Here you'll find comment and content I’ve made, curated from around the internet. For press interviews or comment please connect with me via Twitter @wadds by phone 07771 851407 or via email.




On the state of PR in the UK and the subtle risk of underestimating the impact of technology in handling the routine of public relations
Public relations faces a longer term challenge to establish new sources of value to counter the risks posed by new technology. At all levels, practitioners are overwhelmingly engaged in tactical delivery.

Matteo Mucci, Medium
2 April, 2018


The best way to prepare for artificial intelligence in public relations
A few months ago, PR consultant Stephen Waddington took to his blog to chastise his peers for seemingly attempting to avoid the revolution unfolding before us.

28 March, 2018

95 helpful tools and resources for communicators
PR pros should eagerly plunge into platforms that can provide a leg up on the competition. Review this handy list to make your work more efficient and compelling.

28 March, 2018

Strategy in PR has nothing to do with tactics
Stephen Waddington, on the other hand, argued that “Some of my best work has been campaigns, developed around a business objective.

Influence Online
28 March, 2018

10 PR influencers give their predictions for 2018
My prediction for 2018 is that public relations will become recognized as a management discipline. The drumbeat of professionalism in public relations has been getting louder over the past decade.

28 March, 2018

6 essential PR trends to watch in 2018 - the experts' view
We’re starting to feel the impact of machines in at least three areas of public relations: content production; content distribution and publication; and workflow.

20 March, 2018

How to work smarter: making sense of the PR tool market
You can read the full list of 95 tools in this blog post by Stephen Waddington, partner and global engagement officer at Ketchum and former CIPR president.

Scott Guthrie
6 March, 2018

Artificial intelligence making PR smarter
The AI panel was founded in February to explore the impact of AI on public relations and the wider business community. Stephen Waddington, chief engagement office at Ketchum, is on the panel and said: ‘The conversation around the impact of #AIinPR on culture and society is getting louder.

6 March, 2018

How to implement a PR newsroom and own your own story
As Stephen Waddington, Ketchum’s chief engagement officer, says, they’re an absolute requirement of modern PR. They provide an elegant solution to the biggest challenges modern communicators face – creating a centralised content hub for your organisation in the process.

5 March, 2018

Why the experts say public relations still rules the day
In my view, the public relations industry took a wrong turn in the 1950s or early 1960s. The leadership and vision – and opportunity – provided by early professionals throughout the first half of the twentieth century was squandered…..The threat to public relations is its previous failure to adapt to new forms of media as quickly as other disciplines.

5 March, 2018


PR blogs worth following
Stephen Waddington seems to have become something of a content machine recently. Stephen’s site has always been well worth reading but it seems to have found another gear of late – with more frequent posts and thoroughly engaging conversation topics. This is a great example of someone actually being a thought leader, and not just trying to ‘do thought leadership’.

Matt Silver
23 January, 2018

A year of blogging
Stephen’s recently revamped blog is my go-to authority on industry news and hot topics. He distils need-to-know subjects like Facebook’s newsfeed algorithm and the rise of social media bots in a way that’s both accessible and thought-provoking. When it comes to industry forward-thinking Stephen’s site also a good place to start, exploring topics such as the impact of AI technologies on PR and how prepared the industry is for this tech sea change.

Claire Simpson
21 January, 2018

55 tips, tools and articles that will super-charge your Public Relations knowledge in 2018
#45 Where does the AVE blame lie? - Richard Bagnall chair of the Association of Media and Evaluation Companies (AMEC) met with Stephen Waddington Partner and Chief Engagement Officer at Ketchum to discuss why 20% of organisations worldwide still use Advertising Equivalent Value (AVE). Here Stephen shares their discussion and asks if monitoring and measurement suppliers could be to blame?

The Resolution
8 January, 2018

10 tips for enhancing your PR metrics in 2018
Social media analytics provide a trove of data on consumers’ behavior. Every post, click, “like” and comment leaves an audit trail. PR and marketing departments can tap that information to identify audiences and understand their motivation. “What is new is the scale of data in public relations and the growing availability of third-party tools that enable us to make sense of it,” says Stephen Waddington, partner and chief engagement officer at Ketchum.

8 January, 2018

21 in 2017: my favourite books, podcasts, art, and more
My favourite PR duo, Sarah Hall and Stephen Waddington, run my favourite PR podcast. Apart from the layer of banter (that is genuinely great to listen to), they also tackle really important topics that influence the industry and have a real impact on our jobs. Listen to the podcast: spoti.fi/2CCPLtz.

Marcel Klebba
7 January 2018

10 simple ways to greatly improve your PR measurement this year
“What is new is the scale of data in public relations and the growing availability of third party tools that enable us to make sense of it,” says Stephen Waddington, partner and chief engagement officer at Ketchum. "Explore social media networks’ native analytics tools such as Facebook Insights and Twitter Analytics, to gain insights. Then explore third-party social media monitoring and measurement tools. Be aware of the provenance of data and any ethical considerations about using the information."

3 January, 2018

#AskTheExperts: 2018 PR Predictions
"Artificial intelligence was the shiny new thing in public relations in 2017. But we’re starting to feel the impact of machines in at least three areas: content production, content distribution and publication, and workflow," says Stephen Waddington.

2 January 2018