Why I Don’t Mind Controversial Clients
Why I Work with Controversial Clients
PR professionals often face intense scrutiny for the clients they work with—more so than many other professions. Doctors treat people regardless of their past. Lawyers defend clients as part of their duty to justice. Journalists report on divisive stories to inform the public. Therapists provide care to individuals whose actions might horrify others. Yet when a PR expert works with someone controversial, it’s often seen as an endorsement of their beliefs or behaviour.
Take the rumoured partnership between MrBeast and Matthew Hiltzik, a highly respected publicist. Critics have focused on Hiltzik’s early career at Miramax under Weinstein, rather than his skill in managing complex reputations. But controversial clients don’t need fans or “yes men” managing their messaging—they need professionals who bring balance, accountability, and clear-headed advice to the table.
Doing My Best to Help
The reality is, controversial people often struggle to find traditional PR firms willing to work with them. That means they end up relying on fans or followers who agree with everything they say, rather than someone willing to challenge poor decisions. And that’s where things can really go wrong.
Social media thrives on controversy—provocative posts can generate up to 300% more engagement than neutral ones, but the stakes are much higher. Poorly managed controversy doesn’t just hurt reputations—it can fuel polarisation, misinformation, or even online harassment.
I manage my clients as much as I can—hahaha—some clients I manage their socials 100%, but others are understandably protective and like to post themselves and get me to check over bits before it goes out…. But of course, I can’t always stop clients from posting on social media without running it past me first. If they do, and the post is a little sour… Let’s say… I usually step in and ask them to take it down, which is more beneficial than someone who is a secret fan and egging them on with, “That’s great, post more!” It’s not perfect, but it’s better than letting things spiral further.
One of the things I genuinely enjoy about this work is getting to engage with people who think differently from me. It’s not about agreeing with everything they say—it’s about understanding their perspective and helping them share it in a way that resonates without causing harm. As the saying goes, “Just because you’re offended doesn’t mean you’re right.” That mindset helps me stay level-headed and develop strategies that work for clients while keeping the messaging thoughtful.
The Case of Katie Hopkins
Take Katie Hopkins, for example. She gained attention with her provocative comments on The Apprentice and later made a career out of shock value on morning TV shows (ITV’s This Morning regularly featured her… why? Because controversy brings views). In 2021, she was banned from Twitter for inciting hate, and many considered her “cancelled.”
But in the ever-evolving world of public perception, she’s found a way back through TikTok, where she’s rebranded herself in a more toned-down yet still provocative way. While I may personally disagree with some of the things she’s said, there’s something to be said for her resilience and ability to pivot.
What’s fascinating is how Gen Z, often called the “most offended generation,” is also incredibly quick to forgive and forget if they see value in someone’s content. Katie Hopkins is living proof of how little many people research public figures. If Gen Z took even five minutes to Google her past comments, half of TikTok would likely be in meltdown mode. Instead, she’s thriving on the platform, rebranding herself successfully for a new audience.
This should offer hope to anyone who feels they’ve been “cancelled.” The truth is, public perception is often shallow. People rarely dig deeper than what’s presented to them in the moment. With the right strategy, even controversial figures can shift the narrative and make a comeback.
Katie Hopkins shows that controversy doesn’t always have to be the end. It’s about owning your story, evolving, and knowing how to pivot. In today’s world of outrage and redemption, the appetite for second chances can be stronger than you think—if you approach it thoughtfully.
The Challenge of Redefining Public Opinion
Controversy, when managed thoughtfully, can make people think—it can challenge norms and spark conversation. But when done recklessly, it can tear people down, damage communities, and create an environment of hate. My role is to help clients navigate those moments responsibly, ensuring their messaging provokes thought, not outrage.
I often remind myself that people love drama, whether they admit it or not. Studies show that 67% of people are more likely to engage with content that sparks outrage or strong emotions. That’s why it’s so important to manage the narrative carefully, balancing the client’s voice with the broader impact of their messaging.
Controversy Reflects Bigger Divisions
Controversy doesn’t exist in a vacuum—it reflects deeper societal divides. For example, studies show that 47% of social media users in the UK have participated in boycotting or cancel culture, often based on limited or misleading information. This highlights how polarising narratives can easily take hold and spread.
Working with these clients often gives me insight into cultural dynamics and broader conversations happening in the world. By managing these moments carefully, I can help clients address issues thoughtfully without adding unnecessary fuel to the fire.
Public discourse loves black-and-white narratives, but life is rarely that simple. My role isn’t to decide who’s right or wrong—it’s to ensure my clients are understood fairly, their messaging doesn’t harm others, and the conversations they spark are as productive as possible.
A Counterpoint to Cancel Culture
Cancel culture often leaves little room for growth, change, or redemption. While I don’t excuse my clients’ past actions, I do believe everyone deserves a chance to clarify their message and evolve. According to reports, individuals targeted by cancel culture often experience heightened anxiety and depression, emphasising the need for thoughtful, balanced approaches to public discourse.
My job isn’t to erase what’s happened but to guide them toward communicating responsibly and thoughtfully.
Why I Keep Doing This
Controversial figures hold significant influence, whether we like it or not. Without someone willing to help them navigate their communication, things can get messy—not just for them, but for the people they influence.
Studies show that misinformation spreads six times faster than factual news on social media. This makes it even more critical to guide messaging carefully, ensuring it doesn’t add to the chaos.
It’s challenging work, but it’s necessary. Without thoughtful guidance, the consequences of unchecked influence can ripple far and wide—for clients, their audiences, and even society as a whole. I don’t have to agree with my clients to guide them responsibly—and that’s exactly why I do this work. Because the alternative could be far worse.
Some Key Takeaways about Controversial Content
1. Increased Awareness: A Pew Research Center survey found that 61% of U.S. adults have heard at least a fair amount about the term “cancel culture,” up from 44% in 2020.
2. Generational Differences: Among adults aged 18 to 29, 77% are familiar with “cancel culture,” compared to 53% of those aged 65 and older.
3. Political Perspectives: The same Pew survey revealed that 65% of Democrats view calling out others on social media as a way to hold people accountable, while 62% of Republicans believe it punishes people who didn’t deserve it.
4. Public Opinion on Free Speech: A March 2021 poll by the Harvard Center for American Political Studies and the Harris Poll found that 64% of respondents viewed “a growing cancel culture” as a threat to their freedom.
https://en.wikipedia.org/wiki/Cancel_culture?
5. Consumer Behavior: A Statista survey indicated that 40% of American registered voters have withdrawn support from public figures and companies due to offensive actions or statements, with 8% doing so frequently.
https://en.wikipedia.org/wiki/Cancel_culture?
6. Engagement with Cancel Culture Content: Research by The New York Times has shown that controversial content, including cancel culture-related posts, generates 300% more engagement than other types of content on social media.
https://www.nytimes.com/2020/07/01/technology/social-media-cancel-culture.html?