The Traitors series four finale, which aired on Friday 23 January, was a ratings hit for the BBC with 9.4 million viewers tuning in to see who would triumph in this epic game of strategy, suspicion and deception. Rachel Duffy, who is head of communications for the Clanrye Group, became the first ever female traitor to win the prize pot, which she secured alongside her fellow traitor Stephen Libby.
Many in the PR industry are hailing her performance on the cultural phenomenon as a communications masterclass, as she used her professional background and expertise in interpersonal skills and strategic messaging to excel and rise to victory.
Rachel Duffy, one of the winners of The Traitors UK, 2026
The Silver Pear team has shared what they noticed during Rachel’s time on The Traitors:
To speak, or not to speak
Rachel wasn’t the loudest at the roundtable, nor was she the quietest, and didn’t continuously barrage people with her opinions – but she knew exactly when to air her thoughts and more importantly, Rachel also knew when it was best to stay silent.
Knowing exactly what to say and how to say it
When Rachel did speak, her use of controlled, strong and measured language helped to strengthen her position in the game and appear more believable, avoiding chaotic and problematic input that sometimes caused a downward spiral for other players.
Rachel’s skills at presenting her argument should be applauded – she laid out her points in a logical fashion, followed by her reasons for suggesting these and how this impacts her decision.
In control of the narrative
As a true comms pro, Rachel had the ability to steer attention towards information that she wanted her fellow players to focus on, whilst also diverting suspicion away from herself as subtly as possible.
Respect and alliances
With her calming presence and friendly nature, Rachel was held in high regard amongst other players and didn’t come under much suspicion until later in the game. She was able to garner respect, with many stating she was ‘absolutely a faithful’ and used diplomatic skills to build alliances that helped with her game play.
Keeping calm under pressure
When Rachel did come under fire and had some ‘heat’ on her, she remained calm and level-headed and didn’t waiver from anything she’d previously said – and this consistency helped avoid any further suspicion to come her way.
It’s all about the timing
Whilst viewers at home were already aware of Rachel’s FBI training, she deliberately held onto this nugget of information and shared this with her fellow players when the time was right and when it would make the most impact for her game.
One step ahead
Rachel’s ability to look at the wider picture whilst also assessing and predicting people’s behaviour, their reactions and their next move in the game were a huge asset to her. A prime example of this was Rachel’s decision to plant the ceremonial dagger with James, and the two roundtable votes this consequently rewarded him – as she could perfectly anticipate who he would use these for, which planted him as the next traitor suspect and removed suspicion away from her for another day.
What can the PR industry learn from this? The classic phrase ‘think before you speak’ comes to mind. Do you need to say anything at all and if you do, ensure you’re not providing a knee-jerk answer, but one that is logical, formulated and consistent that helps you to keep control of the narrative.
Plus, keep an eye on the bigger picture – whilst details are important, know where something is going and be ready to anticipate that. Rachel’s win should also encourage PR professionals to hone their people skills – learn how to read people, predict what they’ll do and help them with what they need before they even ask for it.
