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 offers insights into PR, marketing, and communications and it is shaped by the communities Viva serves—
Victoria Tomlinson, founder of Next-Up and former founder of Northern Lights PR, joins Tony Garner on PR in the Real World to explain why PR has never managed its own PR, after thirty years running her own agency. They cover why "we want awareness" is the wrong brief, what owning a target really means for a boardroom seat, how AI is making credibility harder to prove, and the case for rethinking retirement in her new book, Expiry Date Never. Essential listening for PR and comms professionals. Expiry Date Never: Age is the New Superpower - https://expirydatenever.co.uk/ Next-Up -…
Stuart Bruce, self-styled PR futurist and joint CEO of Purposeful Relations, joins Tony Garner on PR in the Real World to explain why AI has become the world's biggest reputation management engine. They unpack generative engine optimisation, the three factors shaping AI answers – recency, relevance and reputation – why crisis plans must treat AI as a stakeholder, and the story of helping now-PM Andy Burnham find his social media voice. Essential listening for PR and comms professionals. Hosted on Acast. See acast.com/privacy for more information.
Why are organisations with talented PR teams still ending up in reputational crisis? Farzana Baduel has the answer, and she sees it play out every week on BBC Radio 4. Farzana - founder of Curzon PR, CIPR president, Oxford Saïd Business School resident PR expert, and co-host of BBC Radio 4's When It Hits the Fan - joins PR in the Real World to explore why this is the most consequential moment in PR's history. She unpacks AI's real impact on the profession, why PR professionals are 'diagonal thinkers' who belong in the boardroom, and why the crises organisations find themselves in are so…
In this episode of PR in the Real World, Tony Garner talks to Nik Pearson, who leads corporate communications and external affairs across Europe for Honda, about earning a seat at the table in PR. They discuss sharing downside risk, using the AMEC framework and judgement over data in measurement, and building trust across multinational comms teams. Nik also reflects on his move from Toyota dealerships into leadership, and what makes an inclusive, high‑trust culture. Hosted on Acast. See acast.com/privacy for more information.
Behavioural science is one of the most talked-about, and least understood, areas in PR. Shayoni Lynn, founder of behavioural science consultancy Lynn, joins Tony Garner on PR in the Real World to separate evidence from hype. She explains why diagnosis must come before intervention, how her team's research and randomised control trials shaped Welsh Government's 20mph campaign, and why protecting behaviours matters as much as creating them. Practical advice for teams of any size on building behavioural capability. Hosted on Acast. See acast.com/privacy for more information.
Richard Slater, founder of Lancashire Business View and the Red Rose Awards, joins Tony Garner on PR in the Real World to reveal what makes journalists bin a PR pitch, why AI-written press releases are instantly spotted, and how to craft a story worth printing. From newsroom instincts to judging a 1,000-strong awards night, Richard shares practical tips on pitching, storytelling, media relations and award entries that PR and marketing professionals can use today. Hosted on Acast. See acast.com/privacy for more information.
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.…
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 References Zeno Clarity 2030 - https://clarity2030.zenogroup.com/ Hosted on Acast.…
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…
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…
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…
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…
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…
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…
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…
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…
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,…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
About 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 offers insights into PR, marketing, and communications and it is shaped by the communities Viva serves—
PR in the Real World is a English business podcast from Viva PR. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.
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