When something goes wrong, it isn't always obvious who to call first. A journalist has emailed, an allegation is doing the rounds or someone is threatening to go public. Is that a job for a lawyer, a crisis PR consultant or both?
The short answer
If there's a legal risk, speak to a lawyer first. If the problem is what people are reading, saying or about to find out, that's where a crisis PR consultant comes in.
Plenty of situations need both, and they work best when everyone is talking to each other from the start. I'm a crisis PR consultant, not a lawyer, so please don't treat this as legal advice.
What each of us actually does
A lawyer advises on your legal position, your rights and your risks. That might involve defamation, privacy, an employment dispute or a criminal matter.
I deal with the public side. I handle journalists, write statements, prepare people for interviews, respond to online backlash and work on what people find about you on Google and AI tools.
Those are different jobs. A response can be legally safe but reputationally disastrous, or publicly reassuring but legally risky. Winning an argument on Instagram isn't particularly useful if you've just damaged your position in court.
When to call a lawyer first
The police or a regulator have contacted you
You've received a legal letter or been told you're being sued
You want to take legal action over something that's been published
There's already a court case or employment dispute under way
You're being asked to sign something or give a formal statement
If you're not sure, ask a lawyer. If you come to me and I think you need legal advice before you need PR, I'll tell you and, where possible, help you find the right person.
When to call a crisis PR consultant first
A journalist has asked for comment and there's a deadline
Something is spreading online and you don't know whether to respond
An article contains errors that need challenging with the journalist
You need to tell staff or customers something difficult
Old coverage keeps appearing when people search your name
You're not sure whether this is a crisis at all
If a journalist has already been in touch, this is what I'd do first.
When you need both
You'll usually need both if there are allegations, a leak of private material or legal proceedings that the press may report.
This is where things can get particularly frustrating, because there may be very good reasons why you can't defend yourself publicly. Meanwhile, the internet has decided your silence is suspicious. Part of my job is working out what can safely be said, and when.
I can join calls with your legal team, prepare statements around legal developments, deal with journalists and monitor how a case is being reported. I'll also attend court when needed and take detailed notes, because the difference between an allegation, a legal argument and an actual finding can disappear remarkably quickly in a news report.
A note on confidentiality
Conversations with your lawyer may be protected by legal privilege. Don't assume the same applies to conversations with a PR consultant. If you're in a legal dispute, ask your solicitor how they'd like us to communicate.
I can sign an NDA before you tell me anything sensitive, and you'll deal directly with me throughout.
What to do right now
Don't post or reply to anything yet
Don't delete anything until you've taken advice
Save screenshots, emails, links and dates
Write down any deadlines
Speak to the person who deals with your most urgent risk
Frequently asked questions
Can my lawyer handle the press for me?
Sometimes, particularly when the response is mainly legal. But a legally correct statement isn't always one the public will understand, which is why the two roles work well together.
What if I've actually done something wrong?
You can still get help. You don't need to persuade me you're perfect or leave out the part you think makes you look bad. Sometimes the job is helping someone take responsibility without making the situation worse.
Do you work with lawyers outside the UK?
Yes. I'm based in London and work worldwide, including alongside lawyers and advisers in the relevant country.
Not sure who you need?
You don't need to work that out before you contact me. The first call is free, and you can read what happens on it first.
If you want a considered second opinion, you can book a one-hour advisory session for £500, including research and a written summary. If it's already moving, here's how my crisis PR support works, or get in touch confidentially.