Uploaded April 2026 | Updated September 2026, 13 hours ago
What does authentic PR leadership look like in a world of LinkedIn optics, brand “purpose” and social media storms?
Rachel Allison, founder of Axe + Saw, discusses her unique approach to PR and communication, emphasising authenticity and vulnerability. She shares her journey of building her agency from scratch, leveraging LinkedIn to connect with industry leaders and share her experiences.
Allison addresses the industry's tendency to create manicured reputations and praises the shift towards genuine storytelling. She recounts a controversial LinkedIn post about Stormzy's McDonald's partnership, highlighting the importance of authenticity. Allison advises aspiring PR professionals to be genuinely curious and empathetic, and calls for a rebranding of the PR industry to better reflect its true value and impact.
🎧 Listen to the podcast:
https://www.prca.global/explore-pr/community-voices/prca-fuse/season-5
🔔 Subscribe to PRCA Fuse
For more conversations on the future of PR, comms, and leadership.
Connect with us:
Rachel Allison / Axe + Saw axeandsaw.co.uk
⏱ Episode Timestamps
00:00 – Intro
00:01:14 – Who is Rachel Allison & what is AX&Saw?
00:02:44 – Starting an agency with no network and posting on LinkedIn
00:06:11 – Old‑school PR vs authentic leadership
00:11:07 – People buy people: using yourself as the asset
00:14:30 – Reality TV, personal brand and access
00:17:43 – Business impact: growth in the UK & US
00:20:25 – The Stormzy x McDonald’s post explained
00:25:51 – Gordon Beattie, language and empathy in leadership
What does authentic PR leadership look like in a world of LinkedIn optics, brand “purpose” and social media storms?
Rachel Allison, founder of Axe + Saw, discusses her unique approach to PR and communication, emphasising authenticity and vulnerability. She shares her journey of building her agency from scratch, leveraging LinkedIn to connect with industry leaders and share her experiences.
Allison addresses the industry's tendency to create manicured reputations and praises the shift towards genuine storytelling. She recounts a controversial LinkedIn post about Stormzy's McDonald's partnership, highlighting the importance of authenticity. Allison advises aspiring PR professionals to be genuinely curious and empathetic, and calls for a rebranding of the PR industry to better reflect its true value and impact.
🎧 Listen to the podcast:
https://www.prca.global/explore-pr/community-voices/prca-fuse/season-5
🔔 Subscribe to PRCA Fuse
For more conversations on the future of PR, comms, and leadership.
Connect with us:
Rachel Allison / Axe + Saw axeandsaw.co.uk
⏱ Episode Timestamps
00:00 – Intro
00:01:14 – Who is Rachel Allison & what is AX&Saw?
00:02:44 – Starting an agency with no network and posting on LinkedIn
00:06:11 – Old‑school PR vs authentic leadership
00:11:07 – People buy people: using yourself as the asset
00:14:30 – Reality TV, personal brand and access
00:17:43 – Business impact: growth in the UK & US
00:20:25 – The Stormzy x McDonald’s post explained
00:25:51 – Gordon Beattie, language and empathy in leadership
