Episode 23 of CIPR’s Engage Podcast out now; Creating Effective PR and Communications Campaigns
The Chartered Institute of Public Relations’ (CIPR) Engage podcast returns with a new episode examining what makes an effective public relations campaign.
Episode 23 - Creating Effective PR and Communications Campaigns - is hosted by Miriam Brown, communications consultant and founder of Mulberry Brown Communications, who discusses how good campaigns come together, from defining the problem they need to solve through to delivery, evaluation and learning.
Miriam is joined by guests:
- Sarah Key, leader of the content team at NHS Blood and Transplant, and
- Tim Ridgway Chart.PR, the Strategic Stakeholder Engagement Manager at Surrey County Council.
Drawing on campaigns delivered across healthcare, local government, policing, and the charity sector, the panel discuss how practitioners can identify objectives, segment and map audiences to tailor messaging, and secure stakeholder buy-in. Listeners will hear about established planning approaches including the OASIS framework and PESO model, and the case for establishing strategies before reaching for tactics.
The panel concludes by examining how communicators can test novel approaches in their campaigns without chasing trends, what audiences reaction to influencer and AI-generated content reveals about the value of credible voices, and why evaluation and measurable indicators of performance belong in a campaign from its outset.
Every good campaign starts with a clear idea of what it wants to achieve. This episode’s guests have spent years turning ‘can you just put out a post’ asks into effective wrap-around campaigns that move the needle. They’re refreshingly honest about what worked, what didn’t, and how they knew when to walk away. What ties their conversation together is the simple idea of deciding what you’re trying to change and how you’ll know if you’ve managed it.
I'd like to thank Tim, Miriam and Sarah for all their contributions to another insightful episode of Engage.
- Listen to the episode on Spotify
- Find out more about the CIPR Engage Podcast
- CIPR members can log 5 CPD points for listening to this episode
About the Chartered Institute of Public Relations
Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world's only Royal Chartered professional body for public relations practitioners with over 11,000 members.
The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).