PR in the Real World

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...

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...

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...

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 environ...

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 c...

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 enter...

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 l...

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...

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 cons...

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 Burs...

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 c...

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 t...

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 inq...

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 refe...

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...

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 shar...

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...