Episode Details

How do you transition a massive public sector communications team from a "Cinderella service" to a strategic powerhouse? In this episode of PR in the Real World, we talk to Clare Coupe, Head of Communications and Public Affairs for Lancashire County Council, about why an audience-first marketing mindset is the secret to successful PR.

Clare Coupe brings a unique perspective to the "hot seat" of county council comms, having spent the bulk of her career in higher education marketing. We explore her journey from Blackburn College to Lancaster University, including her work launching UA92 with the Class of '92, and how she now manages the strategic messaging for one of the UK’s largest local authorities. Clare shares why "Lancashire, not London" isn't just a slogan, but a requirement for authenticity in a region that values straight-talking and transparency.

The conversation dives deep into the "Account Management" model Clare has implemented to restructure her team of 30 professionals. We discuss the challenge of speaking truth to power in a political environment, the importance of long-term planning over "quick wins" and how to handle subject matter experts who chase the next big thing. From managing a massive devolution consultation to preparing for county-wide elections, Clare explains how to keep the ship on course by keeping your eyes fixed on the audience.

From a PR and communications perspective, this episode covers:

• The Marketing-PR Pivot: Why an evidence-based marketing background is an asset for high-level communications roles.
• The "North Star" Strategy: Using audience needs as a guiding light to filter out 17 conflicting priorities into 3 or 4 core messages.
• Internal Team Restructuring: Implementing an "Account Management" model to act as an internal agency for council services.
• Relationship Management & Trust: How to earn a seat at the top table by adding value through respectful challenge and expert advice.
• The "Petrol Pump Effect": Strategies for managing stakeholders and subject matter experts who focus on tactics over strategy.
• Strategic vs. Operational Comms: Moving away from "sending out stuff" (the churn) toward meaningful, long-term impact.

Clare discusses the "Class of 92" institutional setup as a foundation for social mobility through comms and her recent leadership of Lancashire’s high-stakes devolution consultation. She also touches on the importance of "northern ambition" and why honesty and integrity are the core pillars of the Lancashire brand.

This episode is relevant for professionals working in:

• Public Sector & Local Government: Especially those navigating devolution, elections, or large team restructures.
• Marketing Managers: Looking to understand how their skills translate into the world of PR and Public Affairs.
• Heads of Comms: Seeking a blueprint for moving their department from a "service" to a "strategic partner."
• HE Professionals: Interested in student recruitment and institutional profile building.

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