Uploaded March 2026 | Updated September 2026, 1 hour ago
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.
About the guests
🗣 Chloe Partikas – Director in the digital team at FleishmanHillard London, with 15 years’ experience spanning traditional media relations and digital strategy for global organisations in energy, healthcare and pharmaceuticals.
🗣 Chloe Platts – Director in FleishmanHillard’s digital team with 15 years’ experience across social and digital, specialising in integrated campaigns, crisis response and reputation building, with a focus on health tech, automotive, consumer goods, tech and executive profiling.
We talk about:
- The trust recession: misinformation, AI content and declining faith in platforms & media
- Platform bloat: when every app copies every other app, and users quietly leave
- Why social gravity now outweighs platform gravity (people follow people, not brands)
- Authenticity sensitivity: how overly produced content can now hurt credibility
- Self‑curation as a survival skill: how busy professionals aggressively filter sources
- What does all this mean for PR strategy, influencer work and measurement
Connect:
Website: FleishmanHillard
fleishmanhillard.com
📈 For more audience insights, read the full report: fleishmanhillard.co.uk/2026/03/the-era-of-intentional-fragmentation
LinkedIn: Adrian Ma - Fanclub PR
Website: fanclubpr.com
LinkedIn: Ike Mgbenwelu
PRCA Fuse (Podcast Producer): ike.mgbenwelu@prca.global
_______________________________________________________
Like and subscribe if you enjoyed this episode!
00:00 Intro: why digital feels chaotic right now
02:34 What FleishmanHillard studied: digital fragmentation explained
04:27 Methodology: 200+ chat-based interviews across UK & US
07:06 The 5 forces of fragmentation overview
10:52 Force 1: the trust recession
12:31 Force 2: platform bloat and feature creep
16:21 Force 3: social gravity/platform gravity
21:41 Force 4: authenticity sensitivity
23:37 Force 5: self‑curation as a survival skill
26:50 What this means for PR pros, brands and measurement
29:46 Rethinking what “success” looks like in PR
Disclaimer: Views expressed by the guest are their own and not necessarily endorsed by the Fuse podcast.
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.
About the guests
🗣 Chloe Partikas – Director in the digital team at FleishmanHillard London, with 15 years’ experience spanning traditional media relations and digital strategy for global organisations in energy, healthcare and pharmaceuticals.
🗣 Chloe Platts – Director in FleishmanHillard’s digital team with 15 years’ experience across social and digital, specialising in integrated campaigns, crisis response and reputation building, with a focus on health tech, automotive, consumer goods, tech and executive profiling.
We talk about:
- The trust recession: misinformation, AI content and declining faith in platforms & media
- Platform bloat: when every app copies every other app, and users quietly leave
- Why social gravity now outweighs platform gravity (people follow people, not brands)
- Authenticity sensitivity: how overly produced content can now hurt credibility
- Self‑curation as a survival skill: how busy professionals aggressively filter sources
- What does all this mean for PR strategy, influencer work and measurement
Connect:
Website: FleishmanHillard
fleishmanhillard.com
📈 For more audience insights, read the full report: fleishmanhillard.co.uk/2026/03/the-era-of-intentional-fragmentation
LinkedIn: Adrian Ma - Fanclub PR
Website: fanclubpr.com
LinkedIn: Ike Mgbenwelu
PRCA Fuse (Podcast Producer): ike.mgbenwelu@prca.global
_______________________________________________________
Like and subscribe if you enjoyed this episode!
00:00 Intro: why digital feels chaotic right now
02:34 What FleishmanHillard studied: digital fragmentation explained
04:27 Methodology: 200+ chat-based interviews across UK & US
07:06 The 5 forces of fragmentation overview
10:52 Force 1: the trust recession
12:31 Force 2: platform bloat and feature creep
16:21 Force 3: social gravity/platform gravity
21:41 Force 4: authenticity sensitivity
23:37 Force 5: self‑curation as a survival skill
26:50 What this means for PR pros, brands and measurement
29:46 Rethinking what “success” looks like in PR
Disclaimer: Views expressed by the guest are their own and not necessarily endorsed by the Fuse podcast.
