What You Don’t See: Inside Crisis Prevention

In the world of crisis PR, most of the work happens long before a scandal makes the headlines. The public sees only a sliver of what goes into crisis management. While a high-profile incident may catch attention, countless potential issues are handled behind the scenes, ensuring they never get close to the public eye. The goal isn’t just damage control—it’s preventing damage entirely.

The Unseen Work of Crisis Management

Contrary to popular belief, crisis PR is predominantly preventative. My role often involves predicting, planning, and protecting clients from crises they may never have even considered. The public sees only the result of an incident when it can no longer be contained, but they’re largely unaware of the meticulous planning and strategy that takes place to prevent that kind of exposure.

Public figures come to me with secrets and vulnerabilities they know could lead to significant backlash if mishandled. It’s my job to know every detail, every potential pitfall—even the tiniest issues that could spiral in today’s highly critical world. For example, a public figure may confess a secret relationship or lifestyle choice that, if exposed, could jeopardise their career or personal life. Or perhaps a brand is planning significant layoffs months down the line, well aware that word could leak early and impact their public image. By crafting tailored plans for both brands and individuals, I work with them to build safeguards—strategies to keep these vulnerabilities private or to respond deftly should they come to light.

Digging Deep and Protecting Every Detail

The planning often goes deep. Every client is different, but no one is entirely free from aspects of their personal or professional lives that could draw unwanted attention. From long-buried political opinions to family controversies, past relationships, and even hobbies that could be misunderstood, we anticipate it all. Sometimes, a client may have an ex-partner who’s become controversial, or they may have made questionable choices ten years ago that they’d rather not have scrutinised today—things we’ve all done as human beings. My job is to humanise these past actions, to understand them, and to ensure that they don’t create unnecessary issues now.

The randomness of my job is quite something. In one case, a client came to me in a panic because his girlfriend was threatening to go public and claim he had cheated on her—something he absolutely hadn’t done. Behind closed doors, she had even admitted she was making it up to punish him for not proposing. Handling situations like these often means I have to negotiate with individuals like his girlfriend, pointing out not only the potential fallout for him but also the risks for her. I remind them that if the truth comes out—and it usually does—she could face backlash from his fanbase and the wider public. It’s about managing the truth, perception, and very real consequences, ensuring all parties understand what’s at stake.

For instance, I’ve had clients come to me after discovering that a distant family member with a problematic history had resurfaced publicly, potentially causing a ripple effect in their own career. In another case, a client had an old video of a prank resurface—one that, in today’s climate, would be wildly misunderstood and potentially career-ending. We acted swiftly, removing the content entirely from online platforms and setting up a daily auto-search to ensure it stayed buried. Knowing that any resurgence could be disastrous, we made sure it was continually monitored and controlled.

One particularly challenging case involved a well-known American actor who is very publicly Democratic and outspoken about their political beliefs. Years ago, they were in a relationship with someone who, behind closed doors, had told them they were Democratic too. However, this ex has since shifted to very vocal Republican views, a change that could easily make my client appear insincere or hypocritical. Online, only their ex’s current Republican stance is visible, making it near impossible for the public to believe the relationship was ever rooted in shared values. Without clear context, it risked making the actor seem like they were hiding something or misrepresenting themselves. But with careful planning, we contextualised the narrative, ensuring this potential threat stayed under control and didn’t overshadow my client’s career.

The value is in knowing that if you’re prepared, you’re protected. When these situations arise, my clients know they have someone who understands the nuances and can effectively steer the narrative back on course.

You’re not so innocent yourself

And this isn’t unique to public figures. If any of us were placed under the same scrutiny, we’d likely face the same risks. Imagine if you were in the public eye—every opinion, every choice, even the tiniest personal quirks or past mistakes could be twisted into something “offensive” or “problematic.” Cancel culture has shown us that no one can be “perfect” enough to avoid criticism. Ironically, if someone actually were perfect, they’d probably be hated for it, seen as showing off or out of touch.

Think you’d be safe if you were famous? You’d be amazed at what comes out of the woodwork when the spotlight hits. Suddenly, people from your past may sell “exclusives” on you—a slighted ex, a friend you drifted away from, or even someone you barely knew with a fake story that could sell. The biggest shock most of my clients face is the randomness of people who will speak to the press about them: a distant uncle they haven’t seen in 20 years, or the quiet kid from school who barely said a word. It’s unpredictable, but many people are hungry for money and fame and willing to throw you under the bus for it. Imagine a former classmate appearing with a headline, “Shocking Past Revealed: [Your Name] Exposed as ‘Relentless School Bully’ – Exclusive Interview with Victim”, or an ex who can “remember” every flaw or embarrassing moment. And if they have photos? It doesn’t even have to be true—if it sells, it spreads.

The reality? Even my most seemingly innocent clients have a few things buried in their past—because who doesn’t? There’s no one on this planet who has existed and only acted flawlessly in every moment of their life. Yet, cancel culture seems to expect this impossible standard from public figures, ready to judge them as if no one else has ever made a misstep. It’s hilariously ironic when people are so quick to cancel someone, acting as if they themselves have never done anything wrong.

So, before passing judgment, consider that if you were under the same spotlight, there’s a good chance the world would find something to pick apart too.

Anticipation and Crisis Mapping

Each case starts with a deep dive into my client’s world, creating a crisis map to identify not only what issues may arise but where they might come from. Perhaps a public figure’s distant family member has a controversial history, an ex-partner is now in the spotlight for the wrong reasons, or maybe they have a tattoo that could be interpreted in unexpected ways—every detail is scrutinised to ensure it won’t take them by surprise. By examining their past, their industry trends, and even audience sentiments, I can prepare them for situations they haven’t even considered.

Brands face similar scrutiny. For example, a business may be planning to restructure, and while they’re confident in the decision, they’re aware of potential backlash once the news is public. By carefully crafting communications and keeping an eye on timing, we manage how the public receives this news, positioning it in a way that maintains the company’s integrity and values.

Of course, not all crises can be prevented. Sometimes, despite all preparation, a client might make an impulsive choice, like posting their personal stance on a sensitive political or social issue. In these cases, I have no control over their decisions, and I’m left to work on it in real-time, navigating the fallout as it happens. The goal then becomes managing immediate damage, guiding the narrative, and focusing on resolution.

Proactive Communication and the Illusion of Visibility

One of the biggest misconceptions about crisis PR? That it’s about reacting to the fallout. In reality, effective crisis management is about safeguarding reputations long before issues reach the public. When public figures or brands have hired a crisis specialist—someone like me—the PR work becomes so much more than just putting out fires. Every potential controversy, no matter how small, has a strategy in place, ready to be executed if needed.

Sadly, not every public figure has someone to guide them through this unseen minefield, and it’s genuinely painful to watch someone fall apart publicly over something that could have been entirely avoidable. Often, I see incidents where I know that, had they been my client, I could have likely prevented the fallout or helped them navigate it before it got to a breaking point. So many public figures get cancelled because they lack this guidance—they’re navigating a harsh and unforgiving landscape alone, and without the support to anticipate or manage potential crises.

The True Value of Being Steps Ahead

While the public only sees a fraction of what’s going on, my clients are steps ahead because we’ve planned for the unexpected. Many people have no idea that a simple misinterpretation, a misunderstood joke, or a reveal of personal beliefs could trigger public backlash. For brands, a missed delivery, a miscommunication with a partner, or even a slight hiccup in service could blow up into a PR nightmare. Behind closed doors, these situations are meticulously managed so that they never come to fruition—or if they do, they’re already under control.

By staying ahead of the curve and constantly assessing the landscape, my clients remain not just safe but confident, knowing that whatever they face, there’s a solid plan in place. It’s this kind of preventative approach that defines effective crisis management. Because while the public may never know about these avoided disasters, it’s a win for my clients and the peace of mind they carry as they move forward.