n this episode of The Long Game with Pete Mills, Pete talks with Anita Morris, founder of Anita Morris Associates and the PR mind behind Bradford’s winning UK City of Culture 2025 bid.

Anita shares how a freelance experiment turned into a 25-year business, why her first hire was a “cellar dweller,” and how clear communication helped focus an entire city on one KPI: win the bid. Along the way, she offers candid advice on starting out, the importance of teamwork, and why coffee with the right person can change everything.

It’s a conversation about creativity, resilience, and the power of telling your own story.