In this episode of PR in the Real World, Sarah Keavney, Head of External Communications, Manchester Metropolitan University, shares what she’s learned from a career that’s taken her from local journalism to the front line of public sector crisis communications.

This one is about what PR looks like when it’s real people, real pressure and real consequences.

Sarah reflects on her early reporter days at the Bury Times and Bolton News, where she learned the value of trusted relationships, resilience under deadline, and telling human stories with impact. She then takes us inside 14 years at Greater Manchester Fire and Rescue Service, from managing live incidents to communicating through tragedy -including the death of a firefighter.

We also unpack the long-running scrutiny and reputational pressure that followed the Manchester Arena attack and the Arena Inquiry, and why humility, evidence and asking the awkward questions matter when an organisation has to prove genuine improvement.

Finally, Sarah talks us through the award-winning ‘Is This Okay?’ campaign tackling violence against women and girls - how it came together fast, landed with men as well as women, and sparked the kind of conversation behaviour change depends on - before sharing why she’s now focused on proactive, purpose-led comms at Manchester Met.

A must-listen for PR and comms professionals working in crisis, public sector, behaviour change, or anyone trying to do meaningful work without losing themselves in the process.

Links and references

Is This Okay? Campaign: https://isthisokgm.com/

Mayor of Greater Manchester – Is This Okay? campaign launch: https://www.greatermanchester-ca.gov.uk/news/mayor-launches-latest-stage-of-campaign-to-tackle-gender-based-violence-with-hard-hitting-film/

Greater Manchester Gender-Based Violence Strategy: https://www.greatermanchester-ca.gov.uk/what-we-do/safer-and-stronger-communities/gender-based-violence/isthisok

Manchester Metropolitan University: https://www.mmu.ac.uk/

Manchester Metropolitan University – About: https://www.mmu.ac.uk/about-us/

Greater Manchester Fire and Rescue Service: https://manchesterfire.gov.uk/

More PR in the Real World: https://www.vivapr.co.uk/viva-podcast/

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