Fuse - The PR, Marketing and Communications Podcast

PRCA
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'Fuse' is a PR and Marketing podcast from the world’s largest body for PR professionals. Hosted by Adrian Ma, an expert PR professional in consumer, corporate, and ESG communications. This PRCA podcast explores the evolving landscape of global communications, connecting leaders from public relations, politics, business, academia and media to spark new ideas and ignite inspiring conversations. #PRCAfuse

  1. 27 JAN

    Youngest CEO in UK PR: Heather Blundell on Breakthrough Moments

    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 ShandwickWhy women often don’t throw their hat in the ring and how to seize rare breakthrough momentsMoving from Edelman to Weber Shandwick to Ketchum and finally to Grayling as UK CEOModeling motherhood and leadership while living in Manchester and leading from LondonHow Grayling achieved a 0% gender pay gap and 50/50 gender representation at board and advisory levelWhy diversity of thought, background and experience is now a commercial advantage, not a box‑ticking exerciseHeather’s biggest piece of advice for people starting out in PR: put your hand up and chase the work others avoid________________________________________________________ Connect:LinkedIn: Heather BlundellWebsite: www.grayling.com ______________________________________________________ Follow Adrian Ma on Social Media:LinkedIn: Adrian Ma - Fanclub PR | Fanclub PRWebsite: Fanclub PR _______________________________________________________ Like and subscribe if you enjoyed this episode! Podcast Manager and Producer: Ike Mgbenwelu ike.mgbenwelu@prca.global LinkedIn: Ike Mgbenwelu Socials: PRCA_HQ Disclaimer: Views expressed by the guest are their own and not necessarily endorsed by the Fuse podcast.

    42 min

  2. 7 JAN

    Beyond Media Relations: Sarah Waddington on Data, Risk and Storytelling

    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

    28 min
  3. Hold Front Page: GEO and Generative AI Are Rewriting PR Rules

    18/12/2025

    Hold Front Page: GEO and Generative AI Are Rewriting PR Rules

    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

    32 min

  4. 09/12/2025

    Ransomware, Reputation & Chaos: Inside the First 24 Hours of a Cyber Attack

    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.

    39 min

  5. 11/11/2025

    Net Zero Navigators: Transparency in Sustainability

    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.

    35 min
  6. Wikipedia's Crucial Role in the Digital Age: From Volunteers to Algorithms

    28/10/2025

    Wikipedia's Crucial Role in the Digital Age: From Volunteers to Algorithms

    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. ___________________________________________________________   Connect: LinkedIn: William Beutler Website: www.beutlerink.comFollow Adrian Ma: LinkedIn: Adrian Ma- Fanclub PR | Fanclub PR Website: Fanclub PR _______________________________________________________ Like and subscribeif you enjoyed this episode!   Podcast Manager andProducer: Ikechukwu Mgbenwelu ike.mgbenwelu@prca.global LinkedIn: IkechukwuMgbenwelu   Disclaimer: Viewsexpressed by the guest are their own and not necessarily endorsed by the Fusepodcast.

    44 min
  7. The Impact of AI on PR Skills and Recruitment

    07/10/2025

    The Impact of AI on PR Skills and Recruitment

    In this episode, Dean Connelly, Founder and Recruitment Director of the PR & Comms recruitment agency, Latte, discussed the impact of AI on PR skills and recruitment. He noted a recent shift in AI's influence, with clients now rejecting candidates who rely solely on AI without critical thinking. Latte's data shows a shrinking junior talent pool, with a 0.2% growth in PR account coordinators and a 0.1% decline in junior account executives in London. Connelly predicted a future talent shortage and suggested agencies may need to invest more in training junior staff, and also highlighted the emergence of AI specialist roles and the need for critical thinking in PR, and much more.___________________________________________________________Connect:LinkedIn: Dean ConnellyWebsite: www.wearelatte.com______________________________________________________Follow Adrian Ma on Social Media:LinkedIn: Adrian Ma - Fanclub PR | Fanclub PRWebsite: Fanclub PR_______________________________________________________Like and subscribe if you enjoyed this episode! Podcast Manager and Producer: Ikechukwu Mgbenwelu ike.mgbenwelu@prca.global LinkedIn: Ikechukwu MgbenweluSocials: PRCA_HQA big thanks to our great broadcast PR agency partner, Markettiers, for supporting this session.Disclaimer: Views expressed by the guest are their own and not necessarily endorsed by the Fuse podcast.

    32 min

  8. 25/09/2025

    The Psychology of Influence: Navigating Disinformation in the AI Age

    This Special live session of PRCA Fuse takes place at our PRCA UK + PA Conference. Our discussion, hosted by Adrian Ma and featuring Anjuli Bedi, Founder of Boon, focused on the psychology of influence and navigating disinformation in the AI age. Anjuli highlighted the rise of disinformation, particularly during the COVID-19 pandemic, and its impact on brands and society. She differentiated between misinformation and disinformation, emphasising the latter's intent to harm. Examples included deepfake videos and social media manipulation. The conversation also covered the role of social media platforms in spreading disinformation and the need for a human-centric approach in PR to combat it. The session concluded with a call for innovative solutions and the importance of understanding and addressing the root causes of disinformation.Subscribe for more conversations at the intersection of technology, media, and strategy. ___________________________________________________________ Connect: LinkedIn: Anjuli Bedi, Founder of Boon Website: https://www.boonglobal.io/ ______________________________________________________ Follow Adrian Ma on Social Media: LinkedIn: Adrian Ma - Fanclub PR | Fanclub PR Website: Fanclub PR _______________________________________________________ Like and subscribe if you enjoyed this episode! Podcast Manager and Producer: Ikechukwu Mgbenwelu ike.mgbenwelu@prca.global LinkedIn: Ikechukwu Mgbenwelu A big thank you to our great broadcast PR agency partner, Markettiers, for supporting this session. PRCA_HQ Disclaimer: Views expressed by the guest are their own and not necessarily endorsed by the Fuse podcast.

    31 min
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'Fuse' is a PR and Marketing podcast from the world’s largest body for PR professionals. Hosted by Adrian Ma, an expert PR professional in consumer, corporate, and ESG communications. This PRCA podcast explores the evolving landscape of global communications, connecting leaders from public relations, politics, business, academia and media to spark new ideas and ignite inspiring conversations. #PRCAfuse

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