David Yelland

And unless you sort of, you know, did something terrible, they sort of stuck and they do not anymore.

And the Diddy case shows us that because you talked about that.

And that applies in business and it applies in politics.

But I think and I observe that

that my industry, the PR industry, doesn't quite get that yet.

They don't understand.

And a lot of the reason things are moving around so fast is the digital revolution, the algorithms.

So it's very clear that, you know, reputation can move very, very fast in one direction or another.

The critical thing, though, for our audience, what we talk about week in, week out, is how do you influence that?

Because that is the blueprint.

Wasn't it the case, though, Anushka, that the team around Diddy started off in quite a conventional way in terms of PR?

They had press releases, they did press briefings, all that kind of stuff.

Didn't they start there?

I mean, there are a lot of people in business listening to this now, which, you know, say if you were working with a big pharma around the weight loss drugs, for example, where, you know, opinion is shifting massively, thinking, how do we influence mass market?

How do we influence what millions of people think about us?

And that's the magic.

That's the blueprint.

Because I think that the…

Where people around Diddy that at the very least realised the direction of public opinion and started to either push it or not do anything.

Because that can be very powerful, to allow it to develop.