This episode features the charming Maud O'Callaghan. Maud is a Marketing & Communications Professional at Fabric Social. Maud starts by talking about her career to date with a background of being in business through her family.  She talks about her natural PR skills and building out brands in her current role. She highlights a huge award-winning project for Failte Ireland creating a domestic tourism campaign with the challenge of the pandemic during the campaign. Still really focuses on understanding her audiences and identifying a business's tone of voice and how they want to be perceived in the market. Maud talks about using AI to track influencer activity on social media. This a good episode for anyone looking to understand more about PR and the process of building a brand.