PR in the Real World

The PR industry faces its biggest opportunity in two decades. Generative Engine Optimisation (GEO) and AI are already reshaping how reputations are built - and PR must be at the centre of that shift.In this special two-part episode of PR in the Real World, Tony Garner sits down with Darryl Sparey, founder of agency 'Hard Numbers' and one of the leading voices on AI in PR, to unpack what GEO really means for communicators. Hard Numbers' pioneering research into how large language models draw on editorial coverage makes the case for why PR can’t afford to miss this moment, and he told PR in the Real World what the industry stands to lose if they do.Darryl is passionate about protecting and advancing PR’s role in shaping reputation in the AI era. Darryl is putting this conversation at the centre of the industry - ensuring regional, independent agencies and in-house teams alike don’t get left behind.If you want to understand how PR should respond to AI, and why GEO could be the defining discipline of the next 20 years, this episode is unmissable.For more industry-defining PR conversations like this, be sure to subscribe to our channels.LinksConnect with Darryl: https://www.linkedin.com/in/darryl-sparey/Check out Hard Numbers: https://www.hardnumbers.co.uk/Read Hard Numbers' Research: https://www.hardnumbers.co.uk/researchReputation in the age of AI: https://www.hardnumbers.co.uk/research-reputation-in-the-age-of-aiKetchum UK - "We're Sitting on a Goldmine": https://www.ketchum.com/uk/news/we-are-sitting-on-a-goldmine-how-can-pr-influence-ai-search-results/Insight Agents' Interview with Darryl: https://insightagents.co.uk/why-pr-really-needs-to-embrace-hard-numbers-or-risk-being-seen-as-irrelevant-with-darryl-sparey/Institute for Public Relations - “How PR Pros are Using AI”: https://instituteforpr.org/how-pr-pros-are-using-ai/Onclusive and Hard Numbers: https://onclusive.com/wp-content/uploads/2025/02/EN-UK-Case-Study-%E2%80%94-HardNumbers.pdfPR in the Real World with Ben Verinder: https://embed.acast.com/671b4fbbe1ae5a1f28223a45/683da022708e9fc9b43c2d42Visit Viva's website: https://www.vivapr.co.uk/Other episodes: https://www.vivapr.co.uk/viva-podcast/ Hosted on Acast. See acast.com/privacy for more information.

PR in the Real World is the podcast from CIPR’s Small Agency of the Year, Viva PR, lifting the lid on how communications really works beyond the London bubble.Each episode shares practical, budget-savvy tactics drawn from the communities we serve in healthcare, advanced manufacturing, education and the public sector. No celebrity gloss, just impact you can measure.This week, Rachel Westray joins us to trace a career shaped early by family influence and sharpened by a year in León, where language and culture taught her how messages land.Now Site Communications Manager at Westinghouse’s Springfields site near Preston, Rachel works at the junction of internal engagement, industry partnerships and community relations - moving in a single day from a parish hall briefing to a global call with colleagues across 40 countries.She makes a compelling case for why comms must have a genuine seat (and voice) at the leadership table if it is to steer strategy, protect reputation and bring people with you.We explore what ‘impact’ looks like in a safety-critical, growth sector: myth-busting with the public, building trust with stakeholders and planning Springfields’ 80th anniversary in a way that reflects the site’s deep roots and fierce loyalty.Rachel explains how apprenticeships and internships create real social mobility, why the nuclear community’s openness is a strength and how regional organisations can - and should - be heard nationally.There’s also an honest take on the post-Covid shift from comms as a ‘nice to have’ to business-critical, the role of professional standards through the CIPR and a balanced view on AI.If you care about meaningful engagement, talent pipelines and the power of place in PR, this conversation is a masterclass.LinksConnect with Rachel: https://www.linkedin.com/in/rachel-westray-150b5458/Westinghouse Springfields: https://westinghousenuclear.com/uknuclear/springfieldsNuclear Industry Association (NIA): https://www.niauk.org/Women in Nuclear UK: https://www.winuk.org.uk/Nuclear Institute – Young Generation Network (YGN): https://nuclearinst.com/ygnCIPR (Chartered Institute of Public Relations): https://www.cipr.co.uk/Lancashire Combined County Authority: https://lancashire-cca.gov.uk/Lancashire Business Board: https://lancashire-cca.gov.uk/governance/lancashire-business-boardEDF – Heysham power stations: https://www.edfenergy.com/energy/power-stations/heysham-1 Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, we sit down with Andy West, a true legend in the PR industry, whose career spans nearly four decades at the very top of global agencies.Andy shares the stories, lessons and philosophies that have shaped his iconic career and continue to influence how agencies grow today.An early break at Text 100 during a period when the agency worked alongside Microsoft in the heady days of the late 80’s and 90’s pulled Andy into the world of public relations before taking on a series of Board roles, working as part of the team that built the company into a global powerhouse. Andy takes us inside his experiences of organic growth on an international scale, building networks of agencies across Europe, the US and beyond.He reflects on the importance of positioning and proposition in helping agencies stand out, why founders often hold themselves back and the 'holy trinity' of agency growth: marketing, business development and sales.Now leading Westofcenter Consulting, Andy brings all of that experience into his consultancy, advising agencies of every size on how to unlock growth, strengthen culture and keep clients and teams thriving.His insights into leadership, talent retention and client-centricity are invaluable for anyone serious about building an agency for the long term.As ever, the conversation is rooted in what PR really looks like behind the stories you have heard and the ethos that drives this podcast, created by Viva, the CIPR’s Small Agency of the Year.Andy’s reflections make for a must-listen for agency leaders and communicators who want to stay curious, build better businesses, and embrace the future of PR.Links and ResourcesGet Andy's services with WestofcenterFollow Andy West and Westofcenter on LinkedInRead Andy’s agency advisory newsletterThe home of Bigger Better Bolder ThinkingGareth Healy - Standout or StandstillLuk Smeyers Find out more about Viva, the CIPR’s Small Agency of the YearPrevious PR in the Real World episodes Hosted on Acast. See acast.com/privacy for more information.

This is an episode of PR in the Real World like no other. Julia Petryk is a Kyiv-based PR professional who understands what comms on the frontlines really is. On 24 February 2022, Russia invaded Ukraine, with Russian President Vladamir Putin announcing the commencement of a three day ‘special military operation’. The invasion is into its fourth year. Within the first hours of the Russian full-scale invasion of Ukraine, Julia Petryk founded the PR Army. The initiative was a response to the Russian violation of international agreements and its brutal invasion of Ukraine. PR and Comms experts got together to build strong Ukrainian presence on the global arena and make Ukrainian voices vocal all over the world. In this raw interview, Julia shares her story with PR in the Real World, detailing her experience in our profession and the impact of Europe’s largest war since World War II on her life as a PR professional. Listen, or watch, this unique interview for a genuine insight into PR on the frontlines. Connect with Julia on LinkedIn: https://www.linkedin.com/in/julia-petryk/Learn about the PR Army: https://www.pr.army/Discover the Tech PR School: https://product-pr.com/Find more of Julia’s work: https://calibrated.agency/The Rooster of Borodianka: https://www.maidanmuseum.org/en/node/2138 Hosted on Acast. See acast.com/privacy for more information.

Claire Episode Description In this episode of PR in the Real World, we’re joined by Claire Quansah - agency consultant and team strategist - for a deep dive into what really makes agencies work (or not).With 20 years of experience across global networks and independents, Claire shares what she’s learned about agency growth, people management and the power of clear communication.She reflects on her early PR career and how a rocky start with journalists taught her the value of preparation.We explore the growing pains founders face as they scale - from hiring the right people to building shared purpose - and why many struggle with the shift from practitioner to manager.We also unpack how to handle tough conversations, why psychological safety matters and the difference between diversity and true inclusion.Claire shares practical tips for creating workplaces where everyone can thrive, and how her Manchester Agency Walks have become a community space for honest conversations and shared learning.Connect with Claire on LinkedIn: https://www.linkedin.com/in/claire-quansah/BME PR Pros: https://www.bmeprpros.co.ukDISC Personality Profiles: https://www.discprofile.com Hosted on Acast. See acast.com/privacy for more information.

In this episode of PR in the Real World, host Tony Garner sits down with Rob Hallam, founder and managing director of Bigtank Productions, to explore how storytelling, empathy and service-first thinking can elevate corporate video for purpose-driven brands.Rob shares his unconventional career journey - from a shyness-shaking stint in a model shop and summers teaching martial arts at Camp America, to stand-up gigs and comedy characters on Men & Motors, including Reverend Bob. His breakthrough into media came via a bold pink envelope mailed to Granada TV, landing him a runner’s role that soon led to directing and presenting.He explains how he transitioned from TV to founding Bigtank in 2005 with a belief that video should tell emotionally resonant, people-first stories. That ethos – ‘content that matters for brands that care’ - remains central to their work with clients across sectors like healthcare, manufacturing, education, and the public sector. Rob discusses how they distinguish between video that merely ‘looks good’ and content that shifts what audiences think, feel and do - the real benchmark of effectiveness for any PR-led visual storytelling.Throughout the episode, Rob unpacks how PR professionals can reframe transactional briefs into emotionally resonant narratives that serve both audience and brand strategy. From filming quirky campaigns about electric cat litter trays to life-changing mental health videos, he emphasises that purpose and empathy must be at the heart of content creation.Whether you're pitching your next big campaign, advising a client on video direction or navigating your own leadership journey, this conversation will shift how you think about storytelling, audience connection and long-term impact in PR. Links & ResourcesAbout Bigtank and Rob HallamCompany website: bigtank.co.ukRob Hallam company profile: bigtank.co.uk/aboutNorth West Aerospace Alliance profile: aerospace.co.ukScaleup Q&A via Two Zero Lancashire: twozerolancs.comCreative showcase – Lancashire Business View: lancashirebusinessview.co.ukReverend Bob’s Torque Show Ep. 13 – Men & MotorsBest of Rob Hallam Reviews – Men & MotorsUsed Car Advice from Reverend BobTorque Show Ep. 4 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:NHSA websiteHealth Equity NorthConnect with Ruth:LinkedIn Hosted on Acast. See acast.com/privacy for more information.

In this latest episode of PR in the Real World - the podcast from the UK Small PR Consultancy of the Year, Viva PR - 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:VEKA UKVEKA Edge Marketing PortalBurnley Bondholders📲 Find Jess on LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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 & MentionsBuy Internal Communication in Times of Crisis:Kogan PageAmazon UKWaterstonesLearn more about Alison Arnot:Catalyst CommunicationsAlison on LinkedIn Hosted on Acast. See acast.com/privacy for more information.

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, #PRSupportCheck out the... Small PR Consultancy of the YearCIPR Excellence Awards Hosted on Acast. See acast.com/privacy for more information.

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 GroupCommsCamp ScotlandSocially MobileZero Waste ScotlandRebecca Roberts – Thread & FableSubscribe to PR in the Real World for honest, impact-driven conversations from the frontlines of UK communications. Hosted on Acast. See acast.com/privacy for more information.

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-LifeAndy'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 Hosted on Acast. See acast.com/privacy for more information.

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

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-forwardFuture Proof Community: https://wadds.co.uk/futureproofInstitute of Directors: https://www.iod.com/ Hosted on Acast. See acast.com/privacy for more information.

These days it seems you can’t escape AI discourse. Despite this, it’s rare for someone to cut through the noise and distil what’s really going on. This instalment of PR in the Real World with AI expert Ben Verinder is an exception. Hosted on Acast. See acast.com/privacy for more information.

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

In her career Ann Rimmer has reckoned with building an agency from the ground up, business mergers in the millions, and making her own way as a consultant. From adopting hybrid working before it was trendy, to proving her agency’s strong jaw in rebuilding their client base after a 70% dip. Ann has insights worth listening to about what’s at the heart of branding, cultivating your own work culture and partnering with clients that fit. If you want to know what makes good branding good – make sure you catch this one. Hosted on Acast. See acast.com/privacy for more information.

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

Sarah is the Marketing Director at steel door manufacturer, Strongdor. Sarah takes what could be a dry, technical industry and has turned it into a platform for bold, people-first ideas that deliver impact. This episode is a masterclass in how creativity, strategic thinking, and bold decisions can cut through – even in the most unexpected sectors. Whether you’re working in B2B, managing a brand expansion, or just looking for ways to inject life into marketing, this one’s worth your time. Hosted on Acast. See acast.com/privacy for more information.

This episode of PR in the Real World has a different kind of guest in the hotseat. It’s the man behind the curtain, Viva’s own ‘producer Dan’. From landing work experience to launching this podcast from scratch, Dan’s story is one of experimentation and learning on the job. It’s a reminder that sometimes, the most valuable lessons don’t come from training courses or textbooks, but from just jumping in headfirst. Whether you’re early in your PR career or want to cultivate junior talent, this episode is packed with sharp insights on growth, learning, and where comms is heading next. Hosted on Acast. See acast.com/privacy for more information.