Podcast Summary: The Creative Boom Podcast

Episode: Claire Blyth on Why PR Still Matters in the Age of AI

Host: Katy Cowan
Guest: Claire Blyth (Founder, Red Setter PR)
Date: November 3, 2025

Episode Overview

In this episode, Katy Cowan speaks with Claire Blyth, founder of the renowned global PR agency Red Setter, about the evolving landscape of public relations amidst a rapidly changing, AI-driven media world. Their candid discussion explores the decline of traditional media, the rise of niche digital platforms, the nuances of building reputation in the age of generative AI, and—crucially—why human connection and trust will always be at the heart of effective PR and creative success. The conversation is peppered with warmth, honesty, and actionable insight for creatives navigating today’s noisy media environment.

Key Discussion Points & Insights

1. The Dramatic Shift in Media and PR

• From Print to Digital Fragments:

  • Claire reminisces about her early days in PR, where everyone pored over print editions of Design Week and newspapers. Now, media consumption is fragmented across devices, with audiences grabbing snippets from their phones and laptops ([02:33]).
  • “People really did sit down and read... now it's the majority really isn't. You sort of grab bits off your phone and grab bits when you're sat on my laptop.” – Claire Blyth ([02:33])

• AI's Imperfections in Media Discovery:

  • Both note that using AI (like ChatGPT) for recent news is problematic; it tends to surface outdated information—a concern that may soon be addressed as AI evolves ([03:47]).
  • “It tends to come up with stuff that was a year old… then realize it was a year ago.” – Claire ([03:47])

2. Impact of AI and Decline of Clickbait

• Zero Clicks and AI Recommendations:

  • Search habits are changing: readers often ask AI tools for direct recommendations, bypassing traditional search and brand touchpoints ([06:54]).
  • Brands lose exposure as consumers go straight from AI results to purchases.
  • “That's that zero clicks, zero clicks marketing… ChatGPT does it all for me. So I don't encounter any of the brands and go straight to the one I want…” – Claire ([06:54])

• End of Clickbait?

  • AI threatens the traffic model based on clickbait headlines, potentially raising the bar for quality and integrity in journalism and PR ([08:19]).
  • “The media will change, from which I think is a really good thing, because the whole clickbait thing tends to be total rubbish.” – Claire ([08:21])

3. Community & The Return to Roots

• Owning the Platform & Humanizing Content:

  • Katy describes Creative Boom’s evolution—moving from dependence on algorithms and social media to building a proprietary, community-centered platform ([09:05]).
  • Both agree that reconnection and authenticity are now powerful currencies.
  • “I just suddenly had an epiphany. We need to go back to our roots. We need to have me as the face and our team... human element... bring the community back…” – Katy ([14:26])

• Overcoming Fear and Taking Creative Risks:

  • Both discuss how “just doing it” trumps perfectionism or fear of failure—a necessary mindset in today’s climate ([10:28]).
  • “What's the worst thing that can happen? It doesn't work out. At least you tried.” – Katy ([10:29])

4. Challenges for Clients and Creatives

• Biggest Client Fears:

  • Claire sees clients questioning the impact of media coverage and worrying about how to meaningfully reach clients in the glut of digital noise ([11:25]).
  • “Does anyone ever really read anything anymore? ... How am I going to get in front of my clients?” – Claire ([11:25])

• From Cold Calls to Curated Outreach:

  • Old strategies like cold calling have dwindled. Now, getting noticed “requires being much more targeted and clever” ([11:41]).

5. The Human Element Remains Central

• Authenticity Over Automation:

  • Even as AI permeates copywriting and marketing, publishers and PR pros remain wary of letting it fully replace human voice ([18:41]).
  • “If you're ever seen to have any sort of... AI stuff over, they'll reject it.” – Claire ([18:32])
  • “What works when you go back to traditional PR... it's the human connection.” – Katy ([18:59])

• AI as Tool, Not Creator:

  • They use AI to expand ideas or as a framework tool, but agree it can’t replicate the spark or storytelling power of real human experience ([17:55], [18:32]).

6. Changing Notions of Influence & Content Creation

• From Influencer Fatigue to Genuine Connection:

  • Katy argues the era of polished, aspirational influencer content is waning, replaced by a hunger for authenticity— messy, “warts and all” personalities are resonating more ([25:57]-[29:22]).
  • “You just gotta be genuine. You just gotta be yourself… if you strategize your persona online, it's just not gonna work.” – Katy ([29:22])
  • Gen Z expects a more unvarnished, natural approach—advice echoed by Katy’s younger contacts.

• Rising Power of Niche, Trusted Platforms:

  • While major outlets endure, “niche platforms and creators” now command authority within certain communities ([32:00]).
  • New content models—private platforms and “safe spaces”—respond to growing disillusionment with the impersonal, algorithm-driven mainstream ([46:24]).

7. Navigating Media in the AI Age

• Reputation Building Strategies:

  • Both agree that press coverage and earned media remain crucial, as they are still key sources for AI and search ([42:22]).
  • “If you're really going to focus on something, getting into the press and getting outside of social media, I think is going to be really, really important because that's what it uses to look through at the moment.” – Claire ([42:22])

• Generative Engine Optimization (GEO):

  • Katy mentions the emerging field of GEO—optimizing for AI discoverability—as the new frontier after SEO ([43:30]).
  • “SEO, but you're generating, you're optimizing for AI.” – Katy ([43:17])

• Changing Social Platform Relevance:

  • LinkedIn and Instagram are currently the only social platforms worth the effort for agencies and creatives, while TikTok suits only personal passion due to high time demands ([41:34]).

Memorable Quotes & Moments

• On Human Value:

  “I still believe that the essential thing is that people still want to read really good information... there's got to be a human soul at the core of the whole thing.”
  — Claire Blyth ([04:57])

• On Facing Change:

  “The ones that are going to survive... you can't rely on that sort of clickbaity superfluous stuff anymore.”
  — Claire Blyth ([15:18])

• On Platform Power:

  “If people aren't in your community, then they're not going to listen to you.”
  — Claire ([15:27])

• On Optimism in Disruption:

  “Creativity always happens, doesn't it? Finds a way.”
  — Katy ([40:32])

• On AI and Sustainable PR:

  “If you haven’t got the juniors learning the craft, it's not a sustainable business model.”
  — Claire ([24:01])

• On Embracing Authenticity:

  “I'm just gonna be me… warts and all, the deafness, all the silliness… and it's actually a joy.”
  — Katy ([29:22])

• On the Future of Media:

  “It's really reconnecting people and getting rid a lot of the rubbish that's out there… I think it might make things better.”
  — Claire ([48:15])

Timestamps for Key Segments

• The Decline of Print & Old Media Habits: [02:33]
• AI's Challenges with Timely Information: [03:47]
• How AI Disrupts Search & Shopping: [06:54]
• End of Clickbait & Rise of Subscription/Community: [08:19], [15:18]
• Building Community and Taking Risks: [09:03] – [10:28]
• What Clients Worry About Now: [11:25]
• The Importance of the Human Element: [17:55], [18:41]
• Influencers, Authenticity, and Gen Z: [25:57] – [29:22]
• The New Role of Niche Platforms: [32:00]
• How Stories Will Be Discovered in the Future: [36:28]
• Advice for Creatives: Where to Focus: [41:02] – [42:22]
• Generative Engine Optimization / AI Discovery: [43:30]
• Private Communities, Safe Spaces, Sponsorships: [46:24]
• Closing Thoughts on Optimism & Quality Content: [48:15]

Final Takeaways

• The collapse of old media and rise of AI-powered search means traditional PR tactics are no longer enough.
• Human relationships, authentic communities, and high-quality stories are enduring differentiators in a world saturated with content and automation.
• Creatives and agencies must embrace new tools, double down on reputation via credible coverage, and prioritize authenticity and community over fleeting reach.
• There’s real cause for optimism: disruption, while scary, could drive a renaissance in meaningful content, closer communities, and a return to creative “punk spirit.”

“No matter how fast technology moves, PR still comes back to people building trust, making connections and telling stories that actually matter. Human is the future.”
— Katy Cowan ([48:37])