In this episode of PR in the Real World, founder of Experienced Media Analysts Steph Bridgeman returns to unpack what has changed - and what stubbornly hasn’t - since her first appearance.

She explains how the refreshed Barcelona Principles 4.0, discussed at this year’s AMEC Summit in Vienna, align with the Integrated Evaluation Framework so communicators can set objectives, map outcomes and connect activity to real behaviour and business impact.

Steph shares a candid take on AI in measurement, arguing that over-hype and opacity make it hard to trust black-box outputs when you need to ‘show your workings’. For her, good evaluation still relies on curiosity, transparency and the human judgement to question data rather than worship it.

The heart of the conversation is about embracing small numbers. Steph urges teams to stop kidding themselves with inflated site-wide reach and to recognise that article-level audiences are almost always lower than the headline figure. She explains why defensible, smaller numbers tell a truer story - especially when they link to what people did next.

Drawing on judging and winning experience at the AMEC Awards, Steph outlines what strong entries share: simple storytelling, clarity on learning and the courage to show how data drove change mid-campaign.

Steph leaves listeners with quick wins they can apply. She recommends using Google search data to evidence behaviour change and capturing Google Autocomplete before and after a launch to show shifts in demand - a ten-second tactic that lands in the boardroom.

This episode is for in-house teams and agencies who want credible, outcome-focused measurement that helps PR make better decisions.

Links & references

AMEC - Barcelona Principles 4.0: https://amecorg.com/barcelona-principles-4-0/

AMEC - Integrated Evaluation Framework: https://amecorg.com/amec-framework/

Experienced Media Analysts: https://experiencedmediaanalysts.com/

CoverageBook: https://coveragebook.com/

Releasd: https://releasd.com/

Google Trends: https://trends.google.com/

Everybody Lies (S. Stephens-Davidowitz): https://www.amazon.co.uk/Everybody-Lies-Internet-about-Really/dp/0062390856

RAJAR: https://www.rajar.co.uk/

CIPR CPD: https://www.cipr.co.uk/CPD

AMEC Awards: https://amecorg.com/awards/awards-2025/

Steph's first episode: https://www.vivapr.co.uk/pr-in-the-real-world-with-steph-bridgeman/

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In this episode of PR in the Real World, Liam Kelly, Vice President Product Marketing at Onclusive, joins Tony to explore how the rise of AI and data intelligence is changing the way PR professionals measure success and demonstrate impact.

With more than 25 years in media intelligence, Liam offers a fascinating look at how far the industry has come, and where it’s heading next.

The conversation explores how technology has evolved to meet the demands of modern communications, what AI can and can’t do for PR teams and why human interpretation remains the real differentiator in a data-saturated world.

Liam explains how Onclusive’s Global Content Hub now processes millions of pieces of media content an hour, why the shift from AVEs to meaningful business metrics matters, and how AI is already helping communicators detect crises, interpret sentiment and make faster, smarter decisions.

As the discussion turns to AI search and the emergence of Generative Engine Optimisation (GEO), Liam makes a compelling case for why PR professionals must take ownership of how their brands show up in AI-driven results – and how content structure, authenticity and accuracy are becoming new pillars of reputation management.

He also shares practical advice for regional agencies and smaller teams looking to adopt AI tools without big budgets, including where to start and what skills will matter most in the years ahead.

Liam’s long-running newsletter, PR Measured, has chronicled a decade of change across media intelligence, and his perspective on the next wave of transformation is grounded, accessible and refreshingly pragmatic.

A must-listen for PR professionals, communications leaders and agency teams who want to understand how data and AI can enhance – not replace – the craft of PR.

Links and References:

Onclusive – https://onclusive.com

PR Measured newsletter – https://www.linkedin.com/company/pr-measured/posts/?feedView=all

AMEC Integrated Evaluation Framework – https://amecorg.com/amecframework

Connect with Liam Kelly on LinkedIn – https://www.linkedin.com/in/liam-kelly-insight/

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In this episode of PR in the Real World, we’re joined by Paul Holliday, Chief Strategy Officer at Bolton Wanderers Football Club, for a heartfelt and insightful conversation about his 20-year journey in sports communications that started in writing content for matchday programmes.

This episode dives deep into the world of sport, PR and purpose. Paul reflects on the highs of promotion glory, the lows of financial turmoil and the lessons learned from steering a football club through both triumph and trauma. His story captures the emotional heartbeat of regional communications.

Paul shares how the digital revolution reshaped the role of the comms professional and how AI and technology are creating new opportunities for PR teams. Paul’s journey is a masterclass in resilient, values-driven communication.

We also explore the human side of leadership: balancing professional challenges with family life, navigating mental health pressures and finding meaning through community impact. As Paul says, 'Football clubs are content farms, but the stories that matter most are about people'

A must-listen for PR professionals, communications leaders, and anyone who believes the best storytelling starts close to home in the communities that shape who we are.

• Bolton Wanderers Football Club – Official website: https://www.bwfc.co.uk
• Bolton Wanderers in the Community – The club’s charitable arm supporting local initiatives: https://www.bwitc.org.uk
• English Football League (EFL) – Paul’s former organisation: https://www.efl.com
• Viva PR – Independent regional PR agency behind PR in the Real World: https://vivapr.co.uk

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