Over the past couple of months, I’ve been catching up on the When It Hits the Fan podcast on BBC Sounds. It’s advertised as an insider’s view of how critical stories are managed from a public relations point of view. David Yelland, a former editor of The Sun, presents alongside former Royal communications advisor Simon Lewis.
Considering their backgrounds, the two sometimes bring differing or even opposite perspectives, yet there is a surprising crossover of agreement. Where is a debate, these are always respectful. Many other podcasts could learn from this.
Episodes tend to centre around how a communications lead will shape a message to influence the perception of its subject while staying within legal and ethical boundaries. There are also mini-episodes in how to manage what they describe as your ‘own personal PR’, from negotiating a salary to dealing with mismanagement from bosses.
Having heard so many episodes spread over the last years, I’ve found it interesting how language, timing and framing determine whether a story escalates or fizzles out in the short-term. In the long-term, almost every story becomes forgettable to a greater or lesser extent.
One example discussed was an incident from Normandy in June 2024 when Rishi Sunak, who left a D-Day commemoration early This was a hot topic at the time, especially as it happened during an election campaign, but has not become a defining moment in his political career.
Then there was the rebranding of Jaguar in November 2024. This attracted a lot of discussion on release, possibly in the hope of generating buzz and therefore free advertising. In the last 12 months, however, this has generally been met by public indifference.
As I write this, I’m reminded of this what a senior manager told my team a few years back: “Look back through your old emails. What was the meaning of life a month ago is probably irrelevant today.’ It’s the same with going through old blog entries. Who remembers when I talked about the Sheree Mack plagiarism scandal or the list of forgotten Booker Prize winners?
In short, When It Hits the Fan is a offers an insight into the power of persuasive language when it matters, yet it’s a useful reminder that many stories burn brightly before quickly becoming ephemera. A new episode is currently being posted every week.
Gavin Cameron 