PEPs prepared for crisis comms
In today’s high-velocity media environment, politically exposed persons (PEPs) operate under relentless public scrutiny. The intersection between reputation management and crisis communication is no longer optional for those in political or public life, it’s foundational. A misstep, a misquote, or even a malicious allegation can go viral in minutes – and then you’re on the back foot, and facing reputational damage. But with a disciplined and professional approach to narrative strategy and key messaging, PEPs can withstand crises and emerge from them with their credibility intact.
A crucial interplay
Crisis communication is the tactical, immediate response to reputational threats, while reputation management may be characterised as a long-term strategic effort to shape and maintain public perception. The two are inextricably linked. One is primarily reactive: the other, planned and proactive. But both must be aligned to be effective – especially for PEPs, whose reputations often precede them in every decision, negotiation, and headline.
What binds these disciplines is the power of narrative. Having a clear, cohesive, and compelling story to tell – especially before a crisis hits – is not just prudent, it’s essential. Harvard Business Review is right: “In a crisis, people want to hear a story that makes sense of what’s happened and what’s next. Without that, fear fills the void.” A well-prepared narrative doesn’t just fill the void – it defines it.
Preparedness is power
Deloitte’s 2023 survey on crisis readiness showed that 76% of organisations that had a crisis communication plan in place felt their reputations had either improved or remained stable following a crisis. This should be particularly resonant for PEPs: having core messages ready to deploy, grounded in values and facts, can be the difference between reputational ruin and resilience.
In shaping these messages, authenticity is paramount. A contrived or mechanical tone can backfire, especially with a public increasingly distrustful of both mainstream and digital media. The 2024 Edelman Trust Barometer indicated that 61% of people believe government leaders are purposely trying to mislead them. In this context, sincerity and transparency are strategic assets.
Courting public opinion
While legal counsel plays a critical role in advising PEPs, particularly during investigations or controversies, legal strategy alone is insufficient. The court of law can acquit – but the court of public opinion often renders its verdict first, and it can be unforgiving.
As communications strategist Lanny Davis famously said, “Tell it early, tell it all, and tell it yourself.” Owning the message and framing the discussion proactively allows PEPs to stay ahead of speculation and misinformation. Silence or hesitation can be interpreted as guilt, evasion, or disorganisation.
This is where a seasoned crisis communications team proves their worth, by ensuring the truth is not just told, but told well – contextualised, emotionally resonant, and consistently aligned across platforms.
Truth well told
In a world awash with misinformation and cynicism, ‘truth well told’ retains immense power. Legendary adman David Ogilvy once said, “The consumer isn’t a moron. She’s your wife.” In other words, audiences are discerning. They can spot spin, but they can also recognise sincerity.
Truthful narratives, conveyed with clarity and conviction, build trust over time, even when media ecosystems are polarised or fragmented. Rather than retreating into opacity, the most effective PEPs lean into transparency, using their communication not merely as damage control, but as a platform for leadership and integrity.
Professional preparedness: preventative
Crisis communication and reputation management are not just PR functions, they’re strategic imperatives for anyone in the political or public eye. Preparedness, consistency, and authenticity remain the cornerstones of effective messaging. Above all, the ability to tell the truth compellingly and consistently can be a formidable shield in an age where perception often becomes reality.
In the words of Warren Buffett: “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”
Thinking differently and preparing thoughtfully can build a reputation that remains.
