#45 Bridging Data and Creativity in Digital PR with Thierry Ngutegure

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 - Introduction03:08 - Confidence as the Missing Link Between PR and Data06:50 - What Makes a Good Brief08:50 - When the Data Doesn't Back Up the Headline12:35 - Are Data Specialists Still Needed in the Age of AI?18:13 - How AI Has Enhanced Thierry's Work23:56 - Feasibility Check Problem25:11 - Briefing Junior vs Senior Digital PRs28:29 - Data vs Creative: Which is Riskier to Pitch?40:04 - Quickfire Qs46:20 - What Thierry Would Be Doing InsteadCheck out the full transcript here.–About the Digital PR PodcastHosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.To let us know about any topics you'd like us to cover or guests you'd like to see (maybe you'd like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you're really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.To check out our socials and other useful links click here.