What do you do when the "computer says no" in communications? In this episode of PR in the Real World, we sit down with Shirah Bamber, Director at Alma and former Head of Policy for Preston City Council, to discuss the art of being a "comms fixer."

Shirah Bamber has built an impressive career navigating the complex intersection of public sector policy and private sector strategy. We explore her transition from youth work to managing national infrastructure comms for Network Plus, illustrating how a strategic mindset can solve the most deep-rooted organisational headaches. Shirah shares her "helicopter view" of PR, explaining why the best heads of comms treat every organisational challenge as their own.

The conversation delves into the high-stakes world of political PR and internal communications. Shirah breaks down how to manage a geographically disparate workforce of 5,000 people and why "ego and politics" are often the primary drivers of any board-level project. From sending press releases from a bus stop to pitching safety strategies to site workers in high-vis, this episode is a blueprint for becoming a trusted strategic advisor.

From a PR and communications perspective, this episode covers:

• Comms as Creative Problem Solving: Moving beyond the "we need a video" request to identify the underlying business ambitions or problems.
• The "Buy-in to the Why": How to motivate small teams with limited budgets by connecting their daily tasks to strategic outcomes.
• Navigating Political Nuance: The "art and the dance" of working with politicians and board directors to find common ground.
• Internal Comms for Disparate Workforces: Reaching 5,000+ staff across 86 locations using a mix of mobile-first intranets, physical magazines, and "site-level" engagement.
• The Importance of the "First 20%": Why asking the "dumb" questions and doing your homework creates the gravitas needed to lead a room.
• Rehearsed Confidence: Delivering advice with 100% conviction to ensure strategic plans are acted upon rather than disregarded.
• CATT Framework Diagram for Strategic Marketing Flow

Shirah shares a vivid memory of managing a political crisis via her phone while on a public bus, proving the need for confidence and rapid decision-making. We also discuss her new initiative, a Lancashire-based comms network, designed to provide "hive-minding" and support for senior PR professionals.

This episode is relevant for professionals working in:

• Public Sector & Local Government: Anyone navigating the complexities of policy and political stakeholder management.
• Internal Communications Managers: Tasked with engaging "hard-to-reach" employees in construction, utilities, or remote roles.
• Agency Directors: Looking to improve their "strategic advisor" status with clients.
• Strategic Comms Students: Interested in the blend of policy, psychology, and PR.

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