5. Know How To Go Off the Record

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 KitKats. Yes, the summer has been bookended by two big sex scandals. One of them revealed very publicly at a Coldplay gig - the other, behind the closed doors of Nestle. But as Simon and David explain, the level of coverage a scandal receives doesn't always dictate how serious it is.Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

'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

'Everybody has a plan until they get punched in the mouth.'An excellent nugget of wisdom from boxing legend Mike Tyson. But you don't need to be heavyweight champion to understand where he's coming from.In this episode on the golden rules of PR, David Yelland and Simon Lewis look at the importance of crisis planning - and why it's very common for those plans to go out the window the moment the crisis actually hits.You might not be able to rehearse exactly what's going to happen but you can take steps to prepare for the worst.David and Simon explain why it's vital to know who you can trust BEFORE the crisis hits -and why just turning your phone off and hoping everything will be ok probably isn't a smart move.There's also talk of Simon hiding in a nuclear bunker.Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

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 Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

Just the word 'networking' can conjure up images of high-powered people in suits who all seem to be part of the same club - and you have no idea how to get in.But it doesn't have to be like that.In this episode on golden rules, David Yelland and Simon Lewis explain why growing your network is vital to success - and the best time to start is right now.Whatever your background, they look at how you can start to increase your contacts - even if it's just asking for a phone number. And they explain how asking for advice can be a great ice-breaker.And if you still think networking is something that only the rich and powerful can do, follow David's advice - 'Don't mock the elite, copy them'.Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

Loads of money, success and power - great. But what do people actually think of you?In this new, short series, David Yelland and Simon Lewis look at some of the golden rules that they come back to time and again on When it Hits the Fan.First up, they explain why reputation really is everything. You might be flying high now but if you fall, you might find it very hard to climb back to the top without having a good reputation.David and Simon explain why it can be very healthy - if not a little daunting - to seek out the dreaded 360 degree feedback.Also, they look at how your social media posts can affect your chances of recruitment - but insist businesses are getting it wrong by only seeking out candidates with a vanilla profile.Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

The idea of a secret meeting is just that - it stays secret. So what happens when that meeting becomes front page news? It's time to call in the PR detectives.This week, David Yelland and Simon Lewis examine the curious case of a clandestine meeting between the senior staff of both Prince Harry and the King. Someone tipped off the press. But who - and why?David and Simon sift through the evidence to establish what might have been going on behind-the-scenes and which PR team - if any - has most to gain from the meeting being made public.Also, on the extended edition on BBC Sounds, they'll look at the fallout from all this - and ask where this leaves the attempts at reconciliation between Prince Harry and his father.They'll also take a deep dive into the secret PR world of secret meetings - how to arrange them, where to have them and the awkward moments that can follow if someone gets the wrong end of the stick. Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4

We tend to like leaders to appear calm and in control. But we also want them to be human. The problem is, when they show genuine emotion, they often get slated for it - branded as 'weak' or an 'embarrassment'.This week, David Yelland and Simon Lewis look at how people in public life are judged for letting the mask slip - and reveal how much effort goes in to preparing people to show more or less emotion. They'll also examine whether suppressing emotion is the only way to get to the top in business.Also, on the extended edition on BBC Sounds, David and Simon look at a huge fan hitter in the business world that you may not even have heard of - but one that goes to the very heart of reputational risk.And never let the truth get in the way of a good story. It appears the much-loved book and now film, The Salt Path may not be quite what it seems. Does it matter? And if so, who is this a crisis for? Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4