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PR in the Real World

PR in the Real World

Auteur(s): Viva PR
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À propos de cet audio

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.

Viva PR Développement commercial et entrepreneuriat Entrepreneurship Gestion et leadership Marketing Marketing et ventes Réussite personnelle Économie
Épisodes
  • How the ‘Dry January’ Campaign Changed a Culture with Joe Marley

    How the ‘Dry January’ Campaign Changed a Culture with Joe Marley
    Jan 6 2026

    In this episode of PR in the Real World, Joe Marley, Executive Director of Marketing and Communications at Alcohol Change UK, takes us inside the thinking behind Dry January - one of the UK’s most recognisable and enduring behaviour change campaigns.


    This episode is all about what it really takes to build — and sustain — a campaign that has become part of the cultural calendar, while staying rooted in evidence, trust and real-world impact.


    Joe shares the origins of Dry January, from its humble beginnings as a personal experiment to a global challenge used by millions of people each year. We explore why January works so well as a moment for behaviour change, and how the campaign deliberately avoids judgement or prescription — instead meeting people wherever they are in their relationship with alcohol.


    From a communications perspective, Joe unpacks the realities of running an annual campaign for nearly 15 years. He explains how Alcohol Change UK keeps Dry January feeling fresh by leaning into participant stories, community ambassadors and long-term outcomes. We also talk about the pressure of year-on-year comparisons and why 'sanity metrics' matter more than vanity numbers when you’re focused on genuine change.


    The conversation also dives into the strategic role of tools like the Try Dry app, the science behind supported behaviour change and why the most important day of Dry January might actually be the 1st of February. Joe also shares how creative activations — including the 'Funny AF' comedy campaign — are used to challenge cultural assumptions about alcohol while keeping the tone approachable, human and engaging.


    A must-listen for PR and communications professionals working on behaviour change, health campaigns, or any long-term initiative where trust, evidence and impact matter more than quick wins.


    Links and References


    Alcohol Change UK: https://alcoholchange.org.uk


    Dry January campaign: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/about-dry-january/the-dry-january-story


    Try Dry app: https://alcoholchange.org.uk/help-and-support/managing-your-drinking/dry-january/get-involved/the-dry-january-app


    Alcohol Change UK Campaigns: https://alcoholchange.org.uk/get-involved/campaigns

    Hosted on Acast. See acast.com/privacy for more information.
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    32 min
  • Fearless Marketing in Further Education with Louise Marsden

    Fearless Marketing in Further Education with Louise Marsden
    Dec 9 2025

    In this episode of PR in the Real World, Louise Marsden, Vice Principal Marketing and Brand Strategy at East Lancashire Learning Group (ELLG), shares how brave, evidence-led campaigns can change behaviour and transform education brands.


    Louise talks about her early days at Keep Britain Tidy, where research-driven stunts (including rat tanks and unapologetically graphic dog fouling ads) showed why you can only push creative boundaries if you can back them up with data.


    She then lifts the lid on the reality of FE marketing, including four campaigns a week, complex audiences from 16 to 90 and the responsibility of marketing colleges that are sanctuaries and second chances for students.


    She also reveals what it really takes to rebrand large education groups like LTE Group and ELLG using her vast experience as a lesson for anyone in a similar role.


    Along the way, she touches on crisis comms, prison education and her trustee work in the social care sector.


    A must-listen for anyone working in education, charity or behaviour-change marketing who wants to be braver without losing sight of impact.


    Links and References


    • Keep Britain Tidy – https://keepbritaintidy.org
    • The Manchester College – https://www.tmc.ac.uk
    • LTE Group – https://www.ltegroup.co.uk
    • East Lancashire Learning Group (ELLG) – https://eastlancslearning.ac.uk/
    • Lancashire Adult Learning – https://www.lal.ac.uk
    • Alternative Futures Group – https://www.afgroup.org.uk
    • Novus (Prison Education) – https://www.novus.ac.uk
    • Viva PR – https://www.vivapr.co.uk

    Hosted on Acast. See acast.com/privacy for more information.
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    36 min
  • How to Make Your Communications Accessible with Louise Gibson

    How to Make Your Communications Accessible with Louise Gibson
    Nov 25 2025
    In this episode of PR in the Real World, Louise Gibson - Social Media, Design, Advertising & Sponsorship Team Manager at Sheffield City Council - explains how to build accessibility and inclusion into everyday communications so more people can access, understand and act without adding cost or complexity. This conversation is about practical inclusion and performance. Louise shares why accessible comms consistently works harder and why using corporate channels as we did, even a couple of years ago, won’t deliver the same results today. She brings a lived perspective as a deaf communicator who grew up in a deaf household, and she shows how small changes - especially on social media - translate into real-world impact. Her mantra is ‘progress, not perfection’: choose one change, embed it as a habit over nine to ten weeks and then layer in the next. It’s a sustainable way to remove barriers without overwhelming busy teams. Links & referencesImproving accessibility in social media communications: https://lgcomms.org.uk/news-opinion/blog/improving-accessibility-in-social-media-communications/Sheffield City Council - main site: https://www.sheffield.gov.uk/Sheffield City Council - Newsroom: https://www.sheffield.gov.uk/newsSheffield City Council - Social Media House Rules (Linktree): https://linktr.ee/sheffieldcitycouncilDisabled By Society - Jamie Shields: https://disabledbysociety.com/RNIB - How to make your social media accessible (+ checklist): https://www.rnib.org.uk/living-with-sight-loss/assistive-aids-and-technology/tv-audio-and-gaming/guide-to-accessible-social-media/How screen readers handle emoji-heavy text (YouTube): https://www.youtube.com/watch?v=0XJBIUH_o4wWeb Content Accessibility Guidelines 2.2 - official W3C guidance: https://www.w3.org/TR/WCAG22/Simon Sinek - Start With Why: https://simonsinek.com/books/start-with-why/CIPR - Chartered Institute of Public Relations: https://cipr.co.uk/LGA - Comms Hub: https://www.local.gov.uk/our-support/comms-hub-communications-supportWomen in PR - 40 over 40 Power List (2025): https://www.womeninpr.org.uk/women-in-pr-reveals-40-over-40-power-list/Andrew Bruce Smith - AI in PR: https://escherman.com/andrew-bruce-smith/CAN Digital - public-sector campaign: https://can-digital.net/ Hosted on Acast. See acast.com/privacy for more information.
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    49 min
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