'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