In the latest of a series of podcasts with PR industry leaders in the UK PRmoment founder Ben Smith recently interviewed Threepipe owner Jim Hawker.

Here is a taster of what Jim and Ben discussed:

• How a degree in environmental sciences lead to a career in PR for Jim!!

• Why Jim lived on a double-decker bus for a year in Canada.

• Why he set up Threepipe

• What was it that gave him the confidence to set up a business?

• Whether a knowledge of military history has helped his PR career!

• Why Jim gets frustrated with the public relations sector

• Why the merger a digital business and then an SEO business has changed his perception of what a public relations agency should do.

• Who is buying public relations?

• Why Google made Threepipe merge with an SEO agency

• Why a content lead approach to digital performance marketing is critical

• Why analytical experts and a performance mindset is absolutely key in modern public relations

• Jim identifies his lessons on the integration of an SEO agency, a digital agency and a PR agency

• The culture differences between digital SEO and PR people

• What coordination between earned and paid content campaigns looks like on an hour by hour basis

• How Threepipe’s merger and restructuring has a merger has impacted the growth of Threepipe

• Why the last 18 to 24 months have seen the budget and client expectations of PR agencies change massively