From "Churning Fluff" to Sales Impact: Richard Cook on Building a B2B PR Business Across Continents

What do you do when a client tells you your entire industry is "churning fluff"? If you're Richard Cook, you let it shake you — and then you use it to reinvent the way you work. In this episode, I sit down with Richard, founder and managing director of London-based B2B PR consultancy Champion Communications, for a conversation that ranges from accidental solopreneurship to running a UK business from São Paulo. Richard shares how his original business partner's maternity leave nudged him into going solo by design, how that single offhand "churning fluff" comment pushed him to redefine PR as a demand-generation engine instead of a press-release factory, and why he believes it's never been a more possible time to build a service business alone. We dig into his 5 AM routine (born of necessity, kept by choice), why he's traded LinkedIn for Substack as his daily intellectual fuel, and the surprisingly elegant way he's using Claude to map out which media outlets have OpenAI licensing agreements — so his clients' stories land where AI models are actually reading. Richard also shares the most underrated piece of advice he wishes he'd taken seriously: don't be afraid of fear. The terror of solopreneurship doesn't go away — but you can learn to use the adrenaline instead of running from it. If you've ever wondered whether the panic you feel is a sign you're failing or a sign you're paying attention, this conversation will reframe the whole thing.BioRichard Cook is the Managing Director of Champion Communications, a London-based PR and communications consultancy specialising in helping B2B technology companies grow. Founded in 2008, Champion has grown into a tight-knit, high-performing team, making Richard no stranger to the challenges of building a small business.Rather than chasing vanity metrics, Richard is relentless in his pursuit of growth, showing the real value of PR through campaigns dedicated to generating leads and driving web traffic. It's a mindset that resonates deeply with founders and small business owners who need their marketing to move the needle.With a background spanning the Prince's Trust International, Kaizo, and Big Group, Richard brings a well-rounded perspective to communications and business growth. He has a passion for helping smaller companies punch above their weight, earn credibility, and get noticed in competitive markets.Websitehttps://championcomms.com/Social Media Linkshttps://uk.linkedin.com/company/champion-communications