The PR industry’s AI revolution is here, and this week, we’re turning insight into action.

In our 40th episode and part two of this special episode of PR in the Real World, Tony continues his conversation with Darryl Sparey, Joint MD of Hard Numbers, to explore how PR agencies can practically adapt to a future powered by AI, data and Generative Engine Optimisation (GEO).

Darryl talks about how Hard Numbers is bringing AI into the day-to-day - setting up a steering group to test ideas, using data to shape campaigns as they happen, and applying a commercial edge to how PR proves its worth.

He also issues a critical call to action: as Google’s AI Overviews and other generative search tools divert traffic from publishers, PR must financially support the editorial media ecosystem it depends on - or risk losing it entirely.

This is a must-listen for PR leaders, agency owners and communicators who want to stay ahead of the curve. If part one explained why GEO matters, part two shows how to make it work.

Links

Connect with Darryl: https://www.linkedin.com/in/darryl-sparey/

Check out Hard Numbers: https://www.hardnumbers.co.uk/

Read Hard Numbers’ Research: https://www.hardnumbers.co.uk/research

Reputation in the age of AI: https://www.hardnumbers.co.uk/research-reputation-in-the-age-of-ai

Onclusive and Hard Numbers: https://onclusive.com/en-gb/resources/whitepaper/ai-industry-trends-2025/

Institute for Public Relations – “How PR Pros are Using AI”: https://instituteforpr.org/how-pr-pros-are-prioritizing-strategy-and-workplace-value-in-2025/

Visit Viva’s website: https://www.vivapr.co.uk/

Other episodes of PR in the Real World: https://www.vivapr.co.uk/viva-podcast/

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