PR in the Real World – Détails, épisodes et analyse

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 this episode, Viva's Managing Director Tony Garner introduces the series with fellow Director Lucie Rohani. They discuss what PR is to Viva and what you can expect from the series.

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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 shares her journey from an art history background to becoming a "curator of data," explaining why curiosity is the most essential trait for modern comms professionals.

The conversation covers the practical realities of measuring PR on a shoestring budget, including how to use free tools to tell a more compelling story to clients. Steph also breaks down why the "So What?" test is vital for any campaign and how the PESO model provides a framework for understanding integrated communications outcomes.

From a PR and communications perspective, this episode covers:

• The Evolution of Measurement: Transitioning from manual press cuttings to automated digital indexing and OCR technology.
• The PESO Model in Practice: Understanding the intersection of Paid, Earned, Shared, and Owned media.
• Overcoming the "Intangible" Label: Moving from outputs (volume) to outtakes (thinking) and outcomes (doing).
• Affordable SEO & Insights: How small agencies can use Google Trends for benchmarking and market research.
• The Role of AMEC: Using the Integrated Evaluation Framework to set SMART objectives from the start.

We also discuss the shift towards data visualisation and why a "one-pager" often carries more weight than a 50-page report. Steph provides specific examples of using search data to compare brand awareness for educational institutions and how social listening can uncover unprompted consumer insights for global brands.

This episode is relevant for professionals working in:

• PR and Communications: Especially those struggling to justify budgets to stakeholders.
• Small Business Owners & Agencies: Looking for "hacks" to access high-level data on a budget.
• Marketing Students: Interested in the technical side of media evaluation and consultancy.
• Public Sector Comms: Focused on behavior change and community engagement.

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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 refereed the Ryder Cup, to helping global firms like PwC and the European Parliament master the art of storytelling. Andrew shares how a "dark period" in his mid-forties led to a complete career reinvention, proving that curiosity and a microphone can take you from local networking events to international stages in Zurich and New York.

The conversation breaks down why traditional business presentations often fail and how to use the "Three-Layered Cake" model to balance big-picture vision with tangible mini-stories. Andrew also provides a masterclass in "rehearsed spontaneity," explaining how to build a library of "parcels of wisdom" so you’re always ready for an elevator pitch or a high-stakes boardroom meeting.

From a PR and communications perspective, this episode covers:

• The Concept of Verbal PR: Understanding how your spoken words and "musicality" of voice serve as your most immediate public relations tool.
• The Three-Layered Cake Model: A structural framework for presentations: The Library (small stories), The Machinery (facts/structure), and The Big Picture (vision/values).
• Overcoming Storytelling Objections: Why storytelling isn't "fluffy nonsense" but an essential influencing skill for engineers, accountants, and CEOs.
• The "Less is More" Principle: Using the "Carving an Elephant" metaphor to strip away irrelevant data and reach the essence of your message.
• Data Storytelling: Insights from Dean Ambrose’s TED Talk on how to visualise data to trigger emotional audience reactions.
• Practice Makes Permanent: Why bad habits in communication are hard to break and how to use "rehearsed spontaneity" to stay authentic.

We also discuss the "Imposter Syndrome" Andrew felt when being compared to Simon Sinek and why Sir Ken Robinson’s famous TED Talk remains the gold standard for public speaking. Andrew shares a fresh example of how a story about a one-eyed horse can be the perfect analogy for a business consultancy's potential.

This episode is relevant for professionals working in:

• Future Leaders & Management: Those looking to transition from technical roles to leadership positions.
• Sales & Business Development: Professionals needing to refine their elevator pitch and handle objections.
• PR & Marketing: Anyone tasked with building "Thought Leadership" for their clients or executives.
• Career Changers: Anyone considering a mid-life reinvention or career pivot.

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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 fire" career in Manchester journalism to her current role putting Burnley on the national stage. Rachel explains why place branding must be separate from council branding to remain authentic and how she used the 2020 pandemic as an opportunity to "brand her way through" the gloom.

The conversation explores the power of the "Burnley Bondholders" scheme (a private-sector-led initiative that fuels the town's marketing budget) and how a small, creative team uses video, high-quality print, and social media to reach millions. Rachel also shares the story behind setting up a dedicated "Filming in Burnley" office to attract major productions like Brassic and Netflix documentaries.

From a PR and communications perspective, this episode covers:

• Separating Place and Council Brands: Why a bridge between the two is essential for avoiding public skepticism and maintaining a positive narrative.
• The Bondholder Model: How charging businesses to be part of a brand creates value, skin in the game, and a sustainable marketing budget.
• Content-Led Strategy: Using video to "see it to believe it" and re-editing the town’s visual narrative away from old clichés.
• Filming as a PR Asset: Setting up a filming permit system to showcase a town's diverse locations and generate community reinvestment.
• Engaging the Next Generation: The birth of Burnley Social and the Future Leaders program to retain young talent.

We also discuss the surprisingly high demand for print media through Burnley Lifestyle magazine and why the town put a drag artist on the front cover to signal its progressive, inclusive identity. Rachel provides a "golden lesson" on staying humble and being willing to pivot based on real-time feedback from the community.

This episode is relevant for professionals working in:

• Local Government & Economic Development: Looking for models of self-sustaining place marketing.
• PR and Communications: Interested in brand perception and changing long-standing public narratives.
• Place Marketers: Seeking inspiration on how to build a business network (Bondholders).
• Creative Industries: Interested in how towns attract TV and film production.

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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 inquiries in a single year to the unprecedented social media storm of the Nicola Bulley case, Liz shares what it’s really like to be at the centre of a national crisis. We explore the shift from traditional journalism to the era of "citizen journalism" and the challenges of triaging 38,000 social media comments in just three weeks.

Beyond the tactics, this is a deeply human episode about the weight of public service. Liz speaks with extraordinary honesty about her own experience with workplace stress and the "vulnerability" required to lead a team through trauma. She explains why she chose to be open about her mental health to build a more resilient culture and why, despite the intensity, she still considers her job a privilege.

From a PR and communications perspective, this episode covers:

• The "Trust and Confidence" Metric: Why public sector PR prioritises reassurance over the bottom line and how to measure the intangible.
• Hyperlocal vs. National Comms: Cutting through "national noise" (and international misinformation) by focusing on community-led, targeted messaging.
• The Nicola Bulley Case Study: Lessons learned from managing a viral social media narrative that outpaces traditional media.
• Tackling Disinformation: The reality of triaging 38,000+ comments to find policing value amidst bots, conspiracy theorists, and "citizen journalists."
• The Evolution of Media Relations: How the Leveson Inquiry changed the "off the record" culture and the push to rebuild trust with reporters.
• Leading with Resilience: Why Liz chose to be visible in her own mental health journey to empower her team to do the same.

We discuss "Op Centurion" - a proactive campaign tackling antisocial behaviour, and how Lancashire Police uses social media to find over 70 high-risk missing people every year. Liz also shares her experience "speaking truth to power" as police staff in a rank-heavy organisation and why she transitioned from a front-counter role at Clitheroe to a senior leadership position.

This episode is relevant for professionals working in:

• Public Sector & Crisis Comms: Anyone managing reputation in high-consequence environments.
• Social Media Managers: Dealing with high-volume moderation, bots, and viral misinformation.
• PR Leaders: Interested in building team resilience, mental health awareness, and "vulnerable" leadership.
• Journalists & Students: Seeking to understand the complex relationship between the press and the police.

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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 transition from youth work to managing national infrastructure comms for Network Plus, illustrating how a strategic mindset can solve the most deep-rooted organisational headaches. Shirah shares her "helicopter view" of PR, explaining why the best heads of comms treat every organisational challenge as their own.

The conversation delves into the high-stakes world of political PR and internal communications. Shirah breaks down how to manage a geographically disparate workforce of 5,000 people and why "ego and politics" are often the primary drivers of any board-level project. From sending press releases from a bus stop to pitching safety strategies to site workers in high-vis, this episode is a blueprint for becoming a trusted strategic advisor.

From a PR and communications perspective, this episode covers:

• Comms as Creative Problem Solving: Moving beyond the "we need a video" request to identify the underlying business ambitions or problems.
• The "Buy-in to the Why": How to motivate small teams with limited budgets by connecting their daily tasks to strategic outcomes.
• Navigating Political Nuance: The "art and the dance" of working with politicians and board directors to find common ground.
• Internal Comms for Disparate Workforces: Reaching 5,000+ staff across 86 locations using a mix of mobile-first intranets, physical magazines, and "site-level" engagement.
• The Importance of the "First 20%": Why asking the "dumb" questions and doing your homework creates the gravitas needed to lead a room.
• Rehearsed Confidence: Delivering advice with 100% conviction to ensure strategic plans are acted upon rather than disregarded.
• CATT Framework Diagram for Strategic Marketing Flow

Shirah shares a vivid memory of managing a political crisis via her phone while on a public bus, proving the need for confidence and rapid decision-making. We also discuss her new initiative, a Lancashire-based comms network, designed to provide "hive-minding" and support for senior PR professionals.

This episode is relevant for professionals working in:

• Public Sector & Local Government: Anyone navigating the complexities of policy and political stakeholder management.
• Internal Communications Managers: Tasked with engaging "hard-to-reach" employees in construction, utilities, or remote roles.
• Agency Directors: Looking to improve their "strategic advisor" status with clients.
• Strategic Comms Students: Interested in the blend of policy, psychology, and PR.

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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 county council comms, having spent the bulk of her career in higher education marketing. We explore her journey from Blackburn College to Lancaster University, including her work launching UA92 with the Class of '92, and how she now manages the strategic messaging for one of the UK’s largest local authorities. Clare shares why "Lancashire, not London" isn't just a slogan, but a requirement for authenticity in a region that values straight-talking and transparency.

The conversation dives deep into the "Account Management" model Clare has implemented to restructure her team of 30 professionals. We discuss the challenge of speaking truth to power in a political environment, the importance of long-term planning over "quick wins" and how to handle subject matter experts who chase the next big thing. From managing a massive devolution consultation to preparing for county-wide elections, Clare explains how to keep the ship on course by keeping your eyes fixed on the audience.

From a PR and communications perspective, this episode covers:

• The Marketing-PR Pivot: Why an evidence-based marketing background is an asset for high-level communications roles.
• The "North Star" Strategy: Using audience needs as a guiding light to filter out 17 conflicting priorities into 3 or 4 core messages.
• Internal Team Restructuring: Implementing an "Account Management" model to act as an internal agency for council services.
• Relationship Management & Trust: How to earn a seat at the top table by adding value through respectful challenge and expert advice.
• The "Petrol Pump Effect": Strategies for managing stakeholders and subject matter experts who focus on tactics over strategy.
• Strategic vs. Operational Comms: Moving away from "sending out stuff" (the churn) toward meaningful, long-term impact.

Clare discusses the "Class of 92" institutional setup as a foundation for social mobility through comms and her recent leadership of Lancashire’s high-stakes devolution consultation. She also touches on the importance of "northern ambition" and why honesty and integrity are the core pillars of the Lancashire brand.

This episode is relevant for professionals working in:

• Public Sector & Local Government: Especially those navigating devolution, elections, or large team restructures.
• Marketing Managers: Looking to understand how their skills translate into the world of PR and Public Affairs.
• Heads of Comms: Seeking a blueprint for moving their department from a "service" to a "strategic partner."
• HE Professionals: Interested in student recruitment and institutional profile building.

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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 leading a "white knight" charge to improve data literacy within the PR industry. We explore why the common badge of pride, "I do words, not numbers", is becoming a liability in a digital-first world. Alex explains the "Fire and Ice" concept: combining the fire of human creativity with the ice of hard analytical data to produce spectacular narrative results.

The conversation dives into practical examples of data-led PR, from helping the Molly Rose Foundation lobby for online safety to analysing Netflix’s massive 18,000-row viewership spreadsheets. We also tackle the "elephant in the room": AI. Alex breaks down how AI models can help PRs crunch public datasets, write complex Excel formulas, and identify correlations, while emphasising why human context and "domain knowledge" remain the ultimate safeguards against AI hallucinations.

From a PR and communications perspective, this episode covers:

• The Rise of Data Journalism: Learning from the New York Times and the FT to bring investigative rigour to PR campaigns.
• Data-Informed vs. Data-Driven: Why being "informed" by data is better than being blindly "driven" by it.
• The "Fire and Ice" Narrative: Using Sam Knowles' framework to blend art and science in storytelling.
• Public Data as a Story Source: How to use NHS job vacancies, EU safety reports, or ONS data to create top-line news hooks.
• AI as a "Data Friend": Using ChatGPT for data cleaning, scraping transcripts, and verifying gut instincts with hard facts.
• The Future of the PR Profession: Why PR professionals who use AI will replace those who don't, and how data literacy creates a unique point of difference.

Alex discusses the environmental impact of AI and data centres, noting that the tech industry now consumes more carbon than aviation, a crucial consideration for values-led brands.

This episode is relevant for professionals working in:

• PR Agency Owners & Account Managers: Looking to differentiate their service through data-led insights.
• Public Sector & HE Comms: Tasked with evaluating complex social programs or lobbying government.
• Non-Profit Campaigners: Seeking affordable ways to create high-impact "red sofa" news hooks without expensive field research.
• Journalism Students: Interested in the intersection of data, investigation, and public relations.

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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 external communications. To understand the "dos and don'ts," Tony Garner sits down with Caroline Noblett and the leadership team from Granby Marketing, who have been navigating their own EOT journey since 2022. Caroline shares her transition from Head of Finance to Managing Director and explains why her title was intentionally changed to "Director of People and Finance" to reflect a culture that prioritises staff over spreadsheets.

The conversation covers the strategic "why" behind EOTs, from preserving a founder’s legacy to protecting local jobs. Caroline breaks down the practicalities of communication in a logistics environment where 80% of staff don't have email, using digital signage and employee forums to bridge the gap. We also discuss the "Succession Planning" roadmap, the myth of "magical moments" on signing day, and why the secret to a successful trust is building a collaborative culture long before the papers are signed.

From a PR and communications perspective, this episode covers:

• The EOT Communication Strategy: Keeping colleagues, suppliers, and customers updated throughout a complex financial transaction.
• Internal Comms in Warehousing: Reaching a "deskless" workforce using digital signage, training for line managers, and quarterly forums.
• Preserving Brand Legacy: Why EOTs are a powerful alternative to "speed dating" with large competitors who might absorb and erase an SME's identity.
• Managing Expectations: Explaining deferred consideration and "Freedom Day" to staff who may be confused about profit shares and day-to-day decision-making.
• Succession Planning PR: Managing the transition from a long-term founder (Jo) to a new MD (Caroline) without unnerving clients.
• The "People over Profit" Metric: Aligning staff to a common goal to improve service quality for clients.

Caroline discusses the "unsexy but essential" world of third-party logistics, including Granby’s role in supporting the 2021 Office for National Statistics Census. We also touch on the importance of "Psychological Safety" in the workplace and why employee-owned businesses are uniquely supportive of one another, regardless of their industry sector.

This episode is relevant for professionals working in:

• Agency Owners & Founders: Considering an exit strategy that protects their team and legacy.
• HR & Internal Comms Managers: Navigating major structural changes and seeking ways to reach non-digital employees.
• Succession Planners: Interested in how to transition leadership roles within an EOT framework.
• Accountants & Financial Advisors: Looking for the "human side" of employee ownership transactions.

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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 consultancy opposite the BBC’s New Broadcasting House, Phil shares insider secrets on landing impactful coverage. We explore the shifting media ecosystem, including the rise of GB News, Times Radio and the transition of Radio 4 shows into chart-topping podcasts.

The conversation dives into the "recipe" for a successful broadcast pitch, the importance of diversity through the 50:50 charter and why "radio dates" are a relic of the past. Phil also provides invaluable media training tips, explaining how to "bridge" during interviews and why providing value as an expert is far more effective for brand awareness than constant name-dropping.

From a PR and communications perspective, this episode covers:

• The Power of Radio Listenership: Why shows like Nick Ferrari at Breakfast and Jeremy Vine often outperform BBC Breakfast and GMB in total reach.
• The GB News & Times Radio Phenomenon: Understanding the massive scale of TV audio feeds played out over digital radio.
• The Death of the "Radio Date": Moving away from rigid, timed campaign windows toward a flexible, news-agenda-led approach.
• DE&I in Broadcast: Navigating the BBC's 50:50 charter and why offering diverse spokespeople increases your chances of landing a slot.
• Broadcast-Ready Media Training: The art of bridging, the importance of background aesthetics in the era of filmed radio and respecting the "no-branding" rules of the BBC.
• The Growth of Podcast Integration: How stations like Radio 4 are using shows like Sliced Bread and Toast to bridge the gap between traditional radio and on-demand audio.

We discuss the "vibe" of modern broadcasting (where an interview from a laptop in the South of France Andrew Neil is now standard) and why having a "factory floor" mentality helps PRs understand the real business problems broadcast can solve. Phil also shares the " Independence Day" story of founding Broadcast Revolution and his vision for the next 10 years of audio.

This episode is relevant for professionals working in:

• PR Agencies & Consultancies: Looking to sharpen their broadcast pitching and media training services.
• In-House Comms Managers: Tasked with reaching mass audiences or specific C-suite targets through national audio.
• Spokespeople & CEOs: Preparing for TV or radio appearances, who need to understand the "bridging" technique.
• Broadcast Students: Seeking a realistic look at the UK media landscape in 2024 and beyond.

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