Steve and Lou are joined by Sarah Waddington CBE, CEO of the PRCA, the world's largest professional body for PR, public affairs and communications. Sarah shares her vision for unifying the PR industry, from breaking down the divide between digital and traditional PR to tackling fake experts, class barriers and gender inequality. She also unpacks the PRCA's new definition of PR, reflects on her debate with Sir Martin Sorrell, and shares her honest take on what AI means for practitioners.

00:00 - Introduction / What is PR?

01:22 - The PRCA's Mission and 2026 Priorities

04:59 - How PRCA Membership Works

06:39 - Fake Experts and the Case for Industry Standards ...