The Intersection of PR and GEO - Agenda

Speaker

Katherine Arnull

UK group chief strategy officer, Golin

Kat has over 20 years of experience working in communications and strategic consultancy. She specialises in developing data-led earned media strategies designed to influence audience behaviour. Her experience has spanned working on government early years' health and behaviour change campaigns including launching Change4Life with Public Health England to devising global platforms and narratives for the likes of Mars and PepsiCo.

Speaker

Darryl Sparey

managing director & co-founder, Hard Numbers

Darryl is MD and Co-Founder of Hard Numbers, the AMEC, PR Moment, PRCA DARE, CIPR and UK Agency of the Year Award winning, performance-driven communications consultancy. Hard Numbers marries killer creative with commercial acumen to create campaigns that drive a demonstrable return on investment. Unlike many agency founders, Darryl spent much of his career in business development. After ten years running sales and marketing for Precise (now Onclusive), he moved into digital marketing, running the London office of a Search Engine Marketing agency. He then moved into PR as a board director of Hotwire. Darryl is a Fellow of both the PRCA and CIPR and is a CIPR Chartered Practitioner and member of AMEC, but his most important job is that of father to his children, Hudson and Halia.

Speaker

Cara Corbett

Partner Growth Manager, SUSO Digital

Cara is the Partner Growth Manager at SUSO Digital, a technical SEO agency that specializes in agency partnerships. Cara has a background in Public Relations (she has a joint-honours bachelor of Public Relations from the University of Ottawa and Algonquin College in Canada), but has been working in the SEO/Digital Marketing industry for the last 6 years. She had her career start as a Digital PR specialist where she used traditional PR tactics to get hundreds of mentions and backlinks for her clients in publications like Forbes, Cosmopolitan, The Telegraph, and more. As SUSO's Partner Growth Manager, she now works directly with over 2000 agency members of their free Partner Club to provide them with SEO/AI search resources and support. She has spoken about AI Search on panels at both NY tech week and LA tech week, and runs frequent webinars on the subject.

Speaker

Lucy Hart

executive strategy director, The Romans

Lucy has worked in brand building for around 15 years working with multi-award winning agencies and brands devising the kinds of strategies and campaigns that push boundaries, open minds and deliver business results that matter.

As a strategist she is fascinated by consumer behaviour, the psychology of minds and decision making and understanding how we can use those insights to devise multi-channel campaigns lead by earned media, reinforced by paid. Lucy has a special interest in influencer marketing and content creators.

Speaker

David Clare

director & head of fusion, Fire on the Hill

David Clare is a Director at Fire on the Hill and Head of Fusion, the agency’s dedicated digital practice helping brands stay visible, credible, and competitive across search, social, content, influencer marketing, paid media, and GenAI. He leads the team behind Fusion’s GEO (Generative Engine Optimisation) service, which helps organisations shape and measure how they appear in AI-generated answers across platforms such as ChatGPT, Perplexity, and Google’s AI Overview.
Throughout his career, David has been driven by what’s next in communications, from exploring social media’s potential in corporate and crisis communications to leading integrated strategies that unite PR, content, and SEO. He has supported brands including the BBC, HSBC, Red Bull, Evernote, and Shazam, helping them connect creativity with measurable impact, build authority, and stay visible through constant change. His in-house experience at Microsoft and Meta has further shaped his strategic and digital-first approach.
Today, David is at the forefront of the shift to GenAI-driven discovery, guiding brands as they adapt to the evolving search landscape and build lasting visibility in the brave new world of AI.

Speaker

Alicia Solanki

Senior Vice President, EMEA, Team Lewis

Alicia is a dynamic and experienced senior board director with a strong instinct for problem solving, defining comms strategies, and coaching talent. She has over 20 years' international communications experience - within a large holding company as well as independent business. Alicia is often sought out by senior clients for strategic comms consultancy, planning advisory, narrative development, and thought leadership programming.

Speaker

Felix Danczak

head of AI & Growth, Pembroke VC

Felix Danczak is a technology leader focused on AI-native strategy and go-to-market. He works with venture funds and high-growth companies to re-architect products, organisations, and commercial models for the post-knowledge economy. He is currently Head of Growth & AI at Pembroke VCT, is the author of Market-Led Growth: A New Operating Model for the Age of AI and previously held leadership roles at Zephr, Zuora and Signal AI,

Speaker

Kerry Parkin

founder, The Remarkables

Kerry Parkin is the Founder of The Remarkables. She has held senior roles at Allwyn, Zip Co, Nokia, Costa Coffee, Pernod Ricard and Teneo, specialising in crisis and issues management, corporate affairs, CEO advisory and social impact. She is also a Trustee of Survivors of Bereavement by Suicide (SoBS), leading national work on language reform, bereavement rights and suicide prevention.

In 2025 she launched The Mark, a GEO/LEO proposition that helps brands understand and improve how they appear in AI-generated answers through structured prompt testing and visibility analysis.

Speaker

Rob Waugh

freelance contributor, Press Gazette

Rob Waugh is one of Britain's leading technology and science journalists, and has written about artificial intelligence, apps and technology for newspapers including the Daily Mail, New York Post, Metro and the Telegraph over the past 25 years, and has recently exposed AI-generated ‘fake experts’ in Britain’s media in a series of articles for Press Gazette. His book on the history of AI and robotics, Nasa’s Bees, is out in Britain soon.

Speaker

Becca Williams

founder, Antidote Communications

Becca Williams is the CEO and Founder of Antidote PR, a leading UK CommsTech agency she established in 2014 to revolutionise the industry. Driven by a commitment to proving the commercial impact of public relations, Becca champions a data-driven approach, emphasising measurable results and business growth over mere coverage.