PR in the Real World
PR in the Real World offers a unique perspective into the world of PR through the lens of a regional PR agency, Viva – recently named the CIPR's UK Small PR Consultancy of the Year. The podcast provides insights into PR, marketing, and communications, shaped by the communities Viva serves both geographically and across key sectors such as healthcare, advanced manufacturing, education, and the public sector. It highlights Viva's ethos that PR should be impact-driven, with guests offering tips on how to gain real-world results without relying on huge budgets or celebrity names.
Episodes
Communicating Complex Ideas Clearly with Alison Ramsay
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 employe
How to Shape the Narrative with Autotrader’s Laura Harvey
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 critica
The Leader Who Made Themselves Unnecessary with Sarah Ogden
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, bu
"It's a Great Time to Have a Brain" with Antony Mayfield
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 sp
From a Welsh Farm to CIPR Agency of the Year with Vicki Spencer-Francis
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,
The Story Behind 'AI for Public Relations' with Ben Verinder and Stephen Waddington
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 disruptio
Why Great Storytelling Still Wins with Maria McGeoghan
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 fron
The Career Advice Every PR Professional Needs with Steve Dunne
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
The Human Side to Public Sector Communications with Edna Boampong
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 governme
How to Influence Government Through Strategic Communications Harry Bradshaw
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 r
Shaping the News for Millions - Inside Reach plc with Chief Content Officer David Higgerson
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
How Language Heals (or Harms) in a Crisis with Professor Lucy Easthope
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 organisa
The Strategy Behind Military Aviation Marketing with Flo Taitsch
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
How to Handle High-stakes Communications with Sarah Keaveny
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 Time
How the ‘Dry January’ Campaign Changed a Culture with Joe Marley
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, bu
Fearless Marketing in Further Education with Louise Marsden
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 c
How to Make Your Communications Accessible with Louise Gibson
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 com
Sanity Metrics and PR Measurement that Matters with Steph Bridgeman
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 connec
What AI Means for PR Measurement with Liam Kelly
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 exp
The Football Comms Playbook with BWFC’s Paul Holliday
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 low
Lessons from 25 Years in PR with Graham Goodkind (Part 2)
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 secret
Lessons from 25 Years in PR with Graham Goodkind (Part 1)
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 ge
GEO and the Great PR Reality Check with Darryl Sparey
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
'GEO is PR's Biggest Opportunity for 20 Years' with Darryl Sparey
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
Navigating Nuclear Communications with Rachel Westray
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 u
The 'Holy Trinity' of Growth for PR agencies with Andy West
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
PR at War: Ukraine's PR Army with Julia Petryk
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 t
People Problems in PR and How to Fix Them with Claire Quansah
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 o
Comedy, Crisis and Content That Matters: Career Lessons with Rob Hallam
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,
How PR Changes Policy: Influencing the National Agenda with Ruth Boston
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 aca
The Other Side of the Brief: Life After Agency with Jess Cooper
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 strateg
How to Secure Employee Trust in Crisis Situations with Alison Arnot
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 du
The One About Becoming the Best Small PR Agency in the UK
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
How to be Socially Mobile with Leanne Hughes
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
Spin, PR, Culture: the Making of Modern Manchester with Andy Spinoza
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 de
Confidence, Culture Shocks and Comms Life Abroad with Harriet Dawson
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 Au
Strategy, AI and Regional Powerhouses with Sarah Waddington
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 techno
The Truth About AI in PR with Ben Verinder
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.
A Creative Campaign Masterclass with Mark Perkins
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 tab
How to Build Branding Without Burnout with Ann Rimmer
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
From Crisis Comms to Care: A Story of Resilience with Dee Cowburn
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
Strategic Bravery: Mastering B2B Marketing with Sarah Cooper
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 ex
Why You Should Go Into PR with Daniel Flynn
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 jumpin
Creative Comms on a Shoestring with Ginette Unsworth
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.
When the Worst Happens: Lessons in Crisis Leadership with Amanda Coleman
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
Comms-led Change in the NHS with Neil Greaves
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 ongoin
I Nearly Quit PR with 2024/25 CIPR President Advita Patel
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 comm
How to Create a Podcast Hit with Stewart Townsend
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.
The Changing Face of Business Journalism with Chris Maguire
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.
B2B2C Strategy and Human-Centric Comms with Katharine Topham
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 environme
Authentic Employee Comms: Engaging Large-Scale Workforces with Paul Earnshaw
How do you maintain an authentic voice across a global organisation of 100,000 people? In this episode of PR in the Real World, Paul Earnshaw, Head of Communications at BAE Systems, shares his 30-year journey from business apprentice to internal comms leader in the high-stakes defence sector.Paul Earnshaw has spent three decades within the air sector of BAE Systems, witnessing the evolution of com
PR from the Other Side: A Business Leader’s Perspective with Andrew Wood
What does an entrepreneur really think about your PR pitch? In this episode of PR in the Real World, Andrew Wood, multi-million-pound business owner and co-founder of ESP Play, shares a straight-talking perspective on what business leaders actually look for in an agency partnership.Andrew Wood started his manufacturing business at 19 and has spent over 20 years building multi-million-pound enterpr
The PR Data Revolution: Data Journalism, AI and Storytelling with Alex Waddington
Is data the "killer of creativity" or its greatest fuel? In this episode of PR in the Real World, Alex Waddington of Whetstone Communications shares how PR professionals can excavate a "veritable goldmine" of stories by adopting the habits of a data journalist.Alex Waddington cut his teeth in journalism before shifting to strategic comms in higher education and the non-profit sector. Now, he’s lea
Employee Ownership Done Right with Caroline Noblett
How do you transition from being "the boss" to being part of an employee-owned collective? In this episode of PR in the Real World, we explore the rise of Employee Ownership Trusts (EOTs) with Caroline Noblett, Managing Director of Blackburn-based Granby Marketing.In January 2024, Viva PR made the monumental shift to becoming employee-owned, a move that requires a radical rethink of internal and e
Securing Broadcast Coverage: Radio Power, TV Realities and Media Training with Phil Caplin
Why is radio often a more powerful PR tool than TV breakfast shows? In this episode of PR in the Real World, Phil Caplin, founder of Broadcast Revolution, reveals why reach and impact in broadcast aren't always where you think they are.Phil Caplin has spent over 25 years navigating the UK’s radio and television landscape. From his early days in fashion merchandising to founding a specialist consul
Redefining the PR Playbook with Nigel Sarbutts
Is the traditional "pyramid" PR agency dead? In this episode of PR in the Real World, Nigel Sarbutts, founder of The PR Cavalry, explains why the industry is shifting away from massive retainers and toward a flexible, project-led "Hollywood model."Nigel Sarbutts is one of the Northwest's most respected PR veterans, with over three decades of experience leading agencies like Connectpoint and Burson
Marketing-Led Comms: Audience Strategy and Team Transformation with Clare Coupe
How do you transition a massive public sector communications team from a "Cinderella service" to a strategic powerhouse? In this episode of PR in the Real World, we talk to Clare Coupe, Head of Communications and Public Affairs for Lancashire County Council, about why an audience-first marketing mindset is the secret to successful PR.Clare Coupe brings a unique perspective to the "hot seat" of cou
Strategic Problem Solving and Stakeholder Management with Shirah Bamber
What do you do when the "computer says no" in communications? In this episode of PR in the Real World, we sit down with Shirah Bamber, Director at Alma and former Head of Policy for Preston City Council, to discuss the art of being a "comms fixer."Shirah Bamber has built an impressive career navigating the complex intersection of public sector policy and private sector strategy. We explore her tra
PR on the Policing Frontline: Crisis, Resilience and Proving Trust with Liz Riding
How do you manage the narrative when the stakes aren't just sales, but public safety and trust? In this episode of PR in the Real World, we go inside the "pressure cooker" of blue-light comms with Liz Riding, Head of Media and Engagement for Lancashire Constabulary.Liz Riding has spent 28 years navigating the most demanding comms environment imaginable. From managing the fallout of 30 murder inqui
Verbal PR and Business Storytelling: Finding Your Voice with Andrew Thorp
How do you move from "Death by PowerPoint" to becoming a high-impact communicator? In this episode of PR in the Real World, we sit down with Andrew Thorp, business speaker, communications trainer and public speaking guru, to explore the world of "Verbal PR" and the art of the professional raconteur.We chart Andrew’s fascinating transition from a 22-year career in the golf industry, where he refere
The Key to Place Branding Success with Rachel Bayley
How do you transform a town’s reputation from a "former mill town" to a thriving hub for investment and creativity? In this episode of PR in the Real World, Rachel Bayley, Brand Manager for Burnley, reveals the "secret sauce" behind one of the UK’s most successful place branding initiatives.We dive into the practical realities of managing a borough-wide brand, starting with Rachel’s "baptism of fi
PR Measurement and Evaluation – with Steph Bridgeman
How do you measure the intangible value of PR in a digital-first world? In this episode of PR in the Real World, Steph Bridgeman, founder of Experienced Media Analysts, shares how organisations can move beyond basic "press counting" to demonstrate real-world impact.We explore the evolution of media measurement over the last 25 years, from physical press cuttings to AI-driven insights. Steph shares
Introducing PR in the Real World
PR in The Real World offers a unique perspective into the world of PR through the lens of an independent, award-winning, regional PR agency, Viva. The podcast offers insights into PR, marketing, and communications and it is shaped by the communities Viva serves—both geographically and across key sectors such as healthcare, advanced manufacturing, education, and the public sector. The pod
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