6. Never Over Promise

If you say you're going to hit a target, make sure you hit it.

Managing expectations is one of the most important golden rules of PR, according to David Yelland and Simon Lewis.

In this episode, they look at the pitfalls of over promising - both to shareholders and the public. It's far better for people to be pleasantly surprised at what you've achieved rather than wildly disappointed.

David and Simon look at real examples taken from the boardroom and politics to highlight the risks and rewards of getting this wrong and right.

It's all about making sure you can make the expectation become a reality.

Producer: Duncan Middleton Editor: Sarah Teasdale Executive Producer: Eve Streeter Music by Eclectic Sounds A Raconteur Studios production for BBC Radio 4