Beyond the Noise - the PRWeek podcast

How is Reach, the publisher of The Mirror and the Daily Express, cracking down on fake AI ‘experts’? PRWeek’s latest podcast takes a look.

Our guest on Beyond the Noise this week is David Higgerson, chief content officer at Reach.
Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.
The Mirror and Daily Express publisher last month confirmed it was compiling a directory of trusted PR agencies, and considering blocking emails from domains it doesn’t trust, to stop the rise of fake AI ‘experts’. It followed a series of high-profile incidents reported by Press Gazette in which media titles, some owned by Reach, inadvertently quoted ‘experts’ in articles who were later exposed as fake.
Speaking to PRWeek UK editor John Harrington, Higgerson discusses how widespread the problem of fake ‘experts’ being put forward as case studies has become in the age of AI.
He talks through what Reach has been doing as part of its crackdown, including how the publisher is using AI itself to tackle the problem, and the importance of strong journalist/PR relationships.
Higgerson tells the podcast there is “no danger” of legimate comms professionals being prevented from contacting Reach journalists as part of the actions.
Separately, he discusses other recent developments at Reach, whose stable also includes OK! magazine, the Daily Star and a host of regional newspapers. This includes the growth in specialist video roles, how Reach journalists are using AI, and the impact of Google AI summaries on traffic.

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PRWeek’s latest podcast examines how the PR industry in the UAE, and the wider Middle East, has been responding to the new crisis.

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or on your favourite platform.

Our guest this week is Conrad Egbert, who is based in Dubai and leads the PRCA’s operations in the MENA region.

Events in the Middle East have dominated the news in recent days following the US and Israel’s attacks on Iran, and the retaliatory strikes directed at several US allies in the region. This includes the United Arab Emirates, which is home to a particularly thriving PR industry.

Speaking to PRWeek journalists John Harrington and Eliza Wiredu on Tuesday afternoon (3 March), Egbert discusses what life is like on the ground in Dubai in the aftermath of the strikes, and during the ongoing crisis.

He talks about how the PR industry is adapting to the situation, including how agencies are handling live events and supporting employees and clients alike.

He analyses how the authorities have been handling their communications and bemoans the deluge of mis- and disinformation appearing online.

Egbert also explains how PR in the UAE will “bounce back” after the crisis.

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As of 2026, the UK space industry is a significant and strategic driver of the national economy, contributing over £19 billion in revenue and supporting tens of thousands of high-skilled jobs. Satellite-based services and data underpin roughly 18% of UK GDP, equivalent to approximately £454 billion of the wider economy. And the sector is growing exponentially.

But this is just the tip of the iceberg. For the space industry to fully realise its potential it needs more of the right people to understand what’s happening and get involved. People like policy makers, investors, regulators, planners, communicators, lawyers and consultants.

Dr Alice Bunn, the president of UK Space, and her panel of guests, Sam Alden co-CEO of Space Solar, Nick Shave managing director of Astroscale and Anushka Sharma founder of Naaut, discuss the surprising, awe inspiring business of space and make the compelling case for why more companies and investors should get involved.

Contributors:
Host:
Alice Bunn, President of UKspace
Dr Alice Bunn OBE FIMechE FRAeS CEng | LinkedIn
UKspace: Overview | LinkedIn

Guests:
Nick Shave, Managing Director of Astroscale
Nick Shave FRAeS | LinkedIn
Astroscale: Overview | LinkedIn

Sam Adlen, CEO of Space Solar
Sam Adlen | LinkedIn
Space Solar: Overview | LinkedIn

Anushka Sharma, founder of Naaut
Anushka Sharma | LinkedIn
Naaut: About | LinkedIn

Key topics covered:
Impact of Space on Everyday Life
Practical Applications
Environmental Monitoring
Global Security

Sustainability and Innovation in Orbit
Space Debris
Manufacturing in Microgravity
Space-Based Solar Power

Economic and Regulatory Landscape
Cost Reduction
Investment and Finance
Regulation and Policy

The Future of Space Exploration
New Platforms
Academic Contribution

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How should PR pros react to Reddit’s surge in popularity? PRWeek’s latest podcast takes a look.
Joining the latest episode of Beyond the Noise are Paige Hiley, director of social at Golin; and Jo Bromilow, director of social and influence at MSL.
Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.
Speaking to PRWeek UK deputy news editor Evie Barrett, the guests discuss clients taking an interest in social media platform Reddit, and how its community focus requires an entirely different approach to other channels.
Reddit’s changing userbase, and its links to Google and OpenAI, are also discussed within the episode.
Bromilow and Hiley give advice on communicating with Reddit moderators, as well as using the app as a social listening tool.
The episode was recorded prior to the news of Reddit being fined £14m by the Information Commissioner’s Office for failing to properly check the age of its users, as reported on Tuesday (24 February).
Commenting after the announcement, Bromilow said: “Reddit’s response – that it intends to appeal and that it feels like it treads a delicate balance between protecting users’ privacy and policing its platform – is a consistent one with how it has always operated and helps reinforce some of the points we made about the platform self-policing and the moderators existing to protect the userbase.
“There have been lots of headlines recently about various social networks from TikTok to Meta being hit with fines in this regard, so this isn’t a Reddit-specific issue. I anticipate a lot of back and forth along these lines as the online safety act comes into effect, and the reality of enforcing it vs the PR power of talking about it.”

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The shake-up of Omnicom’s PR agencies, and rumours that WPP could sell Burson, are examined in PRWeek’s latest podcast.
Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.
PRWeek journalists John Harrington (UK editor), Siobhan Holt (deputy editor) and Evie Barrett (deputy news editor) discuss the bombshell news last week that Golin and Ketchum are to merge, and Porter Novelli will fold into FleishmanHillard, following Omnicom’s acquisition of IPG late last year.
The trio look at what the industry has been saying about the news, whether they were surprised by it, and if they think it is a good idea.
Separately, the team give their take on rumours that WPP could look to sell Burson as part of a restructure at the UK-headquartered holding company. They discuss reactions from experts to the alleged plan, and the likelihood of such a move.
Finally, the journalists look at how important PR agencies are to the holding company giants.

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