Beyond Followers: Why PR Needs to Think in Digital Communities, Not Platforms

Episode notes

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.

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