Just be your best authentic self. That's supposedly what we should all be striving for. But is it good advice and in public life, is it even possible?
This week, David Yelland and Simon Lewis look at creating the illusion of authenticity and why the public can sniff out a fake a mile off.
Also, on the extended edition on BBC Sounds, David and Simon celebrate the PR holy grail that is the word-of-mouth smash. And with new statues being announced for the late Queen and Sir Andy Murray, they'll look at the tricky issue of legacy PR.
Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4