In our Headliners series of conversations, we get under the skin of PR and communications leaders around the world who have made PRovoke Media headlines recently, uncovering the risks they have taken in their career, the people, brands and work they admire, their advice for industry newbies, and their guilty pleasures.

In this week's Q&A, we speak to Laura Tannenbaum, the new CEO of social creative agency Fabric Social. 

What’s the biggest career risk you’ve ever taken? How did it work out?

The biggest risk I ever took was leaving a stable client-side role to join three guys called Dave and launch a creative social agency. It was a leap of faith, but hands down, the best career move I ever made. We took That Lot from four people to 130, went through an acquisition, and over those nine years, I learned more than I ever could have if I’d played it safe.

What’s the biggest creative risk you’ve ever taken?

Working in social media, it feels like we take risks every day – pushing boundaries in tone, personality, and creativity. Calling Piers Morgan a d*ck in the name of charity was probably one of the riskier moves. As Channel 4’s social agency, we ran a Kickstarter-style campaign for Stand Up To Cancer, where the public could donate money for Channel 4 to do or say outrageous things on social. That one definitely pushed the brand-safe limits.

What do you think are the most important character traits for a great PR person?

A willingness to be wrong or “look stupid.” Half the time, your seemingly ridiculous question or idea is where the gold is hiding. Beyond that: real curiosity, passion for what you’re doing, the ability to listen, empathise, park your ego, take feedback, learn fast, and hand out credit like you’re making it rain.

Which company or organisation do you most admire in terms of PR, branding or reputation management?

I admire brands that aren’t afraid to be bold, take risks and refuse to play it safe – whether that’s in personality, purpose, or tone. Patagonia, Oatly, Surreal, and Liquid Death are all masters at this. They all stand out in their categories with confidence, creativity, and a clear point of view, proving that in a crowded market, zigging when others zag can be the ultimate advantage.

Which individual, in any field, do you think exemplifies outstanding leadership or communication skills?

Maybe not everyone’s favourite person right now, but I think Ryan Reynolds deserves credit for being part of a new wave of advertising that blurs the line between advertising and entertainment. He’s not the only one doing it, but certainly one of the more influential. Through self-awareness, meta-humour, being tapped into culture, and a deep understanding of how people engage with content online, he’s mastered the art of making ads that people actually want to watch. What we’re seeing time and time again is that the best ads are often the ones that don’t feel like ads at all. 

What’s the best campaign you’ve seen recently?

I’m not just saying this because it’s Fabric, but the work the team has done on Currys really put this agency on my radar - and was a big reason I wanted to join. From redefining the brand’s social output to delivering TikTok hit after hit (‘Gen Z writes the script,’ ‘American Psycho Airfryer,’ ‘The Duolingo owl working at Currys’ a couple of weeks ago...), they’re leading the way in social. I can’t take any credit for it, so this isn’t technically a self-nomination!

Is there an industry trend or discussion you think is over-rated or exaggerated or just plain stupid?

So many brands still obsess with vanity metrics. The campaign got a million impressions, but did anyone care or engage? I still find it baffling how many brands think social content should look like a mini Super Bowl. The best-performing content often looks native to the platform – raw, unpolished, and human.

What’s one piece of advice you’d give to someone entering the PR industry today?

You get out what you put in. Take the work seriously, but not yourself. Lean into the ideas and opportunities that make you a little uncomfortable – that’s where the good stuff happens. 

What’s your guilty pleasure when you need to unwind from the high pressure of PR?

Something active or something creative usually does it best, but if that’s not possible, pyjamas, glass of wine, and a feel-good film.