Adrian Ma is Managing Director of Fanclub PR, an agency who’s motto is “The future is earned”. From shaping conversations, to hunting out stories, and how to share them, Adrian’s approach is a breath of fresh air in a world that has become all too focused on producing content for the sake of content. In this (very inspiring) episode we discuss everything from PR frameworks, to organic reach, stunt campaigns and attribution models. Covering:
- Examples of expert shareable stories from Greggs and Heinz and why using the TRUTH model to sense check your stories can help you sniff out a unique angle
- How PR has changed over the past 20 years and how Adrian and Fanclub have adapted to suit the changing landscape
- Why PR is always looking for new channels of influence and why these are primarily conversation-based
- The emergence of employer brands and why this is now a strategy
- Adrian’s thoughts on organic reach and why it can still be a winner – if you get the story & shareability right
- The power of social media to provide a voice for traditionally marginalised communities
- How influencer partnerships can work and why
- PR attribution models including using the Barcelona Principles for communication measurement
- The importance of stepping away from research and letting your ideas permeate
- How side hustles can change careers
Listen here on Apple Podcasts.
Show notes from episode 12
- Adrian’s agency Fanclub PR
- Piers Morgan v Greggs
- Ed Sheeran Launches Own Heinz Tomato ‘Edchup’ — The Independent
- SANE — Mental health charity
- Content Makers — Stop Optimising For 1% of Your Audience – Born Social CEO Ben Tyson
- Is The Future of Fish & Chips To Your Taste? — Plastic Oceans
- Why Harvey Nichols smashed store windows for a female empowerment campaign
- Barcelona Principles – AMEC | International Association for the Measurement and Evaluation of Communication
- 30% Club
- Social Mobility Foundation
- Meltwater
- Buzzsumo
- A Technique for Producing Ideas — James Webb Young
- Positioning: The Battle for Your Mind — Al Ries
- The Fall of Advertising and the Rise of PR — Al Ries
- Content Makers — The Best Strategists Are Those Knowledgeable in Brand and Digital – Matthew Butler, Digital Planner at BBC Studios
You can connect with me at beth@bethgladstone.com or on Instagram.