PR in the Real World

How do you communicate complexity without losing clarity? In this episode of PR in the Real World, Alison Ramsay, Corporate Communications & Employee Experience Director at AWE, shares lessons from her career in defence communications. Discover why simplifying isn't "dumbing down", how data and employee experience are reshaping internal communications, and why great communicators treat employees like adults, not audiences. Hosted on Acast. See acast.com/privacy for more information.

How do you build a multi-disciplinary corporate affairs function completely from scratch while navigating a high-stakes stock market flotation?In this episode of PR in the Real World, host Tony Garner sits down with Laura Harvey, Director of Corporate Affairs at Auto Trader, to map out the mechanics of leading a modern in-house communications department.Laura Harvey joined Auto Trader at a critical turning point in its corporate history, just as the legacy brand completed its massive print-to-digital transformation and prepared to float on the London Stock Exchange as a newly minted PLC. Laura shares her journey of constructing a comprehensive, in-house team responsible for an incredibly broad remit that spans financial reporting, crisis management, internal culture alignment, consumer PR  and regulatory public affairs.The conversation digs deep into how structural industry crises (specifically the 2015 "Dieselgate" emissions scandal) served as the unexpected catalyst for Auto Trader’s highly successful data-driven public affairs strategy. Laura reveals how providing objective consumer behaviour analytics transformed the business into an indispensable advisory partner for government bodies like the Department for Transport and the Treasury. From managing internal stakeholder networks across a 1,000-strong hybrid workforce to shifting your mindset from agency pace to deep institutional curiosity, this episode delivers an essential guide for corporate affairs leaders.From an operational and corporate governance perspective, this episode covers:The Architecture of an IPO Comms Function: Establishing mandatory reporting workflows, processes and investor relations frameworks from a blank sheet of paper.Data-Led Public Affairs Engineering: Leveraging proprietary commercial marketplace analytics to act as an authoritative information barometer for civil service policymakers.The Velocity Trap of Reactive PR: Moving beyond a perpetual, post-pandemic crisis footing by deliberately blocking out structural planning time to reset institutional strategies.The "Helicopter View" of Corporate Operations: Training internal communications teams to connect functional dots across siloed business units to unearth narrative synergies.Building a Tech-First Employee Culture: Transforming organisational values from a legacy, decentralised print operation into a unified, collaborative digital brand.The Agency-to-In-House Mindset Shift: Navigating the corporate transition by swapping multi-client rotation routines for deep, programmatic stakeholder management.Laura shares a behind-the-scenes look at Auto Trader's advanced collaborative workplace design within Manchester's Circle Square innovation district. She reflects on her early career roots executing consumer commodity indexing reports for Tilda Rice, launching digital television networks and navigating a surreal marine conservation media junket through Mexico and Guatemala.This discussion is required listening for:Corporate Affairs & Investor Relations Directors: Tasked with listed PLC compliance, macroeconomic tracking and multi-disciplinary department building.In-House Communications Managers: Seeking to expand their tactical remits into strategic public affairs, executive positioning and policy lobbying.PR Agency Account Directors & Founders: Looking to optimise their advisory services by truly understanding the internal regulatory and stakeholder pressures faced by corporate clients.Public Relations & Business Management Students: Analysing legacy brand transformations, marketplace dynamics and financial communication design. Hosted on Acast. See acast.com/privacy for more information.

Sarah Ogden, Chief Client Officer Europe at Zeno Group, joins Tony Garner to share 25 years of agency leadership insights for this episode of PR in the Real World. They cover what makes teams thrive, why AI threatens junior PR roles, the behavioural science underpinning great communications, and Zeno's Clarity 2030 research — revealing that 72% of comms leaders expect greater influence by 2030, but only 29% feel ready. Essential listening for PR professionals navigating a rapidly changing industry.Links and ReferencesZeno Clarity 2030 - https://clarity2030.zenogroup.com/ Hosted on Acast. See acast.com/privacy for more information.

What happens when you stop treating artificial intelligence like a simple tool and start treating it as a "cognitive accelerator"? In this episode of PR in the Real World, host Tony Garner sits down with tech prophet, author and CEO Antony Mayfield to unpack the reality of working alongside frontier AI models.Antony Mayfield, co-founder and CEO of digital change consultancy Brilliant Noise, has spent decades successfully calling technological shifts, from the initial corporate scepticism of social media to the sudden emergence of large language models (LLMs). Antony breaks down how he ripped up his agency's traditional operating structures to rebuild the business as a "living lab," providing clear operational strategies for any communications team looking to survive the next wave of automation.Moving past the basic "software-as-a-tool" approach, this episode explores complex, system-level change management. Antony outlines real-world workflows that went from weeks of production down to hours, including how his creative director prompted Claude to generate fully interactive website case studies and how his team entirely reconfigured a senior executive pitch deck for BMW over breakfast. Balancing deep curiosity with a disciplined, healthy scepticism, this conversation addresses the reality of rapid model updates, cybersecurity anxieties and the shift from conversational chatbots to autonomous, collaborative agent teams.From an operational and strategic perspective, this episode covers:The "Cognitive Accelerator" Metaphor: Understanding generative AI as an active thinking partner that speeds up strategic framing - while learning to spot the safety hazards of moving too fast.Building a Living Lab Team Culture: Why establishing cross-functional weekly "Show and Tells" accelerates organisational literacy far better than static corporate training modules.The Transition to Agentic Systems: Navigating the pivot from transactional prompt-and-response chatbots to sophisticated multi-agent workflows that automatically coordinate enterprise software.The "Services as Software" Shift: How the collapse of software production costs is fundamentally reshaping the billable-hours agency business model.Fostering AI Readiness & Psychological Safety: Why effective tech transformation requires leaders who admit they don't have all the answers, creating environments where teams can safely experiment, critique and fail.Why the Liberal Arts Still Win: How strong foundational skills in language, logic, philosophy and precise textual framing give communication professionals a distinct edge in an AI-driven market.Antony highlights the intense pace of international production through the lens of "involution," warns against the corporate trap of over-investing in rigid enterprise licenses without training for digital fluency and shares his personal media diet, including the Hard Fork podcast and Lenny Rachitsky's product management series.This episode is essential listening for:PR Agency Founders & Innovators: Transitioning away from legacy billing models toward productized services and agile operations.Chief Digital Officers & Change Consultants: Tasked with structuring secure, scalable AI integration plans for global brands.Creative Directors & Strategists: Looking to safely scale production and conceptual mood-boarding without losing artistic control or emotional resonance.Corporate Comms Leaders: Trying to balance near-future technological forecasting with steady, human-centric team leadership.Links and ReferencesBrilliant Noise - https://brilliantnoise.comBN Edition - https://bnedition.substack.com/Antonym - https://antonym.substack.com/Prepared Minds - https://brilliantnoise.com/prepared-minds/Lenny's Podcast - https://open.spotify.com/show/2dR1MUZEHCOnz1LVfNac0j?si=e0c080d940684c30Hard Fork - https://open.spotify.com/show/44fllCS2FTFr2x2kjP9xeT?si=3c36f7db396e4b5e Hosted on Acast. See acast.com/privacy for more information.

How do you build a 36-strong, multi-award-winning agency from scratch with no client contacts and no corporate safety net? In this episode of PR in the Real World, Vicki Spencer-Francis, founder of Cowshed, reveals the triumphs, setbacks and strategic overhauls that led them to become the CIPR UK Agency of the Year.Vicki Spencer-Francis started her career in the bright lights of London television, working at Channel 4, launching CBeebies at the BBC and running major campaigns for Comic Relief. After a personal crossroads led her back to Wales, she transitioned into public sector communications before taking a leap of faith to launch Cowshed. Vicki opens up about how deeply personal setbacks fueled her desire to build an integrated creative agency focused strictly on causes that deliver genuine social value.The conversation goes behind the glitz of award ceremonies to tackle the realities of business disruption. Vicki shares how a massive 45% revenue drop at the start of the pandemic forced a total operational overhaul, transforming Cowshed from a loose collective into a highly structured, process-driven organisation. From pioneering the "COWSHED" campaign methodology to executing high-impact behavioural change initiatives for national adoption and railway networks, Vicki delivers a masterclass in resilient leadership, human insight and scaling an agency without losing your soul.From an operational and agency growth perspective, this episode covers:The Blueprint for Purpose-Led PR: Aligning your agency's client roster strictly with causes you care about to supercharge creative execution and team retention.The Post-COVID Operational Pivot: Overcoming structural blind spots by transforming baseline agency policies, onboarding and internal workflows after a crisis.The "COWSHED" Campaign Methodology: A proprietary strategic framework that roots every creative idea into direct audience engagement and human truths.Boots-on-the-Ground Community Engagement: Why physically paying a dedicated team to conduct town halls and face-to-face focus groups beats relying solely on digital data.Nurturing the Next Generation: Resisting the corporate temptation to replace entry-level roles with AI and focusing instead on mentoring young industry talent.The "Hollywood Model" Succession Strategy: Empowering a multi-disciplinary senior leadership team to run daily operations while the founder transitions to brand ambassadorship.Vicki shares the origin of her agency's distinctive name (derived from converting a literal cowshed on her family farm), the mechanics behind a highly successful 38% uplift in applications for the National Adoption Service's "Choose Family" campaign and how turning 50 permanently cured her of imposter syndrome.This episode is essential listening for:PR Agency Founders & Leaders: Looking to scale their headcount, refine internal processes, and transition to fully integrated creative services.Freelancers & Independent Consultants: Seeking inspiration on how to leverage past network connections into sustainable anchor contracts.Public Sector & Charity Marketers: Interested in how behavioural change insights are successfully deployed to influence target communities.Account Directors & Managers: Tasked with building authentic, empathetic campaign briefs for highly sensitive social issues. Hosted on Acast. See acast.com/privacy for more information.

Is uncritical AI adoption risking the future of PR? In this episode of PR in the Real World, host Tony Garner sits down with industry leaders Stephen Waddington and Ben Verinder to unpack their book, AI for Public Relations.Stephen and Ben have spent two years examining how machine cognition is rewriting the boundaries of PR. Moving past shallow "techno-optimism," they address structural disruptions like the "vanishing career ladder", detailing how automating entry-level tasks risks hollowing out middle management and cutting off vital tacit knowledge for the next generation.The conversation explores deep strategic shifts, including Generative Engine Optimisation (GEO) and System Zero Thinking (the unthinking handoff of human cognition to machines). This episode provides a vital framework for any leader determined to shape the technological future of the industry rather than simply react to it.From a strategic management perspective, this episode covers:System Zero Thinking: The cognitive risk of letting LLMs replace rational human sensemaking.The Vanishing Career Ladder: The hollowing out of junior and mid-management roles as machine workflows scale.Generative Engine Optimisation (GEO): Navigating brand visibility, indexing and citations in AI search models.The Cognitive Handoff: Creating training systems to preserve human expertise in automated workplaces.Risk & Data Taxonomies: Overcoming institutional paranoia by properly classifying public vs. proprietary data.The Gender Adoption Gap: Addressing the documented divergence in AI adoption rates across demographics.Stephen and Ben explain why they used handwritten collaboration instead of AI to write the book, ensuring deeper analytical rigour. They also discuss the University of Arizona's "trust penalty" research and why all book royalties are donated to Socially Mobile to support mid-career practitioners from underrepresented backgrounds.This milestone discussion is required listening for:PR Agency Directors: Rebuilding team structures, pricing models and workflow boundaries.In-House Comms Executives: Navigating procurement, risk registers and change management loops.Researchers & Ethicists: Studying the long-term impact of AI on white-collar labour markets.Public Affairs Leads: Assessing how automated sorting algorithms shape institutional reputation.Links and ReferencesAI for Public Relations — https://www.koganpage.com/marketing-communications/ai-for-public-relations-9781398625037 Socially Mobile — https://www.sociallymobile.org.uk/ AI for PR Conference, Communicate magazine — https://www.communicatemagazine.com/conference/ai-for-pr-conference-2026/ AI for Public Relations course — https://wadds.co.uk/ai-for-public-relations-one-day-online-course Similar EpisodesWhat AI Means for PR Measurement with Liam Kelly https://www.vivapr.co.uk/pr-in-the-real-world-media-intelligence/Why GEO is ‘PR's Biggest Opportunity in 20 Years’ with Darryl Sparey https://www.vivapr.co.uk/darryl-sparey-on-why-geo-is-prs-biggest-opportunity-in-20-years/Strategy, AI and Regional Powerhouses with Sarah Waddington https://www.vivapr.co.uk/pr-in-the-real-world-strategy-ai-regional-powerhouses/The Truth About AI with Ben Verinder https://www.vivapr.co.uk/the-truth-about-ai-with-ben-verinder/ Hosted on Acast. See acast.com/privacy for more information.

How do you successfully transition from heading a major regional newsroom to orchestrating the internal communication strategy for a global 23,000-strong public broadcasting workforce? In this episode of PR in the Real World, we talk with Maria McGeoghan, former Editor of the Manchester Evening News and internal communications leader at the BBC.Maria McGeoghan’s distinguished career spans the frontline evolution of the UK media landscape. Breaking new ground as the first female editor of the Manchester Evening News in its 145-year history, Maria provides a candid reflection on managing newsroom dynamics during major corporate buyouts and rapid digital shifts. We trace her subsequent transition into high-level internal relations and employee engagement strategy within the BBC North ecosystem at MediaCityUK.The conversation explores the critical operational value of internal communications during cross-border crises like the pandemic response, where thousands of staff transitioned to remote production workflows within days. Maria breaks down the importance of avoiding communication vacuums, managing the "no surprises" doctrine across large divisions, and humanising major corporate structural shifts. From launching sustainability campaigns with rooftop beehives to building leadership alignment strategies for frontline managers, this episode delivers a blueprint for purpose-driven organisational engagement.From a PR perspective, this episode covers:The Evolution of Newsroom Culture: Navigating legacy media environments and establishing flexible, inclusive modern workplace standards.Managing Corporate Transitions: Maintaining editorial independence and staff morale during major structural relocations and digital-first transformations.The Strategic Value of Internal Comms: Lessons from the pandemic on utilising localised frameworks, clear toolkits, and proactive Q&As to align a massive workforce.The "No Surprises" Communication Doctrine: Prepping cross-divisional leadership teams for major announcements to prevent speculation and protect brand trust.Visible Leadership Engagement: Emphasising "management by walking about" and maintaining direct touchpoints with operational teams to understand shifting organisational cultures.Human-Centric Storytelling: Why impactful narratives, whether delivered internally or externally, must always prioritise authentic human experience over polished corporate scripts.Maria shares the engaging story behind the "Queen of the Keys" honey initiative at BBC North, which utilised collaborative staff branding to raise money for Children in Need. She also reflects on her early career covering regional health investigations, the reality of working alongside Director-General Tim Davie, and her post-BBC focus on producing documentary podcasts in Ireland and finishing a drama script tailored for Sarah Lancashire.This episode is relevant for professionals working in:Internal Communications & HR Directors: Looking for framework blueprints to coordinate large, multi-site employee transformations.PR Agency Directors & Founders: Seeking to align client media expectations with modern digital-first newsroom capacities.Corporate Comms Leaders: Tasked with building consistent executive messaging, media handling guidelines, and change management strategies. Links and References BBC North / Media City UK: https://www.mediacityuk.co.uk/BBC 5 Live: https://www.bbc.co.uk/sounds/play/live:bbc_radio_five_liveBBC Sounds: https://www.bbc.co.uk/soundsBBC Bitesize: https://www.bbc.co.uk/bitesizeBBC Local Radio – Make a Difference campaign: https://www.bbc.co.uk/makeadifferenceThe Scott Partnership: https://www.scottpr.com/Manchester Evening News: https://www.manchestereveningnews.co.uk/Lancashire Evening Telegraph: https://www.lancashiretelegraph.co.uk/Lancashire Evening Post: https://www.lep.co.uk/BBC Charter Review: https://www.gov.uk/government/news/government-launches-charter-review-to-future-proof-the-bbc Hosted on Acast. See acast.com/privacy for more information.

How do you build enough authority to run corporate communications for a major multinational company by your mid-20s? In this episode of PR in the Real World, training expert and PR veteran Steve Dunne shares the exact strategies needed to build a resilient, high-value career in public relations.Steve Dunne’s career started by accident at age 16 when a corporate aptitude test declared him a hazard to engineering and placed him into the British Telecom press office. Over the next eight years, Steve used keen observation and structural mentorship to fast-track his growth, eventually running corporate comms for the massive brand before directing PR for HSBC and South African Airways. Steve reframes the traditional timeline for career progression, proving that authority in a boardroom relies entirely on professional expertise rather than age.The conversation explores the rigorous psychological demands of the PR sector, examining why public relations remains one of the toughest, most rejection-heavy industries. Steve outlines the fundamental mechanics of earning client respect, building a reliable media-triage instinct and why strategic practitioners must treat PR as a game of third-party endorsement rather than self-promotion. Whether you are entering an agency role or steering a corporate function, this episode offers a refreshing guide to managing your own career path.From a PR perspective, this episode covers:The Power of Mentorship: Finding a "warm dominant" mentor early in your career to accelerate skill development and build operational confidence.Earning Boardroom Authority: Shifting client perception away from age or demographic markers by establishing yourself as an expert with undeniable domain value.The Psychology of Rejection: Developing the thick skin and resilience required to handle the daily friction of a high-pressure corporate press office.PR as Third-Party Endorsement: Moving client expectations away from simple brand posturing toward trusted external validation.Accidental Skill Gathering: Capitalising on early career placement (such as hospital radio) to train an intuitive sense for headlines and spin.Strategic Self-Management: Taking direct accountability for your professional development loop rather than waiting for an employer to map it out.Steve shares a humorous look at his 16-year-old self conducting celebrity interviews for hospital radio at the Royal Free Hospital in North London, a venue right in the middle of historic constituencies held by Margaret Thatcher and Keir Starmer. He also explains why a solid foundation in basic English grammar and clear structural writing is still the ultimate differentiator for starting practitioners on Monday morning.This episode is relevant for professionals working in:Junior PR Account Executives: Looking for tactical steps to transition safely into account management and corporate pitching.In-House Communications Teams: Tasked with building trust and credibility alongside sceptical corporate executives and board members.PR Agency Founders & Directors: Seeking structured methods for internal talent management and professional mentoring.Marketing & Media Students: Looking for a realistic overview of the core competencies that define modern public relations success.Links and ReferencesSteve Dunne – Digital Drums: https://www.digitaldrums.co.ukSteve Dunne on LinkedIn: https://www.linkedin.com/in/steve-dunne-fprca-a1b527a/The PRCA: https://www.prca.global/The CIPR: https://www.cipr.co.uk/PR in the Real World podcast: https://www.vivapr.co.uk/viva-podcast/Viva PR: https://www.vivapr.co.ukSimilar episodes25 Lessons from 25 Years with Graham Goodkind: https://www.vivapr.co.uk/graham-goodkind-on-25-lessons-from-25-years-of-frank-pr/ Hosted on Acast. See acast.com/privacy for more information.

How do you drive data-led behaviour change when the stakes include public health and human dignity? In this episode of PR in the Real World, Edna Boampong, Director of Communications at Liverpool City Council, breaks down strategic public sector PR.Edna Boampong has navigated an award-winning career from early event promotion at the Ministry of Sound to leadership within the NHS and local government. Edna explains why she shifted to the public sector to reduce inequality, starting with the historic "Smoke Free Manchester" campaign.Now leading Liverpool, Edna tackles the challenges unique to local government, including budget consultations, multi-agency working and internal comms for 6,000 staff. She also discusses confronting online hate, providing a raw look at how her team balances public engagement with the critical need to protect vulnerable community members and staff from digital racism.From a PR perspective, this episode covers:Data-Informed Behaviour Change: Moving away from "one-size-fits-all" campaigns to build localised, insight-driven messaging.Transparency in Change Comms: The necessity of open communication from day one to maintain public trust.The Strategic Shift: Positioning a comms department as a table-sitting strategic asset rather than a simple print repository.Diversity in PR: Confronting the reality that fewer than 5% of senior NHS comms roles are held by ethnic minorities.Managing Online Hate: Practical protocols for protecting campaign participants and staff from toxic comment sections.Gamification of Comms: Using hyper-localised humour and digital polls to educate residents on high-friction civic issues.Edna shares details of two major MJ Award-shortlisted initiatives: the "Talking Bins" recycling campaign using Scouse humour and the "This Is Liverpool" anti-racism strategy. She also shares how an argument over an Adele remix at a party sparked the connection with her husband.This episode is relevant for professionals working in:Local Authority Comms: Frameworks for crisis handling, budget rollouts and behaviour change.NHS PR Managers: Navigating structural transformation and health equity.DE&I Champions: Committed to anti-racist communication and building diverse talent pipelines.Social Media Managers: Tasked with community moderation and managing workplace psychological safety.Links and referencesConnect with Edna: https://www.linkedin.com/in/edna-boampong/ Edna’s appointment: https://liverpoolexpress.co.uk/liverpool-city-council-appoints-new-director-of-communications-and-engagement/ Edna Boampong – NHS Confederation profile: https://www.nhsconfed.org/people/edna-boampong Liverpool City Council – anti-racism commitment / This is Liverpool: https://liverpool.gov.uk/council/equality-diversity-and-inclusion/our-commitment-to-anti-racism Talking Bins / We’re Talking Bins campaign: https://liverpoolexpress.co.uk/third-liver-bird-highlights-liverpools-poor-recycling-rates Healthier Together programme (Greater Manchester): https://manchestercommunitycentral.org/news/healthier-together-integrated-impact-assessment-forums Similar episodesWhen PR is tested in real life with Sarah Keaveny https://www.vivapr.co.uk/when-pr-is-tested-in-real-life/ What Dry January can teach you about behaviour change with Joe Marley https://www.vivapr.co.uk/what-dry-january-can-teach-you-about-behaviour-change/ How brave and inclusive marketing can change lives with Louise Marsden https://www.vivapr.co.uk/pr-in-the-real-world-how-brave-inclusive-marketing-changes-lives/Comms-led change in the NHS with Neil Greaves https://www.vivapr.co.uk/pr-in-the-real-world-neil-greaves-comms-led-change-in-the-nhs/ Hosted on Acast. See acast.com/privacy for more information.

How do you move a policy idea from a 100-page research report into a live debate in the Houses of Parliament? This episode of PR in the Real World, Harry Bradshaw, Communications Manager at the Centre for Social Justice (CSJ), takes us inside the SW1 bubble to reveal how real political influence is won.Harry Bradshaw's career has been deeply embedded in the corridors of power, transitioning from running Westminster offices for Members of Parliament to leading the communications strategy for one of the UK’s most influential think tanks. We explore the dual engine room of the CSJ, developing rigorous, evidence-based policy and deploying strategic communications to advocate for it. Harry demystifies the "Westminster bubble," showing how proximity to power facilitates vital relationships, while explaining how the CSJ stays grounded in the real world through an alliance of 1,000 grassroots charities.The conversation covers the tactical realities of political public relations, including how the CSJ used newsjacking and targeted social media content to shape the narrative around the recent budget. Harry breaks down why grabby, attention-making statistics must be paired with "oven-ready" solutions for time-poor politicians. From the genesis of major legislation like Universal Credit and the Modern Slavery Act to utilising short-form video to capture the attention of a younger generation of MPs, this episode is an absolute blueprint for mastering public affairs.From a PR and communications perspective, this episode covers:The Anatomy of a Think Tank: Balancing the integrity of the research engine room with high-impact advocacy and policy promotion.The "Oven-Ready" Solution Rule: Why PRs must make life as easy as possible for time-poor politicians by providing pre-drafted briefs and seamless event logistics.Tension in the Attention Economy: Managing the constant balance between complex research and the grabby, front-page headline.The Mechanics of Political Influence: Using press splashes to build public momentum, followed by targeted social media tagging and face-to-face minister briefings.Multi-Party Stakeholder Engagement: Navigating an increasingly fragmented political landscape by maintaining strict independence and cross-party networks.The Peril of Posturing: Moving away from "meetings and photos for the sake of it" toward clear, quantifiable strategic policy asks.This episode is relevant for professionals working in:Public Affairs & Corporate PR: Looking for a practical guide on how to lobby government and influence SW1 policymakers.Charity & Third-Sector Comms: Seeking to scale their local impact up to national government agendas.Local Authorities & Regional Businesses: Trying to engage their local MPs to support community investments or civic projects.Political Science & Journalism Students: Analysing the intersection of public policy, think tanks, and national media.Harry is running the London Marathon in aid of Power2 - a CSJ charity. Power2 work in school's across the country to give students the support and guidance they need to reach their potential. You can donate, here: http://2026tcslondonmarathon.enthuse.com/pf/harry-bradshawLinks and ReferencesCentre for Social Justice – https://www.centreforsocialjustice.org.ukCSJ Alliance (network of small charities) – https://www.centreforsocialjustice.org.uk/about-us/allianceUniversal Credit (UK welfare reform referenced) – https://www.gov.uk/universal-creditModern Slavery Act 2015 – https://www.gov.uk/government/collections/modern-slavery-actWeMindTheGap charity – https://wemindthegap.org.ukOther similar episodesHow PR Changes Policy with Ruth Boston - https://www.vivapr.co.uk/pr-in-the-real-world-how-pr-changes-policy-influencing-the-national-agenda-with-ruth-boston/ Hosted on Acast. See acast.com/privacy for more information.

How do you land a story across a network of 130+ media titles reaching millions of people daily? In this episode of PR in the Real World, David Higgerson, Chief Content Officer at Reach plc, pulls back the curtain on the modern newsroom to reveal how the digital transformation has rewritten the PR playbook.David Higgerson oversees the content strategy for some of the UK's most iconic national and regional brands, including The Mirror, The Express, the Manchester Evening News and the Liverpool Echo. Moving beyond the traditional print-first path, David tracks the seismic changes that have redefined modern reporting over the last two decades. He shifts the conversation from the static "press release distribution list" to real-time, cross-platform audience engagement, highlighting how regional title newsrooms have decentralised out into the communities they serve.The conversation addresses the modern realities of trust and fact-checking, diving into Reach plc's robust structural response to the proliferation of "fake experts" and AI-generated fabrications. David shares a powerful look at the mechanics behind high-impact campaigns, such as the Manchester Evening News's coverage of the Awab Ishak housing scandal, and explains how automated newsroom workflows and internal AI tools like "Guten" are deployed to free up journalists for deep investigative work. For any PR or communications professional trying to break through the digital noise, this episode provides a vital framework for delivering useful, reliable and memorable narratives.From a PR and communications perspective, this episode covers:The Transition to Multi-Platform Distribution: Why modern journalism focuses on packaging content for spaces where audiences live (like TikTok and Facebook) rather than relying solely on direct website homepage traffic.The Crackdown on "Fake Experts": Reach plc’s proactive deployment of a centralised, crowdsourced verification database to protect readers from AI-generated credentials and bad-faith PR pitches.Designing Stories for Digital Retention: Crafting multimedia assets that assist editors by answering the core reader criteria: Is this piece useful, memorable and reliable?AI Tool Integration in the Newsroom: Deploying natural language processing tools to parse complex council agendas and cross-platform duplication, maximising field reporting capacity.David shares the extraordinary operational insight that the Manchester Evening News contributes more to its regional economy than Manchester United and Manchester City football clubs combined. He also reflects on his early career starting as a reporter, the structural tension between platform algorithms and direct audience loyalty and his proudest legacy project: a campaign that successfully prevented the closure of local care homes in Clitheroe.This episode is relevant for professionals working in:PR Agency Directors & Account Managers: Seeking to construct reliable media relations strategies that survive rigorous editorial verification tiers.In-House Corporate Communicators: Looking to understand newsroom asset workflows, including B-roll, digital data packages and expert profiling.Journalism Students & Researchers: Analysing the evolution of media monetisation models, digital ethics and automated content workflows.Public Sector Public Affairs Leads: Evaluating how localised newsrooms preserve regional community cohesion and civic engagement.Links and ReferencesReach plc – https://www.reachplc.comManchester Evening News (MEN) Awaab Ishak investigation – https://www.manchestereveningnews.co.uk/news/greater-manchester-news/death-two-year-old-awaab-25740113Nottinghamshire Live – https://www.nottinghampost.comPress Gazette (fake experts investigation) – https://pressgazette.co.uk/news/fake-experts-seo-journalism/IPSO (Independent Press Standards Organisation) – https://www.ipso.co.ukBBC Local Democracy Reporting Service – https://www.bbc.com/lnp/ldrsShelter – https://www.shelter.org.uk Hosted on Acast. See acast.com/privacy for more information.

When tragedy strikes, can your words do more harm than the crisis itself? In this episode of PR in the Real World, Professor Lucy Easthope, the UK’s leading voice in disaster recovery, joins Tony Garner to unpack the devastating difference between "PR spin" and genuine, trauma-informed candour.Professor Lucy Easthope has spent her career advising governments, emergency services and global organisations through some of the most high-profile disasters in recent history, including 9/11, the 7/7 bombings, the pandemic response and the Manchester Arena attack. Inspired as a child by the toxic, defensive media framing of the Hillsborough disaster, Lucy has dedicated her life to ensuring victims and survivors are treated with dignity.The conversation explores why crisis comms must go beyond beautifully crafted text to take a true "helicopter view" of physical spaces, non-verbal cues and human emotion. Lucy introduces the concepts of "Hopium" (the danger of over-optimism and false timelines) and the "Disaster Recovery Graph," illustrating why leaning into short-term heroism tropes always triggers a long-term trust deficit. From the legal cliff-edge of civil litigation to prepping for a 24/7 news cycle, this episode is a blueprint for braver, more human crisis communication.From a PR and communications perspective, this episode covers:The "Helicopter View" of Crisis: Why structural context, environment and non-verbal signs matter just as much as a polished press release.The Danger of Hopium: How over-optimism and fake corporate apologies erode trust and leave organisations exposed when timelines inevitably fail.The Disaster Recovery Graph: Navigating the specific arc of a crisis—from the initial incident through the 8-week "honeymoon/heroism" phase to the inevitable slump and long-term investigation phase.Truth vs. Trust in a 24/7 World: Moving away from the archaic "feed the beast" mindset toward real-time accuracy and a unified corporate face.The Legal Cliff-Edge: Managing the jarring, brutal transition between empathetic early comms and the rigid, defensive realities of insurance and tort law.Respecting Comms Expertise: Why senior leaders must stop treating themselves as communication experts and empower their PR directors at the gold-command table.This episode is relevant for professionals working in:Crisis Communications & Reputation Management: Tasked with protecting organisational integrity during public reckonings.Emergency Planning & Blue Light Comms: Developing joint-agency responses through Local Resilience Forums (LRFs).Public Sector & Healthcare Leaders: Navigating statutory duties of candour, public inquiries and structural change.Investigative Journalists & Scholars: Specialising in disaster dialogue, ethnography and public accountability legislation.Links and ReferencesDr. Lucy Easthope – When the Dust Settles (book): https://www.hachette.co.uk/titles/lucy-easthope/when-the-dust-settles/9781529358247 Dr. Lucy Easthope – Come What May (book): https://www.hachette.co.uk/titles/lucy-easthope/come-what-may/9781399736220/ Desert Island Discs (Lucy Easthorpe episode, BBC Radio 4): https://www.globalplayer.com/podcasts/episodes/7DrsUDD/ Word of Mouth with Michael Rosen (episode featuring Lucy on disaster dialogue): https://open.spotify.com/episode/0To7fGDQwhztBumvv5tcnu BBC Radio 4 – Are You Ready? (programme mentioned): https://www.bbc.co.uk/programmes/m002n7mh Good Housekeeping (Lucy’s emergency preparedness interviews mentioned): https://www.goodhousekeeping.com/uk/health/a64618387/prepemergency-disaster/ Hillsborough (TV drama by Jimmy McGovern): https://www.imdb.com/title/tt0116533/ Amanda Coleman – work/book on reputation in crisis communications (mentioned): https://www.koganpage.com/marketing-communications/strategic-reputation-management-9781398617308 Amanda Coleman on PR in the Real World: https://www.vivapr.co.uk/pr-in-the-real-world-crisis-leadership/ Hosted on Acast. See acast.com/privacy for more information.

How do you turn a highly sensitive, secure defence program into a global social media powerhouse? In this 50th milestone episode of PR in the Real World, host Tony Garner travels to the Bavarian Alps to sit down with Flo Taitsch, Vice President of Communications and Marketing at Eurofighter Typhoon, to break down the strategy behind The Fighter Show.The Fighter Show has defied traditional defence sector conventions, rapidly growing into the world’s largest defence-focused social video program with millions of views. Flo shares the genesis of the YouTube show, which he famously conceptualised as a space "where Top Gear meets Top Gun." We explore the three-pronged strategic vision that drove the project: supporting international export sales, creating an active talent recruitment pipeline for partner companies (including BAE Systems, Airbus and Leonardo) and engaging a massive global aviation fan base.The conversation delves into the tactical realities of producing high-value, episodic digital content with a remarkably lean, part-time team. Flo speaks candidly about the transition from managing behind the scenes to hosting on camera in a non-native language, the logistical nightmare of a fortnightly production schedule and how the show successfully built a bridge across the military security fence. From the emotional impact on military families to the metrics that validate corporate investment, this episode offers a practical masterclass in modern comms leadership and calculated risk.From a PR and communications perspective, this episode covers:The "Top Gear meets Top Gun" Model: Creating an entertainment-first educational framework to avoid the "swipe past" phenomenon on social media algorithms.The Security Fence Bridge: Utilising unique, industry-insider access to demystify complex engineering environments for the public.Episodic Production Velocity: The operational and human strain of maintaining a fortnightly video publishing schedule with a part-time internal team.The Superhero Interview Technique: Providing psychological safety and patience to first-time, high-scrutiny operational guests to ensure authentic, premium on-screen delivery.The Ripple Effect of Internal PR: Giving military personnel and maintainers a public platform to explain their highly classified roles directly to their families.Evolving Video Analytics: Shifting focus from vanity view counts to qualitative metrics like localised watch time, geographic distribution and viewer retention.Flo outlines the rigorous process of planning The Fighter Show’s fourth season and describes the real-world impact of being recognised by flight surgeons and young spotters alike. He also shares his ultimate "dream episode" concept, uniting all Eurofighter partner nations in a single aerial formation and the historical evolution of tracking PR success, moving from physical newspaper clippings to sophisticated digital dashboards.This episode is relevant for professionals working in:B2B & Defence Sector PR: Looking for strategies to modernise communications around highly technical or sensitive products.Brand Managers & Directors: Seeking a blueprint for creating self-sustaining, high-impact owned media channels.Social Media Content Creators: Interested in high-yield corporate video production and YouTube audience retention.Corporate Comms Leaders: Looking to understand how to align creative content campaigns with hard talent recruitment and sales goals.Links and ReferencesConnect 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/ Hosted on Acast. See acast.com/privacy for more information.

How do you lead a communications strategy when the consequences are a matter of life, death and national inquiry? In this episode of PR in the Real World, Sarah Keaveny, Head of External Communications at Manchester Metropolitan University, shares the raw realities of frontline public sector PR.Sarah Keaveny’s career is defined by pressure and purpose. Starting as a crime reporter at the Bury Times, Sarah learned early that "human stories" are the heartbeat of impactful journalism. She takes us through 14 intense years at Greater Manchester Fire and Rescue Service, where she managed the comms for tragic live incidents, including the line-of-duty death of a firefighter. We delve into the long-running reputational pressure of the Manchester Arena Inquiry and the essential role of humility and evidence when an organisation must prove it has genuinely changed.The conversation also explores Sarah’s work on the multi-award-winning ‘Is This Okay?’ campaign, a viral initiative tackling violence against women and girls. Sarah breaks down how to spark behaviour change on a shoestring budget and why she has now pivoted to proactive, strategic comms in the Higher Education sector. This episode is an essential guide for anyone navigating high-stakes reputation management while maintaining their own resilience.From a PR and communications perspective, this episode covers:The Transition from Newsroom to Frontline: Using reporter instincts (determination and tenacity) to manage emergency service comms.Managing Live Crisis Incidents: Building a 24/7 "newsroom-style" comms team within the Fire and Rescue Service.Reputation & The Arena Inquiry: Proving "genuine improvement" through evidence, data and the courage to ask awkward internal questions.Behaviour Change at Speed: The strategy behind the ‘Is This Okay?’ campaign; launching a viral movement in just four weeks.Bystander Theory in PR: Engaging men and boys specifically to challenge societal attitudes and low-level harassment.Strategic Pillars in Higher Education: Moving from 80% reactive work to 80% proactive strategy using the OASIS framework.Sarah shares a staggering statistic: Manchester Met contributes more to the local economy than both Manchester United and Manchester City combined. She also offers personal reflections on leadership, "poker faces," the value of national networks like FirePro and why reconnecting with her alma mater has brought her career full circle.This episode is relevant for professionals working in:Crisis Communications: Especially those in "blue light" services or local government.Public Sector PR: Navigating political stakeholders and multi-agency responses.Behaviour Change Specialists: Interested in low-budget, high-impact social campaigns.HE Professionals: Looking for insights on external engagement and purpose-led storytelling.Links and references Is This Okay? Campaign: https://isthisokgm.com/Mayor of Greater Manchester – Is This Okay? campaign launch: https://www.greatermanchester-ca.gov.uk/news/mayor-launches-latest-stage-of-campaign-to-tackle-gender-based-violence-with-hard-hitting-film/Greater Manchester Gender-Based Violence Strategy: https://www.greatermanchester-ca.gov.uk/what-we-do/safer-and-stronger-communities/gender-based-violence/isthisokManchester Metropolitan University: https://www.mmu.ac.uk/Manchester Metropolitan University – About: https://www.mmu.ac.uk/about-us/Greater Manchester Fire and Rescue Service: https://manchesterfire.gov.uk/More PR in the Real World: https://www.vivapr.co.uk/viva-podcast/ Hosted on Acast. See acast.com/privacy for more information.

How do you turn a personal experiment into a global cultural phenomenon that millions of people participate in every year? In this episode of PR in the Real World, we go behind the scenes of Alcohol Change UK with Joe Marley, Executive Director of Marketing and Communications, to discuss the strategy behind Dry January.Dry January is one of the UK’s most recognisable behaviour change campaigns, but its success isn’t accidental. Joe Marley shares the campaign's humble origins, starting with a single person training for a half-marathon, and how it has evolved over 15 years into a clinical tool supported by rigorous evidence. We explore why January provides the perfect "sliding doors" moment for a lifestyle reset and how the charity manages to keep an annual campaign feeling fresh without resorting to preachy or prescriptive messaging.The conversation dives deep into the "Science of Change," looking at why the Try Dry app is the campaign’s most valuable conversion tool and how 70% of supported participants are still drinking less six months later. Joe also discusses the "pressure of the best year," moving from vanity metrics to "sanity metrics," and why the most important day of the entire challenge is actually the 1st of February.From a PR and communications perspective, this episode covers:The Non-Prescriptive Tone: Why meeting people "wherever they are" is more effective than an anti-alcohol stance for long-term trust.The Try Dry App as a PR Lever: Using digital tools to gather baseline data, track impact, and provide year-round motivational touchpoints.Sustaining Annual Momentum: How to regroup every year using participant ambassadors, community champions, and fresh polling data.Sanity vs. Vanity Metrics: Shifting focus from simple "reach" to direct calls-to-action (app downloads) and long-term behavioural outcomes.Strategic Partnerships: Working with brands like Lucky Saint and local authorities to amplify the message to diverse audience segments.The Boxing Day Spike: Understanding the psychology of the "ready to commit" moment and front-loading content for late December.Joe discusses the 'Funny AF' (Alcohol Free) comedy campaign featuring Tom Rosenthal, designed to challenge the myth that alcohol is required for social fun. We also explore the "ripple effect" of alcohol harm; how changing one individual’s relationship with alcohol can positively impact families, workplaces and entire communities.This episode is relevant for professionals working in:Behaviour Change & Public Health: Seeking a blueprint for long-term health intervention campaigns.Non-Profit & Charity Comms: Interested in sustaining engagement for annual awareness months.Marketing Strategy: Looking for insights on audience segmentation (specifically targeting the 35+ male demographic).Digital PR: Focused on app-led conversion and data-driven storytelling.Links and ReferencesAlcohol Change UK: https://alcoholchange.org.ukDry January campaign: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/about-dry-january/the-dry-january-storyTry Dry app: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/get-involved/the-dry-january-appAlcohol Change UK Campaigns: https://alcoholchange.org.uk/get-involved/campaigns Hosted on Acast. See acast.com/privacy for more information.

How do you transition from planning a single national behaviour-change stunt to managing an education group demanding four campaigns a week? In this episode of PR in the Real World, Louise Marsden, Vice Principal at East Lancashire Learning Group (ELLG), shares how to lead fearless marketing strategies backed by data.Louise Marsden has split her 24-year career between directing disruptive public campaigns at Keep Britain Tidy and modernising Further Education (FE) brands. She reflects on the data-led lessons that shaped her philosophy, explaining why pushing creative boundaries (like building live rat tanks in London) is only possible when you can weaponise hard facts against institutional pushback.The conversation lifts the lid on FE marketing, where colleges act as localised sanctuaries for students aged 16 to 90. Louise shares the blueprint behind rebranding the LTE Group and launching the new ELLG identity based on market research. From handling crisis workflows to placing marketing at the centre of corporate governance, this episode is a vital field guide for purpose-led communicators.From an operational and strategic perspective, this episode covers:The Evidence-Led Creative License: Using research to defend brave, boundary-pushing campaigns from board scepticism.The Velocity Shock of FE: Moving from long-form national charity campaigns to high-volume college execution models.The "Sanctuary" Narrative: Recognising that education marketing goes beyond enrollment to champion community safety and equity.Structural Rebranding: The step-by-step methodology behind executing multi-site identity overhauls across thousands of stakeholders.Injecting Industry Talent: Professionalising public sector functions by intentionally recruiting corporate and retail marketing specialists.Collaborative Crisis Management: Establishing rapid-response "war rooms" where operational leads and comms directors share accountability.Louise details the logistical anxiety of building a replica beach in Trafalgar Square, only to have the media hook blanked out by the sudden death of the Pope. She also breaks down her trustee work with Alternative Futures Group, explaining how corporate communications models are used to elevate care sectors that punch below their weight.This milestone discussion is required listening for:Education Marketing VPs: Tasked with corporate restructuring, student recruitment and regional brand alignment.Behaviour-Change Marketers: Seeking reliable methodologies to track qualitative impact and build hard-hitting activations.PR Agency Directors: Looking to transition institutional clients away from operational outputs toward high-yield strategy.Public Affairs Communicators: Navigating civic networks, local economic boards and internal staff engagement loops.Links and ReferencesKeep Britain Tidy – https://keepbritaintidy.orgThe Manchester College – https://www.tmc.ac.ukLTE Group – https://www.ltegroup.co.ukEast Lancashire Learning Group (ELLG) – https://eastlancslearning.ac.uk/Lancashire Adult Learning – https://www.lal.ac.ukAlternative Futures Group – https://www.afgroup.org.ukNovus (Prison Education) – https://www.novus.ac.ukViva PR – https://www.vivapr.co.uk Hosted on Acast. See acast.com/privacy for more information.

Are your channels locking out millions of people? In this episode of PR in the Real World, Louise Gibson of Sheffield City Council shares simple, zero-cost adjustments that make everyday PR campaigns work twice as hard.Louise Gibson has spent two decades managing public sector digital channels. Drawing from her lived experience growing up in a deaf household, Louise shifts the focus from basic compliance to operational equity. She explains why relying on legacy social media strategies fails today, as platforms like Facebook shift from personal hubs to transactional spaces.The conversation targets hidden digital friction points. Louise highlights how trends like scattering emojis or skipping alt text disrupt screen-readers and alienate neurodiverse audiences. Using her "progress, not perfection" framework, she maps out how busy teams can systematically build accessible habits.From an operational perspective, this episode covers:Evolution of Social Feeds: Adjusting public messaging to match shifting user platform behaviours.The Problem with Emojis: Why scattered icons break copy tracking for screen-readers and how to place them properly.Mastering Contextual Alt Text: Focusing image descriptions on intent and emotion rather than just metadata.The 66-Day Habit Loop: Layering in accessibility habits over 9-to-10-week increments to build lasting muscle memory.Biased Language: Identifying and removing exclusive or stigmatising terminology from corporate copy.Inclusive Recruitment: Supplying interview questions in advance to reduce neurodiverse performance blocks.Louise shares a fostering recruitment campaign case study that doubled targets and lowered agency costs by putting real families first and engaging directly in local supermarkets. She also reflects on her recent inclusion in the Women in PR 40 over 40 list.This milestone discussion is required listening for:Social Media Managers: Tasked with digital accessibility, content creation, and moderation.Public Sector Comms Directors: Navigating local government mandates under the Equality Act.DE&I Directors & HR Partners: Re-evaluating recruitment standards and inclusive language training.PR Agency Account Managers: Optimising asset deliverability, campaign reach and market saturation. Links & referencesImproving accessibility in social media communications: https://lgcomms.org.uk/news-opinion/blog/improving-accessibility-in-social-media-communications/Sheffield City Council - main site: https://www.sheffield.gov.uk/Sheffield City Council - Newsroom: https://www.sheffield.gov.uk/newsSheffield City Council - Social Media House Rules (Linktree): https://linktr.ee/sheffieldcitycouncilDisabled By Society - Jamie Shields: https://disabledbysociety.com/RNIB - How to make your social media accessible (+ checklist): https://www.rnib.org.uk/living-with-sight-loss/assistive-aids-and-technology/tv-audio-and-gaming/guide-to-accessible-social-media/How screen readers handle emoji-heavy text (YouTube): https://www.youtube.com/watch?v=0XJBIUH_o4wWeb Content Accessibility Guidelines 2.2 - official W3C guidance: https://www.w3.org/TR/WCAG22/Simon Sinek - Start With Why: https://simonsinek.com/books/start-with-why/CIPR - Chartered Institute of Public Relations: https://cipr.co.uk/LGA - Comms Hub: https://www.local.gov.uk/our-support/comms-hub-communications-supportWomen in PR - 40 over 40 Power List (2025): https://www.womeninpr.org.uk/women-in-pr-reveals-40-over-40-power-list/Andrew Bruce Smith - AI in PR: https://escherman.com/andrew-bruce-smith/CAN Digital - public-sector campaign: https://can-digital.net/ Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, founder of Experienced Media Analysts Steph Bridgeman returns to unpack what has changed - and what stubbornly hasn’t - since her first appearance.She explains how the refreshed Barcelona Principles 4.0, discussed at this year’s AMEC Summit in Vienna, align with the Integrated Evaluation Framework so communicators can set objectives, map outcomes and connect activity to real behaviour and business impact.Steph shares a candid take on AI in measurement, arguing that over-hype and opacity make it hard to trust black-box outputs when you need to ‘show your workings’. For her, good evaluation still relies on curiosity, transparency and the human judgement to question data rather than worship it.The heart of the conversation is about embracing small numbers. Steph urges teams to stop kidding themselves with inflated site-wide reach and to recognise that article-level audiences are almost always lower than the headline figure. She explains why defensible, smaller numbers tell a truer story - especially when they link to what people did next.Drawing on judging and winning experience at the AMEC Awards, Steph outlines what strong entries share: simple storytelling, clarity on learning and the courage to show how data drove change mid-campaign.Steph leaves listeners with quick wins they can apply. She recommends using Google search data to evidence behaviour change and capturing Google Autocomplete before and after a launch to show shifts in demand - a ten-second tactic that lands in the boardroom.This episode is for in-house teams and agencies who want credible, outcome-focused measurement that helps PR make better decisions.Links & referencesAMEC - Barcelona Principles 4.0: https://amecorg.com/barcelona-principles-4-0/AMEC - Integrated Evaluation Framework: https://amecorg.com/amec-framework/Experienced Media Analysts: https://experiencedmediaanalysts.com/CoverageBook: https://coveragebook.com/Releasd: https://releasd.com/Google Trends: https://trends.google.com/Everybody Lies (S. Stephens-Davidowitz): https://www.amazon.co.uk/Everybody-Lies-Internet-about-Really/dp/0062390856RAJAR: https://www.rajar.co.uk/CIPR CPD: https://www.cipr.co.uk/CPDAMEC Awards: https://amecorg.com/awards/awards-2025/Steph's first episode: https://www.vivapr.co.uk/pr-in-the-real-world-with-steph-bridgeman/ Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, Liam Kelly, Vice President Product Marketing at Onclusive, joins Tony to explore how the rise of AI and data intelligence is changing the way PR professionals measure success and demonstrate impact. With more than 25 years in media intelligence, Liam offers a fascinating look at how far the industry has come, and where it’s heading next.The conversation explores how technology has evolved to meet the demands of modern communications, what AI can and can’t do for PR teams and why human interpretation remains the real differentiator in a data-saturated world. Liam explains how Onclusive’s Global Content Hub now processes millions of pieces of media content an hour, why the shift from AVEs to meaningful business metrics matters, and how AI is already helping communicators detect crises, interpret sentiment and make faster, smarter decisions.As the discussion turns to AI search and the emergence of Generative Engine Optimisation (GEO), Liam makes a compelling case for why PR professionals must take ownership of how their brands show up in AI-driven results – and how content structure, authenticity and accuracy are becoming new pillars of reputation management. He also shares practical advice for regional agencies and smaller teams looking to adopt AI tools without big budgets, including where to start and what skills will matter most in the years ahead.Liam’s long-running newsletter, PR Measured, has chronicled a decade of change across media intelligence, and his perspective on the next wave of transformation is grounded, accessible and refreshingly pragmatic.A must-listen for PR professionals, communications leaders and agency teams who want to understand how data and AI can enhance – not replace – the craft of PR.Links and References:Onclusive – https://onclusive.comPR Measured newsletter – https://www.linkedin.com/company/pr-measured/posts/?feedView=allAMEC Integrated Evaluation Framework – https://amecorg.com/amecframeworkConnect with Liam Kelly on LinkedIn – https://www.linkedin.com/in/liam-kelly-insight/ Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, we’re joined by Paul Holliday, Chief Strategy Officer at Bolton Wanderers Football Club, for a heartfelt and insightful conversation about his 20-year journey in sports communications that started in writing content for matchday programmes.This episode dives deep into the world of sport, PR and purpose. Paul reflects on the highs of promotion glory, the lows of financial turmoil and the lessons learned from steering a football club through both triumph and trauma. His story captures the emotional heartbeat of regional communications.Paul shares how the digital revolution reshaped the role of the comms professional and how AI and technology are creating new opportunities for PR teams. Paul’s journey is a masterclass in resilient, values-driven communication.We also explore the human side of leadership: balancing professional challenges with family life, navigating mental health pressures and finding meaning through community impact. As Paul says, 'Football clubs are content farms, but the stories that matter most are about people'A must-listen for PR professionals, communications leaders, and anyone who believes the best storytelling starts close to home in the communities that shape who we are.Links & ReferencesBolton Wanderers Football Club – Official website: https://www.bwfc.co.ukBolton Wanderers in the Community – The club’s charitable arm supporting local initiatives: https://www.bwitc.org.ukEnglish Football League (EFL) – Paul’s former organisation: https://www.efl.comViva PR – Independent regional PR agency behind PR in the Real World: https://vivapr.co.uk Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, Graham Goodkind, Founder and Chairman of Frank PR, returns to share the lessons, laughs and leadership insights from 25 years at one of the UK’s most distinctive agencies.Picking up where Part 1 left off, Graham dives deep into the people side of PR - what it takes to grow a loyal, passionate team and why ‘growing your own’ talent has been one of the secrets to Frank’s longevity and culture.Graham reflects on the pride (and occasional pain) of building an agency that’s produced hundreds of industry stars. He opens up about Frank’s journey through multiple ownership structures, sharing candid lessons about timing, intuition and why you shouldn’t always listen to the advisors.Graham also explains how embracing an Employee Ownership Trust (EOT) has re-energised Frank, giving everyone a stake in the agency’s future.There’s practical wisdom here too: why leadership means letting people swim (but never drown), how to balance risk and reward and why founders must learn not to get too high on the highs or too low on the lows.Graham also talks candidly about burnout, balance and rediscovering his ‘mojo’ - proof that even in a fast-changing industry, experience and passion can co-exist with humility and humour.He wraps up with reflections on creativity, culture and keeping an agency relevant by mentoring Gen Z talent, launching Frank Social and a new creative arm that embodies the brand’s rebellious DNA.A must-listen for agency founders, PR professionals, and anyone building a business with heart, humour and long-term impact in mind.Links and ReferencesConnect with Graham - https://www.linkedin.com/in/goodkind/Frank PR - https://welcometofrank.com/Graham’s ‘Legends of Frank’ series – https://www.linkedin.com/posts/goodkind_topthree-activity-7375895365574873088-o0Lo?utm_source=share&utm_medium=member_desktop&rcm=ACoAAC4mOfcBYPfcRe9wxqsRl4pJULZsG0BGg2MPart 1 of Graham’s episode –https://open.spotify.com/episode/2VH4uM6aAmsrDjDVaw7TEO?si=pA4Y_LqFS6CsbOTGff-G6Qhttps://podcasts.apple.com/gb/podcast/lessons-from-25-years-in-pr-with-graham-goodkind-part-1/id1777087032?i=1000731714212https://youtu.be/_nlmnP371t4?si=dmTtAgeq0jDi1svc Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, Graham Goodkind, founder of Frank PR, shares some of the most practical and hard-earned lessons from his 25 years in public relations. This episode is all about the mindset and moments that have kept Graham at the top of his game in an industry that never stops changing.Graham explains why there’s never a perfect time to start a business, how to create a genuine point of difference in a crowded PR market and why the best ideas often come from being bold enough to go against convention. He talks about the thinking behind trademarking 'talkability' and why every campaign should aim to get people talking organically — whether it’s in the media, online or around the kitchen table.He also shares his stance on ditching timesheets and focusing on outcomes over hours, offering a different way to measure value in creative work. Graham discusses the creative process behind viral campaigns like Weetabix and beans, revealing what it really takes to make ideas travel and to turn into results.You’ll hear why he believes in 'being a Dick' (a nod to Olympic high-jumper Dick Fosbury), how saying no to convention can help you say yes to creativity and why persistence — never taking no for an answer — is still one of PR’s most valuable skills.This episode is a must-listen for PR professionals, agency founders and anyone looking to sharpen their creative instincts and understand what truly drives impact in modern communications.Links and ReferencesConnect with Graham - https://www.linkedin.com/in/goodkind/Frank PR – https://welcometofrank.com/CIPR – Chartered Institute of Public Relations – https://www.cipr.co.ukVote for Graham to be CIPR President - https://www.cipr.co.uk/CIPR/About_Us/Governance_/Elections/President_elect_candidates.aspx?WebsiteKey=0379ffac-bc76-433c-9a94-56a04331bf64Weetabix x Heinz Beans Campaign – https://www.bbc.co.uk/food/articles/controversial_breakfast_tweetDick Fosbury – The Fosbury Flop – https://en.wikipedia.org/wiki/Dick_FosburyCryonics Institute, Michigan – https://www.cryonics.org/ Hosted on Acast. See acast.com/privacy for more information.

The PR industry’s AI revolution is here, and this week, we’re turning insight into action.In our 40th episode and part two of this special episode of PR in the Real World, Tony continues his conversation with Darryl Sparey, Joint MD of Hard Numbers, to explore how PR agencies can practically adapt to a future powered by AI, data and Generative Engine Optimisation (GEO).Darryl talks about how Hard Numbers is bringing AI into the day-to-day - setting up a steering group to test ideas, using data to shape campaigns as they happen, and applying a commercial edge to how PR proves its worth.He also issues a critical call to action: as Google’s AI Overviews and other generative search tools divert traffic from publishers, PR must financially support the editorial media ecosystem it depends on - or risk losing it entirely.This is a must-listen for PR leaders, agency owners and communicators who want to stay ahead of the curve. If part one explained why GEO matters, part two shows how to make it work.LinksConnect with Darryl: https://www.linkedin.com/in/darryl-sparey/Check out Hard Numbers: https://www.hardnumbers.co.uk/Read Hard Numbers’ Research: https://www.hardnumbers.co.uk/researchReputation in the age of AI: https://www.hardnumbers.co.uk/research-reputation-in-the-age-of-aiOnclusive and Hard Numbers: https://onclusive.com/en-gb/resources/whitepaper/ai-industry-trends-2025/Institute for Public Relations – “How PR Pros are Using AI”: https://instituteforpr.org/how-pr-pros-are-prioritizing-strategy-and-workplace-value-in-2025/Visit Viva’s website: https://www.vivapr.co.uk/Other episodes of PR in the Real World: https://www.vivapr.co.uk/viva-podcast/ Hosted on Acast. See acast.com/privacy for more information.

The PR industry faces its biggest opportunity in two decades. Generative Engine Optimisation (GEO) and AI are already reshaping how reputations are built - and PR must be at the centre of that shift.In this special two-part episode of PR in the Real World, Tony Garner sits down with Darryl Sparey, founder of agency 'Hard Numbers' and one of the leading voices on AI in PR, to unpack what GEO really means for communicators. Hard Numbers' pioneering research into how large language models draw on editorial coverage makes the case for why PR can’t afford to miss this moment, and he told PR in the Real World what the industry stands to lose if they do.Darryl is passionate about protecting and advancing PR’s role in shaping reputation in the AI era. Darryl is putting this conversation at the centre of the industry - ensuring regional, independent agencies and in-house teams alike don’t get left behind.If you want to understand how PR should respond to AI, and why GEO could be the defining discipline of the next 20 years, this episode is unmissable.For more industry-defining PR conversations like this, be sure to subscribe to our channels.LinksConnect with Darryl: https://www.linkedin.com/in/darryl-sparey/Check out Hard Numbers: https://www.hardnumbers.co.uk/Read Hard Numbers' Research: https://www.hardnumbers.co.uk/researchReputation in the age of AI: https://www.hardnumbers.co.uk/research-reputation-in-the-age-of-aiKetchum UK - "We're Sitting on a Goldmine": https://www.ketchum.com/uk/news/we-are-sitting-on-a-goldmine-how-can-pr-influence-ai-search-results/Insight Agents' Interview with Darryl: https://insightagents.co.uk/why-pr-really-needs-to-embrace-hard-numbers-or-risk-being-seen-as-irrelevant-with-darryl-sparey/Institute for Public Relations - “How PR Pros are Using AI”: https://instituteforpr.org/how-pr-pros-are-using-ai/Onclusive and Hard Numbers: https://onclusive.com/wp-content/uploads/2025/02/EN-UK-Case-Study-%E2%80%94-HardNumbers.pdfPR in the Real World with Ben Verinder: https://embed.acast.com/671b4fbbe1ae5a1f28223a45/683da022708e9fc9b43c2d42Visit Viva's website: https://www.vivapr.co.uk/Other episodes: https://www.vivapr.co.uk/viva-podcast/ Hosted on Acast. See acast.com/privacy for more information.

PR in the Real World is the podcast from CIPR’s Small Agency of the Year, Viva PR, lifting the lid on how communications really works beyond the London bubble.Each episode shares practical, budget-savvy tactics drawn from the communities we serve in healthcare, advanced manufacturing, education and the public sector. No celebrity gloss, just impact you can measure.This week, Rachel Westray joins us to trace a career shaped early by family influence and sharpened by a year in León, where language and culture taught her how messages land.Now Site Communications Manager at Westinghouse’s Springfields site near Preston, Rachel works at the junction of internal engagement, industry partnerships and community relations - moving in a single day from a parish hall briefing to a global call with colleagues across 40 countries.She makes a compelling case for why comms must have a genuine seat (and voice) at the leadership table if it is to steer strategy, protect reputation and bring people with you.We explore what ‘impact’ looks like in a safety-critical, growth sector: myth-busting with the public, building trust with stakeholders and planning Springfields’ 80th anniversary in a way that reflects the site’s deep roots and fierce loyalty.Rachel explains how apprenticeships and internships create real social mobility, why the nuclear community’s openness is a strength and how regional organisations can - and should - be heard nationally.There’s also an honest take on the post-Covid shift from comms as a ‘nice to have’ to business-critical, the role of professional standards through the CIPR and a balanced view on AI.If you care about meaningful engagement, talent pipelines and the power of place in PR, this conversation is a masterclass.LinksConnect with Rachel: https://www.linkedin.com/in/rachel-westray-150b5458/Westinghouse Springfields: https://westinghousenuclear.com/uknuclear/springfieldsNuclear Industry Association (NIA): https://www.niauk.org/Women in Nuclear UK: https://www.winuk.org.uk/Nuclear Institute – Young Generation Network (YGN): https://nuclearinst.com/ygnCIPR (Chartered Institute of Public Relations): https://www.cipr.co.uk/Lancashire Combined County Authority: https://lancashire-cca.gov.uk/Lancashire Business Board: https://lancashire-cca.gov.uk/governance/lancashire-business-boardEDF – Heysham power stations: https://www.edfenergy.com/energy/power-stations/heysham-1 Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, we sit down with Andy West, a true legend in the PR industry, whose career spans nearly four decades at the very top of global agencies.Andy shares the stories, lessons and philosophies that have shaped his iconic career and continue to influence how agencies grow today.An early break at Text 100 during a period when the agency worked alongside Microsoft in the heady days of the late 80’s and 90’s pulled Andy into the world of public relations before taking on a series of Board roles, working as part of the team that built the company into a global powerhouse. Andy takes us inside his experiences of organic growth on an international scale, building networks of agencies across Europe, the US and beyond.He reflects on the importance of positioning and proposition in helping agencies stand out, why founders often hold themselves back and the 'holy trinity' of agency growth: marketing, business development and sales.Now leading Westofcenter Consulting, Andy brings all of that experience into his consultancy, advising agencies of every size on how to unlock growth, strengthen culture and keep clients and teams thriving.His insights into leadership, talent retention and client-centricity are invaluable for anyone serious about building an agency for the long term.As ever, the conversation is rooted in what PR really looks like behind the stories you have heard and the ethos that drives this podcast, created by Viva, the CIPR’s Small Agency of the Year.Andy’s reflections make for a must-listen for agency leaders and communicators who want to stay curious, build better businesses, and embrace the future of PR.Links and ResourcesGet Andy's services with WestofcenterFollow Andy West and Westofcenter on LinkedInRead Andy’s agency advisory newsletterThe home of Bigger Better Bolder ThinkingGareth Healy - Standout or StandstillLuk Smeyers Find out more about Viva, the CIPR’s Small Agency of the YearPrevious PR in the Real World episodes Hosted on Acast. See acast.com/privacy for more information.

This is an episode of PR in the Real World like no other. Julia Petryk is a Kyiv-based PR professional who understands what comms on the frontlines really is. On 24 February 2022, Russia invaded Ukraine, with Russian President Vladamir Putin announcing the commencement of a three day ‘special military operation’. The invasion is into its fourth year. Within the first hours of the Russian full-scale invasion of Ukraine, Julia Petryk founded the PR Army. The initiative was a response to the Russian violation of international agreements and its brutal invasion of Ukraine. PR and Comms experts got together to build strong Ukrainian presence on the global arena and make Ukrainian voices vocal all over the world. In this raw interview, Julia shares her story with PR in the Real World, detailing her experience in our profession and the impact of Europe’s largest war since World War II on her life as a PR professional. Listen, or watch, this unique interview for a genuine insight into PR on the frontlines. Connect with Julia on LinkedIn: https://www.linkedin.com/in/julia-petryk/Learn about the PR Army: https://www.pr.army/Discover the Tech PR School: https://product-pr.com/Find more of Julia’s work: https://calibrated.agency/The Rooster of Borodianka: https://www.maidanmuseum.org/en/node/2138 Hosted on Acast. See acast.com/privacy for more information.

Claire Episode Description In this episode of PR in the Real World, we’re joined by Claire Quansah - agency consultant and team strategist - for a deep dive into what really makes agencies work (or not).With 20 years of experience across global networks and independents, Claire shares what she’s learned about agency growth, people management and the power of clear communication.She reflects on her early PR career and how a rocky start with journalists taught her the value of preparation.We explore the growing pains founders face as they scale - from hiring the right people to building shared purpose - and why many struggle with the shift from practitioner to manager.We also unpack how to handle tough conversations, why psychological safety matters and the difference between diversity and true inclusion.Claire shares practical tips for creating workplaces where everyone can thrive, and how her Manchester Agency Walks have become a community space for honest conversations and shared learning.Connect with Claire on LinkedIn: https://www.linkedin.com/in/claire-quansah/BME PR Pros: https://www.bmeprpros.co.ukDISC Personality Profiles: https://www.discprofile.com Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, host Tony Garner sits down with Rob Hallam, founder and managing director of Bigtank Productions, to explore how storytelling, empathy and service-first thinking can elevate corporate video for purpose-driven brands.Rob shares his unconventional career journey - from a shyness-shaking stint in a model shop and summers teaching martial arts at Camp America, to stand-up gigs and comedy characters on Men & Motors, including Reverend Bob. His breakthrough into media came via a bold pink envelope mailed to Granada TV, landing him a runner’s role that soon led to directing and presenting.He explains how he transitioned from TV to founding Bigtank in 2005 with a belief that video should tell emotionally resonant, people-first stories. That ethos – ‘content that matters for brands that care’ - remains central to their work with clients across sectors like healthcare, manufacturing, education, and the public sector. Rob discusses how they distinguish between video that merely ‘looks good’ and content that shifts what audiences think, feel and do - the real benchmark of effectiveness for any PR-led visual storytelling.Throughout the episode, Rob unpacks how PR professionals can reframe transactional briefs into emotionally resonant narratives that serve both audience and brand strategy. From filming quirky campaigns about electric cat litter trays to life-changing mental health videos, he emphasises that purpose and empathy must be at the heart of content creation.Whether you're pitching your next big campaign, advising a client on video direction or navigating your own leadership journey, this conversation will shift how you think about storytelling, audience connection and long-term impact in PR. Links & ResourcesAbout Bigtank and Rob HallamCompany website: bigtank.co.ukRob Hallam company profile: bigtank.co.uk/aboutNorth West Aerospace Alliance profile: aerospace.co.ukScaleup Q&A via Two Zero Lancashire: twozerolancs.comCreative showcase – Lancashire Business View: lancashirebusinessview.co.ukReverend Bob’s Torque Show Ep. 13 – Men & MotorsBest of Rob Hallam Reviews – Men & MotorsUsed Car Advice from Reverend BobTorque Show Ep. 4 Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, we sit down with Ruth Boston, Head of Communications at the Northern Health Science Alliance (NHSA), to explore how smart, strategic comms can drive real policy change. Ruth shares her journey from regional journalist to leading communications in the health research space, giving us a behind-the-scenes look at how her small but mighty team turns complex academic research into media moments and Westminster impact.Ruth takes us inside some of NHSA’s recent campaigns, including the Ageing in the North report, where she reveals how shocking statistics - like £10 billion lost each year due to ill health in older Northerners - were packaged for the media and cited in Parliament. She also explains how lived experience stories play a vital role in making stats human, helping broadcasters like the BBC bring data to life.We talk campaign strategy, media relations, messaging for policymakers, and the importance of building meaningful relationships with journalists. Ruth also shares her approach to team leadership, her tips for comms professionals wanting to break into the policy space, and what’s next for NHSA, including the upcoming Child of the North and Nutrition North reports.Whether you're working in public affairs, health PR, or simply want to use communications to make a difference, this episode is packed with insight.Links from the episode:NHSA websiteHealth Equity NorthConnect with Ruth:LinkedIn Hosted on Acast. See acast.com/privacy for more information.

In this latest episode of PR in the Real World - the podcast from the UK Small PR Consultancy of the Year, Viva PR - host Tony Garner is joined by Jessica Cooper, Marketing Director at VEKA plc - a leading supplier of PVCU window and door systems - to talk about her unconventional journey from managing social media campaigns for artists like Calvin Harris and Swedish House Mafia to shaping strategic marketing in the heart of Burnley’s advanced manufacturing sector.Jess opens up about the early days of her career in music management, learning her trade in a pre-Facebook digital world, and how that hustle shaped her bold approach to marketing leadership today. She reflects on her transition from agency life to client-side, explaining how her time at AMP and other firms taught her the value of deep customer understanding, tailored campaigns and the importance of treating every client like they’re the most important person in the room.Now at VEKA, Jess leads both internal and external communications for a business with more than 50 subsidiaries worldwide and a vital footprint in the Burnley community.She discusses the strategic importance of aligning marketing with commercial goals, how her team delivers industry-leading product launches like OMNIA, and why genuine co-creation with customers delivers better outcomes than top-down thinking or 'surprise and delight' campaigns.This episode also dives into the evolution of the fenestration industry, how VEKA is embracing digital transformation through tools like VEKA Edge and the ongoing challenge of attracting the next generation into manufacturing. Jess explains how VEKA's marketing now extends beyond brochures, offering installers everything from point-of-sale assets to immersive showroom experiences, while also supporting internal comms that empower over 400 employees across the UK.From championing local agency partnerships and buying Burnley-first, to leading with honesty, transparency and impact, Jess shares a passionate and practical view on what real-world marketing looks like when you leave the fluff behind.It’s a must-listen for anyone navigating B2B marketing, PR in manufacturing, internal communications, or regional agency life - packed with insights on agency-client relationships, commercial alignment and the mindset required to lead a team while managing imposter syndrome.🔗 Mentioned in this episode:VEKA UKVEKA Edge Marketing PortalBurnley Bondholders📲 Find Jess on LinkedIn Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, host Tony Garner is joined by internal communications expert Alison Arnot to explore one of the most overlooked but vital areas of crisis planning: internal comms. Alison is the Director of Catalyst Communications, a consultancy specialising in PR, training and internal crisis communication. She brings a wealth of frontline experience, including her role during the 2007 Glasgow Airport terror attack, to this powerful and practical conversation.Alison shares insights from her new book, Internal Communication in Times of Crisis: How to secure employee trust, support and advocacy in crisis situations, which introduces her seven-stage '7S' model. The book offers a blueprint for how organisations can effectively support and engage their internal audiences before, during and after a crisis.Listeners will gain a deeper understanding of why internal communication is often treated as the 'Cinderella' of crisis planning and why that needs to change. Alison explains how her 7S model (Surviving, Supporting, Sense-making, Stabilising, Stimulating, Sustaining, and Strengthening) provides a clear, actionable framework for responding to internal needs throughout a crisis lifecycle.She highlights the serious risks of neglecting your internal audience, including the potential for increased harm, prolonged disruption or even triggering new crises. Alison also explores how building trust, maintaining visible leadership and fostering a strong internal culture can dramatically improve an organisation’s ability to recover and thrive after a crisis.Crucially, the episode illustrates how internal communication can serve as an early warning system. By creating a psychologically safe environment where people feel able to raise concerns, organisations can spot and address smouldering issues before they escalate.Whether you're an in-house comms lead, a PR agency stepping into a client’s crisis, or a business leader wanting to build resilience from within, this episode is packed with expert insight and practical advice to elevate your internal comms strategy.Resources & MentionsBuy Internal Communication in Times of Crisis:Kogan PageAmazon UKWaterstonesLearn more about Alison Arnot:Catalyst CommunicationsAlison on LinkedIn Hosted on Acast. See acast.com/privacy for more information.

This isn’t your usual episode of PR in the Real World. But this is a special one. In this one, we bring you with us as Viva PR was crowned the ‘Small PR Consultancy of the Year’ at the CIPR Excellence awards.Join usual host Tony, producer Dan and Account Director Jac on their trip to the awards as they documented it all for your listening pleasure.Don’t worry. Normal service will resume on Tuesday with a fantastic guest full of experience and insight.And if you want to work with the best small PR consultancy in the UK, let’s talk [email protected]#CIPR, #PublicRelations, #SmallAgency, #PRSupportCheck out the... Small PR Consultancy of the YearCIPR Excellence Awards Hosted on Acast. See acast.com/privacy for more information.

In this landmark 30th episode of PR in the Real World, we sit down with Leanne Hughes - comms leader, public sector champion and community-builder -to explore how belonging, boldness and grassroots action can reshape a PR career.From early days in investment banking to two decades of leading health-focused campaigns in the NHS, Leanne opens up about why she spent years feeling like an outsider in the industry - and how she finally found her voice through peer networks like Public Sector Comms Headspace and CommsCamp. Now based in Scotland, Leanne is on a mission to decentralise the UK comms landscape - putting accessibility, inclusion, and regional expertise front and centre.She shares how Socially Mobile transformed her confidence and career progression, the stories behind campaigns that changed lives - including sexual health and consent education - and how she’s lifting the next generation through mentorship and grassroots leadership.This episode is a must-listen for public sector communicators, regional PR professionals, and anyone looking for real-world inspiration on how to build a career rooted in purpose, impact, and community.Links and Mentions:Public Sector Comms Headspace Facebook GroupCommsCamp ScotlandSocially MobileZero Waste ScotlandRebecca Roberts – Thread & FableSubscribe to PR in the Real World for honest, impact-driven conversations from the frontlines of UK communications. Hosted on Acast. See acast.com/privacy for more information.

In this fascinating episode of PR in the Real World, we sit down with journalist, PR agency founder, and author Andy Spinoza to explore Manchester’s remarkable transformation from an industrial relic to a global cultural powerhouse.Andy shares his unique journey, starting as the co-founder of City Life magazine in the 1980s, which captured Manchester’s emerging music, arts and social scenes. He describes his transition into journalism at the Manchester Evening News, where he covered stories involving some of the city’s most famous figures, including Morrissey, Ryan Giggs, and Sir Alex Ferguson.From there, Andy takes us inside the world of PR, revealing how he founded Spin Media, later known as SKV Communications. He reflects on the evolution of public relations from relationship-based media work to today's data-driven, digital-first environment, offering rare insights into how PR has adapted to the rise of social media and the decline of traditional journalism.Throughout the conversation, Andy discusses how Manchester’s music scene - led by legendary acts like Joy Division, The Smiths, Factory Records, and Tony Wilson - helped redefine the city’s global identity. He explains how the city leveraged its cultural heritage to attract global investment, talent, and regeneration, providing a blueprint for modern place-branding and city marketing.Andy also talks about his acclaimed book Manchester Unspun: How a City Got High on Music, published by Manchester University Press, and gives us a preview of his next project, Oxford Road: The Street That Changed the World, which will delve into Manchester’s rich history of innovation.Whether you're a PR professional, city planner, marketer, or simply fascinated by Manchester’s rise, this episode offers a masterclass in how storytelling, media, and culture can shape a city’s destiny.Buy Andy's book: https://manchesteruniversitypress.co.uk/9781526168450/City Life Archive: https://www.mdmarchive.co.uk/tag/9320/City-LifeAndy's TedX Page: https://www.tedxmanchester.com/speakers-2023/andy-spinoza/Check out Andy's Instagram: https://www.instagram.com/andy_spinoza/Find Andy on X (formerly known as Twitter): https://x.com/andyspin Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, host Tony joins former Viva intern Harriet Dawson to chart her unconventional PR journey - from recovering from heart surgery and starting her career during the pandemic to making waves in Melbourne’s digital PR scene.Harriet opens up about the emotional rollercoaster of beginning her career at the onset of COVID-19, adapting to hybrid work and how PR in Australia differs from the UK. With humour and honesty, she reflects on how early exposure to impactful projects shaped her approach and why PR should give juniors more than just the mundane.Whether you're a PR professional or someone just starting out, Harriet’s story is packed with insights about building confidence, staying versatile and keeping the spark alive at work.Harriet’s LinkedIn: https://www.linkedin.com/in/harriet-dawson/ Hosted on Acast. See acast.com/privacy for more information.

In this powerhouse episode of PR in the Real World, host Tony Garner welcomes Sarah Waddington - interim CEO of PRCA and co-founder of Socially Mobile - for a rich discussion on the current and future state of PR. Sarah shares her journey from regional agency leader to national advocate for professional standards, diversity and regional inclusion.We delve into the impact of geopolitical and technological changes, the role of AI in communications, and how initiatives like PitchForward and Socially Mobile are reshaping industry norms. Whether you're an agency leader, comms professional, or aspiring practitioner, this episode is packed with insights on leadership, lifelong learning and building a more inclusive PR industry.Want to know more about what we discussed? Here's some helpful links...Sarah's website: https://www.sarah-waddington.co.uk/Sarah's LinkedIn: https://www.linkedin.com/in/sarahwaddingtoncbe/ Socially Mobile: https://www.sociallymobile.org.uk/CIPR: https://www.cipr.co.uk/PRCA Pitch Forward: https://www.prca.global/explore-pr/campaigns/prca-pitch-forwardFuture Proof Community: https://wadds.co.uk/futureproofInstitute of Directors: https://www.iod.com/ Hosted on Acast. See acast.com/privacy for more information.

These days it seems you can’t escape AI discourse. Despite this, it’s rare for someone to cut through the noise and distil what’s really going on. This instalment of PR in the Real World with AI expert Ben Verinder is an exception. Hosted on Acast. See acast.com/privacy for more information.

What makes a campaign cut through? In this episode of PR in the Real World, we speak to one of the UK’s most respected creative strategists, Mark Perkins. From the award-winning 'Missing Type' campaign for NHS Blood and Transplant to the infamous 'Christmas Tinner' for GAME, Mark has built a career on finding bold, behaviour-changing ideas in the most unexpected places.We explore how a love of tabloid news and an eye for the absurd led him to a career creating stories that travel far and wide. Mark shares the thinking behind some of his most iconic work, including the campaign that saw brands drop letters from their logos to highlight the urgent need for blood donations, and how a can of gloopy Christmas dinner made global headlines.He talks us through his ‘minimum effort, maximum impact’ philosophy, why the best ideas often whisper rather than shout, and how to keep the audience – not the brief – at the center of creative thinking. We also hear about his move from agency life into training and mentoring, and why he believes that creativity can absolutely be taught.Whether you’re just starting out in PR or have been in the industry for years, this episode is packed with practical advice, fascinating stories and inspiration to help you think differently next time you’re faced with a challenging brief. Hosted on Acast. See acast.com/privacy for more information.

In her career Ann Rimmer has reckoned with building an agency from the ground up, business mergers in the millions, and making her own way as a consultant. From adopting hybrid working before it was trendy, to proving her agency’s strong jaw in rebuilding their client base after a 70% dip. Ann has insights worth listening to about what’s at the heart of branding, cultivating your own work culture and partnering with clients that fit. If you want to know what makes good branding good – make sure you catch this one. Hosted on Acast. See acast.com/privacy for more information.

From the murder of Jo Cox to cases of child neglect, this episode tackles the heavy stories head on – both professional and personal. This week’s is guest Dee Cowburn, who as a journalist turned comms pro, has navigated some of the UK’s most high-pressure stories.Dee also opens up about her daughter’s rare life limiting condition, and how navigating this alongside a demanding comms role led her to start her own consultancy. It’s a powerful conversation – one that challenges assumptions about success, work-life balance, and what it means to be ‘resilient’ in the real world. No matter your vocation, this one is a must listen. Hosted on Acast. See acast.com/privacy for more information.

Sarah is the Marketing Director at steel door manufacturer, Strongdor. Sarah takes what could be a dry, technical industry and has turned it into a platform for bold, people-first ideas that deliver impact. This episode is a masterclass in how creativity, strategic thinking, and bold decisions can cut through – even in the most unexpected sectors. Whether you’re working in B2B, managing a brand expansion, or just looking for ways to inject life into marketing, this one’s worth your time. Hosted on Acast. See acast.com/privacy for more information.

This episode of PR in the Real World has a different kind of guest in the hotseat. It’s the man behind the curtain, Viva’s own ‘producer Dan’. From landing work experience to launching this podcast from scratch, Dan’s story is one of experimentation and learning on the job. It’s a reminder that sometimes, the most valuable lessons don’t come from training courses or textbooks, but from just jumping in headfirst. Whether you’re early in your PR career or want to cultivate junior talent, this episode is packed with sharp insights on growth, learning, and where comms is heading next. Hosted on Acast. See acast.com/privacy for more information.

This episode of PR in the Real World is a masterclass in stretching budgets, earning trust, navigating crises, and creating standout campaigns that drive genuine change. Whether you’re managing an internal comms machine, or trying to spark cultural shifts on minimal spend — this one’s for you. Hosted on Acast. See acast.com/privacy for more information.

Amanda Coleman’s cut her comms teeth on the front lines. Having a dealt with crises that would make other comms professionals dizzy, she knows a thing or two about how to handle communications when you’re under pressure. Amanda’s approach is one that was forged in fire. From managing comms around some of the UK’s most difficult public incidents for the Manchester Met Police, to carving out her own path as a self-employed consultant – lessons from a seasoned pro like Amanda should be taken onboard by anyone in PR or comms. If you want to be crisis ready, this is must listen. Hosted on Acast. See acast.com/privacy for more information.

This week's guest, Neil Greaves currently leads the communications strategy for Lancashire and South Cumbria ICB, managing a substantial £5 billion healthcare budget for 1.8 million residents. Neil highlighted the pivotal role of communications in understanding community needs and influencing NHS decision-making, stressing the importance of engaging with the right audience. He discussed the ongoing changes within the NHS, advocating for proactive communication to enhance public trust and the necessity for NHS communicators to be integral to organisational strategy rather than being called upon last minute when a crisis occurs . Throughout the conversation, Neil underscored the significance of visibility in leadership and the value of public participation in local NHS forums, all while navigating the complexities of effective healthcare communication. Hosted on Acast. See acast.com/privacy for more information.

Advita Patel is a big hitter in the comms world. As the founder of CommsRebel, CIPR president, a fighter for inclusivity and a northerner boot – she really is the ideal podcast guest. From a working class BAME background in Bolton to leading national conversations in comms, Advita’s story is one of resilience and finding your voice. Her insights into how to build inclusivity through effective comms and the importance of confidence in PR are worth listening to. Tune in, this one’s a home run! Hosted on Acast. See acast.com/privacy for more information.

In this episode, we explore how to use podcasts as a powerful PR and marketing tool with Stewart Townsend, founder of Podcast Hawk — a platform that helps you find the right shows to pitch. Learn how to pitch yourself as a guest, build brand authority, and leverage podcasting for media exposure, audience growth, and content strategy. Hosted on Acast. See acast.com/privacy for more information.

Chris Maguire is a towering figure in the North-West media world. He has his finger on the pulse with everything from journalism and media relations to new tech in the business world. Anyone who claims to be curious about trends seriously needs to tune into this episode.  Hosted on Acast. See acast.com/privacy for more information.

How do you build trust with an end user when you have no control over the one thing they care about most: the price? In this episode of PR in the Real World, Katharine Topham, Marketing Manager at Vital Energi, shares her journey from zoology to construction sites to becoming a guru of the end-user experience.Katharine Topham’s career path is wonderfully unconventional. From studying the environment at Durham University to driving around construction sites in steel-toed boots as an "End User Specialist," Katharine has mastered the art of "seeing the whites of the eyes" of the customer. We explore her transition into the renewable energy sector, specifically looking at the growing world of Heat Networks and the unique comms challenges of a B2B2C business model.The conversation dives into the practical realities of connecting with diverse residents, many of whom are non-native English speakers, and how to use empathy to bridge the gap in essential services. Katharine explains why businesses often fail by focusing solely on the direct client while ignoring the end customer. From developing dedicated consumer brands with "softer" aesthetics to using WhatsApp for more convenient customer service, this episode is a blueprint for making technical PR accessible, authentic and human.From a PR and communications perspective, this episode covers:The B2B2C Challenge: Balancing the needs of the direct customer (Housing Associations/Local Authorities) with the actual end user (Residents).Face-to-Face Market Research: Why physically visiting construction sites or resident liaison meetings provides deeper insight than any digital tool.The "Innocent Drinks" Influence: Applying chatty, informal, and accessible branding to "unsexy" industries like energy and logistics.Translating Technical Jargon: Using animations and dynamic search websites to explain complex concepts like Heat Networks to a lay audience.Reputation Management & Trustpilot: Investigating negative reviews as a tool for service improvement and long-term brand differentiation.Inclusive Comms: Implementing translation functions and multi-channel support (WhatsApp/Web/App) to reach disenfranchised demographics.Katharine shares the "sliding doors" moment of her final year at university that sparked her marketing passion and offers advice to her 21-year-old self. We also discuss the role of Social Value in public sector tendering, moving beyond "communal gardens" to real community support like climate education and school engagement.This episode is relevant for professionals working in:Energy & Utilities PR: Navigating the move toward Net Zero and increased industry regulation.Construction & Infrastructure: Interested in end-user engagement and stakeholder management.Marketing Managers: Tasked with humanising technical B2B brands for a consumer audience.Market Researchers: Seeking to blend hard data with human-centric "boots on the ground" insights. Hosted on Acast. See acast.com/privacy for more information.