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 suddenly 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 feels exaggerated, out of context, or just completely wrong. It’s hard to know where to start.

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 right now, but I think it’s really sad how little space there is to get things wrong. You’re expected to be perfect at all times. No learning curve. No mistakes. Just constant performance.

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 created 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. People are supposed to be allowed to grow, that used to be the point, but now it’s just cancellation with no forgiveness. It feels robotic, it makes communication fake, and instead of saying what they actually think, people say only what won’t get them in trouble.

That’s why I like this work. I’ve seen how harsh the internet can be, how quickly things escalate, how hard it is to correct something once it’s on Google, and how often the people being punished aren’t the ones at fault. It’s rewarding to help someone step out of that mess, not because of their profile, but because the backlash simply wasn’t deserved.

I’ve always been more interested in the psychology of cancellation than in whoever’s being cancelled. I love the nerdy side of the job, the patterns, the behaviour shifts, the strategy behind it all. I never grew up obsessed with celebrities, and I couldn’t care less about someone being famous. Which is probably why I’ve never once felt the urge to boast about clients.

I specialise in crisis and reputation management for public figures, founders, influencers, and brands. I’m not part of an agency. I work independently, and I prefer it that way. It means I’m involved in everything from the first call to the last message, and you’re never passed around or handed off to someone who wasn’t in the room.

I’ve worked inside agencies and know how they operate, but too often the advice didn’t go far enough. In some major situations I witnessed, the responsibility was even passed down to juniors who weren’t equipped to handle it, which only made the outcome worse. Agencies often recommend a simple statement and silence, and leave it at that. Sometimes that approach can work, and I advise it myself when it fits, but these days it usually isn’t enough. On top of that, privacy is rarely protected, with situations discussed across teams and only one NDA covering the agency rather than each individual, which never felt appropriate to me.

People often think crisis PR is all glossy statements and media training, but a lot of it is far less glamorous. I spend hours in SEO, geo-targeting, backlinks, takedowns and the mechanics of how search engines decide what people see first. It might not look exciting, but it is what changes the story when someone Googles your name. That side of the work is what I enjoy most, even if no one notices it until it makes a difference.

I also know how the internet works, properly. Clients don’t always understand why certain things resurface or how to fix what’s already out there. That’s where I come in. It’s the part I genuinely enjoy. I’ve never been interested in pop culture for the sake of it, and I don’t care who you are or how famous you might be. I’m not swayed by online noise, I want to hear both sides of the story. Because in my experience, what’s actually happening behind the scenes is usually very different to what the internet thinks it knows. And that difference is where reputations are either lost or repaired.

And if you’re reading this and wondering what to do next, I don’t charge for an initial call. I know how vulnerable these moments can feel, and if you just want someone who won’t judge you, and you need to get things off your chest, 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.