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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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

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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.