Inside PR

Inside PR

Inside PR is a weekly podcast about social media and public relations. Agency veterans Martin Waxman, Gini Dietrich and Joseph Thornley co-host the show. Each week, they take a look under the hood of the public relations/social media industries, explore topical and provocative issues, discuss listener comments, and even interview an interesting guest or two. Inside PR welcomes and depends on listener comments to ensure the continuing relevance of the show. Listeners can comment directly on the podcast blog at or, even better, send in an audio comment to If you’re already a business communicator or are looking to break into public relations, or even if you’re in another field but understand that communications, reputation, and image make and break organizations, listen to Inside PR.


December 14, 2021 25 mins

Can you believe it's mid-December and another year is almost done?

That can only mean one thing ... it's time for our annual episode where we gaze into the proverbial communications crystal ball ...

OK, it's not that dramatic, really. But Gini, Joe and Martin do talk about three of the trends we'll be watching over the ne...

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On this episode of Inside PR, Martin Waxman, Joe Thornley, and Gini Dietrich discuss the importance of protecting your intellectual property, even for new business decks and website verbiage.

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In the wake of Facebook's bad news month, we discuss the communications challenges the company faces. A blip? Or a step on an irreversible path toward becoming the new MySpace? The necessary impetus to increased regulation? And would a company with an army of lobbyists ever see a regulatory regime that actually curbs its freedom of action in any meaningful way? Is it really becoming the new Tobacco? And, most importantly, is its co...

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Have you noticed your brand is no longer getting the type of engagement on organic social posts? How about ranking for search or interactions when you publish new content on your website or blog?

Perhaps the digital world has become even more pay-to-play and is expecting a higher price from organizations in order for them to achieve decent business results.

That’s what Gini Dietrich, Joe Thornley and I talk about on Inside PR. Our ...

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In this episode of Inside PR, we talk about the PR Writer's Code of Conduct and ethical communications. An evergreen topic.

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September 7, 2021 18 mins

It's fall—well, almost—and there's a hint of excitement in the air. At least it feels like there should be!

Kids are going back to school. College and universities are offering more in-person classes. And people are getting revved up for the busiest season of the year.

But are you ready to go back to the office or would y...

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OK. Before you get defensive, I want make something clear right from the start: We are NOT saying all PR people are evil.

Far from it.

In fact, most of us are simply trying to do the best jobs we can for our organizations or clients and behave in an honest and ethical manner.

But let’s just say, there are some less than scrupulous individuals and companies whose approach and choices reflect badly on the industry.

And it’s not just ...

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July 1, 2021 17 mins

Once they've tasted freedom, it's hard to take that away. It's not what I want as an employer; it's what you want as an employee.

Has your boss told you that you have to return to the office fill time? Part-time? Have they talked about flex work? Or even held out the prospect of working remotely on an ongoing basis?

And how do you feel about this? Do you want to return to the office? Full-time? A few days a week? Or do you want to ...

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June 1, 2021 25 mins

Hello … Helloooo … Check 1, 2 … Is this thing on?

OK, cliches aside, I’m happy to report that after a hiatus of around 20 months and all the things that have happened between then and now, Gini Dietrich, Joe Thornley and I are back recording Inside PR.

Why? To be honest we missed talking with each other about what’s new on with PR, social media and digital marketing. We also missed hearing from you.

Our one big change is we’ve move...

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October 15, 2019 15 mins

Yes, it's been a long time coming, a long time behind episodes. But we're back with Inside PR for another year. And we're getting back into the groove by discussing the things that we are looking at in the waning months of 2019.

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July 21, 2019 17 mins

On this week's Inside PR, Gini Dietrich provides practical advice to the PR practitioner on the importance of SEO to media relations and earned media. PR practitioners understand much more than algorithms. And we must combine our media relations expertise with SEO best practices to ensure that we maximize long term exposure for our clients' content. The cost of failing to do this will be the incursion of SEO experts into media rela...

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This week, we consider the implications of an Algorithmic Accountability Act, rebalancing the freedom of companies to capture and use our data with our right to informed consent. Plus: Protect your privacy against hidden cameras during your next business trip.


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June 12, 2019 20 mins

Dan York joins the IPR Team


We have big news this week: Dan York is joining the Inside PR team. Dan is well known to Inside PR listeners for his tech segments on Shel Holtz and Neville Hobson's FIR podcast. And, if you didn't know, his day job is as Director, Web Strategy, at the Internet Society.


Gini, Joe and Martin are big fans o...

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A change of pace for FIR

The FIR Podcast is one of the longest continually-produced podcasts for communications pros. Since 2005, Shel Holtz and Neville Hobson have been providing insight into the communications trends and developments that are important to communications practitioners.

But now they are dialing back their production sched...

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    Is Mark Zuckerberg's concept of privacy your concept of privacy? Probably not. And this week we discuss Zuckerberg's ongoing repositioning of Facebook as "private."


    One more thing: Thank you to Emma Haddad for including Inside PR in her list of podcasts PR pros should listen to.




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    Google takes a pass on carrying political advertising in Canada. And there are reports that Cision is up for sale.




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    This week, we take a deep dive into Roger McNamee's Zucked. McNamee, an early investor in Facebook and an erstwhile advisor to Mark Zuckerberg and Sheryl Sandberg has provided us with an insightful consideration of how Facebook and social media have changed over time. It is an account that throws light on questions of responsibility and accountability. And while it pulls no punches, it also presents a vision of what might be done t...

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    Joe had a moment of surprise when he realized that, not only does he no longer listens to radio, he doesn't even own a radio! Over the past few years, he had transferred his listening time from linear radio to on-demand podcasts. And he hadn't even noticed the shift in his media consumption - until his wife threw out the last radio in their house.


    A recent report out of the UK suggests...

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    March 18, 2019 25 mins

    We have our own news to break on this week's Inside PR. Gini and Martin are going to be working together. Martin has joined the Spin Sucks team. Gini has been building Spin Sucks as a community for a decade - and growth has reached the point in which she needs help leading the content team. Enter Martin. Gini and Martin talk about the Spin Sucks editorial approach, in which Joe hears some traits of Jay Rosen's community-interest-d...

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    In late January, Facebook launched a PR initiative that, on its face, appeared intended to reframe in 2019 the issues that got away from them in 2018, AKA Facebook's privacy offences that dominated the year since the Cambridge Analytica scandal became public. This week on Inside PR, Gini Dietrich, Martin Waxman and Joseph Thornley talk about this first phase of what by late February was unmistakably a concerted effort by Facebook t...

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