In this must-listen episode of the Pocket-size PR Podcast, host Charlotte Nichols is joined by Jim Entwistle, Course Leader in Journalism and Sports Journalism at Teesside University, to explore how communications education is evolving in response to our fast-changing media and PR landscape.

Whether you're a PR professional, marketing strategist, communications lecturer, or content creator, this episode delivers essential insights into what it takes to prepare the next generation of storytellers for careers that may not yet exist. Jim shares how he equips students with both hard and soft skills, from foundational communication techniques to the confidence to build human connections in an increasingly digital world.

The conversation dives into the vital importance of face-to-face communication, media trust, and the ethics behind creating impactful content in a saturated space. Jim explains why relying solely on digital communication can weaken storytelling, and why picking up the phone is still one of the most powerful PR tools available. He shares real-world examples from his classroom, where he encourages students to embrace uncomfortable tasks like cold-calling and live reporting to build resilience and relevance.

Jim shares his expert thoughts on:
• How digital transformation has shifted the newsroom
• The balance between click-driven journalism and editorial integrity
• The growing role of entrepreneurial content creators and student-led news brands
• Why local journalism still matters in a globalised world
• The blurred line between journalism and public relations

He also shares a powerful final PR tip: “Invest time in people. Human connection is where real opportunities begin.”

This episode is packed with practical PR strategies, critical thinking around ethical communications, and tips on building credibility, confidence, and professional presence.

If you're looking to future-proof your brand, boost your PR effectiveness, or simply stay ahead of the curve in marketing and communications, this 20+ minute listen is well worth your time.