When It Hits the Fan

The stakes could not be higher. To the winner, global supremacy. To the loser, irreversible decline. That is how the battle for building more data centres is being fought by Amazon. This week, David Yelland and Farzana Baduel look at how the company is fighting back against the "misinformation and outright lies" that surround data centres. The public has apparently got them all wrong. But just how do you shift opinion when it seems everyone has already made up their mind? On the extended edition on BBC Sounds, a slightly more modern slice of Bayeux brilliance. The Conservatives scored a great PR win with their own 88ft 'tapestry' depicting the last two years in politics. The masterstroke was to include a number of journalists in the artwork - which meant they all posted about it, giving the stunt far more publicity. The very obvious flattery worked a treat - but there are more subtle ways of getting journalists on side which are just as effective. Also, the risks of making pets political. Labour minister…

"That's it, I'm leaving." After which, there is often the sound of a door slamming. But in this case, it's more likely to be the sound of a private jet revving its engines. This week, David Yelland and Farzana Baduel look at why some of the UK's richest people seem so keen to quit the UK. Recent stories includes claims that the country is not just on the slide - but has irreversibly slid. What's really behind the decision to publicly say you're off - or that you're thinking of leaving? Who is the message really aimed at - and what are the risks of sticking your head above the parapet? On the extended edition on BBC Sounds, AI seems to have a PR problem. Literally. OpenAI is still looking to fill its head of comms role after almost a year's search. When PR becomes the story, it's never good. And is there any real chance of one person being able to change the reputation of AI - given the catastrophic predictions for it ending humanity? Also, there are times when it doesn't hit the fan. But it's not because of…

'Never complain, never explain.' Until recently, that could've been the unofficial motto for the Royal Family. Not anymore. David Yelland and Farzana Baduel discuss whether it was wise for Buckingham Palace to issue a statement in response to bombshell claims made in Earl Spencer's new book. Advisors closest to the King must have known it would pour rocket fuel on an already incendiary story - but would it have been even worse not to respond? And sticking with statements, on the extended episode on BBC Sounds, Ed Sheeran. The singer is right in the middle of an enormous PR storm, over where he stands on the situation in Gaza. He's now said he's 'made mistakes and is so, so sorry', but as David and Farzana explain, whatever he does now won't be enough to appease everyone. So what is he supposed to do next? Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

When an interviewer's first question is whether your product could kill all humans, you know it's serious. This week, David Yelland and Lauren Beeching look at how the boss of Anthropic, Dario Amodei, handled himself following insider claims that AI could indeed wipe us all out. As Amodei outlined the risks - and benefits - the vital thing to look at is the timing. With Anthropic preparingto sell its shares on the Nasdaq stock exchange, he needed to appeal to investors more than the general public. And explaining just how incredibly powerful your product is, is not necessarily a bad thing. Even if it could lead to the end of the world. Also - the secret game being played behind-the-scenes when your client is given a right to reply. David and Lauren discuss what options you have - including how quickly to respond and how much or how little detail to give. And they explain how these days, you can be given as little as an hour to put your side, as publications try to stop people going on social media to control…

It's a feeling, it's something you can't quite put your finger on - but you know it when you see it. This week, David Yelland and Farzana Baduel are all about the vibes. The good ones. Whether it's at Downing Street or M&S, vibes have been one of the stories of the summer. But good vibes aren't easy to manufacture, they often need intricate planning. And they also require risk, being bold and authenticity. Plus, on the extended edition on BBC Sounds, excuses. Nigel Farage says he 'wasn't listening' during a conversation with his former chief of staff and an undercover reporter discussing what appears to have been a scheme to funnel money to Reform UK. As a defence, it may sound simple - but as David and Farzana explain, they're often the hardest ones to disprove. See also, 'I didn't read the email', 'my phone was hacked' and 'the dog ate it'. Whether you choose to believe someone's defence will rest on their 'residual reputation'. And, following one of the most spectacular PR coups of the summer, who are the…

If PR is all about weaving great stories, then the Bayeux Tapestry might just be the perfect example. This week, David Yelland and Farzana Baduel celebrate the comms coup that was 1000 years in the making. The tapestry's arrival back in the UK was covered and celebrated in minute detail - with hype being generated from the most mundane details. The British Museum seems to have pulled off a public relations masterclass. But it comes as the museum is still battling to recover its reputation after a series of fan hitters. On the extended edition on BBC Sounds, the resignation bombshell that's gone global. A Chinese project manager at Alibaba has quit - and she didn't just hand in a brief note explaining she'd serve her notice period. She wrote a 100 page tome that tore into her entire industry. Farzana and David discuss the reputational risks to both employer and employee. Also, the noble art of dressing up and poking fun at someone. Count Binface has garnered coverage across the world as he prepares to stand…

Whether you're a multimillionaire or the son of a King, sometimes it can still feel like everyone is out to get you. And so we turn to Nigel Farage and Prince Harry. Both are dealing with huge PR fallouts on which the dust is nowhere near settling. This week, David Yelland and Farzana Baduel discuss why even the most powerful people claim the whole world is against them. It's certainly a tried and tested PR tactic - painting yourself as the lone wolf, the outsider, you against the Establishment. It can help create a useful diversion to what the actual story is - a reframing of the narrative to tell the story you want to tell, as opposed to the media. It can illicit sympathy - but it can also just look like moaning. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

Public life would be an awful lot easier if you never had to answer questions from pesky journalists. Or would it? This week, David Yelland and Farzana Baduel look at Andy Burnham's decision to not take questions as he launched his vision for Britain, should he become the next Prime Minister. Pumping out your message on your own terms might sound like the PR dream - but the rapidly changing nature of comms in the age of AI means if you try and bypass traditional media, your message might sink without trace. On the extended edition on BBC Sounds, will they or won't they? Harry is due to visit the UK with Meghan and his children next week. The King had offered them a royal estate to stay at. But suddenly there's briefing and counter briefing and the whole trip is up in the air. If they do come, there are PR pitfalls for both sides at every turn. Unlike Taylor Swift, whose PR seems pretty bulletproof. She's expected to get married this weekend - and she (and/or her PRs) are playing a blinder. Speculation and…

Declaring your tax isn't straightforward, as anyone's who ever filled out their own return will know. King Charles probably has someone to help with the scraps of paper and receipts - but he'll still have to deal with a huge amount of scrutiny on becoming the first monarch to reveal their tax bill. This week, David and Farzana discuss why King Charles is going public - and why it was announced almost a week before the details are released. Are the public being softened up with talk of 'transparency' and 'accountability'? They explain that framing the narrative before a story breaks means you have more chance of creating a cushioning effect. On the extended edition on BBC Sounds, what's the PR takeout for Starbucks? The company's faced a huge backlash in South Korea after a marketing campaign seemingly referenced a historical military attack against pro-democracy protesters. How does something like that slip through the net? The finger of blame is being pointed at AI. But that only tells half the story. And…

The public is against you, politicians are against you and the emotional argument has been well and truly lost. Which is exactly where the likes of TikTok, Instagram and X find themselves following the Prime Minister's announcement that social media will be banned for under-16s. It's being described by some as big tech's 'tobacco moment'. This week, David and Farzana assess what these companies might do next - how can opinions be shifted, who can be used to make their case? And if stopping the ban outright is not the goal, what would success look like? On the extended edition on BBC Sounds, bricks and mortar PR. Just why are the rich and powerful so obsessed with slapping their names on buildings? As David and Farzana explain, it's a bit like the elite class sending bat signals to one another - 'look how well I'm doing'. Plus, Westminster Abbey's loss is very much Bridlington's gain. David Hockney turned down the offer of being buried alongside kings and queens. Instead, the artist opted for his final…

When you're routinely described as a crackhead and convicted felon who uses sex workers, it's fair to say your reputation can't get much worse. And so we turn to Hunter Biden. Often labelled the 'black sheep' of the Biden family and a man who's been torn apart in the media. And yet, he is now being lauded (by some) for his attempts at reputational rehabilitation - including a blistering foray on X, where he's taken on his trolls head on. David and Farzana discuss whether going into the lions den is a smart PR move - and why, when you own your mistakes, use humour and honesty, you leave your critics with very little ammo. On the extended edition on BBC Sounds, the multi-trillion dollar PR story being told right now. As Space X prepares to launch on the stock market (with Anthropic and OpenAI closely following behind), what moves are at play to try and get you to part with your cash? Plus, why sitting on the fence can be a really bad PR move. Just ask Elmo from Sesame Street. Famously from The Big Apple, he's…

When PR becomes the story, you know you're in trouble. And that's where BP finds itself right now - as the dust begins to settle after a tumultuous week for the company. David Yelland and Lauren Beeching unpick the drama - from the statement announcing the Chairman's shock sacking to the furious response from the man himself. They explain the PR mistakes made by both sides along the way - including creating a vacuum of information and, conversely, saying too much. And after all is said and done, who is the winner of this PR war? Also, on the extended edition on BBC Sounds, we're sticking with sacking. The world of redundancies has changed forever. Companies are now hiring crisis PR firms to manage the moment someone gets fired - because at a time where the person losing their job might have half a million TikTok followers, the old HR playbook just doesn't cut it anymore. And if you've been at the centre of a fan hitter, is it best to slink back to the shadows or try and stay firmly in the limelight? Rebekah…

Ever felt like your boss doesn't quite hold you in the highest esteem? Pity then, workers at Standard Chartered Bank. CEO Bill Winters described some of them as 'lower value human capital' during a speech to investors. His words came at a time when the bank is getting rid of thousands of positions and replacing them with AI. David and Farzana look at what happens when you say the quiet thing out loud - and what the repercussions are if you get your PR response all kinds of wrong. On the extended edition on BBC Sounds, are 'dark forces' really trying to tarnish the late Queen's reputation? Recent revelations about how she lobbied for Andrew Mountbatten Windsor to get a trade envoy job could be just the start of an attempt to gradually unpick her legacy. Also, big shout out to the GC. That's Gemma Collins, mega-influencer and former star of The Only Way is Essex. The Department for Education is facing a huge backlash for using her to try and persuade young people to stay in education. David and Farzana explain…

Not every product launch comes complete with tear gas, police dogs and angry crowds. But those were the scenes at various cities around the world as a new Swatch went on sale. This week, David Yelland and Farzana Baduel discuss whether the chaos that surrounded the launch was PR heaven or hell. Advisors are paid handsomely to try and create such buzz - but can too much hype be a bad thing? On the extended edition on BBC Sounds, a PR path that is not well trodden. Because Pippa Middleton owns it and she doesn't want you anywhere near. The sister of the Princess of Wales is finding out being rich and famous is no use when it comes to matters of planning. It's all very public and trying to win over the locals is no easy matter. Also, tall tales. The mysterious case involving President Trump and President Xi Jinping of China. They are, apparently, wildly different heights. But when seen side by side, they seemed to be exactly the same height. Are dark PR arts at play when trying to make the boss look dominant?…

There is an art to resigning. Fall on your sword immediately and you might end up enhancing your reputation. Cling on for months in spite of overwhelming evidence you should quit - and the opposite can be true. This week, David Yelland and Farzana Baduel look at whether the PR rules around resigning are changing. Has the tipping point moved in an age of fragmented media? Certainly the noise from the baying mob has never felt louder but if it's not laser-focused, does that make it easier to ignore? On the extended edition on BBC Sounds, an AI confession. The CEO of Pfizer, Albert Bourla, says he consults artificial intelligence when he has to make his biggest, most important decisions. Not just when he wants to draft an email. Is this a bit of canny PR - proving he's a very modern CEO - or does he risk being accused of 'cognitive outsourcing?' Also, Pope PR. From his choice of trainers to relatable tales of call centre hell, David and Farzana look at how it's often the small things that have been Pope Leo's…

Finding the right words in a high-pressure situation is not easy - especially when the world is watching. But by common consensus, King Charles' speech to Congress was deemed pretty much pitch perfect. This week, David Yelland and Farzana Baduel take you behind-the-scenes, into the writer's room. Who was involved in crafting the words, how did multiple people feed in and yet make it sound like a singular voice? They explain why the speech worked for multiple audiences in today's 'fragment economy' - and how difficult themes were smuggled in or glossed over with a specific turn of phrase. Also, on the extended edition on BBC Sounds, a similar message to the King's use of 'Keep Calm and Carry On'. As the crisis in the Strait of Hormuz continues, there's been a subtle shift in the Don't Panic messaging - both from government and business. As the ripples from the war look set to continue for many months, David and Farzana look at how we're being softened up for longer-term consequences. And she's the Queen of…

There are jobs and there are jobs. And then there are jobs like being head of the FBI. So when you're in that role and get accused of excessive drinking and unexplained absences from duty, the reputational risk is huge. This week, David Yelland and Farzana Baduel look at how Kash Patel has handled the claims - from getting into heated verbal battles with reporters to launching a $250m defamation lawsuit citing 'false and obviously fabricated allegations'. What were his options? As they explain, proving a negative can be one of the hardest jobs for those in the public eye. On the extended edition on BBC Sounds, why the universally awful publicity around the new Michael Jackson movie doesn't seem to matter one jot. Despite widespread criticism for ignoring the dark side of Jackson's story, it's smashing box office records. Is the film a perfect example of 'omission PR'? Also, how Apple's succession planning has been a total PR peach. David and Farzana explain how CEO Tim Cook mastered the graceful goodbye and…

These are busy days in the world of crisis comms. Keeping calm is vital - keeping the public calm is even more vital. David Yelland and Farzana Baduel explain what's going on behind-the-scenes everywhere - from supermarkets and airlines to energy companies - as concern rises that the war in Iran could affect supply lines. They discuss the importance of being like a meerkat - horizon scanning - for potential public flashpoints. And why PRs have to come up with calming strategies to avoid dreaded words like 'rationing' causing chaos in the aisles and at the pumps. On the extended edition on BBC Sounds, this isn't just any work/life balance, this is a Marks & Spencer work/life balance. CEO Stuart Machin says he doesn't think leaders should switch off while on holiday. That might be the only way for those at the very top - but what message does it send out to those lower down the chain? David and Farzana discuss how part of the job as a PR is making bosses understand that not everyone thinks like they do. Also,…

What happens when you cross enemy lines and join the other side? As King Charles hires a Sky Royal correspondent for a top comms job at the Palace, David Yelland and Farzana Baduel discuss what happens when journalists switch to PR. Crucially, they need to learn how to go from broadcast to mute. No more fabulously indiscreet anecdotes involving the rich and powerful over dinner - they're now your clients and your job is to protect their reputation. And that's just for starters. There are a whole load of different rules and shifts in power dynamics that can take years to fully understand. Also, on the extended edition on BBC Sounds, why Harry and Meghan have a window of golden PR opportunity - that could slam shut if they don't get their timing spot on. As David and Farzana explain, it's all to do with something called 'brand adjacency'. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

In the good old days, if you wanted some favourable PR for a client, you could call up a journalist and take them out for a jolly good lunch. It's not so easy when the thing you're trying to influence is a bot. So is it possible to spin the likes of ChatGPT? This week David Yelland is joined by Lauren Beeching - a crisis management expert with clients that count their followers in millions. They discuss how AI is changing so much of the nuts and bolts of the PR reputation game - from having to become a tech wizard to work out if 'evidence' is real, to understanding how to influence what AI chatbots say. And on the extended edition on BBC Sounds, the Fan Hitter that almost broke the internet is back. The woman at the centre of the Coldplay KissCam scandal, Kristin Cabot, has done a big interview with Oprah - and discusses the PR advice she was given. She claims she was told, "Stay quiet, everything will blow over in three days." Hindsight is a wonderful thing. Producer: Duncan Middleton Editor: Sarah Teasdale…

When your country's PR plan relies on the projection of safety and security, how do you keep that image alive when you're under attack? This week, David Yelland is joined by global PR expert Farzana Baduel to examine how countries in the Gulf have managed their comms since the start of the war in Iran. In Dubai especially, social media influencers have been used as foot soldiers in the reputation battle. But has the relentlessly on-brand, 'we feel safe' messaging been successful? David and Farzana explain why it depends which end of the PR telescope you're looking through. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

Getting your message out is obviously a cornerstone of PR. But where you put that message is becoming even more important. This week, David Yelland is joined by Anoushka Mutanda-Dougherty from the BBC podcast Fame Under Fire. Together they look at the challenge for big institutions - especially the Royal Family - of cutting through. You may think you've been successful if your story gets pick up in all the traditional places - but has anyone under-35 even seen it? They discuss the need to populate the places beyond your traditional base, to get beyond your echo chamber - and the need to interact rather than just pumping out one-way comms. As Anoushka says, 'Do the boring thing in the most interesting way possible.' Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

When you’re in a crisis, you discover very quickly who your friends are. Or perhaps more accurately, who your friends aren’t. This week, David Yelland and Simon Lewis examine how different types of friends are deployed to the PR front line when it comes to reputational combat. When you can't defend yourself in public, you need the right sort in your corner. But not all friends are equal. There's the named friend, the unnamed friend and the showbiz favourite - 'close friend of the couple'. And David and Simon reveal there are often PR campaigns going on behind-the-scenes to ensure the best calibre of friend is speaking up - and why a 'source', a 'spokesperson' and a 'friend' might actually be the same person. On the extended edition on BBC Sounds, a moment of indulgence as When it Hits the Fan reaches its 100th episode. David and Simon explain what's surprised them about the world of PR since the show started - and why they've had to think differently about the world they move in. Producer: Duncan Middleton…

How do you fight a PR battle when everyone's already decided you're the bad guys? That's the problem facing the water industry on the eve of a new Channel 4 factual drama called Dirty Business. The clue is in the title. It focuses on a 10-year investigation into sewage-polluted waters. Sticking to the facts is a basic rule of PR - but when coming up against raw anger and emotion, do you need more than facts? How do you appeal to hearts as well as minds? On the extended edition on BBC Sounds, PR itself is in the dock. Two firms have found themselves making rather than shaping the news in recent weeks - over the Epstein files and allegations of trying to journalists. Put mildly, the companies involved have a battle on their hands to protect their own reputations. David and Simon explain why. And if you think Heathrow is too crowded, you're very much mistaken. According to the CEO of the airport, it's simply because people are 'walking in the wrong places'. He might have a point, but the problem is, if you say…

Some jobs just can't be done. Circumstances, events and a changing world simply make them undoable. This week, David Yelland and Simon Lewis ask whether one such job is communicating on behalf of the Prime Minister. Not just this Prime Minister, but any Prime Minister. After only five months, the PM's Director of Communications, Tim Allan has quit. He's the fourth person to hold the role under Sir Keir Starmer. The old levers of PR clearly aren't working and there seems to be a general bafflement has to how to get the public onboard. Put simply, is Downing Street now beyond PR? On the extended edition on BBC Sounds, how Buckingham Palace is rapidly changing its PR game. Widely criticised for being too slow to react to the scandal around Andrew Mountbatten Windsor, the Palace is going on the front foot - with two statements that would've been inconceivable just months ago. Plus there's nothing like a formal letter from the Government to put you in the mood for love. That's the hope anyway. In France, all…

How close is the Palace to being sucked into the Epstein reputational black hole - again? In this episode David Yelland and Simon Lewis discuss the latest revelations from the Epstein files about Andrew Mountbatten-Windsor. Can a reputation ever be so utterly ‘nuked’ that there is no coming back and anyone close gets sucked in? What is the Royal Family's PR calculus to avoid the gravity pull of the Epstein PR black hole? On the extended edition on BBC Sounds, David and Simon look at another man in a PR black hole, Lord Mandelson. Is it really the end of the road for the king of spin, or can the ultimate political survivor find a way out? Also, the Sunday Times Tax List and why being one of the UK’s biggest tax payers is good PR. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

It started with a bombshell but the aftershocks are only just getting started. This week, David Yelland and Simon Lewis ask whether David and Victoria Beckham's seemingly bulletproof brand is under threat. The cause is of course the incredibly emotional social media outburst from their son, Brooklyn. Theirs is a brand built on family - so what are the PR challenges when threads start to unravel? And crucially, what say will the money men have about how the Beckham's handle the fallout? On the extended edition on BBC Sounds, where best to see where the worlds of PR, power and business collide than Davos? Simon spent the week there and reveals what's really going on behind-the-scenes. It's certainly not as glamorous as you might think. Plus, how to take on Elon Musk and win. Ryanair's Michael O'Leary delivered a PR masterclass as the two men had a very public spat - using a killer blend of humour and facts. It seems to have done wonders for the airline's business - and given us a timely reminder of how to use…

Reputations supposedly take years to build and seconds to destroy. But what if that's no longer the case? What if the normal rules about earning - and keeping - a reputation simply don't apply any more. This week, David Yelland is joined by Anoushka Mutanda-Dougherty, from the BBC podcast Fame Under Fire. Together, they venture into some distinctly dubious corners of the internet to see how public opinion is really being shaped. Examining the trial of rapper Diddy, they explain how he may have actually benefitted from the wild accusations being made about him on social media before the case came to court - and how his PR team realised they could capitalise on the fact he was being portrayed as the Devil. On the extended edition on BBC Sounds, David and Anoushka look at how the PR world might want to take some tips from Candace Owens - however unpalatable that may seem. The right-wing influencer promotes conspiracy theories and has repeatedly made claims about Brigitte Macron being born a male. The Macrons…

When everything's going really well, there's always a lurking fear that it can't possibly last. This week, David Yelland and Simon Lewis look at how the discussion around weight-loss injections is suddenly, subtly shifting. New research suggests that once you come off them, you put weight back on faster than if you'd shed the pounds in a more traditional way. The findings dominated the news agenda. So is the PR worm ever so slightly turning? David and Simon discuss what happens when a product leaves the ordinary world of day-to-day business and becomes something far bigger - something talked about by everyone. What's crucial is being able to look far enough down the track to see what pitfalls may lay ahead. On the extended edition on BBC Sounds, we're talking black gold. Or rather, how the big oil firms are dealing with President Trump - especially after he claimed he'd briefed them before the US raid to capture Venezuela's President Maduro. David and Simon look at the skills required to PR an oil firm - and…

Call it smoke and mirrors, call it sleight of hand. The best PR is often invisible PR. In this latest episode of our mini-series on the Golden Rules of PR, David Yelland and Simon Lewis look at the risks of showing your workings. Increased transparency is admirable in many cases - but beware of just how much you reveal. A great example from 2025 was the Heathrow Airport crisis. A power outage caused the airport to shut down - and it quickly became known that Heathrow's CEO was asleep when the decision to close the airport was made. There may have been very good reasons for him not to be awake but the optics were terrible. Creating an illusion is part of the PR toolbox - you're trying to persuade people to come on a journey with you. If, like in the Wizard of Oz, the curtain is pulled back and the artifice crumbles, it could mean game over. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

Most of us are guilty of it. A problem looms or a crisis kicks off and the knee-jerk reaction is often to ignore it and hope it goes away. Newsflash - it rarely does. In this latest episode of our mini-series on PR's Golden Rules, David Yelland and Simon Lewis explain why doing something is usually better than doing nothing. Two great examples from 2025 involve the BBC and the Royal Family. Both faced enormous crises - both faced accusations of not saying or doing the right thing quickly enough. David and Simon explain the perils of being paralysed by group-think in such situations and the difficulties of making yourself heard when you know you've got a solution. And sometimes you have to accept that there isn't necessarily a right or wrong answer - but you just have to say something. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

This episode will change your life. Seriously. It's a big claim and carries an enormous risk of over-promising. Welcome to the latest episode in our mini-series on the Golden Rules of PR. This week, David Yelland and Simon Lewis look at the risks of rolling the pitch - of laying the PR groundwork - for a forthcoming announcement. As the Chancellor Rachel Reeves found out in the run up to the Budget, trying to manage expectations can seriously backfire. But we all do it - we try to soften people up ahead of delivering some tricky news. David and Simon explain why there are very sensible reasons for doing this. The problem is - if you say what's going to happen and people react badly - how do you change your plans without being accused of making a U-turn? Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

It may be the season to be jolly but there's not a lot of good cheer going around at the moment. With so much unrelentingly bleak news, how do you persuade anyone that not everything's as bad as it seems? This week, David Yelland and Simon Lewis look at the power of optimism. It's not just a useful PR tool, it's vital. When optimism is authentic, it can inspire and be incredibly infectious. The trouble is, it can also feel totally out of step with people's own experiences. That's why it's such a tricky PR balancing act. You want to take people with you but not make them think you're living in a dream world. When people are crying out for good news, David and Simon look at why the phrase 'positive spin' is almost always used in a derogatory way - even though the very last thing you want is a pessimistic PR team. On the extended edition on BBC Sounds, who's on the list and who isn't? The PR minefield that is Christmas cards. David and Simon discuss whether the festive staple is still a good way of judging…

It's panto season and panto villains don't come much bigger than Simon Cowell. The music mogul's made a career and fortune playing the Bad Guy on TV talent shows. But is there more to him - and crucially, is it good PR for him to show a different side? This week, David Yelland and Simon Lewis wade through the blizzard of publicity created ahead of Simon Cowell's latest show - to piece together a PR jigsaw that hints at his attempts to stay relevant while also offering glimpses into his world that he may not have intended. On the extended edition on BBC Sounds, what happens when a CEO goes missing in action? The good people of Tunbridge Wells are once again disgusted - following a drinking water crisis in the spa town. And their mood has not been helped by the boss of South Eastern Water, David Hinton, refusing to give any interviews. If the buck stops with you, do you have a duty to show your face in public - or can there be very good reasons for staying invisible when everything is going wrong? Also, what…

It's not easy winning a PR fight when you're up against three octogenarian nuns whose story has become a global smash. This week, David Yelland and Simon Lewis look at the case of Sister Bernadette, Sister Regina and Sister Rita. They ran away from the care home they'd been sent to and broke back into the Austrian convent where they'd lived for more than 60 years. In the process, they've gained huge support on social media. Now, they've been told they can stay at the convent - so long as they stop posting online. The nuns and their hundreds of thousands of followers aren't happy. David and Simon explain why harnessing authentic, joyful, grassroots support is the PR holy grail - and why it's almost impossible to counter. It almost doesn't matter what the Church authorities say or do. The facts are no longer important if people have already decided who is in the right and wrong. On the extended edition on BBC Sounds, there's the distinct whiff of crisis at Campbell's. Its CEO has had to go on the record to…

Imagine being able to read the private emails sent between some of the most powerful people on the planet. This week, David Yelland and Simon Lewis do exactly that. The release of thousands of pages from the so-called Epstein files shows the ways in which the elite communicate with each other. The exchanges reveal what one New York Times columnist describes as the 'nomadic bat signals' the rich send the rich. Epstein's criminality and cruelty are already crystal clear - but the legacy of these emails tells us so much more about the times we're living in. On the extended edition on BBC Sounds, a scandal threatening the reputation of a very British institution. The former CEO of Lloyd's of London, John Neal, has had his multi-million pound job offer with AIG rescinded - over claims of a workplace affair. Did Lloyd's do enough to investigate the matter - and does the case undo all the positive PR Lloyd's has received for trying to reform behaviour within the company? Also, insert your own joke about weird…

When a top job becomes available, there very soon follows a list of potential 'runners and riders'. But how do you get your name on it? And how do you get your name off it? This week, David Yelland and Simon Lewis reveal the PR secrets of The List. Whether it's the BBC, HSBC or Apple, there are suddenly lots of big names being touted around for some very serious jobs. But there are PR traps along the way. Being seen as the frontrunner doesn't always end well - and if you didn't put your name forward, who did and what are they playing at? And when it comes to these lists, there is sometimes great value in not appearing on them at all. On the extended edition on BBC Sounds - Penguin PR. David and Simon look at the campaign to get 15 Gentoo penguins released from London Aquarium. The owner, Merlin Entertainments, has pledged to listen to 'constructive ideas' about how best to care for the animals. But has the company already lost the argument? Also, when someone says AI will "evolve and transition certain…

"They make really stupid basic mistakes and they are hopeless at PR." If you're a podcast about PR, then that quote - made about the BBC this week - is a good place to start when assessing the reputation of the Corporation. This week, David Yelland and Simon Lewis examine the crisis engulfing the BBC. One which began with a leaked memo, resulted in two huge resignations and now has President Trump threatening to sue for $1bn. How did we get here and did the BBC make some cardinal PR mistakes along the way? Maybe the BBC could do with putting in a call to the man dubbed 'Drastic Dave'. On the extended edition on BBC Sounds, David and Simon look at the risks and rewards of parachuting a 'superstar CEO' into a struggling company. In this case, it's Dave Lewis - who's now tasked with turning round drinks business Diageo. The company has seen an immediate bounce in its value, but how long can that PR honeymoon period last? And what happens if you need to get hold of your CEO - superstar or otherwise - but they're…

It was barely a fortnight - but in that time everything seemed to change. This week, David Yelland and Simon Lewis look at the dramatic way Buckingham Palace responded to the growing crisis over the then-Prince Andrew. Going from an initial statement that seemed - to many - to get almost everything wrong to a second statement that went further than almost anyone was expecting. Behind-the-scenes, just what was going on for the Royal comms team? What powers were at play, how was there such a gulf between the two statements and just how hard is it to react quickly when working for an institution as unwieldy as the Royal Family? On the extended edition on BBC Sounds, we're on patrol with the 'Pleasure Police'. Well, that's who the gambling industry has in its sights as it fights to stop the sector being hit with higher taxes. But David and Simon think it's a particularly old fashioned type of PR campaign - complete with backing from The Sun and a slogan to Save Our Bets. With the Budget looming large, they…

As PR moves go, it would surely have earned a '10 from Len'. But what about the BBC's own communications team, who were seemingly as surprised as everyone else when Tess Daly and Claudia Winkleman announced they were leaving Strictly Come Dancing? This week, David Yelland and Simon Lewis look at what happens when a PR team is left blindsided by events. And while not strictly a double act, Tess and Claud are a Strictly double act - so it's a chance to discuss the challenges of how to bow out when your reputation is, at least in part, tied up with someone else. On the extended edition on BBC Sounds, the Prince Andrew scandal still looms large. The clamour for some kind of decision on his living arrangements is only growing. As yet, there's nothing official. But there does seem to be an awful lot of briefing behind-the-scenes. David and Simon look at how this lack of formal information is playing out for both the King and Prince William. And how many times have we heard there's a problem at head office? That…

No more Duke of York, no more Order of the Garter. But he is still Prince Andrew. And he is still the King's brother. This week, David Yelland and Simon Lewis look at how Buckingham Palace is trying to distance the Royal Family from the constant slew of damaging headlines. But many questions remain about the way it's being handled. Why was Prince Andrew allowed to sound like he was giving up his titles voluntarily, in a statement that may be argued to show little contrition, focussing instead on his innocence? If it was a decision based on short-term PR pain, has it backfired spectacularly? Buckingham Palace has asked the public to look at the King's Royal work rather than the scandals involving his brother. But if you're having to ask, have you already lost the argument? Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

Victoria Beckham is no stranger to headlines. And now she's revealed that intense media scrutiny led to her developing an eating disorder. Cue more headlines. One particular article stood out, which asked why those around Victoria - including her PR team - didn't seem to address the problem at the time. This week, David Yelland and Simon Lewis look at what this tells us, not just about Victoria Beckham’s story, but the delicate line that people in the world of PR must tread when they are dealing with a client facing a highly sensitive and personal issue. How do you discuss the elephant in the room? On the extended edition on BBC Sounds, we're on the comeback trail. Three-time Olympic dressage gold medallist Charlotte Dujardin has begun a very low-key return to her sport after serving a ban for 'excessively' whipping a horse. So far, she's not given any interviews. But is that sustainable - and what are the PR options for trying to return to the spotlight after a scandal? Also, it's never a good idea to wind…

This week, David and Simon look at Michelle Mone's meteoric rise and spectacular fall - and examine the PR decisions that have come back to haunt her. The Baroness has come out swinging after a judge ruled a company linked to her and her husband Doug Barrowman must pay £122m in damages for breaching a government contract for the supply of personal protective equipment during the Covid pandemic. She says she's been made a scapegoat and is the victim of sexism and classism. Is playing the blame game ever a good idea - and might she have a point? Most importantly, is there any way back for someone when their reputation is on the floor? And on the extended edition on BBC Sounds, did you hear about the first ever female Archbishop of Canterbury? The chances are the announcement may have initially passed you by - because, for several reasons, the historic moment didn't exactly land. Was it just bad timing - or bad PR? Also, why the battle for hearts and minds is increasingly fought by cats and dogs. David and…

It was all going so well. Just a couple of weeks ago, it looked like a genuine reconciliation was on the cards between Prince Harry and his father, the King. But in the past few days, there's been a blizzard of headlines, anger and yet another breakdown of trust. At the heart of it, a leak about a private meeting between Harry and his father. Harry's side have blamed 'the men in grey suits' for trying to sabotage any such reconciliation. This week, David and Simon look at the timing of the leak - and whether classic PR diversionary tactics were employed to take the heat away from other damaging royal stories. Or is the whole thing more of a coincidence than a conspiracy? Also, on the extended edition on BBC Sounds, cyber attacks and why they pose such a huge PR threat to businesses big and small. Whether it's Jaguar Land Rover being forced to suspend operations or a nursery chain having thousands of images of children stolen - how they communicate with us matters more than ever. And we look at the rather…

We are living in troubling times when Emmanuel Macron and his wife, Brigitte, feel they have to go to court to prove she is a woman. The couple's lawyer says 'a line has been crossed' by an online influencer who has repeatedly claimed Mrs Macron is a man. This week, David Yelland and Simon Lewis look at the 'fight for truth'. Famous people and businesses used to be able to ignore or not comment on stories that were clearly untrue. But in the disinformation age, lies gain traction - and stick - faster than ever. So what are the PR challenges and risks of taking a stand when people have already made up their minds? And on the extended edition on BBC Sounds, David and Simon look at arguably the toughest PR job in the country - the Archbishop of Canterbury. An announcement on who'll take up the position is expected in the next few weeks - and they face a huge challenge. They'll have a guaranteed platform, but what's the message? At a time when church leaders have written an open letter criticising the 'misuse'…

It was only a few months ago that Prince Harry was being roundly criticised pretty much everywhere. An ill-judged and hot-headed BBC interview where he discussed the King's health did him few favours. And yet, this week, there has been a shift. In this week's episode, David Yelland and Simon Lewis discuss whether this is a genuine turning point for Harry's PR. Also, in the extended edition on BBC Sounds, they'll explain why it might not all be over for the master of spin, Peter Mandelson. He may have been sacked and his reputation might be in ruins - but don't assume that means there aren't still plenty of people who'd like a quiet word with the 'Prince of Darkness' of PR. And speaking of reputations being in the sewer, David and Simon will be talking about an actual one. The Tideway tunnel to be precise. What's surprising is that it's a £5bn infrastructure project that has come in pretty much on time and on budget - and yet, you probably haven't heard of it. Just why is it so much harder to get PR for good…

Rebrands, name changes, financial black holes. Just what is going on with WH Smith? This week, David Yelland and Simon Lewis look at the reputation of a high street institution. With stores up and down the country now being called TG Jones, what sort of messaging - if any - has taken place between the new owners and Smith's existing customers? And with most of us looking for a cheap online deal, they'll also explain why retail PR is no longer the glamorous industry it once was. And in the extended edition on BBC Sounds, who wants to live forever? Well the answer seems to be the leaders of China and Russia. President Xi Jinping and President Putin have been overheard discussing how the advances in biotechnology could lead to eternal life. This happened just before a social media frenzy suggesting President Trump had died. He hadn't. But in a world of increasingly elderly leaders, what are the PR challenges of persuading the rest of us that they're alive and well and fit for office? Plus it's Coldplay versus…

'PRs hold up the mirror and sometimes people don't like what they see.' So say David Yelland and Simon Lewis in their final episode on golden rules. This week, it's all about self-awareness and the ability to ask, 'Are we the bad guys?'. David and Simon look at why it's vital to understand how other people really see you or your business, because it changes how you behave. And why it can lead to making far better PR decisions. Part of the solution is to challenge groupthink and having the confidence to burst whatever bubble you're in. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

If you say you're going to hit a target, make sure you hit it. Managing expectations is one of the most important golden rules of PR, according to David Yelland and Simon Lewis. In this episode, they look at the pitfalls of over promising - both to shareholders and the public. It's far better for people to be pleasantly surprised at what you've achieved rather than wildly disappointed. David and Simon look at real examples taken from the boardroom and politics to highlight the risks and rewards of getting this wrong and right. It's all about making sure you can make the expectation become a reality. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

Non attributable, authorised leaks, Chatham House rules. Briefing the media can be a baffling minefield. In this episode on golden rules, David Yelland and Simon Lewis look at the art of going on and off the record. They explain how it's possible to reveal and conceal vital or sensitive information, while protecting yourself and your clients in the process. Just make sure you've made it very clear what is -and isn't - up for publication. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4