PR isn't dead—it's evolved. And most brands are still playing by the old rulebook.
In this episode we sit down with three communications leaders to dissect how modern PR actually works: Pippa Doyle (Global PR at Whoop), Shireen McDonagh (Brand & Content at Legacy Communications), and Niamh Hopkins (Head of Consumer PR at Legacy).
This isn't theory. You'll hear the real story of how an agency changed a client's mind with a single email. Why Whoop runs exclusive events instead of chasing scale. How Krispy Kreme owned the news cycle in 24 hours when Leo Varadkar resigned. And why \"freedom through structure\" unlocks better creative than open-ended briefs.
If you're a marketer, brand leader, or agency professional wondering why your PR feels stuck in 2010, this conversation will rewire how you think about communications, content, and building brand fame in a cluttered market.
What You'll Learn:
Why PR should be renamed \"communications\" (and what that shift actually means)
The briefing framework that gets agencies to do their best work
How to turn one event into months of content across every channel
The truth about influencer numbers vs. engagement (and when each matters)
Why budget constraints unlock creativity instead of killing it
The \"brand newsroom\" model and who should be your editor-in-chief
How smaller brands can win with agility against bigger competitors
CHAPTERS:
00:00 - Introduction: The Evolution of PR
02:15 - Why \"PR\" Needs to Become \"Communications\"
04:25 - Case Study: How One Email Changed a Client's Mind
07:00 - What PR Actually Drives: Fame, Awareness & Word of Mouth
10:04 - Why Great Campaigns Start With Great Briefs
11:16 - The \"Freedom Through Structure\" Briefing Framework
13:14 - Why Budget Can Be a Beautiful Constraint
14:27 - Events as Content Machines, Not One-Day Moments
18:27 - Measuring Event Success: Beyond Who Showed Up
19:45 - Working With Influencers & Creators: Authenticity First
23:06 - Does Follower Count Actually Matter?
26:45 - Reactive Content Done Right: Aldi's Oasis & Krispy Kreme's Leo Moment
28:00 - The Brand Newsroom Model: Operating Like a Publisher
29:14 - Speed, Approvals & Team Alignment
32:05 - Practical Advice: Setting Up Your Comms Function for Success
37:52 - The Editor-in-Chief Role: Who Defends the Idea?