Most founders treat a press release as the finish line. Elle Kress says that's the exact mistake that wastes the coverage you just earned.

Elle runs Hey Good News PR, a founder-focused PR agency in Sydney, and Worktribes, a Slack community for comms freelancers.

In this episode, she breaks down why she won't sign a client for under six months, the single-page process she runs with every founder before any pitching starts, why she media-trains every client in their first quarter, and her honest rule for using AI in a PR practice: research partner, never source of truth.

We also get into building in public without polishing it, why LinkedIn and Instagram deserve different levels of vulnerability, and the loneliness problem that pushed her to build a community for solo PR freelancers.

Hosted by Lach Bradford.

Find Elle: linkedin.com/in/ellekress/ · heygoodnewspr.com · worktribes.net

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New episodes of #seen every Wednesday. Subscribe for conversations with the people actually running social and brand strategy day to day.

Most brands don't have a content problem. They have a recognition problem.

In this episode of #seen, Lach Bradford sits down with Kim James, founder of Wedge, to unpack why the brands winning on social aren't posting more, they're building content people come back for.

Kim shares how one content series grew a client's account from 42 to nearly 1,600 followers in just six weeks, why data should shape creativity (not replace it), and how becoming known for one thing beats trying to appeal to everyone.

They also dive into rebuilding an agency from scratch, recovering from burnout, packaging services to scale, and why strategy is still the one thing you can't afford to skip.

If you're a social media manager, marketer, founder or creator looking to build content that actually compounds, this one's for you.

#seen is proudly brought to you by Sked Social — the social media management platform built for teams who want to plan, collaborate, approve and publish content without the chaos.

New episodes every Wednesday.

Most brands run their content backward. They over-polish the comments and under-think the posts. Angus Clark, founder of brand-strategy microagency Create a Frontier, makes the case for the opposite and shows what changes when you do.

We sat down with Angus to get into how he thinks about the boundary between craft and honesty in a brand's content. He came up through indie publishing in Melbourne (he published over 200 writers before starting his own microagency for values-led founders), so he has spent his career inside the question of what makes writing worth reading. His answer is sharper than most. It is also a directive: polish the posts, rough up the comments.

In this conversation, we get into:

• The comment strategy reversal: where the craft belongs and where the honesty belongs
• Why deleting a comment is the worst decision a brand can make
• The Laura Acosta ChatGPT plugin moment, and what it cost to use it
• Why "it's not this, it's that" became a cliché the moment AI absorbed it
• Long-form on LinkedIn, the capital-gains-tax post that blew up, and why saves are a better metric than likes
• The farm-kid frame on brand decisions: just make the call

• A specific behavior change in your comment box this week
• A reframe on what AI should and shouldn't write for you
• A worth-reading test you can apply to your last 30 posts

Angus Clark is the founder of Create a Frontier, a brand-strategy microagency for values-led founders, mission-driven brands, and community builders. Before that, he ran independent publishing and open-mic events for Melbourne writers and published over 200 authors. He thinks about brand the way a writer thinks about a sentence: every word earns its place or it doesn't. Find Angus on LinkedIn: https://www.linkedin.com/in/angus-clarkwriter/

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Lach talks about the 30 lessons from 30 episodes of the #seen podcast. You can read the article here.

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Parker Hughes is the founder of Parker Marketing and Management, a marketing agency helping brands grow through strategy, content and creative.

In this episode, Parker shares her journey from missing out on nursing school by 0.05 of a point to building a successful agency before turning 30.

We chat about entrepreneurship, leadership, burnout, boundaries, AI, social media addiction, client management and the pressure that comes with building something of your own.

Parker also opens up about a health scare that forced her to rethink everything, why she believes growth at all costs is a trap, and how she's building a business that supports her life rather than consumes it.

If you're building a business, leading a team or trying to navigate the chaos of modern work, this one's for you.

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Salomé Thériault never planned on working in social media.

After building a career in the fashion industry, working with global retailers and living in China, a chance return home during COVID led her to spot a gap that would eventually become Ampersand Social.

In this episode, Sal shares her journey from corporate life to agency owner, the lessons she's learned through burnout, scaling a team, and the reality of building a business from the ground up.

We also explore the future of social media, the rise of personal brands, authenticity in the age of AI, and what it takes to stand out when everyone is competing for attention.

If you're a founder, creator, marketer, or simply someone trying to build something meaningful online, this conversation is packed with practical insights and honest reflections.

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This week on #seen, Lach sits down with Rachael Webb from Sticki and DataSauce for a conversation on creator partnerships, internet culture, human behaviour and why the best marketing rarely follows a formula.

They get into the psychology behind why people buy things, why smaller brands are often moving faster than legacy players, the tension between originality and efficiency, and why creators should be trusted to “cook” instead of being over-managed by brands.

There’s also chat around influencer marketing blowing up into a billion-dollar industry, the emotional side of agency life, relationship-led growth, reality TV brain rot, Coke Zero addictions, frozen pizzas and a genuinely elite nacho business concept.

If you work in social, marketing, partnerships or creative, there’s a lot in this one.

Proudly brought to you by Sked Social — the social media workspace for teams who take socials seriously.

Everyone wants to grow online. Very few people talk honestly about what it does to your brain.

This week on #seen, Lach sits down with Madeline Daffara for a super honest conversation about content creation, community, burnout, vulnerability and trying to stay grounded while building a presence online.

Maddi works inside Kic as a Content Manager while also building her own platform across Instagram and TikTok through storytelling-led content focused on wellness, balance and authenticity.

The two unpack the pressure of constantly being perceived online, why authenticity still cuts through more than polished content, the mental toll of comparison culture, balancing personal content with brand work, and why community has become one of the most important things modern brands can build.

They also dive into creator burnout, AI in content creation, storytelling, trends, social media habits and the difference between building an audience versus building trust.

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Everyone wants the shortcut.
Nobody wants to do the boring work.

This episode with Jack Delaney goes deep into the overlap between elite sport, creativity, discipline, and why most people are chasing hacks instead of building actual skill.

Jack went from professional rugby into the world of creative strategy and performance marketing, eventually landing at Canva — where he now works across paid media, creative systems, storytelling, and growth.

We spoke about:

• Why strategy is actually action, not “thinking”
• The death of generic AI copy
• Why brands are becoming allergic to sounding human
• The hidden value of copywriting in 2026
• What great creators understand about repetition
• Why volume matters more than perfection online
• The psychology behind content hooks and audience retention
• How elite sport shaped Jack’s mindset around work
• Why execution beats ideas almost every time
• The difference between making content for algorithms vs people
  

There’s also a very honest conversation around burnout, identity, frameworks, and the weird state of modern creative work.

This episode is proudly brought to you by Sked Social — the social media management platform built for brands, agencies, and teams who take socials seriously.

Start your free 14-day trial now.

If your content looks perfect but no one cares, this is why.

Bit of a different episode this week.

Lach jumps in solo for a quick, no-BS breakdown of what’s actually happening across social right now.

In 9 minutes:

• Why “perfect” LinkedIn posts are getting ignored
• The real reason Instagram reach is coming from shares, not likes
• What’s quietly shifting on TikTok
• What’s underplayed vs completely overcooked
  

Plus a new segment: Worth clocking
→ the stuff experienced operators feel, but don’t always say out loud

If you run socials, this is designed to get you thinking differently — fast.

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