This week's PR News review covered Donald Trump's foreign policy, the resulting and global chaos before moving on to disucss NASA's Artemis mission for its public relations.

Trump's foreign policy rhetoric
Mark Borkowski and Ben Smith centered on whether Donald Trump's actions were aimed at selling war or peace?

Borkowski argued that Trump failed in the propaganda war with Iran by not achieving a clean exit.

Global vulnerability, the Axis of chaos and increased defense spending
Participants discussed the global chaos caused by single figures and the growing vulnerability to modern warfare. Governments need to communicate the necessity of a stronger defense, possibly through increased taxation or fund reallocation away from welfare and health.

NASA's Artemis mission PR masterclass
NASA’s Artemis mission to the moon was praised as a PR masterclass due to its precise choreography and positive global impact. The mission served as a strong beacon of positive human ingenuity and counter-narrative to political chaos.

It also served as a "reminder to us all of when America used to have a more positive role in the world."

Melania denies Epstein rumours

Borkowski and Smith discuss why Melania Trump felt the need to make a statement denying rumours she had any connection with Epstein, when there were no rumours she had any connection with Epstein!

Summary

This PRmoment Podcast discussion with James Thomlinson centered on the theme of agency paralysis within the PR industry due to economic pressures and the increasing complexity - of both the PR market and the PR agency business model.

Agency paralysis discussed
James Thomlinson argues that agency paralysis is a trend within the Public Relations industry caused by increased simultaneous pressures and the extensive number of required leadership decisions. These decisions cover flexible working policies, AI platform adoption, strategic sector choices, and new offerings for the business.

AI and decision-making frameworks
Your profit and loss statement is the critical starting point for agency decision-making, covering revenue and cost sides, with workplace culture and client management following. Agencies should analyse all business functions to determine where AI is applicable, selecting tools that improve efficiencies and free up time for strategic or creative tasks.

Agency Model Polarization Predicted
The PR industry is predicted to polarise into 2 main types of agencies due to AI influence: agencies providing platform access and agencies focused on superior culture and original strategic thinking. James Thomlinson believes a 15% profit margin for PR firms is now considered good, and 10% revenue growth is the target for top-performing agencies.

Welcome to this special podcast to celebrate the shortlists for the PRmoment Awards.

In this show we're going to be talking in detail about the shortlist for the PRmoment Awards in London and we'll be talking about the shortlist for the North next week.

On the show today we're going to be discussing the shortlist, talking about which firms were shortlisted the most and revealing some new data highlighting some of the extraordinarily high cumulative average category score for this year's PRmoment Awards.

Don't miss out on your charts to attend the PRmoment Awards in either Manchester or London or even both if you fancy.

Will and I were the chairs for two of the five streams for the PRmoment Awards judging day, so we get a great insight into the work that's happening in UK PR and we're hopefully in a decent position to offer a behind the scenes view on that judging day and what we saw and how competitive it was in many of the categories.

Important to note that host Ben Smith or Will Hart get a vote in the PRmoment Awards judging process. Who wins is entirely down to our wonderful judges.

London Awards Ceremony , Park Plaza Westminster - Thursday 16 April
Manchester Awards Ceremony, Manchester Hall - Thursday 30 April

Most Shortlisted Agencies
Analysis of the London event shortlists showed W Communications, Hope&Glory, and The Romans topping the list, indicating breadth of high-standard work across these agencies. Being shortlisted is considered a significant achievement given the intense competition and high judging standards for all campaigns submitted.

Judging Process Review
The judging process involves individual prescoring, followed by group discussion across 5 streams, which determines the final winners. Criteria are weighted across 6 areas, including objectives, strategy, creativity, implementation, results, and evaluation, ensuring a consistent and transparent evaluation.

Emerging Award Categories
New categories introduced this year include Generative Engine Optimization Campaign of the Year and Pro Bono Campaign of the Year, reflecting the evolving PR sector and acknowledging previously unacknowledged work.

Welcome to the News Review on the PRmoment podcast. In this weekly show I’m joined by Angie Moxham and Mark Borkowski.

In the PR News Review we look at the biggest news stories of the week from a PR perspective. This week, we're talking about Huw Edwards' publicist Barry Tomes leaving GMB hosts Susanna Reid and Ed Balls speechless, what to expect from Meta and Google as social media gets its Big Tobacco moment and whether new BBC director general Matt Brittin has the hardest job in media.

Tickets for The PRmoment Awards are now available for both London and Manchester, go to PRmomentAwards.com to grab your tickets.

Huw Edwards' Publicist Backlash
The panel expressed shock and disbelief over Barry Tomes' appearance, agreeing that his highly visible and unprofessional interview set the PR industry back. Mark Borkowski called the attempt to resurrect Edwards’ career equivalent to trying to float the Titanic.

Big Tech Accountability Forecast
Discussion covered the potential 'big tobacco moment' for Meta and Google, which was considered long overdue, having been predicted 10 years prior. Mark Borkowski anticipates Big Tech will employ a 'responsible product defense' strategy rather than using the exact big tobacco playbook.

New BBC Director General
The panel agreed that leading the BBC is the hardest job in media, with Angie Moxham confirming that Matt Brittin is a sensible choice. Brittin’s background from Google is expected to apply a different, necessary lens to the organization, which is currently often viewed as being in a 'slow motion crisis'.

Our March review highlighted a resilient M&A market and increased pitch activity with specialist agencies dominating wins.

Pitch and M&A Market Health
The PR pitch market is good with high agency confidence, but client decision-making timelines are lengthening, creating a sustained grind. The M&A market is robust, demonstrating strong resilience with high demand for specialist, technology-driven agencies, particularly from US buyers.

Major PR Wins Secured
Multiple high-profile pitch wins were announced, including Edelman securing Vista Global and Mischief winning Schweppes' global creative strategy. Hope&Glory's Wagamama win reflects a trend of PR firms successfully competing for social and influencer mandates against specialist social agencies.

Strategic Agency Acquisitions
Several major acquisitions reinforced the demand for specialised capabilities, with Parity acquiring One Strategy Group to enter the US corporate advisory space. Publicis acquired AdgeAI, an AI-powered analytics platform, reinforcing the industry's focus on technology and predictive performance insights.

Host: Will Hart, dean of school, PRmoment Leaders

Featuring:

• Victoria Usher, CEO and founder, GingerMay
• David Phillips, co-founder and CEO, Pangolin

This is a special one-off edition of the podcast, hosted by Will Hart who heads up the PRmoment Leaders programme. Joining Will are Victoria Usher and David Phillips, both founders of successful independent agencies operating for over 10 years and specialising in separate sectors (respectively, GingerMay in b2b and Pangolin in consumer). Both are also on PRmoment Leaders as it approaches the second anniversary in May.

The discussion began with Victoria and David reflecting on what they know about leadership today that they did not know when starting their agencies. They also explored their key relationships within their businesses, David’s with his co-founder Will Cookson and Victoria with her team lead now by Amy Lawrence. They discussed the key attributes required of agency leaders, including decisiveness especially when pivots are required of the business.

They also explored how their time is most effectively used, including the split between current operations, client revenue and future-focused business strategy. Other key topics covered included how to properly delegate and empower your agency teams and the critical importance of getting hiring right.

The podcast concluded with Victoria and David sharing their thoughts on what they’re enjoying most and taking away from their participation in the PRmoment Leaders programme.

DETAILS

• Welcome and Context: The discussion was framed as a special one-off edition of the PR Moment podcast, with Will Hart hosting because May marks two years of the PR Moment Leaders program, providing a timely opportunity to reflect on leadership. Victoria Usher is the founder and CEO of Ginger May, a B2B specialist agency started in 2010 with 35 employees, and David Phillips is the co-founder of Pangolin PR, established around 12 to 13 years ago, with approximately 25 employees.
• Reflecting on Early Leadership Knowledge: When asked about what they know about leadership today that they did not know when starting their agencies, Victoria stated she initially knew nothing about leadership and that the reality differs vastly from the initial fantasy. She likened running an agency to having children, emphasizing that it is a constant, difficult job with a multitude of decisions. David concurred, describing his journey as a steep learning curve since leaving his roles at Freud's as junior account directors.
• The Co-Founder Relationship: David detailed the evolution of his working relationship with co-founder Will Cookson, noting that while they are close friends outside of work, they maintain a necessary professional distance during the intense work week. They find that their personalities complement each other, enabling them to quickly reach decisions without major disagreements, attributing this success to mutual respect. Will observed that many successful independent PR agencies are co-founded, acknowledging Victoria's "extreme bravery" in founding Ginger May alone.
• Challenges of Being a Solo Founder: Victoria admitted that the benefit of a partner is discussing nuanced business issues, as she previously had to manage problems alone, which was a "visceral" experience when your livelihood is on the line. She confirmed the difficulty of solo-founding and advised others to adopt David’s' co-founder model. Having a trusted managing director, Amy Lawrence, has since provided a partner in crime, marking a significant turning point for the business.
• Leadership Decisiveness: Will suggested that decisiveness is often sought and respected in leadership roles because agency professionals are commonly criticized for being poor at making quick decisions. David confirmed that quick

This week the PR News Review panel of Angie Moxham, Mark Borkowski and Ben Smith explore Nigel Farage's data-driven political stunt, the gossip surrounding Zendaya and Tom Holland and finish with a discussion about Banksy's identity reveal.

Farage's political stunt
Nigel Farage's action of paying an entire street’s electricity bill was deemed a clever stunt to draw attention to the energy debate and, perhaps more importantly, collect valuable data for Reform UK campaigns.

Zendaya and Holland’s publicity power
Speculation regarding Zendaya and Tom Holland’s marriage was viewed as a powerful, controlled publicity move that created "catnip" marketing and forced the press to follow the celebrity-driven narrative. This approach demonstrated modern film marketing’s focus on seeding gossip and hype, amplifying stories via social media.

Banksy identity impact debated
The reported revelation of Banksy's identity as Robin Gunningham was confirmed as an old scoop, but it was agreed that Banksy's anonymity significantly impacted the value of his work. The consensus was that the identity reveal will not damage the brand but will likely increase their power as a "national treasure."

Welcome to the News Review on the PRmoment podcast. In this weekly show I’m joined by Angie Moxham and Mark Borkowski.

In the PR News Review we look at the biggest news stories of the week from a PR perspective and this week we're talking:

• Starmer, Mandelson and the Iran War
• Musk, Tesla and Ofgem
• PR Ethics, Lobbying Rules and why PR firms need to be increasing careful in choosing their clients

Before we start do check out The PRmoment Awards shortlists, they are an incredible selection of the best work happening in UK PR right now.

Starmer, Mandelson and the Iran War
Keir Starmer's choice of Mandelson as ambassador was labeled a "nasty stain" despite Starmer taking responsibility for the move. Angie Moxham predicted that the recurring controversy would fatally damage Starmer's premiership.

Musk, Tesla and Ofgem
In the PR News Review we discuss Elon Musk's re-engagement with the UK media after Tesla secured an electricity supply license from Ofgem for domestic and business electricity.

PR Ethics, The Lobbying Act and controversial clients
The need for PR firms to ethically select clients was emphasised, citing controversies that make PR firms part of the story when representing controversial clients.

The Prime Minister has requested the Ethics and Integrity Commission review UK lobbying rules. The PR News Review panel acknowledged "gaping holes" in the 2014 Lobbying Act.