In this fascinating episode of PR in the Real World, we sit down with journalist, PR agency founder, and author Andy Spinoza to explore Manchester’s remarkable transformation from an industrial relic to a global cultural powerhouse.

Andy shares his unique journey, starting as the co-founder of City Life magazine in the 1980s, which captured Manchester’s emerging music, arts and social scenes. He describes his transition into journalism at the Manchester Evening News, where he covered stories involving some of the city’s most famous figures, including Morrissey, Ryan Giggs, and Sir Alex Ferguson.

From there, Andy takes us inside the world of PR, revealing how he founded Spin Media, later known as SKV Communications. He reflects on the evolution of public relations from relationship-based media work to today's data-driven, digital-first environment, offering rare insights into how PR has adapted to the rise of social media and the decline of traditional journalism.

Throughout the conversation, Andy discusses how Manchester’s music scene - led by legendary acts like Joy Division, The Smiths, Factory Records, and Tony Wilson - helped redefine the city’s global identity. He explains how the city leveraged its cultural heritage to attract global investment, talent, and regeneration, providing a blueprint for modern place-branding and city marketing.

Andy also talks about his acclaimed book Manchester Unspun: How a City Got High on Music, published by Manchester University Press, and gives us a preview of his next project, Oxford Road: The Street That Changed the World, which will delve into Manchester’s rich history of innovation.

Whether you're a PR professional, city planner, marketer, or simply fascinated by Manchester’s rise, this episode offers a masterclass in how storytelling, media, and culture can shape a city’s destiny.

Buy Andy's book: https://manchesteruniversitypress.co.uk/9781526168450/

City Life Archive: https://www.mdmarchive.co.uk/tag/9320/City-Life

Andy's TedX Page: https://www.tedxmanchester.com/speakers-2023/andy-spinoza/

Check out Andy's Instagram: https://www.instagram.com/andy_spinoza/

Find Andy on X (formerly known as Twitter): https://x.com/andyspin

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