PR in the Real World

On the latest episode of PR in the Real World, Laura Harvey, Head of Communications and Public Affairs at Auto Trader, joins Tony Garner to discuss leading one of the UK's broadest in-house comms remits — spanning financial reporting, crisis comms, consumer PR, and government affairs. She reveals how Dieselgate sparked Auto Trader's public affairs strategy, the art of staying proactive in a reactive role, what skills every corporate comms leader needs, and how she built an entire function from scratch at a newly floated PLC.

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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.

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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 ripped up his agency's...

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 communications before taking...

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 conversation explores deep...

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 newsroom dynamics during major corporate buyouts an...

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 co...

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 to...

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...

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, defensive media framing of the Hillsborough di...

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 conceptualised as a...

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 comms fo...

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...

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 building live rat tanks in London) is only...

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 targets...

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...

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 rema...

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 sh...

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...

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...

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...

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 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 us to trace a career shaped early by family influence and sharpened by a year in León, where language and culture taught her how messages land.

N...

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 the heady days of the late 80’s and 90’s pulled Andy into the world of public relations before taking on a series of B...

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 the Russian full-scale invasion of Ukraine, Julia Petryk founded the PR Army.

The initiative was a response to the Russi...

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 on her early PR career and how a rocky start with journalists taught her the value of preparation.

We explore the growi...

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, to stand-up gigs and comedy characters on Men & Motors, including Reverend Bob. His breakthrough into media came via a bold pink envelope mailed to Granada TV, landing him a runner’s role that soon le...

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 academic research into media moments and Westminster impact.

Ruth takes us inside some of NHSA’s recent campaigns, including the Ageing in the North report, where she reveals how shocking statistics...

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 strategic marketing in the heart of Burnley’s advanced manufacturing sector.

Jess opens up about the early days of her career in music management, learning he...

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 during the 2007 Glasgow Airport terror attack, to this powerful and practical conversation.

Alison shares insights from her new book, Internal Communication in Times of Crisis: How to secure employee trust, support...

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 with a fantastic guest full of experience and insight.

And if you want...

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...