Accidentally Brilliant

Sampu
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Accidentally Brilliant is a Be Broadcast original podcast that explores one big question: How did you get into what you do? Most of us don’t follow a neat career plan - we stumble into opportunities, discover strengths we never expected, and build lives around solving problems in surprising ways. Host Josh Wheeler shares open, personal conversations with leaders and creatives from PR, media, and beyond. From chance encounters to career-defining pivots, each episode reveals the quirks, challenges, and lightbulb moments that shape extraordinary careers. No jargon. No script. Just honest stories that are as funny as they are useful.

  1. 1d ago

    20. The PR Career Advice Nobody Teaches You

    What do you wish somebody had told you when you started working in PR? For the 20th episode of Accidentally Brilliant, Josh Wheeler goes back through conversations with people from across PR, communications, agencies and media to find the lessons that stayed with him. It has become something of a cheat sheet for the parts of a communications career that nobody really prepares you for. Andy Nairn on remembering what never changes, however quickly technology does. Rob Waugh on why being recognisably human becomes more valuable as AI grows. Laura Burch on the impact visibility can have on somebody you may never realise is watching. Barbara Phillips on finding your people and refusing to navigate the industry alone. Sara Thornhurst on creating clarity for people who need support at work. Sheeraz Gulsher on winning hearts and minds while still making the business case. Advita Patel on listening to people who do not think like you. Stephen Waddington on the jump between being a great practitioner and being ready to lead. Darryl Sparey on teaching yourself to understand the numbers. Daniel Cohen on working out which number actually matters. James Crawford on using evaluation as management information. Nigel Sarbutts on talking about impact rather than activity. Jennifer Delgado and Ashley Rudd on knowing what you want PR to achieve before you start. Jo Carr on realising that, when you run the business, you are allowed to make the decision. Caroline Eardley on the danger of allowing one client to become too important. Nina Webb on thinking about succession before you need to. Kate Hartley on why recovery is part of dealing with a crisis. And Yvonne Eskenzi on remembering that nobody becomes more important simply because of their title. Careers, leadership, business, inclusion, confidence, mistakes and some of the things most of us only learn by going through them. Twenty episodes in, these are the lessons that stuck.

  2. Sep 18

    19. Finding the Humans Among the Fakes with Rob Waugh

    What happens when a journalist can no longer assume the expert pitching them actually exists? Rob Waugh has spent nearly 30 years writing about technology and science. More recently, his investigations for Press Gazette have taken him into a much stranger part of the internet: fake experts, fake journalists, AI-generated content and businesses making serious money by getting invented people into genuine news coverage. One investigation began when Rob received commentary from a supposed psychologist called Barbara Santini. Something didn't feel right. He started checking and concluded that she wasn't real. By that point, "Barbara" had appeared around 120 times in British media, including the BBC, Guardian, Mail, Mirror and Express. Rob says the entire operation was designed to secure links and improve a commercial website's Google ranking. And she wasn't alone. Rob went on to investigate fake driving experts, skincare experts, lottery winners, a royal cleaner and a gardener who he says appeared around 170 times in British media despite apparently not existing. We talk about how it happened, the pressure inside modern newsrooms and why AI has made producing this material dramatically cheaper. There's also a bigger question for PR. The people behind many of these operations aren't traditional PR practitioners, but they're using PR techniques. Rob believes the industry has an opportunity to respond by making genuine expertise, proper research and professional standards a point of difference. And Rob isn't anti-AI. He uses it. He thinks it can be great for ideation. His concern is what happens when we use it to flatten our writing, thinking and personalities into an average of everything that already exists. His advice for the future is considerably more human: "Be weird, be eccentric, follow your nose, just be yourself." In this episode: Rob's accidental route into journalism Nearly 30 years covering technological change MiniDiscs, BlackBerrys and the technologies that didn't quite win Why convenience usually wins How a request for expert commentary uncovered a fake psychologist The commercial industry behind fake experts How invented experts ended up across major British media Fake gardeners, royal cleaners and journalists Why newsroom pressures make verification harder How AI has dramatically reduced the cost of producing fake content What journalists can look for when checking whether someone is real Whether audiences will eventually care if an influencer or expert exists AI-generated PR and what journalists think when they receive it Why the PR industry has an opportunity to raise its standards What AI is genuinely useful for Why AI can push writing towards the average The growing value of eccentricity, judgement and individuality Why being human could become your biggest advantage

  3. Sep 11 ·  Video

    18. Making Disability Inclusion Mean Something with Sara Thornhurst

    Disability representation in PR has changed considerably over the past decade. Sara Thornhurst is worried some of that progress could start slipping backwards. Sara is a senior communications professional, disability inclusion trainer and Communications and Impact Manager at the University of York. For almost a decade, she has been challenging the PR industry on disability, accessibility and the way disabled people are represented in campaigns and workplaces. We start with disability being used as a PR stunt. Sara explains why asking an able-bodied person to spend a day or a week experiencing a disability can end up centring their reaction while the people who actually live with that disability are pushed to the side. Her test is straightforward: whose voice are you centring? From there, the conversation looks at what has improved since 2016. Language has moved forward, accessibility is being considered more seriously and more people are identifying or disclosing disability, chronic illness and neurodivergence within the industry. Sara also points to areas where PR still struggles, including the lack of genuinely flexible and part-time roles. There is also a really interesting discussion around neurodivergence. Sara questions the way ADHD and autism can sometimes be presented through a “superpower” lens. That experience may be true for some people, while others are dealing with conditions that materially disable them and require support. When one version dominates the conversation, those experiences become much harder to talk about. We get practical too. What should a job advert say? What happens when somebody discloses a disability? How can an employer remove some of the fear around asking for an adjustment? Why should that information already be part of onboarding instead of waiting for somebody to struggle? The episode covers disability representation, language, chronic illness, neurodivergence, reasonable adjustments, psychological safety and the political and media narratives that can eventually find their way into workplaces. In this episode: • Why disability should never become a PR gimmick • Whose voice campaigns should centre • What has changed in disability representation since 2016 • Why language can change people's experience of communications • Disability representation in imagery and the problem with "inspiration porn" • Flexible working, part-time roles and inaccessible recruitment • Why employers should explain adjustments and disclosure before somebody has to ask • The problems Sara sees in the "neurodivergence as a superpower" conversation • ADHD, autism and the experiences that can disappear from the discussion • How political and media narratives about disabled people filter into workplaces • What managers can do to make disclosure feel safer • Why getting the terminology slightly wrong should not stop people trying to communicate Sara ends the conversation with the hope that one day her disability inclusion work will no longer be needed. For now, it is the messages from people who have changed something after hearing her speak that make her feel "accidentally brilliant". Connect Sara Thornhurst LinkedIn: https://www.linkedin.com/in/sarathornhurst/  Josh Wheeler LinkedIn: https://www.linkedin.com/in/joshwheelerbroadcast/ Be Broadcast LinkedIn: https://www.linkedin.com/company/be-broadcast/ Website: https://bebroadcast.co.uk/

  4. Jul 22

    15. Building Credibility Over Clout with Jennifer Delgado and Ashley Rudd

    Jennifer Delgado and Ashley Rudd launched Moda PR in 2020 after being introduced on what they describe as a “mate date”. They barely knew each other. Both were unhappy in their jobs. Within months, they had started an agency together. Today, Moda PR works with founders, experts, entrepreneurs and entertainment figures across the UK, US and UAE, helping them build authority, manage reputation and turn visibility into something that lasts. This conversation gives a useful view of how talent publicists think. Jen and Ash explain what they look for before taking someone on, why credibility and lived experience have to come before media exposure, and why a large following is rarely enough to make a partnership work. We talk about the questions brands and agencies should ask before bringing talent into a campaign. Does the person already talk about the issue? Does the partnership fit their existing profile? Is there a clear reason for them to be involved? Audiences can quickly spot when a name has been added purely for reach. The conversation also covers the work behind sensitive, high-profile stories. Jen and Ash discuss their approach to campaigns involving Ore Oduba and Georgia Harrison, where welfare, care and restraint had to take priority over securing the largest possible volume of coverage. They also explain how personal profiles are built over time through media appearances, speaking opportunities, podcasts, partnerships and the work that happens away from public view. In this episode: How Jen and Ash met and launched Moda PR during lockdown Why they built their careers around the lives they wanted The difference between credibility and short-term clout What talent publicists look for before accepting a client Why brands need genuine alignment when working with talent How content pillars help connect people to the news agenda Why founders and experts need clear positioning before media outreach The strategy and care behind sensitive personal stories Working with Ore Oduba, Georgia Harrison and Sharon Gaffka Why saying no is one of the most useful things a publicist can do Turning media moments into campaigns that influence legislation The work that happens behind the headlines Why common sense, emotional intelligence and honesty still count Moda PR’s approach starts with positioning and due diligence. Jen and Ash want to know whether someone has the qualifications, experience or authority to own a subject before they begin pitching them to the media.

  5. Jul 10

    15. Creating Psychological Safety with Barbara Phillips

    Psychological safety has become one of those phrases that gets used everywhere. Barbara Phillips explains what it actually looks like. Barbara is the founder of Brownstone Communications, a communications consultant, executive coach and former Chair of the PRCA's Race & Ethnicity Equity Board. Throughout her career she's advised organisations on leadership, culture and inclusion, while helping senior teams create workplaces where people feel able to contribute, challenge and belong. We talk about growing up in Birmingham, finding confidence, building a business and why psychological safety has become one of the biggest leadership challenges facing organisations today. The conversation also covers race, representation, code-switching and the pressure many people still feel to leave parts of themselves at the door when they arrive at work. One moment stayed with me. Barbara said the greatest freedom came when she stopped worrying about being liked. In this episode: • What psychological safety actually means • Why respect lasts longer than popularity • Race, identity and belonging at work • The emotional cost of code-switching • Building confidence as a leader • Why people do their best work when they feel safe to contribute Accidentally Brilliant is the podcast where Josh Wheeler speaks to leaders across communications, media and business about the careers they never planned and the moments that shaped them.

  6. Jun 26

    14. Why Brands Keep Missing Half Their Customers with Laura Burch

    Laura Burch never planned to build an agency. She found her way into PR through a temporary job at the BBC, spent two decades working her way up to Managing Director, then realised something had barely changed. Britain's working-class communities make up around half the population, yet they remain one of the least represented groups across PR and the wider creative industries. In this episode of Accidentally Brilliant, Laura talks about growing up on a council estate, hiding parts of herself to fit into the industry, why brands often misunderstand the audiences they rely on, and why better representation produces better creative work. We also talk about launching Work and Class, building campaigns around lived experience, creating opportunities for the next generation and why visibility can change someone's career before you've even met them. Topics include: • Why class is still overlooked in communications • Building an agency around working-class talent • The commercial opportunity many brands miss • How agencies can widen representation • Community, confidence and finding people like you • Why being visible changes careers Guest: Laura Burch Founder & Managing Director, Work and Class If you enjoy conversations about creativity, communications and building a career differently, subscribe for future episodes of Accidentally Brilliant.

  7. May 15

    13. Why Freelancers Are PR’s Hidden Force with Nigel Sarbutts

    Freelancers now make up one of the biggest forces in PR - so what is happening in that space? In this episode of Accidentally Brilliant, Josh Wheeler speaks with Nigel Sarbutts, founder of The PR Cavalry, Structured Mediation, and co-founder of the Independent Impact 50. Nigel has spent years working across agencies in London, Manchester and Leeds. Today he sits in a different position inside the industry, helping agencies, brands and freelancers find specialist talent, resolve disputes, and rethink how independent practitioners are valued. The conversation covers the shift from retainers to project work, why agencies are relying more heavily on freelance specialists, and why many experienced PR professionals are leaving traditional agency structures behind. Josh and Nigel also discuss: • Why freelancing has become a “megatrend” in communications • The pressure AI and procurement are putting on fees • Why some clients still misunderstand the value of PR • How independent practitioners collectively rival the scale of major agency groups • Why freelancers are often invisible in awards and recognition systems • The thinking behind the Independent Impact 50 • Burnout, conflict and resentment inside agency culture • Why mediation is becoming more important in communications businesses • The emotional cost of workplace disputes • What agencies can learn from industries like film and engineering about flexible talent There is also a wider conversation running through the episode about ego, pressure, recognition and how people work together when the industry feels stretched. Nigel speaks very openly about agency life, competition, stress, leadership and the importance of continuing to do good work when things feel uncertain. 00:00 Intro 00:42 Why freelancing is becoming a megatrend 03:18 What freelancers are dealing with right now 06:37 Unrealistic client expectations and fee pressure 07:32 Why freelancers still lack recognition in PR 09:50 The thinking behind the Independent Impact 50 13:10 Why impact matters more than campaign vanity 17:11 Why freelance communities feel different to agencies 20:57 Awards, attribution and invisible contribution 24:06 Why agencies should stop hiding freelancers 31:18 The reality of conflict inside comms teams 33:34 Why workplace mediation matters 35:45 Burnout, pressure and resentment in PR 40:11 How mediation actually works 44:00 What to do when communication breaks down 46:53 What makes Nigel feel “accidentally brilliant” Follow Nigel Sarbutts: LinkedIn: https://www.linkedin.com/in/nigelsarbutts/ Follow Josh Wheeler: LinkedIn: https://www.linkedin.com/in/joshwheelerbroadcast/ Follow Be Broadcast: https://www.linkedin.com/company/be-broadcast/ https://bebroadcast.co.uk/ #PR #PublicRelations #FreelancePR #Communications #AgencyLife #Leadership #Freelancers #MediaRelations #PRIndustry #Burnout #WorkplaceCulture #Mediation #IndependentConsultant #Podcast

  8. Apr 29

    12. Luck, Courage and the Long Game with Andy Nairn

    This episode of Accidentally Brilliant is about what it really takes to build something that lasts. Josh Wheeler sits down with Andy Nairn, co-founder of Lucky Generals, one of the most consistently effective creative companies of the last decade. Andy didn’t set out with a perfect plan. Lucky Generals started with three friends, no clients, no funding, and a decision to turn down work that didn’t feel right. That moment shaped everything that followed. What comes through in this conversation is a very clear philosophy. Play the long game. Back your values. And understand that luck is not something to dismiss, it is something you create. We get into how Yorkshire Tea became one of the most effective campaigns in the UK, why humour still works when brands are brave enough to use it properly, and why most agencies think about effectiveness too late. Andy also talks about Go Luck Yourself, why luck is misunderstood in business, and why he uses the book to support working-class talent trying to get into the industry. There is a wider thread running through this as well. Leadership, standards, and what happens when those standards start to slip. The influence of tech culture, the shift in tone across business, and why holding your nerve matters more than ever. We also cover AI, what it is actually useful for right now, where it falls short, and why relying on it too heavily could weaken the very thing that makes great work stand out. This is a conversation about creativity, effectiveness, values, and the reality behind building a successful agency. 00:00 Intro 00:58 Meet Andy Nairn, Lucky Generals 01:15 Starting an agency with no clients or funding 02:22 The failed merger that led to Lucky Generals 03:28 Why bad moments can force better decisions 04:15 Holding your nerve in the early days 05:22 Turning down work that did not align with values 06:12 The first big breaks and early momentum 08:50 Why reputation is the long game 09:20 What the industry gets wrong about effectiveness 10:29 Why effectiveness should start at the beginning 11:46 The Yorkshire Tea case study and consistency 13:20 Why humour still works in advertising 14:36 Amazon, Alexa and taking the brand less seriously 16:12 Why most brands are too risk-averse 17:56 Confidence, clients and choosing who you work with 19:43 Finding the real problem behind a brief 21:12 Why strategy starts with better questions 22:34 Go Luck Yourself and the reality of luck in business 24:28 Why people resist talking about luck 25:37 How luck actually works as a system 27:33 Why business is still a numbers game 28:29 Supporting working-class talent through Commercial Break 30:16 What has changed in strategy and what has not 31:27 Why human behaviour matters more than trends 32:15 AI, change and uncertainty in the industry 33:28 How to actually use AI in creative work 34:39 Why copying AI outputs is a mistake 36:42 The risk of losing creative instinct 38:25 Where AI helps and where it does not 39:33 Over-reliance on technology and what we lose 41:07 Leadership, standards and behaviour 42:26 The impact of toxic leadership styles 43:15 Why values still matter in business 44:49 Has the industry gone too far the other way 45:57 Can you grow a business and keep principles 47:05 Final thoughts on change, luck and perspective 47:39 What makes Andy “accidentally brilliant”

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About

Accidentally Brilliant is a Be Broadcast original podcast that explores one big question: How did you get into what you do? Most of us don’t follow a neat career plan - we stumble into opportunities, discover strengths we never expected, and build lives around solving problems in surprising ways. Host Josh Wheeler shares open, personal conversations with leaders and creatives from PR, media, and beyond. From chance encounters to career-defining pivots, each episode reveals the quirks, challenges, and lightbulb moments that shape extraordinary careers. No jargon. No script. Just honest stories that are as funny as they are useful.

Information

  • Creator
    Sampu
  • Years Active
    2025 - 2026
  • Episodes
    21
  • Rating
    Clean
  • Copyright
    © Copyright 2025 All rights reserved.
  • Show Website
    Accidentally Brilliant