In this episode of PR in the Real World, Graham Goodkind, founder of Frank PR, shares some of the most practical and hard-earned lessons from his 25 years in public relations.
This episode is all about the mindset and moments that have kept Graham at the top of his game in an industry that never stops changing.
Graham explains why there’s never a perfect time to start a business, how to create a genuine point of difference in a crowded PR market and why the best ideas often come from being bold enough to go against convention.
He talks about the thinking behind trademarking 'talkability' and why every campaign should aim to get people talking organically — whether it’s in the media, online or around the kitchen table.
He also shares his stance on ditching timesheets and focusing on outcomes over hours, offering a different way to measure value in creative work. Graham discusses the creative process behind viral campaigns like Weetabix and beans, revealing what it really takes to make ideas travel and to turn into results.
You’ll hear why he believes in 'being a Dick' (a nod to Olympic high-jumper Dick Fosbury), how saying no to convention can help you say yes to creativity and why persistence — never taking no for an answer — is still one of PR’s most valuable skills.
This episode is a must-listen for PR professionals, agency founders and anyone looking to sharpen their creative instincts and understand what truly drives impact in modern communications.
Connect with Graham - https://www.linkedin.com/in/goodkind/
Frank PR – https://welcometofrank.com/
CIPR – Chartered Institute of Public Relations – https://www.cipr.co.uk
Vote for Graham to be CIPR President - https://www.cipr.co.uk/CIPR/About_Us/Governance_/Elections/President_elect_candidates.aspx?WebsiteKey=0379ffac-bc76-433c-9a94-56a04331bf64
Weetabix x Heinz Beans Campaign – https://www.bbc.co.uk/food/articles/controversial_breakfast_tweet
Dick Fosbury – The Fosbury Flop – https://en.wikipedia.org/wiki/Dick_Fosbury
Cryonics Institute, Michigan – https://www.cryonics.org/
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