AI is making it easier than ever to fake an "expert" — which is exactly why real human stories matter more to journalists (and PRs) than ever.
In this episode, I'm joined by Edd Dracott, founder of Folc, a boutique agency that finds the real human stories and case studies behind PR and marketing campaigns.
Edd spent nine years as a journalist at the Press Association — the UK's national news agency — running online news gathering, verification, and PA's "real life" human-interest desk, before leaving to build Folc and do the same work for PR teams.
⏰ Timestamps
00:00 – Intro
01:54 – What Are "Human Stories" in Journalism?
04:46 – What Inspired You to Start Folk?
08:26 – How Does Your Social Media Background Connect to Finding These Stories?
11:28 – What Are Some Examples of Campaigns You've Worked On?
16:53 – Why Do Great Quotes Matter So Much to a Story?
21:00 – How Do You Ask the Right Questions to Get Great Quotes?
23:00 – How Do You Actually Find These People Online?
27:34 – What Do People Struggle With Most When Sourcing Stories?
31:30 – When You've Found Multiple People, How Do You Decide Who to Use?
32:18 – Is This a UK-Specific Problem, or a Global One?
33:50 – Where Can People Find Folk?
🔗 Links
Guest: Edd Dracott, Founder, Folc
https://www.folcstories.com/
https://www.linkedin.com/in/edd-dracott/
Check out ListIQ, our AI-powered media list building tool:
https://www.buzzstream.com/listIQ
See the full transcript:
https://www.buzzstream.com/blog/human-stories-podcast/
If you liked this one, smash like, subscribe, and leave a review — it really helps us bring on more great guests like Edd. 🙏
