PR in the Real World

In this episode of PR in the Real World, Vicki Spencer-Francis shares how she built Welsh agency Cowshed from scratch into the CIPR UK Agency of the Year. From Channel 4 and BBC PR roles to overcoming personal setbacks, Covid challenges and imposter syndrome, Vicki reveals the power of purpose-led campaigns, human insight, creative strategy and resilient leadership in modern PR, integrated communications and agency growth.

In this episode of PR in the Real World, Stephen Waddington and Ben Verinder discuss their new book, AI for Public Relations, and why the profession needs more critical thinking around AI. From “system zero” thinking and vanishing career ladders to measurement, data and responsible adoption, they explore how PR can shape AI’s impact rather than simply react to it.Links and ReferencesAI for Public Relations — https://www.koganpage.com/marketing-communications/ai-for-public-relations-9781398625037 Socially Mobile — https://www.sociallymobile.org.uk/ AI for PR Conference, Communicate magazine — https://www.communicatemagazine.com/conference/ai-for-pr-conference-2026/ AI for Public Relations course — https://wadds.co.uk/ai-for-public-relations-one-day-online-course Similar EpisodesWhat AI Means for PR Measurement with Liam Kelly https://www.vivapr.co.uk/pr-in-the-real-world-media-intelligence/Why GEO is ‘PR's Biggest Opportunity in 20 Years’ with Darryl Sparey https://www.vivapr.co.uk/darryl-sparey-on-why-geo-is-prs-biggest-opportunity-in-20-years/Strategy, AI and Regional Powerhouses with Sarah Waddington https://www.vivapr.co.uk/pr-in-the-real-world-strategy-ai-regional-powerhouses/The Truth About AI with Ben Verinder https://www.vivapr.co.uk/the-truth-about-ai-with-ben-verinder/

In this episode of PR in the Real World, Maria McGeoghan looks back on a career that started in regional newsrooms and led her right to the centre of the BBC. She talks about learning her trade on local papers, backing yourself when it matters and why good stories still start with real people and real places. From becoming the first female editor of the Manchester Evening News to helping steer internal comms through Covid, Maria shares what leadership looks like behind the scenes. It’s an honest conversation about trust, pressure and knowing when it’s time to move on. Links and References BBC North / Media City UK: https://www.mediacityuk.co.uk/BBC 5 Live: https://www.bbc.co.uk/sounds/play/live:bbc_radio_five_liveBBC Sounds: https://www.bbc.co.uk/soundsBBC Bitesize: https://www.bbc.co.uk/bitesizeBBC Local Radio – Make a Difference campaign: https://www.bbc.co.uk/makeadifferenceThe Scott Partnership: https://www.scottpr.com/Manchester Evening News: https://www.manchestereveningnews.co.uk/Lancashire Evening Telegraph: https://www.lancashiretelegraph.co.uk/Lancashire Evening Post: https://www.lep.co.uk/BBC Charter Review: https://www.gov.uk/government/news/government-launches-charter-review-to-future-proof-the-bbc

Steve Dunne started in PR at 16 and was leading corporate comms at BT by his mid-20s. In this episode, he shares what he’s learned across decades in the industry - from building real expertise to handling rejection and pressure. It’s honest, practical advice on what it really takes to build a successful career in PR, whatever stage you’re at.Links and ReferencesSteve Dunne – Digital Drums: https://www.digitaldrums.co.ukSteve Dunne on LinkedIn: https://www.linkedin.com/in/steve-dunne-fprca-a1b527a/The PRCA: https://www.prca.global/The CIPR: https://www.cipr.co.uk/PR in the Real World podcast: https://www.vivapr.co.uk/viva-podcast/Viva PR: https://www.vivapr.co.ukSimilar episodes25 Lessons from 25 Years with Graham Goodkind: https://www.vivapr.co.uk/graham-goodkind-on-25-lessons-from-25-years-of-frank-pr/

In this episode of PR in the Real World, Edna Boampong shares her journey from student party promoter to Director of Communications and Engagement at Liverpool City Council. She talks about data-led behaviour change, public sector comms, anti-racism, diversity in NHS communications, and the very real challenge of dealing with online abuse while protecting both audiences and staff.Links and referencesConnect with Edna: https://www.linkedin.com/in/edna-boampong/ Edna’s appointment: https://liverpoolexpress.co.uk/liverpool-city-council-appoints-new-director-of-communications-and-engagement/ Edna Boampong – NHS Confederation profile: https://www.nhsconfed.org/people/edna-boampong Liverpool City Council – anti-racism commitment / This is Liverpool: https://liverpool.gov.uk/council/equality-diversity-and-inclusion/our-commitment-to-anti-racism Talking Bins / We’re Talking Bins campaign: https://liverpoolexpress.co.uk/third-liver-bird-highlights-liverpools-poor-recycling-rates Healthier Together programme (Greater Manchester): https://manchestercommunitycentral.org/news/healthier-together-integrated-impact-assessment-forums Similar episodesWhen PR is tested in real life with Sarah Keaveny https://www.vivapr.co.uk/when-pr-is-tested-in-real-life/ What Dry January can teach you about behaviour change with Joe Marley https://www.vivapr.co.uk/what-dry-january-can-teach-you-about-behaviour-change/ How brave and inclusive marketing can change lives with Louise Marsden https://www.vivapr.co.uk/pr-in-the-real-world-how-brave-inclusive-marketing-changes-lives/Comms-led change in the NHS with Neil Greaves https://www.vivapr.co.uk/pr-in-the-real-world-neil-greaves-comms-led-change-in-the-nhs/

In this episode of PR in the Real World, Harry Bradshaw, Communications Manager at the Centre for Social Justice, explains how think tanks turn research into real political influence.Harry takes us inside the SW1 'bubble', revealing how data, media coverage and strategic communications help push policy ideas onto the national agenda. Harry shares how attention-grabbing statistics, journalist relationships and targeted engagement with MPs can move issues from reports to Parliament.Packed with practical lessons, Harry also shares how PR professionals can better influence policymakers by making life easier for time-poor politicians.Harry is running the London Marathon in aid of Power2 - a CSJ charity. Power2 work in school's across the country to give students the support and guidance they need to reach their potential. You can donate, here: http://2026tcslondonmarathon.enthuse.com/pf/harry-bradshawLinks and ReferencesCentre for Social Justice – https://www.centreforsocialjustice.org.ukCSJ Alliance (network of small charities) – https://www.centreforsocialjustice.org.uk/about-us/allianceUniversal Credit (UK welfare reform referenced) – https://www.gov.uk/universal-creditModern Slavery Act 2015 – https://www.gov.uk/government/collections/modern-slavery-actWeMindTheGap charity – https://wemindthegap.org.ukOther similar episodesHow PR Changes Policy with Ruth Boston - https://www.vivapr.co.uk/pr-in-the-real-world-how-pr-changes-policy-influencing-the-national-agenda-with-ruth-boston/

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 redefined modern reporting over the last two decades. He shifts the conversation from the static "press release distribution list" to real-time, cross-platform audience engagement, highlighting how regional title newsrooms have decentralised out into the communities they serve.The conversation addresses the modern realities of trust and fact-checking, diving into Reach plc's robust structural response to the proliferation of "fake experts" and AI-generated fabrications. David shares a powerful look at the mechanics behind high-impact campaigns, such as the Manchester Evening News's coverage of the Awab Ishak housing scandal, and explains how automated newsroom workflows and internal AI tools like "Guten" are deployed to free up journalists for deep investigative work. For any PR or communications professional trying to break through the digital noise, this episode provides a vital framework for delivering useful, reliable and memorable narratives.From a PR and communications perspective, this episode covers:The Transition to Multi-Platform Distribution: Why modern journalism focuses on packaging content for spaces where audiences live (like TikTok and Facebook) rather than relying solely on direct website homepage traffic.The Crackdown on "Fake Experts": Reach plc’s proactive deployment of a centralised, crowdsourced verification database to protect readers from AI-generated credentials and bad-faith PR pitches.Designing Stories for Digital Retention: Crafting multimedia assets that assist editors by answering the core reader criteria: Is this piece useful, memorable and reliable?AI Tool Integration in the Newsroom: Deploying natural language processing tools to parse complex council agendas and cross-platform duplication, maximising field reporting capacity.David shares the extraordinary operational insight that the Manchester Evening News contributes more to its regional economy than Manchester United and Manchester City football clubs combined. He also reflects on his early career starting as a reporter, the structural tension between platform algorithms and direct audience loyalty and his proudest legacy project: a campaign that successfully prevented the closure of local care homes in Clitheroe.This episode is relevant for professionals working in:PR Agency Directors & Account Managers: Seeking to construct reliable media relations strategies that survive rigorous editorial verification tiers.In-House Corporate Communicators: Looking to understand newsroom asset workflows, including B-roll, digital data packages and expert profiling.Journalism Students & Researchers: Analysing the evolution of media monetisation models, digital ethics and automated content workflows.Public Sector Public Affairs Leads: Evaluating how localised newsrooms preserve regional community cohesion and civic engagement.Links and ReferencesReach plc – https://www.reachplc.comManchester Evening News (MEN) Awaab Ishak investigation – https://www.manchestereveningnews.co.uk/news/greater-manchester-news/death-two-year-old-awaab-25740113Nottinghamshire Live – https://www.nottinghampost.comPress Gazette (fake experts investigation) – https://pressgazette.co.uk/news/fake-experts-seo-journalism/IPSO (Independent Press Standards Organisation) – https://www.ipso.co.ukBBC Local Democracy Reporting Service – https://www.bbc.com/lnp/ldrsShelter – https://www.shelter.org.uk

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 disaster, Lucy has dedicated her life to ensuring victims and survivors are treated with dignity.The conversation explores why crisis comms must go beyond beautifully crafted text to take a true "helicopter view" of physical spaces, non-verbal cues and human emotion. Lucy introduces the concepts of "Hopium" (the danger of over-optimism and false timelines) and the "Disaster Recovery Graph," illustrating why leaning into short-term heroism tropes always triggers a long-term trust deficit. From the legal cliff-edge of civil litigation to prepping for a 24/7 news cycle, this episode is a blueprint for braver, more human crisis communication.From a PR and communications perspective, this episode covers:The "Helicopter View" of Crisis: Why structural context, environment and non-verbal signs matter just as much as a polished press release.The Danger of Hopium: How over-optimism and fake corporate apologies erode trust and leave organisations exposed when timelines inevitably fail.The Disaster Recovery Graph: Navigating the specific arc of a crisis—from the initial incident through the 8-week "honeymoon/heroism" phase to the inevitable slump and long-term investigation phase.Truth vs. Trust in a 24/7 World: Moving away from the archaic "feed the beast" mindset toward real-time accuracy and a unified corporate face.The Legal Cliff-Edge: Managing the jarring, brutal transition between empathetic early comms and the rigid, defensive realities of insurance and tort law.Respecting Comms Expertise: Why senior leaders must stop treating themselves as communication experts and empower their PR directors at the gold-command table.This episode is relevant for professionals working in:Crisis Communications & Reputation Management: Tasked with protecting organisational integrity during public reckonings.Emergency Planning & Blue Light Comms: Developing joint-agency responses through Local Resilience Forums (LRFs).Public Sector & Healthcare Leaders: Navigating statutory duties of candour, public inquiries and structural change.Investigative Journalists & Scholars: Specialising in disaster dialogue, ethnography and public accountability legislation.Links and ReferencesDr. 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/