Brandfathers How Creators Replaced the Entire PR Industry
Mar 31, 2026
They argue creators have made traditional PR obsolete and dissect a YouTube golf tour that outperformed classic press. They call out embargoes, scripted PR briefs and how brands can better collaborate with creators. Programmatic ad fraud and view-farming get exposed. They also debate creator-led launches versus celebrity drops and flag football-style brand spectacles.
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Creators Outpace Traditional Press With Direct Announcements
- Creators can replace traditional press by announcing directly to their audiences and igniting massive engagement.
- Jordan's YouTube golf tour example showed creator carousels getting 120,000 likes and thousands of comments versus a single Golf Digest placement.
Bring Creators Into Campaigns Early
- Bring creators into the campaign early to co-create angles rather than handing scripted briefs later.
- Ashwinn and Jordan emphasize upstream collaboration avoids inauthentic 'read-this' briefs that audiences reject.
Avoid Embargoed Gimmicks That Don't Fit Audience
- Avoid embargoed, convoluted PR stunts that don't fit a creator's audience; they'll either ignore it or roast it.
- Ashwinn used Dove's Grammy hotline sweepstakes as an example of an overcomplicated idea that wouldn't work for his viewers.