PR in the Real World

Viva PR
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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—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. Hosted on Acast. See acast.com/privacy for more information.

  1. How Language Heals (or Harms) in a Crisis with Professor Lucy Easthope

    2D AGO

    How Language Heals (or Harms) in a Crisis with Professor Lucy Easthope

    In this episode of PR in the Real World, Professor. Lucy Easthope, the UK’s leading voice in disaster recovery and crisis response, shares what truly matters when tragedy hits. It’s all about language, dignity and the ‘helicopter view’ comms teams need beyond perfect wording. Lucy unpacks ‘Hopium’, truth vs trust, the legal cliff-edge after crises and how to train braver, more human crisis comms for a 24/7 world. Links and References Dr. Lucy Easthope – When the Dust Settles (book): https://www.hachette.co.uk/titles/lucy-easthope/when-the-dust-settles/9781529358247 Dr. Lucy Easthope – Come What May (book): https://www.hachette.co.uk/titles/lucy-easthope/come-what-may/9781399736220/ Desert Island Discs (Lucy Easthorpe episode, BBC Radio 4): https://www.globalplayer.com/podcasts/episodes/7DrsUDD/ Word of Mouth with Michael Rosen (episode featuring Lucy on disaster dialogue): https://open.spotify.com/episode/0To7fGDQwhztBumvv5tcnu BBC Radio 4 – Are You Ready? (programme mentioned): https://www.bbc.co.uk/programmes/m002n7mh Good Housekeeping (Lucy’s emergency preparedness interviews mentioned): https://www.goodhousekeeping.com/uk/health/a64618387/prepemergency-disaster/ Hillsborough (TV drama by Jimmy McGovern): https://www.imdb.com/title/tt0116533/ Amanda Coleman – work/book on reputation in crisis communications (mentioned): https://www.koganpage.com/marketing-communications/strategic-reputation-management-9781398617308 Amanda Coleman on PR in the Real World: https://www.vivapr.co.uk/pr-in-the-real-world-crisis-leadership/ Hosted on Acast. See acast.com/privacy for more information.

    55 min
  2. The Strategy Behind Military Aviation Marketing with Flo Taitsch

    FEB 3

    The Strategy Behind Military Aviation Marketing with Flo Taitsch

    In this 50th episode of PR in the Real World, Flo Taitsch, Vice President Communications and Marketing at Eurofighter Typhoon, joins Tony Garner in the Bavarian Alps to unpack how The Fighter Show grew into a global social media powerhouse. They explore access and trust in a highly scrutinised sector, the metrics that really matter over time, and what sustainable success looks like beyond views alone. It’s a candid conversation about modern comms leadership - believing in the idea, preparing for impact, staying professional under pressure and taking calculated risks that deliver real-world results. Links and References Connect with Flo: https://www.linkedin.com/in/florian-taitsch-10aa29224/ Eurofighter Typhoon: https://www.eurofighter.com/ The Fighter Show (YouTube): https://www.youtube.com/@TheFighterShow Viva PR: https://vivapr.co.uk/ Royal International Air Tattoo: https://www.airtattoo.com/ Spitzingsee (setting): https://www.spitzingsee.de/ Other episodes: https://www.vivapr.co.uk/viva-podcast/ Hosted on Acast. See acast.com/privacy for more information.

    31 min
  3. How to Handle High-stakes Communications with Sarah Keaveny

    JAN 20

    How to Handle High-stakes Communications with Sarah Keaveny

    In this episode of PR in the Real World, Sarah Keavney, Head of External Communications, Manchester Metropolitan University, shares what she’s learned from a career that’s taken her from local journalism to the front line of public sector crisis communications. This one is about what PR looks like when it’s real people, real pressure and real consequences. Sarah reflects on her early reporter days at the Bury Times and Bolton News, where she learned the value of trusted relationships, resilience under deadline, and telling human stories with impact. She then takes us inside 14 years at Greater Manchester Fire and Rescue Service, from managing live incidents to communicating through tragedy -including the death of a firefighter. We also unpack the long-running scrutiny and reputational pressure that followed the Manchester Arena attack and the Arena Inquiry, and why humility, evidence and asking the awkward questions matter when an organisation has to prove genuine improvement. Finally, Sarah talks us through the award-winning ‘Is This Okay?’ campaign tackling violence against women and girls - how it came together fast, landed with men as well as women, and sparked the kind of conversation behaviour change depends on - before sharing why she’s now focused on proactive, purpose-led comms at Manchester Met. A must-listen for PR and comms professionals working in crisis, public sector, behaviour change, or anyone trying to do meaningful work without losing themselves in the process. Links and references   Is This Okay? Campaign: https://isthisokgm.com/ Mayor of Greater Manchester – Is This Okay? campaign launch: https://www.greatermanchester-ca.gov.uk/news/mayor-launches-latest-stage-of-campaign-to-tackle-gender-based-violence-with-hard-hitting-film/ Greater Manchester Gender-Based Violence Strategy: https://www.greatermanchester-ca.gov.uk/what-we-do/safer-and-stronger-communities/gender-based-violence/isthisok Manchester Metropolitan University: https://www.mmu.ac.uk/ Manchester Metropolitan University – About: https://www.mmu.ac.uk/about-us/ Greater Manchester Fire and Rescue Service: https://manchesterfire.gov.uk/ More PR in the Real World: https://www.vivapr.co.uk/viva-podcast/ Hosted on Acast. See acast.com/privacy for more information.

    57 min
  4. How the ‘Dry January’ Campaign Changed a Culture with Joe Marley

    JAN 6

    How the ‘Dry January’ Campaign Changed a Culture with Joe Marley

    In this episode of PR in the Real World, Joe Marley, Executive Director of Marketing and Communications at Alcohol Change UK, takes us inside the thinking behind Dry January - one of the UK’s most recognisable and enduring behaviour change campaigns. This episode is all about what it really takes to build — and sustain — a campaign that has become part of the cultural calendar, while staying rooted in evidence, trust and real-world impact. Joe shares the origins of Dry January, from its humble beginnings as a personal experiment to a global challenge used by millions of people each year. We explore why January works so well as a moment for behaviour change, and how the campaign deliberately avoids judgement or prescription — instead meeting people wherever they are in their relationship with alcohol. From a communications perspective, Joe unpacks the realities of running an annual campaign for nearly 15 years. He explains how Alcohol Change UK keeps Dry January feeling fresh by leaning into participant stories, community ambassadors and long-term outcomes. We also talk about the pressure of year-on-year comparisons and why 'sanity metrics' matter more than vanity numbers when you’re focused on genuine change. The conversation also dives into the strategic role of tools like the Try Dry app, the science behind supported behaviour change and why the most important day of Dry January might actually be the 1st of February. Joe also shares how creative activations — including the 'Funny AF' comedy campaign — are used to challenge cultural assumptions about alcohol while keeping the tone approachable, human and engaging. A must-listen for PR and communications professionals working on behaviour change, health campaigns, or any long-term initiative where trust, evidence and impact matter more than quick wins. Links and References Alcohol Change UK: https://alcoholchange.org.uk Dry January campaign: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/about-dry-january/the-dry-january-story Try Dry app: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/get-involved/the-dry-january-app Alcohol Change UK Campaigns: https://alcoholchange.org.uk/get-involved/campaigns Hosted on Acast. See acast.com/privacy for more information.

    32 min
  5. Fearless Marketing in Further Education with Louise Marsden

    12/09/2025

    Fearless Marketing in Further Education with Louise Marsden

    In this episode of PR in the Real World, Louise Marsden, Vice Principal Marketing and Brand Strategy at East Lancashire Learning Group (ELLG), shares how brave, evidence-led campaigns can change behaviour and transform education brands. Louise talks about her early days at Keep Britain Tidy, where research-driven stunts (including rat tanks and unapologetically graphic dog fouling ads) showed why you can only push creative boundaries if you can back them up with data. She then lifts the lid on the reality of FE marketing, including four campaigns a week, complex audiences from 16 to 90 and the responsibility of marketing colleges that are sanctuaries and second chances for students. She also reveals what it really takes to rebrand large education groups like LTE Group and ELLG using her vast experience as a lesson for anyone in a similar role. Along the way, she touches on crisis comms, prison education and her trustee work in the social care sector. A must-listen for anyone working in education, charity or behaviour-change marketing who wants to be braver without losing sight of impact. Links and References Keep Britain Tidy – https://keepbritaintidy.orgThe Manchester College – https://www.tmc.ac.ukLTE Group – https://www.ltegroup.co.ukEast Lancashire Learning Group (ELLG) – https://eastlancslearning.ac.uk/Lancashire Adult Learning – https://www.lal.ac.ukAlternative Futures Group – https://www.afgroup.org.ukNovus (Prison Education) – https://www.novus.ac.ukViva PR – https://www.vivapr.co.uk Hosted on Acast. See acast.com/privacy for more information.

    36 min
  6. How to Make Your Communications Accessible with Louise Gibson

    11/25/2025

    How to Make Your Communications Accessible with Louise Gibson

    In this episode of PR in the Real World, Louise Gibson - Social Media, Design, Advertising & Sponsorship Team Manager at Sheffield City Council - explains how to build accessibility and inclusion into everyday communications so more people can access, understand and act without adding cost or complexity.   This conversation is about practical inclusion and performance. Louise shares why accessible comms consistently works harder and why using corporate channels as we did, even a couple of years ago, won’t deliver the same results today. She brings a lived perspective as a deaf communicator who grew up in a deaf household, and she shows how small changes - especially on social media - translate into real-world impact.   Her mantra is ‘progress, not perfection’: choose one change, embed it as a habit over nine to ten weeks and then layer in the next. It’s a sustainable way to remove barriers without overwhelming busy teams.   Links & references Improving accessibility in social media communications: https://lgcomms.org.uk/news-opinion/blog/improving-accessibility-in-social-media-communications/Sheffield City Council - main site: https://www.sheffield.gov.uk/Sheffield City Council - Newsroom: https://www.sheffield.gov.uk/newsSheffield City Council - Social Media House Rules (Linktree): https://linktr.ee/sheffieldcitycouncilDisabled By Society - Jamie Shields: https://disabledbysociety.com/RNIB - How to make your social media accessible (+ checklist): https://www.rnib.org.uk/living-with-sight-loss/assistive-aids-and-technology/tv-audio-and-gaming/guide-to-accessible-social-media/How screen readers handle emoji-heavy text (YouTube): https://www.youtube.com/watch?v=0XJBIUH_o4wWeb Content Accessibility Guidelines 2.2 - official W3C guidance: https://www.w3.org/TR/WCAG22/Simon Sinek - Start With Why: https://simonsinek.com/books/start-with-why/CIPR - Chartered Institute of Public Relations: https://cipr.co.uk/LGA - Comms Hub: https://www.local.gov.uk/our-support/comms-hub-communications-supportWomen in PR - 40 over 40 Power List (2025): https://www.womeninpr.org.uk/women-in-pr-reveals-40-over-40-power-list/Andrew Bruce Smith - AI in PR: https://escherman.com/andrew-bruce-smith/CAN Digital - public-sector campaign: https://can-digital.net/ Hosted on Acast. See acast.com/privacy for more information.

    49 min
  7. Sanity Metrics and PR Measurement that Matters with Steph Bridgeman

    11/11/2025

    Sanity Metrics and PR Measurement that Matters with Steph Bridgeman

    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 your workings’. For her, good evaluation still relies on curiosity, transparency and the human judgement to question data rather than worship it. The heart of the conversation is about embracing small numbers. Steph urges teams to stop kidding themselves with inflated site-wide reach and to recognise that article-level audiences are almost always lower than the headline figure. She explains why defensible, smaller numbers tell a truer story - especially when they link to what people did next. Drawing on judging and winning experience at the AMEC Awards, Steph outlines what strong entries share: simple storytelling, clarity on learning and the courage to show how data drove change mid-campaign. Steph leaves listeners with quick wins they can apply. She recommends using Google search data to evidence behaviour change and capturing Google Autocomplete before and after a launch to show shifts in demand - a ten-second tactic that lands in the boardroom. This episode is for in-house teams and agencies who want credible, outcome-focused measurement that helps PR make better decisions. Links & references AMEC - Barcelona Principles 4.0: https://amecorg.com/barcelona-principles-4-0/ AMEC - Integrated Evaluation Framework: https://amecorg.com/amec-framework/ Experienced Media Analysts: https://experiencedmediaanalysts.com/ CoverageBook: https://coveragebook.com/ Releasd: https://releasd.com/ Google Trends: https://trends.google.com/ Everybody Lies (S. Stephens-Davidowitz): https://www.amazon.co.uk/Everybody-Lies-Internet-about-Really/dp/0062390856 RAJAR: https://www.rajar.co.uk/ CIPR CPD: https://www.cipr.co.uk/CPD AMEC Awards: https://amecorg.com/awards/awards-2025/ Steph's first episode: https://www.vivapr.co.uk/pr-in-the-real-world-with-steph-bridgeman/ Hosted on Acast. See acast.com/privacy for more information.

    52 min
  8. What AI Means for PR Measurement with Liam Kelly

    11/04/2025

    What AI Means for PR Measurement with Liam Kelly

    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 world. Liam explains how Onclusive’s Global Content Hub now processes millions of pieces of media content an hour, why the shift from AVEs to meaningful business metrics matters, and how AI is already helping communicators detect crises, interpret sentiment and make faster, smarter decisions. As the discussion turns to AI search and the emergence of Generative Engine Optimisation (GEO), Liam makes a compelling case for why PR professionals must take ownership of how their brands show up in AI-driven results – and how content structure, authenticity and accuracy are becoming new pillars of reputation management. He also shares practical advice for regional agencies and smaller teams looking to adopt AI tools without big budgets, including where to start and what skills will matter most in the years ahead. Liam’s long-running newsletter, PR Measured, has chronicled a decade of change across media intelligence, and his perspective on the next wave of transformation is grounded, accessible and refreshingly pragmatic. A must-listen for PR professionals, communications leaders and agency teams who want to understand how data and AI can enhance – not replace – the craft of PR. Links and References: Onclusive – https://onclusive.com PR Measured newsletter – https://www.linkedin.com/company/pr-measured/posts/?feedView=all AMEC Integrated Evaluation Framework – https://amecorg.com/amecframework Connect with Liam Kelly on LinkedIn – https://www.linkedin.com/in/liam-kelly-insight/ Hosted on Acast. See acast.com/privacy for more information.

    35 min
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About

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—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. Hosted on Acast. See acast.com/privacy for more information.

Information

  • Creator
    Viva PR
  • Years Active
    2024 - 2026
  • Episodes
    52
  • Rating
    Clean
  • Copyright
    © Viva PR
  • Show Website
    PR in the Real World

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