In this episode of PR in the Real World, we’re joined by Paul Holliday, Chief Strategy Officer at Bolton Wanderers Football Club, for a heartfelt and insightful conversation about his 20-year journey in sports communications that started in writing content for matchday programmes.

This episode dives deep into the world of sport, PR and purpose. Paul reflects on the highs of promotion glory, the lows of financial turmoil and the lessons learned from steering a football club through both triumph and trauma. His story captures the emotional heartbeat of regional communications.

Paul shares how the digital revolution reshaped the role of the comms professional and how AI and technology are creating new opportunities for PR teams. Paul’s journey is a masterclass in resilient, values-driven communication.

We also explore the human side of leadership: balancing professional challenges with family life, navigating mental health pressures and finding meaning through community impact. As Paul says, 'Football clubs are content farms, but the stories that matter most are about people'

A must-listen for PR professionals, communications leaders, and anyone who believes the best storytelling starts close to home in the communities that shape who we are.

Links & References

• Bolton Wanderers Football Club – Official website: https://www.bwfc.co.uk
• Bolton Wanderers in the Community – The club’s charitable arm supporting local initiatives: https://www.bwitc.org.uk
• English Football League (EFL) – Paul’s former organisation: https://www.efl.com
• Viva PR – Independent regional PR agency behind PR in the Real World: https://vivapr.co.uk

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