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.
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.
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 - like £10 billion lost each year due to ill health in older Northerners - were packaged for the media and cited in Parliament. She also explains how lived experience stories play a vital role in making stats human, helping broadcasters like the BBC bring data to life.
We talk campaign strategy, media relations, messaging for policymakers, and the importance of building meaningful relationships with journalists. Ruth also shares her approach to team leadership, her tips for comms professionals wanting to break into the policy space, and what’s next for NHSA, including the upcoming Child of the North and Nutrition North reports.
Whether you're working in public affairs, health PR, or simply want to use communications to make a difference, this episode is packed with insight.
Links from the episode:
Connect with Ruth:
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In this latest episode of PR in the Real World, 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 her trade in a pre-Facebook digital world, and how that hustle shaped her bold approach to marketing leadership today. She reflects on her transition from agency life to client-side, explaining how her time at AMP and other firms taught her the value of deep customer understanding, tailored campaigns and the importance of treating every client like they’re the most important person in the room.
Now at VEKA, Jess leads both internal and external communications for a business with more than 50 subsidiaries worldwide and a vital footprint in the Burnley community.
She discusses the strategic importance of aligning marketing with commercial goals, how her team delivers industry-leading product launches like OMNIA, and why genuine co-creation with customers delivers better outcomes than top-down thinking or 'surprise and delight' campaigns.
This episode also dives into the evolution of the fenestration industry, how VEKA is embracing digital transformation through tools like VEKA Edge and the ongoing challenge of attracting the next generation into manufacturing. Jess explains how VEKA's marketing now extends beyond brochures, offering installers everything from point-of-sale assets to immersive showroom experiences, while also supporting internal comms that empower over 400 employees across the UK.
From championing local agency partnerships and buying Burnley-first, to leading with honesty, transparency and impact, Jess shares a passionate and practical view on what real-world marketing looks like when you leave the fluff behind.
It’s a must-listen for anyone navigating B2B marketing, PR in manufacturing, internal communications, or regional agency life - packed with insights on agency-client relationships, commercial alignment and the mindset required to lead a team while managing imposter syndrome.
🔗 Mentioned in this episode:
📲 Find Jess on LinkedIn
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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 and advocacy in crisis situations, which introduces her seven-stage '7S' model. The book offers a blueprint for how organisations can effectively support and engage their internal audiences before, during and after a crisis.
Listeners will gain a deeper understanding of why internal communication is often treated as the 'Cinderella' of crisis planning and why that needs to change. Alison explains how her 7S model (Surviving, Supporting, Sense-making, Stabilising, Stimulating, Sustaining, and Strengthening) provides a clear, actionable framework for responding to internal needs throughout a crisis lifecycle.
She highlights the serious risks of neglecting your internal audience, including the potential for increased harm, prolonged disruption or even triggering new crises. Alison also explores how building trust, maintaining visible leadership and fostering a strong internal culture can dramatically improve an organisation’s ability to recover and thrive after a crisis.
Crucially, the episode illustrates how internal communication can serve as an early warning system. By creating a psychologically safe environment where people feel able to raise concerns, organisations can spot and address smouldering issues before they escalate.
Whether you're an in-house comms lead, a PR agency stepping into a client’s crisis, or a business leader wanting to build resilience from within, this episode is packed with expert insight and practical advice to elevate your internal comms strategy.
Resources & Mentions
Buy Internal Communication in Times of Crisis:
Learn more about Alison Arnot:
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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 to work with the best small PR consultancy in the UK, let’s talk hello@vivapr.co.uk
#CIPR, #PublicRelations, #SmallAgency, #PRSupport
Check out the...
Small PR Consultancy of the Year
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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 to decentralise the UK comms landscape - putting accessibility, inclusion, and regional expertise front and centre.
She shares how Socially Mobile transformed her confidence and career progression, the stories behind campaigns that changed lives - including sexual health and consent education - and how she’s lifting the next generation through mentorship and grassroots leadership.
This episode is a must-listen for public sector communicators, regional PR professionals, and anyone looking for real-world inspiration on how to build a career rooted in purpose, impact, and community.
Links and Mentions:
Public Sector Comms Headspace Facebook Group
Rebecca Roberts – Thread & Fable
Subscribe to PR in the Real World for honest, impact-driven conversations from the frontlines of UK communications.
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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.
From there, Andy takes us inside the world of PR, revealing how he founded Spin Media, later known as SKV Communications. He reflects on the evolution of public relations from relationship-based media work to today's data-driven, digital-first environment, offering rare insights into how PR has adapted to the rise of social media and the decline of traditional journalism.
Throughout the conversation, Andy discusses how Manchester’s music scene - led by legendary acts like Joy Division, The Smiths, Factory Records, and Tony Wilson - helped redefine the city’s global identity. He explains how the city leveraged its cultural heritage to attract global investment, talent, and regeneration, providing a blueprint for modern place-branding and city marketing.
Andy also talks about his acclaimed book Manchester Unspun: How a City Got High on Music, published by Manchester University Press, and gives us a preview of his next project, Oxford Road: The Street That Changed the World, which will delve into Manchester’s rich history of innovation.
Whether you're a PR professional, city planner, marketer, or simply fascinated by Manchester’s rise, this episode offers a masterclass in how storytelling, media, and culture can shape a city’s destiny.
Buy Andy's book: https://manchesteruniversitypress.co.uk/9781526168450/
City Life Archive: https://www.mdmarchive.co.uk/tag/9320/City-Life
Andy's TedX Page: https://www.tedxmanchester.com/speakers-2023/andy-spinoza/
Check out Andy's Instagram: https://www.instagram.com/andy_spinoza/
Find Andy on X (formerly known as Twitter): https://x.com/andyspin
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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 more than just the mundane.
Whether you're a PR professional or someone just starting out, Harriet’s story is packed with insights about building confidence, staying versatile and keeping the spark alive at work.
Harriet’s LinkedIn: https://www.linkedin.com/in/harriet-dawson/
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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 episode is packed with insights on leadership, lifelong learning and building a more inclusive PR industry.
Want to know more about what we discussed? Here's some helpful links...
Sarah's website: https://www.sarah-waddington.co.uk/
Sarah's LinkedIn: https://www.linkedin.com/in/sarahwaddingtoncbe/
Socially Mobile: https://www.sociallymobile.org.uk/
CIPR: https://www.cipr.co.uk/
PRCA Pitch Forward: https://www.prca.global/explore-pr/campaigns/prca-pitch-forward
Future Proof Community: https://wadds.co.uk/futureproof
Institute of Directors: https://www.iod.com/
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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 most iconic work, including the campaign that saw brands drop letters from their logos to highlight the urgent need for blood donations, and how a can of gloopy Christmas dinner made global headlines.
He talks us through his ‘minimum effort, maximum impact’ philosophy, why the best ideas often whisper rather than shout, and how to keep the audience – not the brief – at the center of creative thinking. We also hear about his move from agency life into training and mentoring, and why he believes that creativity can absolutely be taught.
Whether you’re just starting out in PR or have been in the industry for years, this episode is packed with practical advice, fascinating stories and inspiration to help you think differently next time you’re faced with a challenging brief.
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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. No matter your vocation, this one is a must listen.
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Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
Hosted on Acast. See acast.com/privacy for more information.
