The Little Questions

Hosted by Apella Advisors

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Episodes

100

Latest episode

Oct 2026

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About the show

Welcome to The Little Questions podcast from Apella Advisors. In each episode, we tackle a critical little question, covering topics from across the world of communications, corporate affairs and beyond.

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60 recent

October 28, 2026Episode 724 min

Why internal comms is really hard; simply telling employees isn't enough

In this episode of The Little Questions, Apella Partners and hosts Jenny Scott and James Kirkup explore how promises to listen to employees are coming back to bite some organisations. Jenny and James discuss the changing balance of power in the workplace, the growing expectation that colleagues should have a voice in decisions that affect them, and the importance of understanding different perspectives. They consider how organisations can create meaningful opportunities for dialogue, particularly with younger employees, and why listening needs to be more than a box-ticking exercise. The conversation also touches on what happens when employees raise concerns, and the challenges of responding to feedback when it conflicts with corporate decisions or wider organisational priorities. As expectations continue to shift, Jenny and James reflect on why employees increasingly expect a conversation rather than a decree, and how communications teams can help organisations navigate that change. If you work in internal communications, corporate affairs or leadership, this episode offers food for thought on building trust, listening to employees and creating a workplace culture where people feel heard. Jenny Scott is a former Executive Director of Communications at the Bank of England. She was an advisor to the Governor and sat on the Bank's executive committee and risk committee. She was formerly economics and politics correspondent for the BBC and presenter of the Daily Politics. Vice Chair of Pro Bono Economics. Independent Board Member at HM Treasury James Kirkup has over 20 years in high-profile Westminster roles including Political Editor of the Daily Telegraph and Director of the Social Market Foundation. Extensive experience of thought leadership and advocacy work, with a particular focus on the relationship between business, politics and public policy. Continues to contribute regularly to national media outlets as a columnist at the Times and Spectator. We'd love to know what you think. Email us at podcast@apellaadvisors.com and please consider leaving us a review. This podcast was produced by The Podcast Coach .

October 7, 2026Episode 625 min

How to get buy-in without losing your mind

How long should it take to get a communications project approved? The answer can either be hours or an entire annual cycle. In this episode of Little Questions, Apella partners and hosts Jenny Scott and James Kirkup explore why sign-off gets stuck and how communications leaders can help projects move forward without sacrificing trust or reputation. Jenny recommends understanding an organisation's culture, choosing your battles, and listening carefully before making your case. She shares how she approached the boardroom: let others speak, reflect back what you've heard, then offer a few considered observations that address concerns already raised. The conversation also considers when to seek senior buy-in early, how trust gives communications teams room to act, and why some difficult feedback is better delivered in private. From internal approvals, Jenny and James turn to reactive communications. They discuss how pre-cleared holding lines and empowered first responders can help teams respond promptly to journalists, while recognising that technical facts may need careful verification. They also consider how communications teams can demonstrate their value, not only through visible outputs but also through the risks and crises they help prevent. If you work in communications, corporate affairs, or any role that depends on cross-functional approval, this episode offers practical ideas for building relationships, handling objections, and getting the right response out in time. Jenny Scott is a former Executive Director of Communications at the Bank of England. She was an advisor to the Governor and sat on the Bank's executive committee and risk committee. She was formerly economics and politics correspondent for the BBC and presenter of the Daily Politics. Trustee of Pro Bono Economics. James Kirkup has over 20 years in high-profile Westminster roles including Political Editor of the Daily Telegraph and Director of the Social Market Foundation. Extensive experience of thought leadership and advocacy work, with a particular focus on the relationship between business, politics and public policy. Continues to contribute regularly to national media outlets as a columnist at the Times and Spectator. We'd love to know what you think. Email us at podcast@apellaadvisors.com and please consider leaving us a review. This podcast is produced by The Podcast Coach .

September 16, 2026Episode 525 min

Press releases: dead, evolved or still useful?

Is the press release dead, or just living on in a different form? In this episode of The Little Questions, hosts Jenny Scott and James Kirkup, both Partners at Apella Advisors, compare journalist habits and modern comms strategy. They discuss how AI, owned channels, and trusted relationships are reshaping story traction. Jenny and James ask if press releases still have a meaningful role in modern communications. They discuss why mass distribution rarely works, and why a press release is more effective when it supports a relevant story and an established journalist relationship. The conversation explores how press releases can function as briefing notes, sources of factual information and become part of a company's searchable public record in the age of AI. The press release itself is only one element of a wider communications strategy. They also consider the growing importance of owned channels, CEO communications, blogs, podcasts and direct audience engagement. They give examples from Octopus Energy, Relx, and Games Workshop to help illustrate different approaches to corporate storytelling and media relations. The episode provides practical advice for comms teams: focus on the corporate narrative first, share concrete evidence rather than speculation, use clear facts and bullet points, and treat the press release as one tool within a broader communications toolbox. This podcast is hosted by James Kirkup and Jenny Scott. James has over 20 years in high-profile Westminster roles including Political Editor of the Daily Telegraph and Director of the Social Market Foundation. Extensive experience of thought leadership and advocacy work, with a particular focus on the relationship between business, politics and public policy. Continues to contribute regularly to national media outlets as a columnist at the Times and Spectator. Jenny Scott; Former Executive Director of Communications at the Bank of England and co-lead for Bank wide strategy. Advisor to the Governor, sat on the Bank's executive committee and risk committee. Formerly economics and politics correspondent for the BBC and presenter of the Daily Politics. Trustee of Pro Bono Economics. We'd love to know what you think. Email us at podcast@apellaadvisors.com and please consider leaving us a review. This episode was produced by The Podcast Coach .

July 15, 2026Episode 425 min

Are You Missing Half the Audience? The Critical Role of Gender in Media and Comms Strategy

In this episode, James Kirkup and Jenny Scott look at how organisations talk about gender and sex in their communications, and where that talk goes wrong. They discuss recent election campaign mistakes, media habits, and corporate messaging, and set out what authentic, evidence-based engagement looks like in practice. James and Jenny use the Makerfield by-election as a case study, breaking down voting patterns by gender and what they reveal about how political and corporate messaging lands differently with men and women. From there, the conversation moves to platforms and media habits. Men and women consume media differently, and that has direct consequences for where organisations should be spending their communications budget and how they should be writing for each channel. The hosts warn against the "pink it and shrink it" approach to marketing: superficial gestures, like changing a product's colour or adding generic language about empowerment, tend to reinforce the stereotypes they claim to challenge. They argue for engaging women based on genuine insight rather than tokenism, and extend that argument to representation more broadly, covering how panels, media appearances, and corporate leadership benefit from a real range of voices rather than a single token presence. The discussion then turns to structural issues, including the pension gap and unequal wealth inheritance, and how organisations can address these through clear, evidence-based messaging rather than vague statements of intent. This leads into a broader point about virtue signaling: James and Jenny argue that public commitments to gender equality only hold up if an organisation's internal practices match them, and that the gap between the two is where most reputational damage happens. They also tackle the question of whether a brand needs a "female face" to reach female audiences, concluding that substance matters more than representation. The episode closes with practical guidance: how to frame campaigns without patronising the audience, how to watch tone and word choice, and how to campaign on gender issues without crossing into exploitation. They end on the point that runs through the whole episode: communication on gender works best when it starts from data and genuine engagement rather than assumption. Resources & Links Equality Act Gender and Media Consumption Data Pensions Gap Research Elizabeth Stokoe's Work on Communication and Gender Dove Campaign on Real Women Apella Advisors website This podcast is hosted by James Kirkup and Jenny Scott. James has over 20 years in high-profile Westminster roles including Political Editor of the Daily Telegraph and Director of the Social Market Foundation. Extensive experience of thought leadership and advocacy work, with a particular focus on the relationship between business, politics and public policy. Continues to contribute regularly to national media outlets as a columnist at the Times and Spectator. Jenny Scott; Former Executive Director of Communications at the Bank of England and co-lead for Bank wide strategy. Advisor to the Governor, sat on the Bank's executive committee and risk committee. Formerly economics and politics correspondent for the BBC and presenter of the Daily Politics. Trustee of Pro Bono Economics. We'd love to know what you think. Email us at podcast@apellaadvisors.com and please consider leaving us a review. This episode was produced by The Podcast Coach .

June 24, 2026Episode 323 min

How AI Mistakes Become Reputation Crises

AI is your newest colleague but is it your biggest communications risk? In this episode of Little Questions, the podcast from Apella Advisors, hosts Jenny Scott and James Kirkup dive into the growing challenge of artificial intelligence in corporate communications. From AI-generated legal submissions that land firms in court trouble to opinion pieces that editors can spot as machine-written from a mile away, they explore why AI mistakes are quickly becoming a reputational issue for organisations. Jenny and James unpack a recent case involving a major law firm whose attempt to explain away an AI-related error by blaming a junior employee only made matters worse. They discuss why "throwing the intern under the bus" remains one of the worst instincts in crisis communications, and why human accountability still matters even when technology is involved. The conversation also examines the strange moment we're living through with AI. Organisations are rushing to adopt powerful new tools, yet audiences, journalists and stakeholders are becoming increasingly suspicious of content that feels too polished, too structured, or just a little bit inhuman. As AI becomes more embedded in everyday business processes, how transparent should companies be about using it? We'd love to know what you think. Email us at podcast@apellaadvisors.com and please consider leaving us a review. This podcast is produced by The Podcast Coach .

June 3, 2026Episode 226 min

"Live and let live but don't take the piss" – how companies can navigate increasingly politicised public conversations

What happens when a casual political joke in a "private" employee Facebook group explodes into a national media crisis? In this episode of Little Questions, the podcast from Apella Advisors, hosts Jenny Scott and James Kirkup get into the messy reality of modern corporate communications: politics has spilled into absolutely everything. From the water cooler to staff WhatsApp groups, political discourse is no longer just for Westminster lobbyists. It's at the heart of daily organisational life. Jenny and James look at how seemingly safe spaces like company Slack channels and unofficial staff groups can turn internal banter into external reputational nightmares overnight, drawing on a recent incident involving a Royal Mail postman. They examine lessons from US corporate controversies like Bud Light, and from the UK's own divided political landscape following the Scottish and EU referendums, asking what the culture war actually costs organisations caught in the crossfire. The episode also tackles the thorny question of corporate activism. From Black Lives Matter to flying the Pride flag, how do organisations decide when to take a stand without starting to look like a political party? And does the modern push to bring your "whole self to work" actually hold up when professional responsibilities and generational divides pull in opposite directions? Jenny and James land on the same conclusion: clear decision-making frameworks beat panic every time. Know your core company purpose, focus on creating your products or providing your service, and have a plan ready before problems arise. The ultimate rule? Live and let live, but don't take the piss. We'd love to know what you think. Drop us an email - podcast@apelladvisors.com and please consider leaving us a review. This podcast is produced by The Podcast Coach .

May 13, 2026Episode 129 min

A business editor speaks: how news is changing, and how to work with journalists

How does a national newspaper group maintain its edge? On this edition of The Little Questions podcast, we're peeling back the curtain on the quiet power of your inbox, the evolution of business news, and why the era of the silent CEO is officially over. Guiding the conversation are the podcast's new hosts, Jenny Scott and James Kirkup , both partners at Apella Advisors. Jenny brings her experience as the former Director of Communications at the Bank of England and a BBC economics correspondent, while James offers the perspective of a former national newspaper political editor and think tank director. They are joined by Chris Williams , Executive Editor at Telegraph Media Group. With over 15 years at the title, Chris oversees the paper's business coverage and has a front-row seat to the radical shifts rocking the industry. The episode kicks off with the unexpected renaissance of the newsletter. Chris explains how The Telegraph's flagship newsletter reaches 2 million people daily, becoming their most potent tool for subscriber growth by returning to media's 18th-century roots: curated, intimate storytelling. We also dive into the "growing up" of business news. Readers no longer want dry profit reports; they crave long-form narratives that connect corporate performance to the broader societal pulse. Chris offers a provocative take on AI: while it disrupts search traffic, it may ultimately save traditional media. Because AI requires verified facts to function, high-quality journalism is regaining the leverage it lost during the social media boom. Finally, Chris issues a challenge to the C-suite: "News abhors a vacuum." He argues that risk-averse leaders can no longer stay silent on socio-political issues. If you don't tell your story, someone else will. He urges comms professionals to move past press releases and reinvest in the oldest tool in the kit: the personal relationship. He also has a spicy thought about CEOs who only communicate via LinkedIn. We'd love to know what you think. Are you investing time in building and maintaining relationships with journalists? Do you think your C-suite execs should be speaking out publicly more or less in the current climate? Drop us an email - podcast@apelladvisors.com and please consider leaving us a review. This podcast is produced by The Podcast Coach.

April 22, 2026Episode 10028 min

Little Questions - 100 NOT OUT and still knocking it out the park

We're proud to have provided 100 informative, humorous, and occasionally thrilling episodes of Little Questions - the podcast for all of us working with or working in Corporate Affairs, Communications and PR. To mark our 100th episode, we have gone back into the archives and pulled moments from the conversations that still resonate. In this special episode - the last to be hosted by Matt Young and Andrew Brown - we look back at some of the best moments from our last 100 shows: PR - is it a trade, an art, a profession - or are we just making it up? The challenge of explaining what you actually do for a living - to anyone, but especially your mother - gets a proper airing. The CEOs who get it. Amanda Blanc (CEO @ AVIVA) "total brutal honesty, no smoke-blowing please". Henry Englehart (Founder of Admiral), who heard himself discussed in the storytelling episode, asked to come on, and delivered a very direct conversation about leadership communications. Winners, losers in the world of Comms: Shania Twain. Matt Hancock. Elon Musk. A Jaguar rebrand with no actual plan behind it. Thank You for Smoking. Edina Monsoon. Deciding who you will and won't represent. And the statistic that still surprises us… some of you have listened to several of the episodes more than once. What are you all doing with your lives!? Little Questions will remain at batting crease and will be looking to make another 100 episodes. So Apella partners , Jenny Scott and James Kirkup, will shortly be putting on the pads and helmets, and ready to knock up another century of wisdom and wit. Want to share your thoughts or ideas for future topics? you can get in touch at podcast@apellaadvisors.com. Please consider leaving us a review. Andrew Brown; formerly Director of Communications and Public affairs at Ageas Insurance, has more than ten years' experience leading the corporate affairs functions for global, listed, multifaceted firms across a range of regulated and unregulated sectors. He has considerable experience in issues, crisis and change management as well as reputation sentiment analysis and insight. Formerly Director of Communications at Drax Group plc. Matt Young has 25 years of experience across media relations, public affairs, regulatory development, employee engagement, brand development, competition and CSR. Group corporate affairs director at Lloyds Banking Group, part of the senior team which rescued the bank and rebuilt its reputation following the financial crisis. Formerly communications director at Santander UK and board member of the BBA. This podcast is produced by The Podcast Coach .

April 1, 2026Episode 9922 min

The long term benefits of Sunscreen and why you should never fight a land war in Asia

In a world that occasionally feels like it's teetering on the edge, the demand for "wise counsel" has never been higher. In this episode of the Little Questions Podcast , we turn the spotlight on advice, the good, the bad, and the confidently delivered but completely wrong. Because in Corporate Affairs and Communications, advice isn't just part of the job, it is the job. Whether it's guiding reputations through choppy waters, helping leadership navigate tricky moments, or answering the unexpectedly high-stakes question of what a CEO should wear to an awards dinner, we're in the business of judgement. And most of the time, we get it right. …most of the time. Apella Partner Andrew Brown shares some of the best advice he's given (and received), alongside a few moments where things didn't quite go to plan. From genuinely valuable insights to the kind of counsel you politely ignore, and occasionally wish you had, we explore what separates wisdom from hindsight. Along the way: Why demonstrating commercial impact is non-negotiable The uncomfortable truth about hiring (and being judged for it) When leaders need a "suck it up" moment Why getting ahead of an issue matters more than reacting to it And some truly questionable guidance that's best left in the past We also reflect on the reality that even the most experienced advisers get it wrong sometimes and why that's not just inevitable, but useful. After all, as one famous cinematic strategist once proved… even the most confident advice can have fatal flaws. Apella partners Andrew Brown and Matt Young host this one and you can get in touch at podcast@apellaadvisors.com . Please consider leaving us a review. Andrew Brown; formerly Director of Communications and Public affairs at Ageas Insurance, has more than ten years' experience leading the corporate affairs functions for global, listed, multifaceted firms across a range of regulated and unregulated sectors. He has considerable experience in issues, crisis and change management as well as reputation sentiment analysis and insight. Formerly Director of Communications at Drax Group plc. Matt Young has 25 years of experience across media relations, public affairs, regulatory development, employee engagement, brand development, competition and CSR. Group corporate affairs director at Lloyds Banking Group, part of the senior team which rescued the bank and rebuilt its reputation following the financial crisis. Formerly communications director at Santander UK and board member of the BBA. This podcast is produced by The Podcast Coach.

March 11, 2026Episode 9821 min

What to do when your culture becomes the crisis

If your organisation's culture were described anonymously tomorrow, would it match what's written in your annual report? In this episode of The Little Questions , we explore how culture failures move from being internal concerns to full-scale reputational crises, often catching leadership by surprise, despite long-standing warning signs. We examine what happens when aspiration outruns operational reality, how purpose language can over-promise, and why boards so often ask, "How did we not see this coming?" Apella partners Andrew Brown and Matt Young examine why culture scandals so often become governance, trust and market stories, and ask a deceptively simple (little) question: when culture failures hit the headlines, are they HR problems or corporate affairs failures? Andrew Brown; formerly Director of Communications and Public affairs at Ageas Insurance, has more than ten years' experience leading the corporate affairs functions for global, listed, multifaceted firms across a range of regulated and unregulated sectors. He has considerable experience in issues, crisis and change management as well as reputation sentiment analysis and insight. Formerly Director of Communications at Drax Group plc. Matt Young has 25 years of experience across media relations, public affairs, regulatory development, employee engagement, brand development, competition and CSR. Group corporate affairs director at Lloyds Banking Group, part of the senior team which rescued the bank and rebuilt its reputation following the financial crisis. Formerly communications director at Santander UK and board member of the BBA. You can get in touch at podcast@apellaadvisors.com and please consider leaving us a review. This podcast is produced by The Podcast Coach.