Making Your Brand Human: Sophie Attwood on Why Authenticity Wins in PR

In this episode of PR LIKE A BOSS!, Patz sits down with Sophie Attwood, award-winning global communications expert, founder & CEO of SA Communications, Management Today 35 Under 35, and author of Beautiful PR: Finding Your Brand’s Heartbeat for Authenticity in Communication to dive into why authenticity is the heartbeat of successful PR. From beauty to wellness, Sophie shares why consumers now demand emotional connection, transparency and storytelling they can actually believe in. She explains how brands can avoid “authenticity-washing,” uncover their “why,” and use storytelling to build loyalty that lasts.

What You’ll Learn in this Episode:

• Why authenticity is non-negotiable in today’s PR landscape
• The biggest mistake brands make when trying to “appear” authentic
• How to uncover your brand’s heartbeat (your why) and build from it
• Why storytelling beats selling when connecting with audiences

Plus, Sophie plays a fun round of PR Win or PR Sin?, giving her hot takes on some iconic beauty and wellness campaigns (yes, Fenty Beauty, GOOP, and Dove are all in the mix 👀).

Brands & Experts Mentioned:

Fenty Beauty | GOOP | Dove | CellDerma (founded by Dr. Dev Patel) | Dr. Shirin Lakhani (women’s health & wellness) | NEOM (founded by Nicola Elliott) 

Find Sophie:

• IG: @sophieattwooduk and @sa_comms
• LinkedIn: sophie-attwood
• Website: www.sa-comms.com

Final takeaway: Authenticity isn’t about perfect messaging—it’s about showing up as your brand truly is, flaws and all.

🎧 Hit play and listen now!

GIVEAWAY ALERT! Sophie Attwood is giving ONE lucky UK-based listener the chance to win: A copy of her book Beautiful PR PLUS a 1-hour mentor session with her

How to enter:

1️⃣ Follow @pgaleota / @prlikeaboss & @sophieattwooduk / @sa_comms on Instagram

2️⃣ Share today’s episode Reel and tag me

One winner will be selected at random. Deadline: 10pm GMT, Thursday 4th September 2025.

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