When PR is tested in real life – With Sarah Keaveny

PR careers can be shaped by campaigns and launches, but they are defined by moments where communications genuinely matter. Nobody wishes for that day to come, but when people are grieving, organisations are under scrutiny and trust is fragile, effective communications is invaluable.

In this episode of PR in the Real World, we speak to Sarah Keaveny, Head of External Communications at Manchester Metropolitan University, whose career spans journalism, emergency services communications and public sector leadership across Greater Manchester. Sarah’s experience offers rare insight into what PR looks like when the stakes are real.

This conversation is about resilience, responsibility and why good communications has to be built for the long haul.

A crisis never really ends: One of Sarah’s clearest lessons is that incidents don’t finish when the media moves on. Inquests, anniversaries, internal impact and long-term scrutiny all follow. The real work often begins after the headlines fade, and PR in the real world means planning for what comes next.

Internal audiences need as much care as external ones: Sarah talks powerfully about the mistake of treating ‘staff’ as one group during difficult moments. People experience incidents differently, and communications must reflect that. Getting internal comms right is about empathy and trust.

Reputation is built on proof: In moments of intense scrutiny, Sarah describes shifting into a more investigative mindset: asking uncomfortable questions, demanding evidence and challenging assumptions internally. Credibility comes from showing real change through action and effectively showcasing that through comms.

Insight beats budget in behaviour change campaigns: The ‘Is This Okay?’ campaign proves that powerful work doesn’t require huge spend. What mattered was understanding the audience, avoiding blame and asking a simple question that made people pause and reflect. This type of approach to campaigns is what ‘PR in the Real World’ is rooted in, and ‘Is This Okay?’ is a perfect example of how it’s done.

Caring is part of the job – but so is protecting yourself: Sarah is open about the emotional weight of frontline communications and the myth of ‘not taking it home’. The reality is that some roles expose you to things that aren’t normal. Long-term resilience comes from recognising that and knowing when to step back.

If you work in PR where purpose, pressure and people collide – public sector, education, health, emergency services or regional organisations – this episode is essential listening.

Links and references

Is This Okay? campaign – Greater Manchester

Greater Manchester Gender-Based Violence Strategy

Manchester Metropolitan University

PR in the Real World podcast

Viva PR – Behaviour Change Campaigns

Listen to Sarah’s episode now!