10. Proving PR’s Value with James Crawford

13. Why Freelancers Are PR’s Hidden Force with Nigel Sarbutts

Freelancers now make up one of the biggest forces in PR - so what is happening in that space? In this episode of Accidentally Brilliant, Josh Wheeler speaks with Nigel Sarbutts, founder of The PR Cavalry, Structured Mediation, and co-founder of the Independent Impact 50. Nigel has spent years working across agencies in London, Manchester and Leeds. Today he sits in a different position inside the industry, helping agencies, brands and freelancers find specialist talent, resolve disputes, and rethink how independent practitioners are valued. The conversation covers the shift from retainers to project work, why agencies are relying more heavily on freelance specialists, and why many experienced PR professionals are leaving traditional agency structures behind. Josh and Nigel also discuss: • Why freelancing has become a “megatrend” in communications • The pressure AI and procurement are putting on fees • Why some clients still misunderstand the value of PR • How independent practitioners collectively rival the scale of major agency groups • Why freelancers are often invisible in awards and recognition systems • The thinking behind the Independent Impact 50 • Burnout, conflict and resentment inside agency culture • Why mediation is becoming more important in communications businesses • The emotional cost of workplace disputes • What agencies can learn from industries like film and engineering about flexible talent There is also a wider conversation running through the episode about ego, pressure, recognition and how people work together when the industry feels stretched. Nigel speaks very openly about agency life, competition, stress, leadership and the importance of continuing to do good work when things feel uncertain. 00:00 Intro 00:42 Why freelancing is becoming a megatrend 03:18 What freelancers are dealing with right now 06:37 Unrealistic client expectations and fee pressure 07:32 Why freelancers still lack recognition in PR 09:50 The thinking behind the Independent Impact 50 13:10 Why impact matters more than campaign vanity 17:11 Why freelance communities feel different to agencies 20:57 Awards, attribution and invisible contribution 24:06 Why agencies should stop hiding freelancers 31:18 The reality of conflict inside comms teams 33:34 Why workplace mediation matters 35:45 Burnout, pressure and resentment in PR 40:11 How mediation actually works 44:00 What to do when communication breaks down 46:53 What makes Nigel feel “accidentally brilliant” Follow Nigel Sarbutts: LinkedIn: https://www.linkedin.com/in/nigelsarbutts/ [https://www.linkedin.com/in/nigelsarbutts/] Follow Josh Wheeler: LinkedIn: https://www.linkedin.com/in/joshwheelerbroadcast/ [https://www.linkedin.com/in/joshwheelerbroadcast/] Follow Be Broadcast: https://www.linkedin.com/company/be-broadcast/ https://bebroadcast.co.uk/ #PR #PublicRelations #FreelancePR #Communications #AgencyLife #Leadership #Freelancers #MediaRelations #PRIndustry #Burnout #WorkplaceCulture #Mediation #IndependentConsultant #Podcast

12. Luck, Courage and the Long Game with Andy Nairn

This episode of Accidentally Brilliant is about what it really takes to build something that lasts. Josh Wheeler sits down with Andy Nairn, co-founder of Lucky Generals, one of the most consistently effective creative companies of the last decade. Andy didn’t set out with a perfect plan. Lucky Generals started with three friends, no clients, no funding, and a decision to turn down work that didn’t feel right. That moment shaped everything that followed. What comes through in this conversation is a very clear philosophy. Play the long game. Back your values. And understand that luck is not something to dismiss, it is something you create. We get into how Yorkshire Tea became one of the most effective campaigns in the UK, why humour still works when brands are brave enough to use it properly, and why most agencies think about effectiveness too late. Andy also talks about Go Luck Yourself, why luck is misunderstood in business, and why he uses the book to support working-class talent trying to get into the industry. There is a wider thread running through this as well. Leadership, standards, and what happens when those standards start to slip. The influence of tech culture, the shift in tone across business, and why holding your nerve matters more than ever. We also cover AI, what it is actually useful for right now, where it falls short, and why relying on it too heavily could weaken the very thing that makes great work stand out. This is a conversation about creativity, effectiveness, values, and the reality behind building a successful agency. 00:00 Intro 00:58 Meet Andy Nairn, Lucky Generals 01:15 Starting an agency with no clients or funding 02:22 The failed merger that led to Lucky Generals 03:28 Why bad moments can force better decisions 04:15 Holding your nerve in the early days 05:22 Turning down work that did not align with values 06:12 The first big breaks and early momentum 08:50 Why reputation is the long game 09:20 What the industry gets wrong about effectiveness 10:29 Why effectiveness should start at the beginning 11:46 The Yorkshire Tea case study and consistency 13:20 Why humour still works in advertising 14:36 Amazon, Alexa and taking the brand less seriously 16:12 Why most brands are too risk-averse 17:56 Confidence, clients and choosing who you work with 19:43 Finding the real problem behind a brief 21:12 Why strategy starts with better questions 22:34 Go Luck Yourself and the reality of luck in business 24:28 Why people resist talking about luck 25:37 How luck actually works as a system 27:33 Why business is still a numbers game 28:29 Supporting working-class talent through Commercial Break 30:16 What has changed in strategy and what has not 31:27 Why human behaviour matters more than trends 32:15 AI, change and uncertainty in the industry 33:28 How to actually use AI in creative work 34:39 Why copying AI outputs is a mistake 36:42 The risk of losing creative instinct 38:25 Where AI helps and where it does not 39:33 Over-reliance on technology and what we lose 41:07 Leadership, standards and behaviour 42:26 The impact of toxic leadership styles 43:15 Why values still matter in business 44:49 Has the industry gone too far the other way 45:57 Can you grow a business and keep principles 47:05 Final thoughts on change, luck and perspective 47:39 What makes Andy “accidentally brilliant”

11. Building Unshakeable Confidence with Advita Patel

This episode of Accidentally Brilliant is one of the most personal conversations we’ve had on the podcast.   Josh Wheeler speaks with Advita Patel, founder of CommsRebel and the former President of the CIPR.   Advita has spent more than twenty years working in communications, helping organisations build cultures where people feel they belong and can thrive. The work she does today grew from a difficult moment in her own career.   In 2018, her confidence collapsed. She began questioning her place in the profession and whether communications was the right path for her at all. That period forced her to step back and understand who she was, what mattered to her, and how confidence actually works.   The conversation moves well beyond personal confidence.   Advita talks about representation in the communications industry and why she helped create A Leader Like Me and the Asian Comms Network. These spaces exist because many people in the profession still feel they have nowhere to talk openly about race, identity and belonging.   We also discuss the wider events shaping those conversations. The global response to the murder of George Floyd. The protests and tensions seen more recently in the UK. The emotional impact these moments have on people working in communications and the silence that often follows in the industry.   Advita reflects on the responsibility communicators hold. We help shape narratives, advise leadership teams and influence culture inside organisations. That responsibility becomes very real when difficult issues affect the people around us.   This episode covers:   * the confidence crash that changed Advita’s career * the link between identity, confidence and imposter syndrome * representation and belonging in the communications industry * how racism and political division affect people in the profession * why many professionals struggle to speak up about difficult issues * the small actions that can make someone feel seen and supported   At its heart this is a conversation about confidence, courage and responsibility. It is also about something simple that many of us forget to do. Checking in on people and asking how they are really doing.           00:00 Intro 00:04 Meet Advita Patel, CommsRebel and CIPR President 01:16 Confidence, vulnerability and showing up on LinkedIn 01:41 The 2018 confidence crash that changed everything 02:25 A difficult conversation that forced a turning point 03:32 Researching confidence, imposter syndrome and inner critics 04:01 The influence of Shonda Rhimes and “The Year of Yes” 04:56 Why worrying about other people’s opinions holds us back 05:57 Competing with others vs competing with yourself 06:04 Advice for anyone facing a confidence crash 07:22 How other people shape our identity growing up 07:50 “Who am I really?” — unpicking expectations 09:01 Why understanding yourself is the foundation of confidence 10:21 Mental health, therapy and learning to look after yourself 10:37 When work becomes your identity 11:54 Treating yourself with the same compassion as others 12:24 Adapting to belong without breaking yourself 12:42 Why connection and empathy are disappearing 13:44 Cognitive diversity and avoiding echo chambers 13:53 Fear, vulnerability and sharing online 14:47 Representation and creating spaces for belonging 15:03 Why Advita co-founded A Leader Like Me 16:22 The impact of George Floyd on diversity conversations 17:46 Why the Asian Comms Network was created 19:14 Lived experience and the reality of microaggressions 20:23 Why conversations about racism are often avoided 22:22 Power, politics and uncomfortable industry conversations 23:34 Why politics affects the people we work with 24:46 Speaking up, allyship and finding your voice 26:16 Why we’ve lost the ability to connect and debate 27:32 The fear of getting things wrong in public conversations 28:35 Why communicators must understand opposing views 29:09 Community, identity and checking in on people 30:24 Why humans naturally gravitate towards similarity 31:38 Bias, safety and how our brains work 32:26 The power communications professionals hold 32:47 The emotional impact of recent events on communities 34:07 Living with fear and the daily reality for many people 35:02 Hope over fear and using your privilege to help others 36:06 Becoming the first person of colour to lead the CIPR 37:14 Using privilege to create space for others 38:03 Why intent matters in difficult conversations 39:19 When mistakes happen — and how to respond 40:24 “Where are you really from?” — navigating everyday bias 41:31 Curiosity as the starting point for allyship 42:58 Different ways to show allyship 43:39 The simple power of checking in on someone 44:32 Why difficult topics often get avoided 45:02 One action everyone can take tomorrow 46:04 Confidence as a ripple effect 46:50 The thread through Advita’s career: confidence and inclusion 48:08 An “accidentally brilliant” moment — Couch to 5K 49:18 Closing thoughts

10. Proving PR’s Value with James Crawford

James Crawford is the founder and Managing Director of PR Agency One, and a board director at AMEC, the International Association for PR Measurement. In this conversation, we talk about why James started his agency, what the early days really looked like, and why he has spent his career pushing PR to prove its value beyond headlines. We get into measurement and attribution, the limits of what you can and cannot track, and how PR teams can use evidence to protect budgets, win trust, and show commercial impact. We also cover GEO and how brands should respond right now, why “everything is dead” is usually the wrong take, and what it takes to build long term momentum in an industry that is constantly changing. Find James Crawford: LinkedIn: https://www.linkedin.com/in/jameswdcrawford/ [https://www.linkedin.com/in/jameswdcrawford/] PR Agency One: https://www.linkedin.com/company/pr-agency-one/ [https://www.linkedin.com/company/pr-agency-one/] Find Josh Wheeler: LinkedIn: https://www.linkedin.com/in/joshwheelerbroadcast/ [https://www.linkedin.com/in/joshwheelerbroadcast/] Follow Be Broadcast: https://www.linkedin.com/company/be-broadcast/ [https://www.linkedin.com/company/be-broadcast/] https://www.pragencyone.co.uk/ [https://www.pragencyone.co.uk/] https://bebroadcast.co.uk/ [https://bebroadcast.co.uk/] 00:00 Intro 02:49 Meet James Crawford, PR Agency One and AMEC 04:25 Why James launched PR Agency One 06:51 The first wins, risk, and backing himself 09:44 Competing, then shifting to doing the work better 10:44 Why measurement became the edge 11:32 Roots, direct response, and early proof of impact 13:06 The limits of attribution and what to accept 14:30 Planning, prediction, and “interest graphs” in media 18:24 Early days of the agency, SEO and opportunity 19:44 Why media relations is tougher now 20:47 Moving from soft stories to bolder campaigns 23:01 Reactivity, brand purpose, and being ready for the BBC 24:03 Research that lasts longer than one news day 26:28 Cost of living era, weak leads, short term thinking 29:33 OneEval explained: Brand, Reputation, Commercial, and planning 33:03 Why evaluation protects teams when leadership changes 35:18 Innovation, AMEC, and staying on top of measurement shifts 38:27 Training the whole team to understand measurement 39:36 GEO, threats and opportunities 41:31 What actually influences LLM visibility right now 43:43 What clients are asking, and what they are missing 45:19 A practical GEO split: classical PR first, tests second 46:56 SEO is not dead, and why “everything is dead” is lazy thinking 48:17 Experimentation as the only sensible approach 48:50 BBC visibility, the long game, and building a track record 50:58 The thread through James’ career: hard work and showing up 53:24 “Accidentally brilliant” and managing people   #PublicRelations #PR #PRAgency #Communications #MediaRelations #Measurement #AMEC #Evaluation #Attribution #Marketing #Reputation #BrandStrategy #DigitalPR #SEO #GEO #AI #ChatGPT #Leadership #AgencyLife #Podcast

9. Having the Confidence to Commit with Darryl Sparey

PR and sales have more in common than most people want to admit. In this episode, Darryl Sparey, co-founder and Managing Director of Hard Numbers, explains why a “sales backbone” makes you better at PR, why the industry keeps fighting the label, and how Hard Numbers built a reputation around measurable outcomes, including writing KPIs into contracts. We also talk about the shift towards GEO and LLM-driven discovery, why PR should be owning the citations conversation, and the real leadership lessons that come from losing pitches, handling pressure, and learning the hard way about client concentration. If you work in comms, agency leadership, or in-house marketing and you want practical thinking you can apply straight away, this one is for you.   Connect with Darryl Sparey Hard Numbers: https://www.linkedin.com/in/darryl-sparey/ [https://www.linkedin.com/in/darryl-sparey/] Darryl on LinkedIn: https://www.linkedin.com/in/darryl-sparey/ [https://www.linkedin.com/in/darryl-sparey/] Connect with Be Broadcast Website: https://www.linkedin.com/company/be-broadcast/ [https://www.linkedin.com/company/be-broadcast/] LinkedIn: https://www.linkedin.com/in/joshwheelerbroadcast/ [https://www.linkedin.com/in/joshwheelerbroadcast/] 00:00 Intro: Darryl Sparey + Hard Numbers 01:18 Sales “backbone” and why it matters in PR 05:26 Why PR people resist being linked to sales 08:39 From Media Report to Precise: learning sales properly 12:25 Moving into SEO/PPC and becoming “numerate” (by effort) 13:30 Words first: reading, social mobility and writing his way out 15:20 Excel, Salesforce and the practical power of numbers 20:01 Hard Numbers’ KPI stance: writing KPIs into contracts 24:52 GEO, LLMs and why PR should own the citations conversation 33:27 The spark behind founding Hard Numbers 38:26 Parenting, motivation and creating safe opportunities to fail 45:12 Biggest business screw-up: client concentration and the lesson 49:17 The thread through it all: persuasion, listening, and relevance 51:10 School years: humour, bullying, debating society 53:16 “Accidentally brilliant”: luck, judgement, and brilliant people 56:30 Wrap up   #PublicRelations #PR #Marketing #AgencyLife #Leadership #BusinessDevelopment #Sales #Measurement #KPIs #EarnedMedia #DigitalPR #Communications #AI #GEO #Reputation #B2BMarketing #FounderStories #Entrepreneurship #UKBusiness #BeBroadcast