Why listening to your PR agency in a crisis is crucial

In the wake of recent headlines about Gregg Wallace's response to sexual misconduct allegations on MasterChef, it’s clear how a poorly managed PR crisis can magnify problems rather than mitigate them. His dismissive comment about the complainants being "middle-class women of a certain age" not only deflected from the severity of the situation but also risked alienating a significant portion of his audience. 

This case highlights the crucial role of a PR agency in guiding crisis communications, particularly during sensitive times. Here, we break down why it’s essential to trust and listen to your PR team – and the consequences of ignoring their advice.

Objectivity in emotional moments

Crises are emotionally charged. Whether it's anger,  a need for fairness, defensiveness, or panic, emotions can lead to irrational and ill-considered statements that only serve to inflame the situation further. A good PR agency provides an objective viewpoint, unclouded by personal feelings, ensuring your responses are measured, empathetic, and aligned with your overall reputation strategy. Importantly, they’re also timed right.

A PR team will always caution against using inflammatory or dismissive language, whether it be online or via any other media.

Reputation over reaction for long-term strategising

While you might feel the urge to "set the record straight" or defend yourself in the moment, your PR agency will focus on how every comment impacts your reputation weeks, months, or even years from now – taking the long-term view and developing a strategic crisis communications plan accordingly. Taking a more nuanced approach in situations such as this greatly reduces the risk of further backlash. 

Crisis communications expertise

Crises require a nuanced understanding of public sentiment and media dynamics, and naturally PR agencies are experts in this field. They know what will resonate positively and what will provoke further outrage throughout different areas of the public sphere.

Statements in times of crisis need to strike a balance between authenticity, legal considerations, and public expectations. An experienced PR team can ensure responses don’t sound defensive or dismissive and instead are conciliatory and neutral. 

Aligning with core values

Your PR agency understands your brand’s core values and ensures all communications embody them. In a crisis, straying from these values can damage your credibility. For anyone in the public eye whose career relies on society’s good opinion, the fallout can be devastating. Professional PR experts will counsel to focus on integrity, commitment to transparency, and respect during a PR crisis. 

Navigating public sentiment

Public perception shifts rapidly in the age of social media. What might seem like a minor misstep can quickly gain momentum and turn into a major scandal. PR agencies have their fingers on the pulse of public sentiment and can guide clients to respond in a way that diffuses tension rather than exacerbating it.

Crises can test reputations and define careers or brands. Often, the difference between coming out the other side unscathed or suffering lasting damage lies in how the situation is handled. Listening to your PR agency is not just advisable, it’s critical. It’s your strategic partner, equipped to steer you through turbulent times with professionalism and skill. 

When emotions are high, and the stakes are even higher, resist the urge to go it alone. Trust your comms team, lean on their expertise, and let them support you in weathering the storm.

Want to get a crisis communications plan in place? Contact the PR experts at The Bigger Boat today.