Should I Be Promoting My Clients? No, and Here’s Why.
In the world of PR, self-promotion is the norm. Scroll through Instagram, and you will find PR agencies posting selfies with their celebrity clients, name-dropping major brands, and celebrating their role in crafting a client’s perfect redemption arc. Some publicists stand right next to their clients at key moments, making sure the cameras catch them too. Others insist on being tagged in statements or being credited for a campaign’s success.
I do none of that, can’t stand my photo being taken ha ha. Joking aside, from a marketing perspective, maybe that seems like bad business. After all, word-of-mouth referrals can only go so far, right? Shouldn’t I be capitalising on my successes?
The truth is, in crisis PR, especially in crisis PR, the last thing I want is for my involvement to be obvious.
The Illusion of Authenticity
People are not stupid. They know public figures have teams: agents, lawyers, stylists, PR people, brand strategists. What they do not want is to have that reality shoved in their faces. The moment a public figure’s statement or actions feel like they are entirely scripted by someone else, the public disengages.
That is why, when handling a crisis, the key is making sure that whatever I craft for a client feels like it is coming from them. If my name is attached to it, the entire point is lost. The message is no longer authentic. It is no longer a moment of reflection or responsibility-taking. It is just PR.
I have seen this play out in real time. The second a public figure is linked to their crisis manager, the conversation shifts. The public is no longer discussing their statement or their actions. They are questioning who really wrote the words, how rehearsed they are, and whether any of it is genuine. That alone can derail an entire strategy.
PR Should Not Be a Performance
There are plenty of agencies that require their celebrity clients to follow them on social media, tag them in posts, or give them public credit for their work. Some even include it in their contracts. I never will. Some PR firm owners treat their Instagram accounts like a modern-day autograph book, but instead of collecting signatures, they collect selfies with their clients to show off. I have even seen firms with a branded picture wall featuring their logo, where they make clients stand and pose for a photo.
Because while a glowing testimonial from a celebrity might be good for my business, it is not good for theirs. If a public figure is publicly forced to thank their crisis PR team, it signals to the world that their statement, their apology, or their redemption arc was carefully manufactured. And while we all know that is often the case, it does not need to be made explicit.
The most effective PR is invisible.
Clients often work with multiple PR professionals or teams at the same time, seeking second opinions and different strategic angles. This can lead to some very interesting clashes. I have sat in meetings with public figures, my phone tucked away in my bag, with nothing but a notepad and pen in front of me (I’ll move on one day, my iPad gathers dust). Meanwhile, across the table, another PR firm pulls out a ring light, clips their phone into it, and insists on snapping a photo with the client, while I stay firmly out of the frame.
The client, clearly uncomfortable but too polite to refuse, forces a half-smile. It is awkward for everyone, especially when the firm later posts the image, subtly implying ownership of the entire strategy. The irony is I then have to step in and tell them not to include my name because I have no interest in being publicly linked to the work, something they are more than happy to oblige. The whole thing is ridiculous, not just because of the blatant self-promotion, but because it actively undermines the very strategy that we are trying to execute.
I do not judge too much when agencies showcase their clients. Just cringe a bit at the forced selfies the public people do not want. I understand the grind, it is proof of legitimacy, and in some sectors, that is the only way to get more work. But I prove my credibility in other ways.
Ninety percent of my business comes from word-of-mouth recommendations. I speak on the news as a commentator, where you have to prove yourself before being trusted as an expert. And my results speak for themselves, within private circles where clients recommend me to their trusted colleagues.
I truly do not understand how any PR firm thinks it is good business to boast. The entire point of a crisis PR strategy is to ensure that authenticity is at the core of everything. And if you are publicly advertising that you created the authenticity, well… it is not authentic, is it?
The Power of Word of Mouth
I rely on word of mouth because it is the most genuine form of recommendation. My clients come to me through referrals from people they trust, people who have worked with me before, who know I get results, and who know that I operate with complete discretion.
Could I gain more exposure if I boasted about my work? Maybe. But my clients do not hire me to build my reputation. They hire me to protect theirs, and I truly believe I would not get the same results for them if I boasted and made it about me.
The Bottom Line
It is not “bad marketing” to avoid publicising my clients. It is good PR. The key to crisis management is ensuring that the audience believes the person speaking. If my name is attached to the strategy, the illusion is broken.
The best PR is the kind no one sees. That is why you will never see me at the centre of a client’s comeback moment, taking credit for the work. Because if I am doing my job right, you will never even know I was there.