When everything's going really well, there's always a lurking fear that it can't possibly last.
This week, David Yelland and Simon Lewis look at how the discussion around weight-loss injections is suddenly, subtly shifting. New research suggests that once you come off them, you put weight back on faster than if you'd shed the pounds in a more traditional way.
The findings dominated the news agenda.
So is the PR worm ever so slightly turning? David and Simon discuss what happens when a product leaves the ordinary world of day-to-day business and becomes something far bigger - something talked about by everyone.
What's crucial is being able to look far enough down the track to see what pitfalls may lay ahead.
On the extended edition on BBC Sounds, we're talking black gold. Or rather, how the big oil firms are dealing with President Trump - especially after he claimed he'd briefed them before the US raid to capture Venezuela's President Maduro.
David and Simon look at the skills required to PR an oil firm - and why they're more like states than businesses. They'll also explain why big tech has a lot to learn from how oil runs its communications.
Also, there is a traitor in our midst - and she's a head of comms. It's no spoiler to say Rachel is one of the stars of the latest series of The Traitors. But what dark and mysterious PR genius is she bringing to the show to make her so successful?
Producer: Duncan Middleton
Editor: Sarah Teasdale
Executive Producer: Eve Streeter
Music by Eclectic Sounds
A Raconteur Studios production for BBC Radio 4
