Carl Stroud is Chief Storyteller at Smoking Gun and one of the UK’s leading voices on earned media storytelling. With more than two decades spanning Fleet Street journalism and senior agency leadership, he specialises in turning brand, cultural and reputational moments into stories that command attention.

A former senior editor at The Sun, Carl brings a deep, practical understanding of how national newsrooms operate, what drives coverage, and how to secure it at scale. He has built trusted relationships across the highest levels of UK media and is known for combining sharp editorial instinct with creative thinking.

At Smoking Gun, he leads the integration of PR, social and influencer storytelling, advising major brands on how to earn attention, shape narratives and cut through in fast-moving media environments. His work spans high-impact campaigns, thought leadership and senior counsel on reputation and crisis.

Carl’s Work

– Influencer Marketing’s Dirty Secret – Smoking Gun report

– AI is making brands boring – PR Week

– The case for Strategic Levity – Smoking Gun report

– Storytelling is about meaning, not messaging – The Times

– Website Editor, The Sun