The Moral Dilemma: Why I’ve Walked Away from Clients

In crisis PR, protecting a client’s reputation is the core of our job. But where do we draw the line? Is there a point where safeguarding someone’s public image becomes too much, where it crosses into a realm of moral compromise? These are the questions I’ve had to confront in my career, and sometimes, the answer has been to walk away.

It’s a difficult decision to make, especially when you’re dealing with high-profile clients. But my personal belief is that no amount of money or success is worth protecting someone who has committed serious wrongdoing, especially when the facts are undeniable. It’s astonishing how many PR firms out there are willing to throw their morals out the window just to keep a lucrative client. I’ve been in rooms where protecting reputations took precedence over doing the right thing—where proven crimes were swept under the rug because, well, “that’s what PR is for, isn’t it?”

When PR Crosses Ethical Lines
There’s an unspoken rule in our industry: our job is to control the narrative. But there’s a difference between managing a crisis and outright covering up criminal behaviour. I’ve seen PR firms take on clients who have committed crimes and offer them the same services as they would to someone facing a misunderstanding or media overreach. The problem is, when you start protecting people who are guilty of serious offences, you’re not just salvaging their reputation—you’re enabling their behaviour.

It’s important to note that it’s common for public figures to have multiple PR teams involved. In many cases, each PR team has a different role, from managing brand image to handling personal crises. However, I’ve had to walk away from clients when other PR firms were willing to cross moral lines to protect someone who had committed proven crimes. My approach is simple: if I don’t believe the person during our very first call, I won’t work with them. Trust is foundational in crisis management, and if it’s lacking from the start, no amount of PR spin will solve the problem.

The PR Dilemma: Do You Defend or Walk Away?
Every PR professional will face this dilemma at some point. When the evidence piles up and it’s clear that your client is guilty, do you stay and try to spin the story, or do you walk away? For me, the answer is clear: I walk away. But it’s not an easy decision, and I’ve seen plenty of professionals make the opposite choice.

The reality is, some PR firms are willing to compromise their morals for the sake of protecting a client’s brand. They continue to defend, deflect, and distract, hoping to shift the public’s focus. And often, they succeed—at least for a while. But at what cost? When you begin defending actions that are indefensible, it chips away at the trust people place in you as a professional. More importantly, it chips away at the integrity of the profession as a whole.

My focus has always been on privacy and integrity. I’m not interested in fame, and I’m certainly not interested in protecting clients who are guilty of serious wrongdoing. For me, it’s about ensuring that the work I do aligns with my values—and when it doesn’t, I walk away. Privacy is paramount, and I make sure that my clients understand that from the start.

The Decision to Walk Away
Deciding to walk away from a client is never easy, but sometimes it’s the only choice. When I realise that a client has crossed a line, or when I simply don’t trust them from the very first call, I step back. It’s essential for me to feel confident that the person I’m working with is telling the truth. If that trust isn’t there, I can’t do my job effectively—and I won’t compromise my integrity just to save face for someone who has committed serious wrongs.

In crisis PR, you have to decide where your ethical boundaries lie, and once you do, you must stick to them. It’s tempting to defend someone when they’re offering big money or when their name could introduce you to a new circle of people. But I’d rather walk away than be part of a team that enables harmful behaviour.

Don’t come to me for business advice.