PR in the Real World

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...

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.

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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 mo...

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...

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.

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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 mo...

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.

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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...

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.

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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 h...

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.

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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, thi...

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 t...

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!

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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.

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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. 

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Katharine Topham’s unconventional career has made her a guru in understanding end users. This episode delves into the art of connecting meaningfully with end users and driving impact—even when you have no direct levers to pull. If you work in PR and comms and want to truly nail your end user strategy, this one’s a must-listen. Here are some key lessons from the latest PR in the Real World. 

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Paul is a seasoned comms professional — though he didn’t start out in comms. He joined the air sector of BAE Systems in Lancashire — then British Aerospace in the 1990s. It was quickly apparent he had a gift for comms, and he was given a role in the function. Today he is Head of Employee Communications. Over the years Paul has developed a deep understanding of the company’s unique culture. He’s also got a clear-eyed view of what works in employee comms. During his appearance on PR in the Real World, Paul offered clear insights on balancing corporate an...

Andrew is a business powerhouse, having co-founded ESP Play at the age of 19 and turning it into the multimillion-pound business it is today, he knows a thing or two about what makes a business sink or swim. Additionally, as if Andrew’s credentials weren’t impressive enough, he salvaged a struggling firm, Quest Electrical, and made it into a healthy competitive enterprise. Whilst Andrew doesn’t have a PR or comms background, climbing the business ladder like this means you know effective PR when you see it. Without any native affection for the industry – he offers refreshing and straight-talking insights on what...

Alex of Whetstone Communications cut his teeth in journalism before shifting to PR and comms. At first glance it seems like a conventional path, but he’s recently pivoted back into journalism - this time with a focus on data. Enter data journalism. Put simply, it’s one of the many arenas where data is shaking things up.

With vast datasets at our fingertips, and AI models hungry to analyse them, the storytelling potential is rife. Whether in journalism, PR, or comms, data-led storytelling is a game-changer. Anyone who claims to be curious about change in the PR i...

When Viva started looking at becoming an Employee Owned business (an EOT), we wanted to talk to people who had been there and understood the journey. One of those was Granby Marketing. They passed on loads of useful tips, but one of the key insights was this: get the communication right — with colleagues, suppliers and customers. Now, a year on since we became an EOT, we sat down with Caroline Noblett, the MD at Granby once again. In this episode of the podcast, we discuss how businesses can approach employee ownership and, importantly, what pitfalls to avoid. Curious about the be...

When it comes to getting first class broadcast coverage – Phil’s your man. As the founder of Broadcast Revolution, he is the go-to for everything from media training to getting you a platform with broadcast’s biggest hitters. Everyone can benefit Phil’s expertise and 20 years of insider knowledge. If you want to know how to make broadcast work for you, tune in for this episode of PR in the Real World. 

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Nigel Sarbutts is one of the UK PR industry’s most respected figures. With a CV that includes MD of Connectpoint PR and later Burson-Marsteller – Communique, he has plenty of knowledge to share. Not one to rest on his laurels Nigel has now built a PR freelance network from the ground up. The PR Cavalry is a freelance PR matchmaking platform. His advice is refreshing and practical — this is his appearance on PR in the Real World.

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Clare Coupe’s career isn’t your standard comms story. She started in marketing, cutting her teeth in higher education before pivoting into communications. Now, as Head of Communications and Public Affairs for Lancashire County Council (LCC), she brings a sharp, clear-eyed approach to the role. Clare’s secret weapon? A marketing-honed radar for audience needs that makes her a powerhouse in the PR world. If you’re in PR or comms and you’re not thinking audience-first, Clare’s here to wake you up. Here’s what she’s bringing to PR in the Real World. 

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Shirah Bamber has earned a reputation as the go-to problem solver throughout her career. With her directorship at Alma, a top communications and strategy consultancy, she’s built an impressive CV that spans across challenging roles from the public and private sectors. With many strings to her bow, insights from a well-rounded comms guru like Shirah are pure gold for PR and communications professionals. 

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Communications for a police force is a unique, different beast. Challenging goals, tight budgets, high-profile incidents and managing 30+ murders in a single year make it a demanding environment. For PR professionals, it requires navigating complex media ecosystems and addressing the demands of a 24/7 news cycle.

Someone who knows this world inside out is Liz Riding, Head of Media and Engagement for Lancashire Constabulary. Throughout her 28-year tenure, Liz has faced countless comms challenges. For her, what most would call a crisis is just another day at the office. For the record, she describes the job as a p...

In this session of PR in the Real World we welcomed Andrew Thorp — business speaker, communications skills trainer and public speaking guru. After over two decades in the golf industry, Andrew discovered a passion for storytelling. His insights and tips are invaluable for those in any communications industry. Here’s how Andrew Thorp reimagined what we call verbal PR.

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Rachel Bayley and the Place Brand team defied perceptions and put Burnley on the map. Here's how they did it...

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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 podcast highlights Viva's ethos that PR should be impact-driven, and guests offer tips on how to gain real-world results without necessarily relying on huge budgets or celebrity names.

In t...

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 podcast highlights Viva's ethos that PR should be impact-driven, and guests offer tips on how to gain real-world results without necessarily relying on huge budgets or celebrity names.

In t...