Thank you for joining us today! Our guest is here to discuss a topic that is fundamentally changing the role of a PR professional. She’s the Chief Strategy Officer at Golin and a driving force behind their research looking at the intersection of LLMs, GEO and earned media.

She's going to talk about Golin’s Modern Communications Effectiveness Study and is here to tell us that some of PRs old approaches simply don't hold up. She'll be talking about why GEO is more important tis so important in PR right now and how we need to rethink what the activation of a public relations campaign looks like in a post GEO world

Please give a very warm welcome to Kat Arnoll.

Before we start,our PR Masterclass the Agency Growth Forum is now live. Virtual and face to face tickets are now available.

This event always sells out so if you do want a face to face ticket, be quick. Genuinely, don’t hang about. Check out PRmasterclasses.com or the homepage of PRmoment for the full speaker lineup.

Also, do check out PRmoment’s TikTok content, it’ll keep you up to date with the best creative campaigns in PR, interviews with interesting PR folks and our weekly Good and Bad PR content with Andy Barr.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.

Here’s a summary of what PRmoment founder Ben Smith and Kat discussed on the show:

3 mins Golin's New Earned Framework for the Post-AI Era focuses on a world where LLMs are a primary content source. Kat elaborates on the most significant shifts she’s observed in a PR professional's job from a pre GEO to a post GEO PR world? What has this change meant in a media relations reality?

9 mins So media relations is back in fashion? Does this impact the type of people PR firms are hiring?

12 mins Does Kat worry about the current over reliance on Reddit when it comes to LLM results?

18 mins Does anyone know what happens next? It’s fairly clear to anyone who takes the time to test it that LLM results are currently OK, but subject to bias and hallucinations and in some cases black hat manipulation…

28 mins How is Kat measuring the impact of PR on LLM results?

33 mins The irony that big tech has developed something in LLMs that potentially destroys the very thing that LLMs rely upon is deliciously ironic. It’s not so much biting the hand that feeds you, as eating it. Beyond a few partnerships with publishers where big tech throws a bit of relative change into the begging bowl of publishers, no one’s really come up with a long term plan to create balance and value in this publisher/LLM ecosystem have they?

34 mins Do you think publishers might bite back? No one’s really admitted it yet but all of a sudden big tech, through its LLMs, need publishers more than publishers need search engines. The game, in theory, might be about to change. Granted digital publishers need to create a membership body and move as one, which they almost certainly won’t get organised to do….

Thank you for joining us today! Our guest is Kunal Mehta. He is here to discuss how changes in B2B communications are fundamentally changing how businesses connect with their customers.

Kunal is the global head of marketing, communication, and brand at DSM-Firmenich, a leading company in nutrition, health and beauty.

With over two decades of experience navigating the marketing world, from iconic B2C brands like KitKat and Britannia to the complex B2B landscape, he has a unique perspective on what truly works. He is a self-described "collector of experiences" who is known for his passion for storytelling and his strategic, data-driven approach.

Today, he will share his insights on the evolving nature of B2B communications, covering everything from the importance of emotional resonance in a corporate context to the power of a finely tuned marketing stack.

Kunal leads marketing for animal health and nutrition at DSM-Firmenich which is a business with a 12bn Euros turnover operating in over 100 countries.

Before we start, our PR Masterclass the Agency Growth Forum is now live. Virtual and face to face tickets are now available.

This event always sells out so if you do want a face to face ticket, be quick. Genuinely, don’t hang about. Check out PRmasterclasses.com or the homepage of PRmoment for the full speaker lineup.

Also, do check out PRmoment’s TikTok content, it’ll keep you up to date with the best creative campaigns in PR, interviews with interesting PR folks and our weekly Good and Bad PR content with Andy Barr.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.

Here's a summary of what Kunal and PRmoment founder Ben Smith discussed:

Did B2B marketers and B2B communicators go down a lead generation rabbit hole for about 10 years?

Why did lead gen become the priority for many B2B marketers and why did they seem to forget the importance of brand?

Kunal spent 8 years at Nestle in consumer markets. He discusses the differences in how B2C and B2B organisations prioritise marketing and brand?

Why has B2B marketing now reawakened? What has changed?

In B2B markets, comms often reports into marketing, whereas in consumer markets it’s more likely comms is a separate division to marketing. Why is that?

What does a modern lead gen sales pipeline look like in a multi channel multi decision maker scenario? In an organisation like DSM where you have hundreds of products, is product marketing even possible?

The B2B customer journey for a company like DSM-Firmenich is often long and complex, spanning multiple touchpoints, from digital to in-person. How do you ensure a consistent and effective communication strategy across a varied value chain?

What does a global head of marketing like Kunal want from his PR firm?

What capabilities does DSM-Firmenich retain in its in-house marketing and communication team and when does it use agency support?

As someone with a global role, how does Kunal balance the need for a cohesive brand narrative with the necessity for content that is hyper-relevant to a specific region or market?

Kunal manages teams and initiatives across numerous geographies and product lines. What are the key building blocks for a successful marketing team structure?

Following the release of Outrage Inc on BBC iPlayer Mark Borkowski comes onto the PRmoment podcast to talk about the PR Stunt.

Mark is also a well-known lecturer and speaker on the art of publicity. He is a frequent media commentator on TV and radio and writes for several nationals. Mark has authored two books on publicity stunts.

Outrage Inc is a journey through the archive to rediscover the creative genius, conviction and the DNA of publicity behind protest stunts.

From suffragette arson to flour bombs at Miss World, Barbie dolls growling “Vengeance is mine!” to Tommie Smith’s Black Power salute, the Greenham women, Led By Donkeys, and more.

Outrage Inc programme asks why we forget these moments, when they so often planted the seeds of profound cultural change.

Before we start,our PR Masterclass: The Agency Growth Forum is now live. Virtual and face to face tickets are now available.

This event always sells out so if you do want a face to face ticket, be quick. Genuinely, don’t hang about. Check out PRmasterclasses.com or the homepage of PRmoment for the full speaker lineup.

Also, do check out PRmoment’s TikTok content, it’ll keep you up to date with the best creative campaigns in PR, interviews with interesting PR folks and our weekly Good and Bad PR content with Andy Barr.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.
Here’s a summary of what PRmoment founder Ben Smith and Mark discussed:

Mark tells us about Outrage Inc…

Mark gives us a quick history of the PR Stunt

Of the publicity stunts artists Mark interviewed on Outrage Inc, which one is Mark’s favorite?

Some argue Mark is the father of the modern PR stunt. But is he now a bit over them?

Consumer PR in the UK is in a good place at the moment. And stunts in various forms are playing an important role in creating that virtuous circle of attention for brands. Mark discusses the virtuous circle of algorithms, content and hype…
Mark and Ben discuss his conclusions in Outrage Inc about the role publicity stunts have played in various historical moments.

Mark talks about how UK’s laws are making it harder and harder to do PR stunts.

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 July 2025

Andrew 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.

The Creative Moment Awards have sold out but we have an fascinating webinar on GEO, Misinformation and the News: The Impact of AI on Trust of the Media and a PR Planning event on October 16th.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.

PITCHES

Cop30 appoints Edelman – Comms activity around Brazil’s hosting of Summit in Nov. Account worth $834,850 from mid-July – mid Feb 26 (according to US Foreign Agent Registration Act).

Tokyo appoints Weber Shandwick – $1.7m year long deal with Tokyo Metro Govt.

Morocco National Tourist Office appoints Rooster – UK and Ireland brief to promote tourism in Morocco.

Ethara Event and Entertainment appoints The Romans – Etihad Airways GP. 2 year b2b and b2c brief.

W Hotels appoint The Romans – EMEA PR strategy for global hotel brands across the UK and Middle East.

Lidl appoints Brands2Life - corporate and public affairs brief - building and painting reputation in a way that is ‘commensurate with its economic and social impact across the nation’. Media relations, give relations, leadership comms, crisis mitigation. Category defining business. 5th biggest supermarket in UK by food and drink sales. Brands2Life also looks after LinkedIn, TetraPak. Vodafone, Xero

Homesense appoints Pretty Green - consumer pr, influencer and social brief.

Wasabi Sushi & Bento appoints The Fitting Room - a PR, social and content.consumer comms brief across 41 stores.

Itsu grocery appoints Exposure – creative comms for new rice noodle range!

Innocent adds Tin Man and Pretty Green –to its roster of agencies.

LEGO appoints Smarts – UK and Ireland consumer PR brief. Lego’s first new agency in 8 years. Recent wins Asda and People's Postcode Lottery.

Specsavers appoints Firstlight Group as its UK retained communications agency. Have worked on projects since 2021. Firstlight will work alongside Golin and Tangerine.

Street Soccer London appoints The Ripple Effect.

Police Care UK –appoints PHA Group –a charity for serving and veteran police officers and staff, volunteers, and their families, who have suffered any physical or psychological harm as a result of policing.

Shieldpay appoints PHA Group

Vinted appoints John Doe

Jigsaw appoints Aisle8

Mint Velvet appoint Emerge

Hexclad cookware appoints Milk and Honey

Stagecoach appoints McCann Birmingham

Sodastream appoints Visible

This month's round up of M&A activity

Real Chemistry acquire Greater Than One

GTO will gain access to Real Chemistry’s services in AI driven, creative, influencer engagement, medical comms, integrated comms and market access. Real Chemistry is $665M globally of which circa $616M is in the US pushing it above Edelman as the largest US firm by revenue last year.

WE Communications (formerly Wagner Edstrom) and Hopscotch merged. WE acquired Hopscotch 3 years ago.

MSQ acquires Precious Media and Wooshi to expand production capabilities. Doubles M3 Labs (MSQ’s production agency) headcount to 130 adding AI powered and commerce focussed production expertis

Welcome to our H1 Recruitment Year in Review PRmoment Podcast, where we discuss the PR job market with Dean Connolly, founder and PR recruitment director at Latte.

We look back at the talent trends in PR for the first half of 2025. The last six months have seen a significant change in the PR recruitment market. Dean tells us the top 3 reasons why PR people leave their jobs and reveals the latest PR salary bands.

If you’re interested in keeping an eye on the best jobs that are out there each week, do make sure you subscribe for free to PRmoment’s Top 10 PR Jobs updates each week.

Finally, thanks so much to the PRmoment Podcast sponsors the PRCA.

Here’s a summary of what Dean and PRmoment founder Ben Smith discussed:

• Dean updates on the latest PR talent market in trends for the first half of 2025
• Are account assistants and other junior roles being impacted by AI?
• Are the size of in-house PR teams increasing?
• On the working from home debate: “39% of the PR sector are in the office 3 days a week and 30% are 2 days a week.”
• 2025 has seen negligible salary growth in public relations

In the fifth episode of the season, Dean Connelly, founder of Latte Recruitment is joined by Nyree Ambarchian, co-founder at Jack and Grace and Ella McWilliam, co-founder and CEO at Full Fat to discuss the We Show The Salary pledge and the practicalities of making wages transparent in a PR agency.

Many thanks to our podcast sponsors the PRCA

1 min: Dean and Elizabeth say hello and introduce the We Show The Salary pledge

4 min: "it's about progression, not perfection"

5 min: Dean introduces of Ella McWilliam, co-founder of Full Fat and Nyree founder of Jack and Grace

6 min: Nyree discusses why salary transparency is important

8 min: Ella descirbes it as a "no brainer"

14 min: "there's this shadiness in dark corners where inequality is flourishing."

20 min: A framework and a scorecard for salary brackets would help eliminate unconscious bias

"It would help to eliminate inflated salaries."

24 min: "These things tend to reveal themselves one way or another, you get an inkling that you're not being paid fairly."

27 min: agency leaders need to be "open to feedback" and create a culture when feedback is welcomed.

28 min: What are the steps involved in becoming transparent with salary?

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 July 2025

Andrew 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.

The PRmoment podcast will be taking a more relaxed approach over the summer. We won’t be doing weekly shows but as and when pressing PR issues occur that need discussion we’ll hop back on the pod.

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.

PITCH WINS

Mars global snacking and pet care appoints Weber Shandwick Collective.

Pladis appoints Headland

Tin Man – Double win – Bella and Duke, pet wellness and nutrition, premium raw pet food. Lelo – sexual wellness brand, tasked with shifting the narrative around pleasure without shame.

Global Flower Services appoints Finn partners

Hisense appoints Ranieri

Salesforce appoints Harvard

Xplora appoints Brand Nation

Anker Innovations appoints Red Consultancy

Equinox appoints MHP

Glyde appoints Stacked/Munch PR

Asda appoints Smarts

Fish ‘N’ Chips (Fox’s Burtons savoury snack brand) appoints Frank.

Guatemala Tourism appoints PC Agency

St Pancras Hotel appoints Palm PR

Ordnance Survey appoints Diffusion

Global Brands (VK and Hooch) appoints Hatch

Just Eat appoints Earnies

Prep Kitchen appoints Words + Pixels

Royal Ballet and Opera appoints Hope & Glory

St Mungo’s homeless charity appoints The Academy

Sweaty Betty Foundation appoints Fanclub

Debenhams Group appoints Threesixty

TK Maxx appoints Burson

M&A Activity

Inkling merges with Eight&Four

Supermetrics (leading marketing intelligence platform) acquires Relay 42 (real time customer data platform)

Brave Bison acquire Mark Ritson MiniMBA

Welcome to the latest PRmoment podcast.

On this week’s show we chat to Rebecca Cradick who is vice president, Global Communications at Armis and leads a sizable in-house team alongside multiple agency teams.

Rebecca gives us an in-house perspective in the state comms as we reach the half way point of 2025.

Before we start, it’s your final chance to get your ticket for our PR in AI Masterclass coming up on July 2nd. I’d urge you not to miss this event if you’re interested in the future use of AI in PR. There’s lots of AI insight out there, but speaker wise, this event really does separate the wheat from the chaff. The bluffers from the doers.

Check out the microsite PRMasterclasses.com for all the details including the speaker line-up.

Here’s a summary of what Ben and Rebecca discussed:

What are the responsibilities and objectives as a modern in-house corporate communications leader?

Who are the key stakeholders for in-house public relations professionals?

How does Rebecca see the in-house communications position changing over the next few years?

What is the risk: reward spectrum of the comms environment for brands currently?

Have PR budgets become a problem? Are in-house communicators being asked to do more with a similar budget?

Does the always on nature of a senior comms role make getting a good work life balance difficult?

When Rebecca talks about why WhatsApp has become her most important stakeholder negotiation tool.

Rebecca on why she believes: “Covid changed the expectation of employers. They expect their people to work harder.”

How does Armis use agency support?

Why Rebecca believes the unwritten rules of socialising in a professional environment have changed.