In this episode of the Pocket-size PR Podcast, Charlotte chats with Liz Atkin – founder of Refreshing Comms, bestselling author, and TEDx speaker – about one of the most overlooked but powerful tools in any business leader’s toolbox: internal communication.

Together, they unpack why great internal comms is more than just sending out emails, it’s a critical part of shaping your company’s reputation, strengthening your brand, and building lasting employee engagement. You’ll hear real talk on why poor communication creates chaos, how leadership mindset affects message delivery, and what to do when your workplace culture feels a bit disconnected.

Plus, we dive into the double-edged sword of AI in communication, can it streamline processes without losing the human touch?

If you’re a business owner, marketing professional, or team leader wanting to boost both internal and external PR impact, this episode is packed with honest insights, practical examples, and a few "why didn’t I think of that?" moments.

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.

In this must-listen episode of the Pocket-size PR Podcast, host Charlotte Nichols is joined by Jim Entwistle, Course Leader in Journalism and Sports Journalism at Teesside University, to explore how communications education is evolving in response to our fast-changing media and PR landscape.

Whether you're a PR professional, marketing strategist, communications lecturer, or content creator, this episode delivers essential insights into what it takes to prepare the next generation of storytellers for careers that may not yet exist. Jim shares how he equips students with both hard and soft skills, from foundational communication techniques to the confidence to build human connections in an increasingly digital world.

The conversation dives into the vital importance of face-to-face communication, media trust, and the ethics behind creating impactful content in a saturated space. Jim explains why relying solely on digital communication can weaken storytelling, and why picking up the phone is still one of the most powerful PR tools available. He shares real-world examples from his classroom, where he encourages students to embrace uncomfortable tasks like cold-calling and live reporting to build resilience and relevance.

Jim shares his expert thoughts on:
• How digital transformation has shifted the newsroom
• The balance between click-driven journalism and editorial integrity
• The growing role of entrepreneurial content creators and student-led news brands
• Why local journalism still matters in a globalised world
• The blurred line between journalism and public relations

He also shares a powerful final PR tip: “Invest time in people. Human connection is where real opportunities begin.”

This episode is packed with practical PR strategies, critical thinking around ethical communications, and tips on building credibility, confidence, and professional presence.

If you're looking to future-proof your brand, boost your PR effectiveness, or simply stay ahead of the curve in marketing and communications, this 20+ minute listen is well worth your time.