In this insight-packed episode of the Pocket-size PR Podcast, Charlotte Nichols is joined by Emma Thwaites, founder of Allegory and Director of Global Policy and Corporate Affairs at the Open Data Institute, for a compelling conversation that challenges conventional ideas about public relations, communications, and the evolving role of AI in our industry.

With over 15 years of experience spanning journalism, civil service, and agency leadership, Emma shares a uniquely honest and practical view of what PR really is, not just media coverage, but a persuasive, conversational, and strategic tool that drives behaviour change.

Together, Charlotte and Emma unpack how PR professionals can adapt in a digital-first world, what communicators need to do to cut through the “beige slop” of AI-generated content, and why real thought leadership must go beyond templated posts to deliver genuine value. They explore the rising pressure on junior comms teams, the blurring lines between marketing and PR, and how generative AI, from custom GPTs to deep research tools, is reshaping the creative workflow.

Key themes in this episode include:

• Defining PR in a multidisciplinary, digital landscape
• The difference between AI hype and AI reality in communications
• How to use generative AI (like ChatGPT) responsibly and effectively
• Why thought leadership still matters — and how to do it right
• The critical need for authenticity, trust, and truth in modern PR
• How small agencies can level the playing field with big firms using smart tools
• The future of early-career PR and comms professionals in the AI era

Whether you're a seasoned marketing leader, PR strategist, or just starting out in the communications industry, this episode offers unfiltered advice and fresh perspectives that will help you stay relevant, credible, and impactful.