James Brockbank

MANAGING DIRECTOR

Digitaloft

James Brockbank is an experienced SEO professional and is the Managing Director & Founder at Digitaloft. James is a specialist in content-first SEO and digital PR.

With more than 15 years of experience in SEO, a career spanning both the technical and creative sides of the industry, and having spent the last 10 years growing an agency at the forefront of the digital PR and content-led SEO space, James offers valuable insights into proven tactics as well as being an advocate for the importance of building a positive agency culture.

James has previously spoken at or written for events and publications including SMX, BrightonSEO, Pubcon, WordCamp, State of Search, Search Engine Journal, Search Engine Land and Semrush.

James Brockbank

MANAGING DIRECTOR

Digitaloft

Digital PR has become one of the most widely used, and most impactful, link building tactics.

The goal?

Earning authoritative editorial links that drive SEO success.

But what if many of those links aren't doing what you hoped they would?

In this session, you’ll learn why so many links earned with digital PR have absolutely no impact on the metrics that actually matter to a business; traffic and transactions (and the revenue that comes with it).

James will pull back the curtain on why so many digital PR campaigns fall short of delivering meaningful results, despite hitting traditional KPIs.

You’ll learn how to set up digital PR campaigns to actually have an impact on real business metrics and align your efforts around the things that matter to stakeholders.

Expect a no-fluff, results-focused take on how to make digital PR work harder, and where so many campaigns fall short.

James Brockbank

MANAGING DIRECTOR

Digitaloft

Understand Why Google Ignores Links: Learn how Google evaluates links and why many earned links don’t actually contribute to increased rankings.

Learn How to Think About Links as Being About Reputation Building: Discover why not all links are created equal and how to focus your efforts on the ones that matter.

Shift from Link Metrics to SEO Impact: Stop chasing vanity metrics like the number of links you earn or the DR of those links and align digital PR efforts with measurable SEO outcomes.

Avoid Common Pitfalls: Find and fix the mistakes that undermine the SEO impact of your digital PR efforts.

KATY POWELL

FOUNDER

BOTTLED IMAGINATION

Since entering the PR world 7 years ago, Katy Powell has gone from content and campaign executive to founding her own agency, Bottled Imagination – leading its PR offering. She specialises in creating innovative PR campaigns for clients across all sectors including interiors, fashion, jewellery and B2B tech.

Katy Powell

Founder

Bottled Imagination

In this talk, I will discuss the steps I take throughout the onboarding, ideation and pitching stage to ensure your boss (or client) signs off your PR ideas. I’ll cover both b2c industries and b2b which can be more challenging.

Katy Powell

Founder

Bottled Imagination

A process to remove the subjectivity from ideas at ideation stage.

A template of how to actually pitch the idea.

Some anecdotes from times I’ve got this wrong that’ll make you feel better about your own ideas pitches.

Charlie Clark

FOUNDER

Minty Digital

Charlie is the founder of Minty Digital, a search marketing agency specialising in the travel, leisure, and lifestyle sectors.

Minty delivers organic search services, including SEO and Digital PR that regularly secures coverage for clients in top-tier publications such as Forbes, CNN, Time Out, and many more.

With over 10 years of experience in organic search, Charlie now focuses on managing client relationships at Minty and is excited to share insights from overseeing global campaigns.

Charlie Clark

Founder

Minty Digital

AI Search is here, but what does it mean for Digital PR?

In this talk, Charlie will speak about evolving landscape of AI-powered search engines and what it means for Digital PR professionals.

The session covers the current state of Search, how AI is transforming the way people find and engage with content online, and insights from recent campaigns that show how Digital PR has a direct impact on AI Search Results.

You’ll leave with actionable takeaways you can use to improve your next campaign and ensure you're measuring success the right way.

Charlie Clark

Founder

Minty Digital

How the AI Search Landscape is transforming the way people find and engage with content online.

The impact of Digital PR within AI-powered search engines.

Actionable takeaways you can use to improve and report on your next campaign.

MARK ROFE

DIGITAL PR SPECIALIST

DIGITAL PR COURSE

MARK ROFE

DIGITAL PR SPECIALIST

DIGITAL PR COURSE

You wouldn’t think it, but working in PR and investing in the stock market share some surprising similarities. Both are unpredictable, results are uncertain, and success often depends on perfect timing. Here’s the catch, 97% of day traders lose money, yet their frantic, high frequency behavior mirrors how many of us approach PR, constantly churning out campaigns and press releases just to hit KPIs.

Mark reveals how adopting a billionaire investor’s mindset can minimise wasted efforts while maximising results, leading to more impactful PR coverage and better links.

MARK ROFE

DIGITAL PR SPECIALIST

DIGITAL PR COURSE

Discover how to identify the most impactful PR opportunities that focus on high value moments.

Learn how to turn uncertainty into your greatest ally.

Learn how doing less (fewer campaigns and more targeted outreach) can actually deliver stronger results.

LAU MIGUEZ

SENIOR DIGITAL PR STRATEGIST

LAU MIGUEZ LTD

LAU MIGUEZ

SENIOR DIGITAL PR STRATEGIST

LAU MIGUEZ LTD

Spain is one of Europe’s most exciting yet misunderstood PR markets. Running a successful campaign here requires more than a copy-paste of UK strategies. In this talk, Lau Miguez shares actionable insights on how to ideate, pitch, and execute campaigns tailored to Spain’s vibrant culture and media ecosystem.

Whether you’re just starting in Spain or want to take your campaigns to the next level, this session will give you the tools and strategies you need to thrive in Europe’s fourth-largest market.

LAU MIGUEZ

SENIOR DIGITAL PR STRATEGIST

LAU MIGUEZ LTD

Ideate campaigns for the Spanish market by considering its rich mix of cultures, subcultures, and regions.

Navigate distribution in a multiplatform media landscape, including digital, regional, and traditional channels.

Manage expectations: Learn why PR success in Spain looks different and how to measure impact effectively.

DANIELLE NEAH AMPONSAH

DIGITAL PR CONSULTANT AND CO-FOUNDER

HANDNOTE

DANIELLE NEAH AMPONSAH

DIGITAL PR CONSULTANT AND CO-FOUNDER

HANDNOTE

Many businesses grapple with whether to handle digital PR in-house or outsource it to an agency or freelancer. According to the Muck Rack 2024 State of PR Report, only 2% of brands rely solely on external PR agencies, emphasising that most companies either manage PR internally or adopt a hybrid approach for cost-effectiveness and control. This talk will weigh the benefits and drawbacks of each approach, helping business owners and marketing managers make an informed decision based on their unique needs and resources. It’s a must-see for companies evaluating their digital PR options.

DANIELLE NEAH AMPONSAH

DIGITAL PR CONSULTANT AND CO-FOUNDER

HANDNOTE

Cost Efficiency: We'll explore the trade-offs between upfront savings with DIY digital PR and the potential for faster, more impactful results from outsourcing, helping you weigh short-term budgets against long-term gains.

Skillsets and Team Dynamics: We’ll examine the critical roles needed for successful digital PR be it in-house or with external experts. E.g. strategists, data analysts, content creators, and outreach specialists. And how their effectiveness depends on the right training, collaboration, and expertise.

Framework for Decision Making: You will leave with a framework to assess which approach; DIY, outsourced, or a hybrid best aligns with your goals, resources, and growth aspirations.

BRI GODWIN HUYKE

SENIOR DIGITAL PR MANAGER

JOURNEY FURTHER

BRI GODWIN HUYKE

SENIOR DIGITAL PR MANAGER

JOURNEY FURTHER

While the US and UK share a common language, the differences in digital PR practices can be significant. Understanding these nuances is essential for success in the US media landscape. Flying all the way from sunny Florida, in this session Bri will provide actionable strategies to help you navigate the evolving media environment, tackle regional and cultural differences, and master the art of securing coverage that drives tangible performance. Walk away with the tools you need to break through the noise and make a real splash across the pond.

BRI GODWIN HUYKE

SENIOR DIGITAL PR MANAGER

JOURNEY FURTHER

Leverage a comprehensive understanding of regional differences and their influence on US media through native experts and on-the-ground research.

Adapt to the always-evolving media landscape in the U.S., including industry layoffs, pay-for-play models, and decentralization through practical outreach strategies.

Learn how to measure tangible growth and impact beyond just mentions and link volume, using a combination of brand and performance metrics.

Millie White

SENIOR DIGITAL PR MANAGER

Digitaloft

MILLIE WHITE

SENIOR DIGITAL PR MANAGER

DIGITALOFT

As digital PRs, we’re constantly keeping up with the many changes and challenges within the industry, and what should be considered as ‘impactful’ work. Adjusting our reporting in line with these changes can really help to educate our clients on what success looks like as we move away from relying on vanity metrics such as link numbers.

In this session, Millie will dive into the key success metrics your clients should really care about, how to identify them (and educate your clients on which metrics should matter most to them as a brand), and more importantly how to report on them impactfully.

Looking beyond link KPIs and at the wider impact of your digital PR activity, this talk will leave you with lots of useful insight that is actionable and easily implemented within your reporting.

MILLIE WHITE

SENIOR DIGITAL PR MANAGER

DIGITALOFT

Why link KPIs should no longer be looked at as a success metric: Understand why we should move away from setting link KPIs, and instead introduce soft metrics that align with your clients’ wider business goals.

Identify which metrics should matter most for that brand: Learn how to dig deeper into brands and their wider business goals to educate your clients on which metrics will be most indicative of real success for them.

Reporting with impact: How to report on impactful and relevant successes for your clients without using link KPIs as a core metric, helping to shift your client's focus away from vanity to impact.

SOPHIE RHONE

DIGITAL PR STRATEGIST & OWNER

CUPID PR

SOPHIE RHONE

DIGITAL PR STRATEGIST & OWNER

CUPID PR

Learn how to create content ideas that grab attention and secure links, even in the most specialised niches. In this session, Sophie Rhone will share her proven framework for generating link-worthy campaigns tailored to diverse industries and audiences. You’ll discover how to tap into consumer pain points and journalists’ priorities to develop stories that truly resonate. Sophie will also provide actionable tips on building tailored media lists, ensuring your ideas reach the right journalists and publications. This session is ideal for digital PR and SEO professionals looking to elevate their niche content strategies.

SOPHIE RHONE

DIGITAL PR STRATEGIST & OWNER

CUPID PR

Spot Opportunities in Any Niche: Master the process of uncovering audience pain points and trends to fuel content ideas that drive links and engagement.

Angle Your Content for Coverage: Learn how to shape stories with journalist-friendly hooks and angles that align with media priorities.

Target the Right Media: Explore effective strategies for building focused media lists that connect your campaigns with the right publications and reporters.

Olivia Smith

Client and Growth Director

ONE AS

Olivia Smith

Client and Growth Director

ONE AS

As digital PR becomes increasingly crucial in 2025, brands must maximize their investment amidst rising costs. This presentation will address key challenges faced by both brands and agencies, drawing insights from a comprehensive industry survey. We'll explore effective strategies to enhance agency partnerships, overcome common obstacles, and optimize digital PR investments. Attendees will gain practical advice on how to remedy prevalent issues and achieve superior results, ensuring their digital PR efforts remain cost-effective and impactful in an evolving landscape.

Olivia Smith

Client and Growth Director

ONE AS

Discovering the industry's biggest roadblocks when it comes to brand and agency relationships.

What brands can do to get the most out of their agency.

How can agencies strengthen their client services.

Matt Cayless

Founder & Director

Bubblegum Search

Matt Cayless

Founder & Director

Bubblegum Search

SEO is entering a new era: follow links are becoming rarer, organic clicks are declining, and traditional metrics no longer tell the full story.

But what if your brand’s future success had nothing to do with clicks at all?

Welcome to Digital Authority PR, a smarter, more strategic approach that prioritises brand influence, visibility, and recognition across the channels and platforms that your audience & LLMs trust most.

In this talk, we’ll explore why the smartest brands are rethinking their approach, shifting focus from backlinks to brand authority, and showing up where it truly matters: trusted sites, influential podcasts, niche communities, and authoritative newsletters. It’s not just PR without clicks, it’s the future of building trust, authority, and influence in an AI-driven world.

Matt Cayless

Founder & Director

Bubblegum Search

Traditional SEO metrics like CTRs & traffic are losing impact.

Digital Authority PR focuses on building brand trust and visibility—not just backlinks.

Coverage on trusted sites, influential podcasts, and niche newsletters signals authority.

Branded search volume is emerging as a key signal of influence and SEO strength.

AI-driven search and LLMs favour brands that appear in credible, human-trusted sources.

The smartest brands are shifting from link-chasing to strategic reputation-building.

The future of SEO belongs to brands that build influence, not just links.

Maria Amelie White

UK SEO LEAD

TUI

Maria Amelie White

UK SEO LEAD

TUI

This session will explore how integrating paid, organic, and social can improve customer journeys, increase conversion rates, and drive more efficient marketing investment. We will break-down how different touchpoints contribute to conversion and how to use data from one channel to strengthen another.

People will walk away with actionable ideas to maximise cross-channel impact.

Maria Amelie White

UK SEO LEAD

TUI

Learn how users move from social discovery to organic research, and paid conversion and why a cohesive strategy across all three is essential for success.

Leverage Data to Drive Smarter Decisions: See how cross-channel data (Paid, Organic and Social) can be used to enhance marketing performance and measure success beyond last-click conversions.

Zoe Burke

EDITOR

Hitched

Zoe Burke

EDITOR

Hitched

Pitching to niche media outlets isn’t the same as targeting mainstream press—so why are you still sending generic, self-serving press releases? As the Editor of Hitched, one of the UK’s leading wedding platforms, Zoe Burke has seen (and ignored) countless PR pitches that fail to consider what niche publications actually need. In this session, she’ll share insider insights on how to craft pitches that editors will actually read, engage with, and publish.

Zoe Burke

EDITOR

Hitched

We can't all be experts - we don't want yet another 'expert' with a tenuous link to the topic.

Examining the angles - what works for one publication won't work for another.

We're people too - building relationships goes a really long way in link building.

Emma & RUTA

Co-Hosts

Blame It On Marketing

Emma & RUTA

Co-Hosts

Blame It On Marketing

Ever felt like marketing gets blamed for everything? From missed sales targets to underperforming campaigns, marketers and PR are often the first to face criticism, even when the root of the issue lies elsewhere. It’s a frustrating reality that many of us can relate to, and this session is here to unpack why it happens—and how we can navigate it.

This session dives into one of marketing’s biggest challenges: why do marketers often get the blame when things go wrong? We’ll explore real-world scenarios, practical advice, and the unique hurdles marketers face in their roles.

Emma & RUTA

Co-Hosts

Blame It On Marketing

Misaligned expectations: Why other teams and leadership often misunderstand marketing and PR's role.

Attribution challenges: The struggle of proving ROI and showing the value of marketing and PR efforts.

Influence vs. control: Executing strategies without control over product or service quality.

Data and KPIs: Coping with the pressure to deliver immediate, quantifiable results.

Cross-departmental dependence: Why marketers and PR often shoulder the blame for outcomes tied to other teams.

Dayna McAlpine

Deputy Editor

HuffPost UK

Dayna McAlpine

Deputy Editor

HuffPost UK

Feel like your pitches aren't being heard by editorial teams? Sick of the endless 'sorry not one for us' emails? In this session hear from HuffPost UK's deputy editor Dayna McAlpine, who receives over 300 pitches a day in her inbox (but knows exactly which PRs her team will actually use), to find out what it is journalists actually want from their PR relationships.

Dayna McAlpine

Deputy Editor

HuffPost UK

A Pitch That Hits: How to actually send a subject line that will grab the attention of a journalist.

Content That Fits: Crafting a press release that already fits for the publication.

Common Mistakes And How To Avoid Them: Find out the errors that'll immediately have your pitch sent to the junk folder.

Jonas Grünfeld

Senior Digital PR Director

Prosperity Media

Jonas Grünfeld

Senior Digital PR Director

Prosperity Media

Australia, as an English-speaking country, is often grouped together with the UK, US, and Canada when it comes to Digital PR. But while there are similarities, assuming that what works in the UK or US will automatically succeed in Australia can be a mistake.

In this session, Jonas will explore the key parallels and, more importantly, the critical differences in executing Digital PR in the Australian market. He’ll cover:

• The maturity (or lack thereof) of the Australian Digital PR landscape
• How to position and sell Digital PR to Australian clients
• How to tailor campaigns for the unique Australian media market
• The essential elements every campaign needs to succeed
• What to expect when working with Australian journalists

Whether you're expanding into Australia or refining your local strategy, this session will give you the insights and tactics needed to level up down under.

Jonas Grünfeld

Senior Digital PR Director

Prosperity Media

Get a better understanding of the Australian and Digital PR landscape.

How to position and sell Digital PR to Australian clients.

Key campaign components to include to be successful in Australia.

Becca Peel

Digital PR Account Director

Tank

Becca Peel

Digital PR Account Director

Tank

Many Digital PR campaigns rely on data - that's nothing new. But what often goes untapped is the goldmine of internal data that companies are sitting on, unused and full of potential. In this talk, Becca will reveal why internal data isn’t just useful - it’s a powerful asset that can boost your chances of landing high-quality links and keep them coming over time, helping to establish your brand as an authority online. She’ll also share practical tips on how to uncover compelling angles within your internal data and turn it into stories worth shouting about.

Becca Peel

Digital PR Account Director

Tank

Why internal data will help your organic growth, improve brand awareness and help you be seen as an authority.

Examples of internal data that you can use.

Your company and your clients will have heaps of it - how to understand what to do with it.

How to work with others to spot hooks and analyse the data.

The importance of methodology and ensuring that you're telling an accurate story.

Thierry Ngutegure

Head of Data Insight

SALT.agency

Thierry Ngutegure

Head of Data Insight

SALT.agency

Data doesn’t have to be daunting; in fact, when used well, it can be your most powerful creative tool in digital PR. In this session, we’ll explore how to turn raw data into story gold - the kind journalists want to publish and audiences want to read.

We’ll tackle some of the common hurdles that hold PRs back, from discovering fresh angles in a sea of overused data to confidently interpreting stats without needing to be a data scientist. You will also explore some often-overlooked data sources that can spark more original campaigns.

Expect real-world examples, practical tips, and a fresh perspective - because data isn’t boring, but your campaign might be if you’re not using it creatively.

Thierry Ngutegure

Head of Data Insight

SALT.agency

Smarter ways to find data sources and fresh angles - including tools and platforms that go beyond the usual suspects.

A simple framework to turn messy stats into strong, story-led narratives - without needing a data science degree.

More confidence to use data boldly and creatively - knowing how to sense-check your story and avoid the data fear.

Chloe Meadows

Head of Digital PR

Digitaloft

Chloe Meadows is an experienced Digital PR professional and is Head of Digital PR at Digitaloft.

With more than 5 years of experience in Digital PR, Chloe is passionate about creating Digital PR strategies that secure relevant, high-authority links and coverage that have a real impact for the agency's clients. Across the PR team, she helps to drive results for our clients, works closely with our SEO team to ensure our Digital PR strategy feeds into our client's wider SEO goals, and alongside our senior team, Chloe ensures our team remains at the forefront of the industry.

Anita Bhagwandas

Beauty columnist & Freelance Beauty Director

The Guardian & Condé Nast Traveller

Anita Bhagwandas is a celebrated journalist and an authoritative voice in beauty culture, challenging norms through her multifaceted career. Anita's insightful approach is evident across her endeavours. Her book, "UGLY: Giving Us Back Our Beauty Standards", (published by Bonnier in the UK and Mango in the US) marries personal memoir with cultural analysis, gaining serialisation and acclaim for its exploration of beauty norms.

As a beauty columnist for The Guardian’s Saturday magazine and freelance Beauty Director at Condé Nast Traveller, she showcases her deep understanding of beauty and wellness. Her contributions to Vogue, Elle, Allure, i-D, Evening Standard, Glamour, The Telegraph and many more, further illustrate her journalistic versatility and expertise, underpinned by over 25 awards and nominations.

Anita is a seasoned speaker, adept at curating and moderating discussions on significant topics like appearance bias and inclusivity at leading events. Her broadcasting talent shines through as a guest on numerous podcasts and BBC’s Woman’s Hour, BBC Asian Network as well as live stints as a beauty expert on Channel 4’s Steph’s Packed Lunch, demonstrating a relaxed and engaging style.

In consultancy, Anita's 15+ years as a beauty editor, with previous roles at Stylist, Marie Claire, and Women’s Health and as a diversity & inclusion expert has enabled her to work with trend forecasting agencies like The Future Laboratory and give valuable guidance to brands as diverse as Dove, Klarna, John Lewis, Carvela and Estée Lauder Companies on connecting with diverse communities and innovative brand strategies.

Charlotte McManus

Digital PR Strategist

Digitaloft

Charlotte McManus is a Digital PR Strategist at Digitaloft with 3 years of experience in industries such as business, retail and tourism.

Since starting her PR career, Charlotte has worked on successful campaigns that have secured coverage in the Telegraph, ITV News, and Vogue and even secured a Sky Sports interview for her client! She believes that a Digital PR strategy is about more than earning links, and she works alongside the Digitaloft SEO team to report on traffic, keyword rankings and even increased sales for her clients. Her favourite time of the year is Black Friday, and she is the self-proclaimed ‘Black Friday Queen’ of Digitaloft.

Christopher Megrath

Senior Life Journalist

Liverpool Echo

Christopher is the Liverpool ECHO's Senior Life journalist. He is responsible for creating content on the regions' hospitality industry and large scale events, most notably spearheading Liverpool's coverage of the Eurovision Song Contest. Christopher has a background in magazine and SEO journalism, with a history of freelance writing dating back to 2015.

Danielle Wroe

Senior Social News Reporter

Daily Mirror, Daily Express & Daily Star

Danielle Kate Wroe is a Senior Social News Reporter at ReachPlc's Social News Desk. She currently works across the Daily Mirror, other Reach national sites, and across Reach regionals as well, producing social media-focused content. Danielle studied for a Master's in Multimedia Journalism at the Manchester Metropolitan University, where she gained a Distinction. Danielle began her journalism career in 2020 with InYourArea, Reach's hyperlocal website, where she worked as a Community Content Curator. She later transitioned into Lifestyle Writer at the Mirror brand. Now, on the Social News Desk, she produces fun first-person content, beauty pieces, shopping stories, and lots more.

Dayna McAlpine

Deputy Editor

HuffPost UK

Dayna McAlpine is the Deputy Editor of HuffPost UK. She manages the editorial and video team every day, covering the latest in politics, lifestyle, entertainment and more. Alongside running a busy newsroom, you'll also find her interviewing everyone from Michelle Yeoh and Sarah Jessica Parker to David Tennant, Olivia Coleman and Danny Dyer and making appearances on BBC Woman's Hour, Newsnight and more.

Prior to her role at HuffPost, Dayna did a stint as Trends Editor across Reach PLC's live sites in Scotland, managing and training a team of four journalists and bringing in seven million views a month.