It's not quite two tribes going to war but it can feel like that.

In this episode, David Yelland and Simon Lewis look at the complicated relationship between PR and the media. You know what story you want to tell but a journalist might have another idea entirely.

David and Simon examine the mistakes that even the top CEOs make when talking to reporters. And they explain the conflicting nature of the two worlds and how to navigate between them.

Top tip: Even if you've known a journalist for years - don't assume they're going to be on your side when things hit the fan.

Producer: Duncan Middleton