PRmoment Podcast

In the latest PRmoment Podcast news review, host Ben Smith sits down with PR heavyweights Mark Borkowski and Angie Moxham to dissect a packed agenda covering political downfalls, tech trillionaires, and sports geopolitics. Before diving in, Smith drops a crucial reminder to secure tickets for the upcoming PR in AI Masterclass, featuring an incredible lineup available both face-to-face and virtually.
The Politics of War and a Leadership Vacuum
The discussion kicks off with the unraveling of Keir Starmer’s leadership following high-profile exits like John Healy over defence budget shortfalls. Angie Moxham delivers a scathing review, calling the exit the "last weapon of mass Starmer destruction" and the "final nail-in in Keir’s coffin." She describes Starmer as a "wounded dog limping towards the exit door," concluding simply that "he's not a leader."
Mark Borkowski highlights the internal party despair, noting insiders have long since "given up on Keir."
Looking ahead, Moxham predicts Manchester's Andy Burnham will secure a slim win at the Makerfield election and ultimately "end up in number 10."
Elon Musk and the Illusion of Value
The panel then tackles Elon Musk’s trajectory toward becoming the world’s first trillionaire. Borkowski holds nothing back, blasting Musk for "interfering with British politics from the other side of the world with some really disgusting and inciting language." He strongly challenges the cultural idolization of "mega tech bros," asking if they should be viewed as examples for humanity: "I argue you're not."
Moxham balances this critique with a critical lesson for comms professionals, noting Musk has "absolutely managed the art of perception to drive value in his businesses." For any CEO doubting PR's bottom-line impact, Moxham argues Musk is the ultimate proof of its power—even if he completely rewrites the rules of public accountability.
The World Cup Paradox: Unity vs. Geopolitics
Finally, the conversation shifts to the upcoming North American World Cup. Moxham underscores the immense emotional and cultural stakes of the beautiful game, sharing a striking quote: "The World Cup is the only event on earth where a billion people cry at the same time. The question is... whether those are tears of joy or tears of hatred."
While Borkowski notes that toxic global politics is already seeping into the tournament, he remains optimistic that great football will ultimately win out and rescue everyone from politicians to brands.
Master the Future: PR in AI Masterclass
As technology and perception continue to redefine the global corporate landscape, staying ahead of the curve is non-negotiable. Head over to the PRmoment homepage to grab your tickets for the PR in AI Masterclass. Tickets are flying out the door for both the face-to-face and virtual sessions—don't miss out on learning from an absolutely amazing lineup of industry experts!

In the May 2026 edition of the PRmoment Podcast, host Ben Smith sits down with new business maestro Andrew Bloch (AAR, PCB Partners) to dissect a shifting UK communications landscape. The overarching theme of the month highlights a widening divide between agencies riding massive waves of momentum and those experiencing localized, procurement-driven hesitation.
Before diving into the market data, Ben shares two critical industry diary dates for your radar:
AI in PR Masterclass (July 2nd, 2026): Titled The Age of Algorithms, Predictive Analytics, and Risk, this event is a comprehensive guide to navigating future-facing tech. Secure your virtual or face-to-face London spot at PRmasterclasses.com.
The Creative Moment Awards: The absolute final entry deadline is closing fast on Friday, 19th June 2026. Ensure your team's best creative work is in the running by submitting over at creativemomentawards.co.
Key Themes
1. The procurement squeeze and market polarization
Andrew Bloch defines the current climate as one of "cautious optimism" mixed with macro anxiety. Pipelines are active, but growth is unevenly distributed. Agencies with sharp specialisms—particularly in sports, consumer lifestyle, and social—are thriving, while others face gridlocked client sign-offs. Furthermore, clients are heavily relying on procurement to extract maximum commercial impact, shifting expectations entirely away from traditional "column inches."
2. The independent "David vs. Goliath" surge
A massive takeaway from May's pitch cycle is the clear dominance of independent agencies over legacy network holding companies. Clients are progressively prioritizing agile storytelling and pure earned media capabilities over sheer corporate scale.
3. M&A Strategy: earned media as strategic platform glue
While private equity (PE) and trade buyers are exercising strict valuation discipline, high-quality independents remain hot targets. Private equity is increasingly viewing standout consumer PR agencies as anchor platforms to bolt on smaller social, data, and AI-enabled services.
Major pitch wins & M&A Deals
Notable Wins: Words and Pixels scooped the coveted UK/Ireland brief for tech giant Pinterest, beating out legacy networks. Newly launched Joe Public landed Sneak Energy, and The Romans expanded their sports footprint by securing Oakley’s global and North American remit. Other wins included Grayling taking the Croatian National Tourist Board and Hope and Glory onboarding Ask Italian.
M&A Highlights: Publicis made a massive $2.2 billion bet on tech infrastructure by acquiring data collaboration platform LiveRamp at a 30% premium. Meanwhile, Havas snapped up Paris-based corporate influence firm Format, and Mike Worldwide acquired workplace communications agency Hudson Lake.
Quotes from Andrew Bloch
On maintaining agency momentum:
"In a market like this where budgets could disappear overnight, momentum is really the closest thing you can get to having security... You can't stand still in this market. Standing still is going backwards."
On why private equity is hunting for PR firms:
"What's really encouraging for the PR space is they're seeing earned media as actually the glue that ties together lots of different bits of the marketing mix."
On the resurgence of pure storytelling:
"A lot of agencies have almost forgotten the art of storytelling and the art of earned media... Let’s not forget how important earned media is. That’s where PR is."

In this episode of the PRmoment Podcast, Ben Smith and Will Hart, CEO of PRmoment Leaders, engage in a timely debate surrounding the structural integration of public relations and artificial intelligence. 
Moving decisively past the initial "experimental" phase where practitioners simply played with basic prompts, the industry has rapidly arrived at a critical juncture. Today's leaders are forced to confront foundational organizational design questions, evolving agency structures, and entirely new talent profiles.
While Hart highlights the profound excitement of being able to fundamentally rethink traditional operational workflows, Smith offers a grounded counter-perspective: the core objective of public relations—using distinct channels to strategically influence audiences—remains fundamentally unchanged. However, the infrastructure utilized to achieve these goals is shifting dramatically. 
A primary catalyst is the democratisation of predictive analytics; a concept that was once a cost-prohibitive dream for marketers is now an accessible reality for modern PR targeting. 
Yet, this technological leap brings multifaceted risks. Agency leaders are navigating intense client pushback regarding intellectual property security, deepfakes, corporate reputation vulnerabilities, and looming sector-specific compliance regulations.
A significant portion of the dialogue focuses on agency workflows and the existential threat of automation. Smith warns against a reductive approach to AI, noting that if an agency’s sole strategy is the integration of basic tools, it triggers a "race to the bottom" since everyone has access to the same software. 
True competitive advantage relies on human curiosity and the ability to navigate strategic ambiguity. This technical evolution directly challenges the traditional agency pyramid model. As AI automates the "grunt work," leaders must figure out how to train junior entry-level staff who historically relied on those repetitive tasks to learn the trade. 
Concurrently, in-house corporate communications roles are experiencing a major boardroom elevation, transforming CCOs into critical stakeholders guiding their broader enterprises through the AI revolution.
To master these urgent structural friction points, PR professionals should secure tickets to the upcoming AI in PR Masterclass (full agenda details at https://www.prmasterclasses.com/masterclass/pr-masterclasses-ai-in-pr/agenda).
Curated by Smith, this advanced, pitch-free session is not a how to write prompts for ChatGPT tutorial - it’s a high-level strategic activation. The elite speaker lineup includes Sal Della Monica (MikeWorldwide) discussing how to prevent efficiency from diluting work effectiveness, Allison Spray (Burson) exposing AI implementation traps, and Andy Barr revealing critical research on which media titles influence LLM results.
Additionally, leading copyright lawyer Luke English will break down the legal landscape, Mike Robb (Boldspace) will showcase agent-based workflow redesigns, and Kat Arnull will delve into the power of market mix modeling. The day also features a powerhouse corporate panel with in-house communications directors from L&G, Tenable, Procore, and Verizon, wrapped up by Peter Heneghan (Albie) forecasting the ultimate redesign of future communications teams. 
Available both in-person and via virtual live stream, space is strictly limited.
Will Hart on the scale of the AI shift:

"AI in PR got real very quickly. It's massively exciting though. How many times in your life in your working life do you get to be in a place where you can fundamentally rethink everything you do and how you do it."
Ben Smith on the hidden danger of over-automating:

"You might run the most beautifully efficient PR business by integrating AI into your workflow. But if you're not very careful about the quality of your work, your level of insight may well decrease."
Ben Smith on why relying solely on tools backfires:

“If your strategy is the integration of tools and agents in your business, it's a race to the bottom. Because everyone's basically got access to that."
Ben Smith on how predictive analytics solves PR's historical budget issue:

"One of the things that has always had the handbrake on PR budgets is that unpredictability of outcome because there's so many other things going on... but AI has made predictive analytics accessible for a fraction of the historical cost. For PR that is going to change the game"

In this week's edition of the News Review on the PRmoment podcast, host Ben Smith, is joined by industry heavyweights Mark Borkowski and Angie Moxham to dissect one of the most significant political crisis management events of the year: 
Nicola Sturgeon’s high-stakes sit-down interview with Laura Kuenssberg on the BBC. Following her estranged husband Peter Murrell’s recent guilty plea to embezzling over £400,000 from the SNP, the former First Minister faced an intense 55-minute interrogation aimed at shifting the narrative from political complicity to personal betrayal.
Ben kicks off the discussion by questioning whether the interview succeeded in separating Sturgeon’s personal reputation from the unfolding financial scandal of the party she led for nearly a decade. 
Mark Borkowski offers a sharp critique of the crisis communications strategy, noting that while Sturgeon’s performance was emotionally raw—particularly when discussing a £425 necklace bought with stolen funds—it ultimately struggled under the weight of incredulity. He argues that her core defense—claiming she had no "conscious memory" of a massive motorhome parked outside her mother-in-law's house—strained public belief, leaving the "brand" of Sturgeon severely damaged despite her formidable media skills.
Angie Moxham shifts the lens toward the gender dynamics and long-term reputational impact. Moxham observes that Sturgeon deliberately weaponized a highly relatable narrative: the trope of a successful woman being unfairly blamed for the hidden, fraudulent actions of the man in her life. While Angie acknowledges that this framing could resonate strongly with a core segment of the public and female voters, she questions whether it can truly repair the massive trust deficit currently facing the SNP. 
Moxham analyzes how the "personal vs. political" mashup plays out for independent brand survival, noting that Sturgeon’s insistence that she is “serving a sentence for a crime I did not commit” effectively positions her as the primary victim, eclipsing the independence donors whose money was actually taken.
The panel agrees that while the BBC gave Sturgeon the necessary space to outline her trauma and bewilderment, the interview highlights the near-impossible task of separating a leader's legacy from systemic organizational failure. Ultimately, the review concludes that while Sturgeon successfully reminded the public of her formidable communication prowess, the sheer volume of high-value goods involved makes an absolute reputational recovery unlikely.
Finally, Ben closes the segment with an important industry notice, urging listeners to submit their entries for the upcoming Creative Moment Awards before the final entry deadline on June 19th.
You can watch the Sunday with Laura Kuenssberg Interview to see the exact moment Nicola Sturgeon addresses the embezzlement scandal and discusses the personal toll it has taken on her life.

On this PRmoment podcast today we're chatting about the Nils Leonardgate.
Is comparing earned media creativity and paid media creativity pointless?
I normally have this debate internally in my own head when I watch the annual PR/ad creative bun fight at Cannes but it's come a bit early this year following Uncommon founder Nils Leonard's latest activation of his "let's start a fight' strategy where he says: "The PR industry should be scared, not just of Uncommon but in general."

We’ll also discuss to what extent paid media creative and earned media creatives are similar, and to what extent are they different. Can they ever be compared with much validity?

To talk about all this stuff welcome Hope & Glory co-founder James Gordon Macintosh.

Before we start the final entry deadline to The Creative Moment Awards is on Friday 19th June 2026.
Key Themes
1. Ad Land’s Cyclical "Discovery"
Gordon-Macintosh believes that this is not a paradigm shift, but rather a predictable, cyclical reaction to macroeconomic pressures. Whenever paid media budgets shrink due to client belt-tightening or shifting algorithms, advertising shops look to colonise PR space to protect their revenue lines. Every decade, advertising "discovers" a discipline PR has been practicing for years—whether it's social media, creator marketing, or culture marketing—and rebrands it as something entirely new.
2. Bought vs. Earned Creative Architecture
The structural divergence between advertising creativity and PR creativity forms a central pillar of the debate. Advertising is hardwired for absolute control—agencies write a script, buy the slot, and force eyeballs onto the screen. PR, conversely, requires navigating a chaotic, reactive ecosystem of third-party validation, shifting editorial gatekeepers, and genuine cultural conversations where control is surrendered in exchange for authenticity.
3. The "Infinite Monkey Cage" of Ad-Led PR
While acknowledging Uncommon’s brilliant output (such as Rat Boot and PAIN), Gordon-Macintosh draws a line between flashy stunts and sustainable communication strategy.

Quotes from James Gordon Macintosh:
"Every decade, I'd say advertising discovers something PR has frankly been doing for years, and they try to give it a new name."
"Advertising is about buying your way into the media space—you buy the eyeballs. PR genuinely has to engage with what people are actually talking about."
"If you take an infinite number of monkeys and give them an infinite number of typewriters... mathematically one will eventually write Hamlet. In ad agencies, an earned idea is all too often luck, not skill."