Social science says organic reach is near impossible. But PR specialists have always known how to spread a story far and wide for virtually no cost. It comes down to the TRUTH. Transparency is key, but in this case TRUTH is also an acronym for the five steps that our guest this week, MD of Fanclub PR Adrian Ma, swears by. In this episode we discuss how PR can create shareablity for social campaigns, the power of a well-timed stunt and how to navigate a press nightmare. We also reveal how to increase sales using PR tactics and the ways in which PR and social have had to evolve to accommodate each other.