Reputations supposedly take years to build and seconds to destroy. But what if that's no longer the case?
What if the normal rules about earning - and keeping - a reputation simply don't apply any more.
This week, David Yelland is joined by Anoushka Mutanda-Dougherty, from the BBC podcast Fame Under Fire. Together, they venture into some distinctly dubious corners of the internet to see how public opinion is really being shaped.
Examining the trial of rapper Diddy, they explain how he may have actually benefitted from the wild accusations being made about him on social media before the case came to court - and how his PR team realised they could capitalise on the fact he was being portrayed as the Devil.
On the extended edition on BBC Sounds, David and Anoushka look at how the PR world might want to take some tips from Candace Owens - however unpalatable that may seem.
The right-wing influencer promotes conspiracy theories and has repeatedly made claims about Brigitte Macron being born a male. The Macrons have filed a defamation lawsuit against her.
But Candace Owens has millions of followers and arguably influences more people than many newspapers, news channels or politicians. It's why Anoushka describes her as a 'personal PR powerhouse' - and explains that whatever you think of her, the way she spreads her message should be closely examined - and followed.
Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4