How do you drive data-led behaviour change when the stakes include public health and human dignity? In this episode of PR in the Real World, Edna Boampong, Director of Communications at Liverpool City Council, breaks down strategic public sector PR.

Edna Boampong has navigated an award-winning career from early event promotion at the Ministry of Sound to leadership within the NHS and local government. Edna explains why she shifted to the public sector to reduce inequality, starting with the historic "Smoke Free Manchester" campaign.

Now leading Liverpool, Edna tackles the challenges unique to local government, including budget consultations, multi-agency working and internal comms for 6,000 staff. She also discusses confronting online hate, providing a raw look at how her team balances public engagement with the critical need to protect vulnerable community members and staff from digital racism.

From a PR perspective, this episode covers:

• Data-Informed Behaviour Change: Moving away from "one-size-fits-all" campaigns to build localised, insight-driven messaging.
• Transparency in Change Comms: The necessity of open communication from day one to maintain public trust.
• The Strategic Shift: Positioning a comms department as a table-sitting strategic asset rather than a simple print repository.
• Diversity in PR: Confronting the reality that fewer than 5% of senior NHS comms roles are held by ethnic minorities.
• Managing Online Hate: Practical protocols for protecting campaign participants and staff from toxic comment sections.
• Gamification of Comms: Using hyper-localised humour and digital polls to educate residents on high-friction civic issues.

Edna shares details of two major MJ Award-shortlisted initiatives: the "Talking Bins" recycling campaign using Scouse humour and the "This Is Liverpool" anti-racism strategy. She also shares how an argument over an Adele remix at a party sparked the connection with her husband.

This episode is relevant for professionals working in:

• Local Authority Comms: Frameworks for crisis handling, budget rollouts and behaviour change.
• NHS PR Managers: Navigating structural transformation and health equity.
• DE&I Champions: Committed to anti-racist communication and building diverse talent pipelines.
• Social Media Managers: Tasked with community moderation and managing workplace psychological safety.

Links and references

Connect with Edna: https://www.linkedin.com/in/edna-boampong/

Edna’s appointment: https://liverpoolexpress.co.uk/liverpool-city-council-appoints-new-director-of-communications-and-engagement/

Edna Boampong – NHS Confederation profile: https://www.nhsconfed.org/people/edna-boampong

Liverpool City Council – anti-racism commitment / This is Liverpool: https://liverpool.gov.uk/council/equality-diversity-and-inclusion/our-commitment-to-anti-racism

Talking Bins / We’re Talking Bins campaign: https://liverpoolexpress.co.uk/third-liver-bird-highlights-liverpools-poor-recycling-rates

Healthier Together programme (Greater Manchester): https://manchestercommunitycentral.org/news/healthier-together-integrated-impact-assessment-forums

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