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 Middleton

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 Middleton

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

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 Middleton

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 Middleton

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 Middleton

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

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

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

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 where you sit in the business and social firmament.

Should you send cards to all your contacts, should they each get a personalised message - and if someone suddenly stops sending one to you, what are you supposed to think? And given the cost of postage - how do you decide who is really worth the price of a stamp?

Producer: Duncan Middleton