“I deserved whatever the opposite of a Pulitzer is.”

Phil Elwood is the author of All the Worst Humans, a confessional memoir from the dubious world of public relations.

As a PR operative. He helped Qatar win the 2022 World Cup. He spun the release of the Lockerbie bomber into a “positive headline.” Had the Gaddafi family, the Assad regime and plenty more among his clients.

Phil speaks with humility and incredible clarity about what he learned from that world. The moral grey zones, the craft behind the spin, and how media manipulation really works in practice.

It’s a rare, honest window into an industry that prefers the shadows.

How propaganda and PR actually get executed behind closed doors
The mechanics of “first ink,” astroturfing, and reputation laundering
The moral compromises behind Qatar’s 2022 World Cup bid
Sportswashing, Liv Golf, and the new global game of influence
Whether the media is more easily manipulated than ever?
Whether AI and independent creators can break the old PR machinery

00:00 — Who is Phil Elwood?
04:57 — Lockerbie bomber: how he manufactured “positive press” for Libya.
11:14 — “Opposite of a Pulitzer” treating the news like a solvable game.
12:30 — What a PR operative really does; “infect a newsroom.”
18:28 — First Ink masterclass: Antigua vs USA
27:44 — Qatar 2022: going negative on the US bid
40:15 — Is Sportswashing PR? Is it all bad?
49:57 — “Buy the printing press”: oligarch media ownership.
55:01 — News collapse, AI replacing reporters, and why that’s dangerous.
57:21 — Andrew Callaghan. Do gatekeepers still matter?
01:05:53 — “Digital fentanyl”; treat content as a public-health issue.
01:10:27 — Rebranding Zuckerberg; persona as PR product.
01:22:44 — Bots: PR firms pitching bot farms
01:34:30 — Practical playbook & media-literacy plus a nice close.

Phil Elwood | Confessions of a Public Relations Operative