Invisible PR 

No that does not mean failed PR! It’s all about DISCRETION.

Noticing that around 10 to 20% of clients at any one time can be invisible to the outside world and undocumented on my website, I thought I would share why.

Mitigation measures, Reputation Management and Crisis Communications. These three elements can become necessary when an individual or company’s public profile is significantly challenged by circumstances that can arise out of several scenarios. More often than not beyond their control.

Sensitive projects also require something called ‘mitigation measures’. These are strategies that try to control the narrative and give little legroom for media interpretation. Strategies may include not saying anything – even ‘no comment’ – or may involve sending a crafted statement out. Mitigation could mean that we support the project narrative and messaging by assessing the risks involved. Within a press release, it can be about the order of information and using highly considered language that seeks to control perception.

Everyone assumes with crisis comms that if you land in a media storm you must have done something ‘bad’ and ‘wrong’. Sometimes it is a simple error, an oversight of a use of language or the wrong people hearing about it and using it. Sometimes a poor choice of words can bring on the downfall of an entire company alongside subsequent missteps in crisis management. (just ask Gerald Ratner). Sometimes it’s making artwork that becomes a political culture war pawn.

Reputation Management is all about perception – how you are seen by people through the media, social media and word of mouth. Often it’s what people say that you don’t hear that makes or breaks you. We can help you revive your reputation after a particular time, craft and maintain the external narrative that surrounds you and also shape how you show up to the external world.

Preparedness can also go a long way towards reducing exposure and having a crisis comms strategy in place helps if an issue arises.

I feel hugely privileged when clients trust me with highly sensitive work. It has become a skill I enjoy developing and growing. I always say it is like playing chess – you have to think many steps ahead and scenario plan. I don’t get stressed myself or take on the anxiety – this would not be beneficial to the client so retaining a calm head in complex and ‘live’ situations is a core skill in crisis management, ultimately we are here to support clients at their most difficult times. This can be some of the most interesting work I do – and it’s completely invisible.

Further info:

A great listen on crisis comms is the When it Hits the Fan podcast on BBC.

Charity Comms have a free crisis comms template you can download.


Photo by David DINTSH on Unsplash