Series 2: Episode 5 | Johna Burke - Why measurement is key to the credibility of public relations

In this episode, Stephen Waddington discusses the measurement and performance management of public relations with Johna Burke, CEO, AMEC.

They discuss:

• How data helps practitioners prove their value to senior leaders and gain credibility and influence in management.

• The importance of reliable, ethically sourced data, ensuring that data is properly vetted to maintain trust and integrity.

• How to use real-time data to manage the performance and effectiveness of public relations campaigns.

• How the AMEC framework helps link public relations work to business goals and helps understand outputs, outtakes, and outcomes.

• Why is comparing media coverage to advertising value equivalent (AVE) outdated and unhelpful?

Series 2: Episode 4 | Pitch forwards

In this episode, hosts Sarah and Stephen Waddington cover key industry topics and share insights from recent events in management, public relations and communications.

They discuss:

• Creative challenges in leadership and how to stay motivated as a director, including using practical tools such as the wheel of life.

• The latest Wadds Inc. research report for NewsWhip which explores the digital transformation of the communication function and the use of technology in corporate communications.

• A recent Co-op and DEMOS event that explored how social mobility drives innovation and business growth in the UK. It’s aligned with the vision of Socially Mobile.

• CommsHero in Leeds featuring sessions on internal communications and sustainability and a powerful talk by Socially Mobile graduate Karl Connor.

• UK government research that sets out the impact of late payments on SMEs and potential solutions.

• A new PRCA report called Pitch Forward which concludes that the pitch process is broken and recommends greater transparency in the client-agency relationship and sales process.

Series 2: Episode 3 | Nathalie Agnew – Bringing the world’s brands to Scotland and taking Scotland’s brands to the world

On this episode of Better Business Outcomes, Sarah Waddington CBE from Wadds Inc. welcomes Nathalie Agnew, Managing Director of Muckle Media.


They discuss:

• Scotland as a buzzing, competitive PR hub delivering outcomes for global brands

• Acquisitions and the need to consider cultural and values alignment, new capabilities, complementary offers and team footprint according to client need and the ambition for the business

• The challenges and benefits of introducing a four-day week, Muckle’s resulting working patterns and the role of tech

• Imperfection in the journey to growth

• Talent as the engine to a business and the importance of creating a culture of trust and empowerment, with strong communication at the core

• The IoD offering a network of like-minded business owners and as a source of professional development around company direction

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Series 2: Episode 02 | Better Business Outcomes: A podcast from India

Sarah and Stephen Waddington discuss the key themes from PRAXIS in Pune, India, and key media stories.


They discuss:

• Public relations practice is not currently part of the debate about AI within society. The PRCA says that needs to change and that it intends to lead the way.

• Culture, community and creativity was the topic of PRAXIS, one of the largest public relations conferences that takes place in India each year.

• The abuse of power and influence within the creative industries continues to silence victims. Better governance is needed and compromise agreements should have little to no role in practice.

• Labour has faced criticism for its lack of vision. It’s also under attack for gifts-in-kind. The optics are poor for a government that promised integrity.

• We’ve various projects underway focused on technology within practice, alignment with management, and agency growth and resilience. Please give us a shout if you’d like our support and advice too.

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Series 2: Episode 01 | Better Business Outcomes is back!

Sarah and Stephen Waddington return with your favourite management communications and public relations podcast.


They discuss:

• Socially Mobile has launched a '25 for 2025' fundraising scheme.

• The PRCA conference explored a range of issues facing practitioners from the challenging economy to diversity and from AI to changing media consumption.

• We knew the shift from traditional print and television news sources to digital was well underway, but digital has become the dominant source of news consumption for the first time.

• According to the CIPR State of the Profession report, practitioners are underpaid and working harder than ever but claim that management increasingly recognises their value.

• Sarah is heading to India to speak at PRAXIS about the role of public relations as a force for good and the change practitioners can make to society.

Series 1: Episode 11 | Clive Ormerod - Creating a fitter planet

On this episode of Better Business Outcomes, Sarah Waddington CBE from Wadds Inc. welcomes Clive Ormerod, CEO of Les Mills International. 


They discuss:

• Les Mills International’s mission to create a fitter planet

• Its new partnership with Adidas and how it is helping Les Mills to scale and reach Gen Z

• Making diversity, equity, and inclusion a mindset and a culture 

• The biggest challenges and opportunities facing the wellbeing and fitness industries right now

• How to keep mentally and physically well during this time of sustained political and economic turbulence 

• Belief and radical optimism as a route to Better Business Outcomes

Series 1: Episode 10 | Emma Thwaites: Inspiring organisations to innovate with data to improve society

On this episode of Better Business Outcomes, Stephen Waddington from Wadds Inc. welcomes Emma Thwaites, Corporate Affairs Director, Open Data Institute.


They discuss:

• How open data leads to better insights, decision making, innovation and societal impact

• Using open data to tell stories: ODI fuel poverty and food poverty data projects

• How organisations can build a data culture and best practice data infrastructure

• The impact of open data on the banking industry and improving access to sporting infrastructure

• How risk and experimentation based on data leads to better business outcomes

Series 1: Episode 9 | Caroline Marrows: Speaking truth to power for those without power

On this episode of Better Business Outcomes, Stephen Waddington from Wadds Inc. welcomes Caroline Marrows, Head of News at Citizens Advice.


They discuss:

• The role and origin of Citizens Advice in supporting people with issues related to legal, debt, consumer, and housing

• Managing demand for services from the public, and insight from the media while maintaining high levels of customer satisfaction and quality outcomes

• Navigating a complex stakeholder environment and speaking truth to power for those without power

• The benefit of strong leadership communication and engagement in leading public and policy debate

• How focussing on outcomes leads to better business outcomes and supports planning and decision making

Series 1: Episode 8 | Professor Lee Edwards: Building bridges between theory and practice as a driver of innovation

On this episode of Better Business Outcomes, Stephen Waddington from Wadds Inc. welcomes Lee Edwards, Professor of Strategic Communications and Public Engagement in the Department of Media and Communications at the London School of Economics.


They discuss:

• Whether public relations is a force for good or a means for organisations to corrupt the public conversation?

• Environmental, Societal and Governance concerns as a mean of greenwashing but also a way of building a better society

• The impact of research on mental health and how to avoid becoming frustrated

• Small events and communities as a bridge between public relations theory and practice and a means of learning

• The power dynamic in public relations and its impact on issues related to diversity

Series 1: Episode 7 | Katie King: Understanding the potential of artificial intelligence

On this episode of Better Business Outcomes, Stephen Waddington from Wadds Inc. welcomes Katie King - the CEO of AI in Business.


They discuss:

• The potential of artificial intelligence (AI) as a tool to support marketing and public relations activity

• The risk issues that business leaders should be concerned about in thinking about data and the application of AI

• The UK as a centre of excellence for the development of AI and an understanding ofits impact on culture and society

• The division of labour between people and machines

• How to embrace and learn about the application and potential of AI and build skills for the future

• How being tenacious and making things happen leads to Better Business Outcomes

Series 1: Episode 6 | Tom Levitt: Building socially responsible companies that support their communities

On this episode of Better Business Outcomes, Sarah Waddington CBE from Wadds Inc. welcomes Tom Levitt, author of The Company Citizen and associate lecturer in sustainability for the University of West London’s Business School.


They discuss:

• Leaders as people to follow and Frances Perkins as one of history’s lesser-known female trailblazers

• Delivering good at scale from a political, business and societal perspective and the positive and negative imprint created by every organisation

• Why implementing an activist approach should be a consideration for every brand

• The Community Interest Company Fair For You and its partnership with Iceland which, through a loan scheme, is helping struggling families across the UK put food on the table and received 40,000 applications in its first week

• Brexit as a huge mistake which has crippled the economy

• The Nolan Principles as missing from public life today

• How looking at things in the long term leads to Better Business Outcomes

Series 1: Episode 5 | Sarah Dewar: Leadership through humility and authenticity

On this episode of Better Business Outcomes, Sarah Waddington from Wadds Inc. welcomes Sarah Dewar from Mental Health Concern.


They discuss:

• How great leaders have humility and authenticity and see people holistically, not just as employees

• Social network theory and the importance of relationships in the workplace

• Rounded wellbeing strategies

• What leaders should be thinking about in terms of their health and their employees’ wellbeing during this cost-of-living crisis

• The services available for people needing help and what companies can do to make a return to work easier 

• How employee groups can help design the workplace to suit neurodiverse talent 

• How valuing your people leads to Better Business Outcomes

Series 1: Episode 4 | Alison Goldsworthy: It can physically hurt to change your mind

On this episode of Better Business Outcomes, Stephen Waddington from Wadds Inc. welcomes author and a practitioner and researcher in the sphere of polarisation, Alison Goldsworthy.


They discuss:

• Why Alison started investigating polarisation after she spoke out about a sexual assault that colleagues failed to recognise or acknowledge

• Technology is a factor in amplifying polarisation but it isn’t the trigger. It results from societal, political and cultural issues

• Polarisation can make a constructive contribution to discussion, debate and innovation

• How Alison wrote Poles Apart with Laura Osborne and Alexandra Chesterfield during lockdown

• Using polarisation as a communication tool can be incredibly powerful for good and bad

• Finally, we hear the best suggestion of the series so far, for what drives better business outcomes

Series 1: Episode 3 | Tokunbo Ajasa-Oluwa: Youth empowerment and support in fulfilling potential

On this episode of Better Business Outcomes, Sarah Waddington CBE from Wadds Inc. welcomes Tokunbo Ajasa-Oluwa, CEO of national social mobility charity, Career Ready.


They discuss:

• Vulnerability as a trait of good leaders and the qualities embodied by the late Dame Anita Roddick DBE

• Career Ready’s overarching mission in preparing young people facing barriers to education and employment for the world of work

• The structural issues currently preventing a pipeline of diverse talent from school leaver age upwards in UK industry

• Tokunbo’s time as a Cabinet Officer appointed Social Enterprise Ambassador from 2007-2010, advising Downing Street on diversity, youth development and social entrepreneurship

• How creating a culture and a space where people can be their authentic space leads to Better Business Outcomes

Series 1: Episode 2 | Dr Stephanie Hare: Are you using technology, or is it using you?

On this episode of Better Business Outcome, Stephen Waddington from Wadds Inc. welcomes author and geo-political risk researcher Dr Stephanie Hare.


They discuss:

• Why technology has such an outsized share of voice and the issues and the range of issues that it is blocking out of the news agenda

• Why the enthusiasm and optimism that characterised the web in the eighties and nineties has given way to a much bleaker perspective

• Regaining control of data and technology, and looking forward to the social media era of the web

• The need for clarity on environmental, society and governance (ESG) metrics as they relate to business

• How ethics is driving the latest wave of innovation in artificial intelligence and why that’s a good thing

• The future of Twitter. Is is a technology platform, product, or hive mind

• Why integrity drives better business outcomes

Series 1: Episode 1 | Joe Geldart “The pale, male and stale days of the IOD are over”

On this episode of Better Business Outcome, Sarah Waddington CBE from Wadds Inc. welcomes Jon Geldart, Director General for the Institute of Directors (IoD). 


They discuss:

• Jon’s personal leadership journey and Sir Ernest Shackleton

• The IoD as the home of diverse leadership talent and a place where better directors are made

• The thorny business issues facing directors right now and Jon’s predictions for the year ahead

• The unique challenges faced by membership bodies compared to other business models

• Communications as core to organisational strategy and the avoidance of ambiguity and misunderstanding

• How diversity of input and robust Board discussions lead to Better Business Outcomes