Steve and Stephanie are joined by Thierry Ngutegure, co-founder and Head of Data Storytelling at Six Chillies, for a deep dive into data and PR.

They talk about what actually makes a brief work, what happens when the data doesn't back up the headline, and whether data specialists are still needed now AI can do some of the heavy lifting. Thierry shares where he finds unexpected data, settles the data versus creative debate, and makes the case for why junior PRs might have the edge when it comes to bravery.

00:00 - Introduction

03:08 - Confidence as the Missing Link Between PR and Data

06:50 - What Makes a Good Brief

08:50 - When the Data Doesn't Back Up the Headline

12:35 - Are Data Specialists Still Needed in  ...