The News Agents Matthew Freud knows the secrets of Britain's most powerful people
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Apr 17, 2025 
Matthew Freud, a British public relations executive and founder of Freud Communications, rarely steps into the spotlight. In this conversation, he shares his insights on navigating crises for A-listers and politicians amidst a turbulent media landscape. Freud discusses the influence of family legacies and names, referencing the hit series 'Succession.' He highlights the importance of authenticity in sustainability conversations and unpacks the ethical complexities behind public personas, touching on the stories of sports figures like Mo Farah.
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Crisis PR: The BAFTA Foam Incident
- Matthew Freud described managing PR crises like the foam incident at BAFTA where details overshadowed the main event.
- He explained the challenge of real-time crisis communication and maintaining story control as media and PR once aligned but now diverge.
PR and Media Control Lost
- Media and PR once operated with reciprocal rules allowing certain controlled deals and stories.
- This dynamic vanished as social media created real-time story breaking, removing singular control points.
Media Shapes Government Narrative
- The current UK government's narrative crisis began even before taking office, limiting their ability to enact policy.
- Media-driven narratives, focusing on crisis and trivialities, distract from actual government achievements.