When It Hits the Fan

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 Middleton

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 Middleton

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 Middleton

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 Middleton

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 Middleton

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 Middleton

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 Middleton

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 Middleton

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

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