PR in the Real World

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...