Audiences aren’t randomly scattering across platforms. They’re deliberately engineering their own information ecosystems, and that changes everything for PR and digital comms.

In this episode of the PRCA Views Podcast, we’re joined by Chloe Partikas and Chloe Platts from

FleishmanHillard’s digital team to unpack their latest research into digital fragmentation.

Based on 200+ online interviews across the UK and US with Gen Z, healthcare professionals, IT decision makers and the C‑suite, they identify 5 forces of fragmentation that explain why audiences are leaving mainstream feeds for niche, trusted communities.

We talk about:

- The trust recession: misinformation, AI content and declining faith in platforms & media

- Platform bloat: when every app copies every other app, and users quietly leave

- Why social gravity now outweighs platform gravity (people follow people, not brands)

- Authenticity sensitivity: how overly produced content can now hurt credibility

- Self‑curation as a survival skill: how busy professionals aggressively filter sources

- What does all this mean for PR strategy, influencer work and measurement

If you’re still planning campaigns around “being on every platform” and counting success in headline volume alone, this conversation will help you rethink where your audiences really are and how to reach them.

Connect:

Website: FleishmanHillard

https://fleishmanhillard.com

📈 For more audience insights, read the full report: https://fleishmanhillard.co.uk/2026/03/the-era-of-intentional-fragmentation/

LinkedIn: Adrian Ma - Fanclub PR

Website: https://www.fanclubpr.com/

LinkedIn: Ike Mgbenwelu

PRCA Fuse (Podcast Producer): [email protected]

Disclaimer: Views expressed by the guest are their own and not necessarily endorsed by the Fuse podcast.

How can brands show up in culture without looking like they’re “dad dancing” their way through TikTok trends?

In this episode of the PRCA Fuse Podcast, we’re joined by Gerald Sagoe – writer, director, producer and creative director – who specialises in content rooted in cultural authenticity. Gerald has worked with high-profile names including Anthony Joshua, Lethal Bizzle, the Mayor of London, and Sky, and has created campaigns across markets from West Africa to Dubai.

Together, we unpack:

• What cultural authenticity really means in brand storytelling
• Why some brands have no right to play in certain cultural spaces – and how audiences call that out
• The backlash to Sky’s Halo TikTok channel and what it teaches us about misreading culture
• How brands like Adidas grew organically with hip hop culture, versus those trying to retrofit “cool”
• The Oatly x Giggs collaboration and why it worked so well across Instagram and TikTok
• The rise of personal branding and employee influencers in corporate communications
• How a business advisory firm used a mental health podcast to humanise its brand
• Why investing in self-branding benefits both the individual and the organisation
• What Gerald learned about storytelling and nuance while setting up an agency in Dubai
• Why storytelling (not traditional advertising) is the future of brand communication

What separates a fast‑growing agency or high‑performing marketing team from the rest in 2026? According to strategist James Thomlinson (Sprint Partners), the answer is simple: strategy, and specifically six “plays” that will define which agencies and brands win.In this episode of PRCA Fuse, we dive into:Why the industry feels like “more, more, more”How to avoid strategic paralysis and “death by a thousand cuts”The six plays for agencies in 2026The six plays for brands, including AI, IP and marketing complianceHow AI, LLMs and agentic workflows are already reshaping PR & commsWhy authenticity, top talent and culture still matter more than everIf you run an agency or lead an in‑house team, this is a practical guide to where to place your strategic bets over the next 12–24 months.

In this episode of the PRCA Fuse Podcast, Heather Blundell, UK CEO at Grayling, breaks down how she built a standout career in agency life, while juggling leadership, motherhood, and the fight for real equity at work.

We talk about:

• The meeting she thought would end in being fired… and instead ended with her becoming Managing Director at Weber Shandwick
• Why women often don’t throw their hat in the ring and how to seize rare breakthrough moments
• Moving from Edelman to Weber Shandwick to Ketchum and finally to Grayling as UK CEO
• Modeling motherhood and leadership while living in Manchester and leading from London
• How Grayling achieved a 0% gender pay gap and 50/50 gender representation at board and advisory level
• Why diversity of thought, background and experience is now a commercial advantage, not a box‑ticking exercise
• Heather’s biggest piece of advice for people starting out in PR: put your hand up and chase the work others avoid

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Connect:LinkedIn: Heather Blundell

Website: www.grayling.com

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Follow Adrian Ma on Social Media:LinkedIn: Adrian Ma - Fanclub PR | Fanclub PRWebsite: Fanclub PR

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Like and subscribe if you enjoyed this episode! Podcast Manager and Producer: Ike Mgbenwelu

[email protected] LinkedIn: Ike Mgbenwelu

Socials: PRCA_HQ

Disclaimer: Views expressed by the guest are their own and not necessarily endorsed by the Fuse podcast.

In this episode of the PRCA Fuse Podcast, our host Adrian Ma sits down with Sarah Waddington, CEO of the PRCA, to unpack that BBC Radio 4 Today Programme interview where Sir Martin Sorrell declared the end of PR, and to explore what this moment really means for the future of our industry as we transition into 2026.

Sarah takes us behind the scenes of the interview and the reaction that followed, and makes a powerful case for PR’s future as strategic advisory, not “just media relations”.

In this episode:

We discuss:

What actually happened in the Radio 4 debate with Sir Martin Sorrell

Why the “PR is dead” headline misrepresents what modern PR does

Storytelling in PR vs advertising: listening, authenticity and behaviour change

Why “flood the internet with content” is the wrong answer

PR’s move into futures, foresight, data, insight and risk

The role of PR in a fragmented, politicised media landscape

Why PR needs a single, confident narrative about its value

How practitioners can upskill into management and strategic advisory

In this episode, we discussed the impact of generative AI on the PR industry, featuring Katie Earlam from 72 Point and Stuart Bruce from Purposeful Relations on their latest report findings.

They highlighted that 44% of people trust AI more than the government, and 55% trust traditional media. Earned media remains the most influential input for AI, with 95% of citations coming from unpaid editorial sources. The conversation emphasised the importance of original content, relevance, and recency in PR strategies.

Practical steps include frequently publishing news via earned media, auditing AI footprints, and ensuring factual information.

The discussion underscored the need for PR professionals to proactively influence AI-generated content to maintain trust and accuracy.

View reports:

72Point and Purposeful Relations: Hold the Front Page: Traditional Media’s Influence in the Age of AI

Purposeful Relations: The Impact of Generative Relations and Communications

OnePoll: Trust, Truth and the Algorithm

This PRCA Fuse Podcast episode dives into what really happens when organisations are hit by a major cyber attack, from the first shocking ransomware message to the long tail of operational and reputational damage. Host Adrian Ma speaks with cyber crisis experts Joanne Gill and Jason Nisse about why cyber incidents are long-form crises, why so many crisis plans fail once email and core systems go down, and what offline readiness really looks like in practice. Drawing on real-world examples including M&S, Jaguar Land Rover, Harrods, Co-op and Asahi Breweries, they explore the risks of communication voids, the limits of cyber insurance, the importance of choosing the right spokesperson, and how realistic tabletop exercises can expose dangerous blind spots before an attack hits.

Debbie Zaman, CEO of With Women, discussed the inspiration and impact of their free media training program for women leaders. The program aims to address the underrepresentation of women in media, revealed by a study showing that only 30% of quoted media experts are women. Zaman emphasised the importance of companies diversifying their speaker panels and media outlets, including non-CEO experts. The program has trained over 1,000 women in the past two years, emphasising confidence, clarity, content, and control. Success stories include a FinTech CFO appearing on the BBC and a divorce tech founder being featured in The Times.

In this episode, we discussed navigating missed Net Zero targets and pivoting sustainability goals with Kenza Esalama from Purpose Union. Kenza highlighted the shift from ambitious 2019 Net Zero commitments to the reality of 2025, where companies need to reassess their targets due to resource constraints and global upheavals. She cited Unilever's example, which initially aimed to halve virgin plastic use by 2023 but now targets a 33% reduction by 2024. Kenza emphasised the importance of radical transparency, internal alignment, and maintaining long-term commitments to build trust and avoid "green hushing." She also noted the role of Gen Z and millennials in driving purposeful work.

In this episode, we sit down with William Beutler is a veteran Wikipedia editor and the founder ofBeutler Ink, a digital agency specialising in Wikipedia strategy and AI-era reputation management for clients ranging from startups to Fortune 50 companies.

Join us as we explore the challenges faced by Wikipedia editors, the complexrelationship between PR firms and online knowledge platforms, and the criticalrole Wikipedia plays in training large language models. From the risks faced byvolunteer editors in authoritarian regimes to the future of information in theAI era, this conversation unpacks the hidden mechanics of one of the internet'smost important resources. Discover the delicate balance between transparency,accuracy, and the evolving digital landscape of global knowledge.

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Connect:

LinkedIn: William Beutler

Website: www.beutlerink.com
Follow Adrian Ma:

LinkedIn: Adrian Ma- Fanclub PR | Fanclub PR

Website: Fanclub PR

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Like and subscribeif you enjoyed this episode!

Podcast Manager andProducer: Ikechukwu Mgbenwelu [email protected]

LinkedIn: IkechukwuMgbenwelu

Disclaimer: Viewsexpressed by the guest are their own and not necessarily endorsed by the Fusepodcast.