate reporting.Nostalgia Marketing: Brands are finding success with nostalgic elements, tapping into familiarity to strengthen customer connections.Micro-Generational Marketing: Targeting distinct generational groups within broader demographics is proving essential for brand relevance.Regional Highlights identified in the report:North America: Internal communication strategies are emphasized for productivity and retention. Digital immune systems are recommended to safeguard digital infrastructure and customer trust.UK & Europe: Renewable energy efforts are accelerating, with a target of 42.5% by 2030, and recent political shifts necessitate new approaches to stakeholder engagement.Middle East: The region is advancing in digital assets, blockchain, and Web3. Major tech investments align with Saudi Arabia’s Vision 2030 and offer strong opportunities for growth in tech and finance.Asia-Pacific: Economic growth remains positive despite geopolitical tensions. There’s a high demand for data-driven strategies and talent development to support the tech ecosystem.LATAM: Hyper-localization in content is key, with sustainability at the forefront of consumer expectations. Authentic content is essential to foster trust in a rapidly digitalizing market.These insights reinforce the importance of agility, creativity, and proactive communications strategies in today’s “Never Normal” environment. The full report includes a more detailed analysis for each region.

Today on the PRmoment Podcast we’re talking to Latte founder Dean Connelly about the PR recruitment market in 2024. The reason for analysing the recruitment market in PR is that it tends to reflect the confidence of the sector. If firms are recruiting, they are feeling confident, if they are not recruiting they tend to be more concerned about the future.Latte is a PR recruiter in London and Sydney and Dean founded the firm in 2016.Before we start, we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications. Early bird ticket prices are available until December 20th.The other big news in public relations is that the PRmoment Awards 2025 are open.All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite. For some more perspective on the current PR recruitment market, take a look at this Linkedin discussion.Also, thanks so much to the PRmoment Podcast sponsors the PRCA.Here’s a summary of what PRmoment founder Ben Smith and Dean discussed:3 mins Dean outlines the current state of the PR recruitment market.“We’re seeing more corporate and tech roles coming through but consumer is quiet.”“The first half of the year for us in consumer was quite busy but it's seen a steady decline.”6 mins Why the move to project income and shorter turnaround times on briefs has impacted the recruitment sector for full time employees.9 mins Which sectors are up/down in PR recruitment currently?“One consistent message is inconsistency.”“Covid growth meant unrealistic financial targets were set.”14 mins Dean runs us through his PR recruitment heat thermometer for Q1, Q2, Q3 and Q4.15 mins The most in demand jobs titles: Account manager to account director.17 mins Which job titles are less in demand?18 mins Dean outlines his talent trends of 2024 and predictions for 2025.