Kitchen Table Partners launched on Friday after two years of planning. It is marketed as a "small communications advisory firm" specialising in counselling high-profile individuals.
Yelland's experience includes advising the Archbishop of Canterbury, MP Jack Straw, who he helped through the Dispatches saga and former executive of BP, Lord Brown, who he will continue to work with.
He was also editor of The Sun for five years and senior vice chairman at Weber Shandwick UK and Ireland for two years.
The bulk of work at Kitchen Table Partners is expected to be made up with reputational crisis management. Yelland plans on securing clients coverage across broadcast and broadsheet media.
"I’ve got the combination of red top journalism with The Sun and blue chip experience through Brunswick. Those two things are my USP. I understand the mass market and have spent nine years in the boardroom," he told PRWeek.
"My skills set is advising clients through a difficult period and using my knowledge of the media to help them navigate it. I have no intention of being big because there are lots of big agencies out there."
Yelland explained that while Brunswick will always be part of his "heart and soul" he wanted to go back to grass-roots PR and work with client's on a one-to-one basis.