I work across PR and reputation management, from building public profiles and handling media relations to managing some of the more complicated situations that can come with being visible. Crisis communications is my particular specialism, but much of my work starts long before there's a crisis, and plenty of it has nothing to do with one at all.

Most people don't think about crisis PR until they need it. I hear it all the time: "I never thought I'd get cancelled." But if you're in the public eye today and haven't faced some kind of backlash, even once, you're in the minority.

When it happens it's disorienting. One day feels normal, the next your name is everywhere for the wrong reasons. Social media turns it into a spectacle, journalists start asking questions, and your friends are texting to ask if it's true. Often what's being said is exaggerated, stripped of context, or just wrong.

What most people don't realise is that the public almost never has the full picture. They're reacting to fragments, screenshots, selective quotes, or someone else's interpretation of events. People form strong opinions based on the tip of the iceberg, then defend them as if they've seen everything underneath.

That's usually when people find me.

I've always believed in giving people the benefit of the doubt. I know that's not fashionable, but I find it sad how little space there is to be human now. I'd love to meet the person insulting strangers online who's somehow lived a flawless life, never put a foot wrong, never made a mistake, never had a regret. That person doesn't exist, yet we've built a culture that acts like they do. I don't judge people for slipping up, because most of the time that's exactly what it is, a mistake.

I've always been more interested in the psychology of cancellation than in whoever's being cancelled. The same patterns repeat: the speed of outrage, the way uncertainty gets filled with assumption, how silence is read as guilt, and how corrections never travel as far as accusations. Once you understand those patterns, you stop reacting emotionally and start responding strategically.

I never grew up obsessed with celebrities and couldn't care less about someone being famous, which is probably why I've never felt the urge to boast about clients. Over the years I've worked with A-list celebrities, YouTubers and singers, politicians, TV presenters, sports figures and business founders, across national and international projects, from established brands to early-stage start-ups. I'm a regular contributor to BBC and Sky News and have appeared on television in the UK, US and Australia as a crisis PR commentator.

I work independently, and I prefer it that way. I've worked inside agencies and watched responsibility get passed down to juniors who weren't equipped to handle it, not because they were careless but because that's how agency models are built. Privacy is rarely protected either, with sensitive situations discussed across teams under a single agency-wide NDA. Working alone means I'm involved in everything, from the first call to the last message, and you're never handed off to someone who wasn't in the room.

People think crisis PR is glossy statements and media training, but a lot of it is far less glamorous. It isn't only about what you say publicly, it's about what follows you for years when your name is searched. I spend hours in SEO, geo-targeting, backlinks, takedowns and understanding how search engines decide what people see first. It might not look exciting, but it's what actually changes the story over time. Clients don't always understand why things resurface or how to fix what's already out there, and that's where I come in.

If you're reading this and wondering what to do next, I don't charge for an initial call. These moments can feel vulnerable, confusing and isolating. If you need someone who won't judge you, won't rush you, and will actually listen before offering advice, I'm always happy to be that person. No pressure, no sales pitch. I once tried a sales job and was fired within two weeks, so you're safe.