The Strategy Behind Military Aviation Marketing – with Flo Taitsch

In this milestone 50th episode of PR in the Real World, we speak to Flo Taitsch, Vice Principal Communications and Marketing at Eurofighter Typhoon, about his career in military aviation communications and the phenom that is ‘The Fighter Show’.

The Fighter Show, an episodic YouTube series all about the global Eurofighter Typhoon program, has become one of the most successful social media programmes in global defence, and it all started with a vision for connecting the jet to a mass audience.

With over 7 million views on YouTube, spread across more than 60 countries, The Fighter Show is a shining example of what impact-driven PR looks like when you’re prepared to back an idea and see it through.

Flo’s career journey is a lesson in what happens when communications is driven by belief and passion, and here are some of the top tips that you can take from him:

Progress doesn’t come from playing it safe: Flo is candid about walking into a comms function that was comfortable but outdated. ‘Good enough’ is rarely good enough for long. PR in the real world means challenging legacy thinking, even when nothing appears broken, and being willing to move first.

One idea can do the work of many: The Fighter Show supports sales conversations, attracts future talent and nurtures a global community of enthusiasts. For PR professionals working with limited budgets, this is a reminder that the strongest ideas earn their value by solving multiple problems at once.

Momentum matters more than perfection: The show didn’t wait for the perfect presenter, format or publishing rhythm. It started because the moment was right. Flo’s experience reinforces a hard truth in communications that waiting to feel ready is often the fastest way to lose impact.

Metrics mature, but only if you survive the early stages: Early success was measured in views because proof was needed. Over time, watch time, audience behaviour and geography shaped smarter decisions. For PR teams, this is a reminder that measurement evolves, and that early traction buys you the permission to think more strategically later.

Access builds trust faster than polish: What truly sets The Fighter Show apart is its ability to take audiences behind the fence – into bases, workshops and real conversations with real people. In a market saturated by high budgets and short attention spans, authenticity and access can outperform glossy production.

At the half century mark for episodes of PR in the Real World, this conversation feels like a fitting marker of what the podcast stands for: belief-led communications, calculated risk and ideas that create lasting connection.

If you work in PR where impact matters more than hype – whether that’s regional business, public sector, manufacturing, education or complex industries – this episode is essential listening.

Links and References

Connect with Flo: https://www.linkedin.com/in/florian-taitsch-10aa29224/

Eurofighter Typhoon: https://www.eurofighter.com/

The Fighter Show (YouTube): https://www.youtube.com/@TheFighterShow

Viva PR: https://vivapr.co.uk/

Royal International Air Tattoo: https://www.airtattoo.com/

Spitzingsee (setting): https://www.spitzingsee.de/

Other episodes: https://www.vivapr.co.uk/viva-podcast/

Listen to Flo’s episode now!