Afleveringen
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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 infuriated fans of the New York Knicks basketball team for posting a message saying he hopes 'both teams have fun' in the NBA finals.
As David and Farzana explain, he's guilty of 'bothsideism.' With the World Cup just around the corner, there's a lesson here for anyone in the public eye.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 Vardy's certainly taking the latter approach. Despite being publicly torn apart during the Wagatha Christie libel trial, she's now invited the cameras in for a new three-part ITV documentary. David and Lauren look at what this could mean for her reputation.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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Zijn er afleveringen die ontbreken?
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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 that the use of influencers in politics is a growing thing - but just chasing their millions of followers doesn't guarantee success. There's an art to getting it right.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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?
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 biggest PR wins in his first year.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 Country - and it seems, the Queen of PR. Dolly Parton has managed that rare thing - to let her fans down while making them love her even more. She's had to cancel her Las Vegas residency due to ill health, but her video message explaining her decision was pitch perfect.
David and Farzana explain that authenticity is the key - as well as having a lifetime of goodwill to fall back on.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 what other leaders can learn from the manner of his departure from the role.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: William MillerMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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, life is full of disappointments but how you handle them is what matters. As Wales saw their World Cup dreams vanish in penalty shootout heartache, manager Craig Bellamy elevated the post-match press conference by saying: "Tomorrow the sun will rise and I'm going to watch that sunrise."
Getting the message right in the heat of the moment is no easy thing, but he seemed to nail it.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 something that sounds ridiculous, it doesn't matter how right you are - you're wrong.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 29-year-olds are being written to - to remind them of their duty to have babies. As you might expect, there's been something of a backlash.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 your opponent's strength against them.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 have filed a defamation lawsuit against her.
But Candace Owens has millions of followers and arguably influences more people than many newspapers, news channels or politicians. It's why Anoushka describes her as a 'personal PR powerhouse' - and explains that whatever you think of her, the way she spreads her message should be closely examined - and followed.
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 why they're more like states than businesses. They'll also explain why big tech has a lot to learn from how oil runs its communications.
Also, there is a traitor in our midst - and she's a head of comms. It's no spoiler to say Rachel is one of the stars of the latest series of The Traitors. But what dark and mysterious PR genius is she bringing to the show to make her so successful?
Producer: Duncan MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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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 MiddletonEditor: Sarah TeasdaleExecutive Producer: Eve StreeterMusic by Eclectic SoundsA Raconteur Studios production for BBC Radio 4
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