From Campaigns to Credibility: The Real Work of Trade PR with Sofie Diskin of The Martin Agency
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From Campaigns to Credibility: The Real Work of Trade PR with Sofie Diskin of The Martin Agency
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What does it really take to turn creative campaigns into lasting credibility?
In this episode of Comms Confidential, host Joe Gallo sits down with Sofie Diskin, who leads trade PR at The Martin Agency, one of the most influential creative agencies in the world. Sofie shares what it’s like to run communications inside an ad agency—where PR, creativity, and business growth constantly collide—and why agencies must think and operate like brands in their own right.
Together, they unpack the tension between PR and advertising, how trade PR extends far beyond campaign launches, and the role earned media plays in building reputation, momentum, and trust. Sofie takes listeners behind the scenes of viral campaigns, narrative backlash, and Cannes main-stage moments, offering a candid look at how credibility is built—and rebuilt—over time.
If you’ve ever wondered:
- How PR actually drives business growth inside creative agencies
- What effective thought leadership really looks like
- How to align comms goals with growth, talent, and reputation
- Or when patience is the smartest PR strategy
This episode pulls back the curtain.