Every situation is different, so the cost depends on the urgency, complexity and level of support you need.

The first call is free. Once I understand what is happening, I will explain what I recommend and agree a clear fee with you before any work begins. There are no hidden costs or open-ended retainers.

If you only need a second opinion or some immediate direction, a one-hour advisory session is £500. This includes research beforehand and a written summary afterwards.

Of course. Almost everyone who needs crisis PR is controversial at that particular moment. If nobody objected to them, they probably would not be calling me.

Working with someone is not the same as endorsing them. A solicitor does not have to agree with a client to believe they are entitled to proper representation. My job is different, but the principle is similar. I am not there to share a client’s opinions. I am there to make sure their response is accurate, responsible and does not cause further harm.

Refusing to work with a controversial person does not silence them. It may simply leave them taking advice from friends, fans or people who will agree with everything they say. I would rather there were an independent person in the room willing to say: do not post that, do not repeat that claim, apologise for this, and step away before you make the situation worse.

I know I have prevented damaging statements and rhetoric from reaching the public because I was willing to have those conversations.

Being accused of something is not the same as being guilty. Innocent until proven guilty is a basic principle, but the court of public opinion rarely waits. I have seen false claims repeated as facts, complicated legal cases reduced to headlines and important outcomes receive a fraction of the attention given to the original allegation.

I listen to the full story before forming an opinion. You do not need to persuade me that you are perfect or leave out the part you think makes you look bad. What matters is that we are honest with one another, because that is how I can give you advice that genuinely protects you.

Some clients have done nothing wrong. Some have made mistakes. Many are somewhere in between. My job is not to judge which category makes somebody worthy of help. It is to understand what actually happened and help them deal with it properly.

Yes. I work with people who have made mistakes, people facing claims they dispute and people who have done nothing wrong at all.

Some clients have made a poor decision. Some have handled something badly afterwards. Others are dealing with allegations that are false, exaggerated or missing important context. Quite often, a situation contains an uncomfortable truth alongside press coverage that is still inaccurate.

You do not need to rehearse a version that makes you look better before we speak. You can tell me what actually happened, including the part you think makes you look bad. After years of doing this, I am unlikely to be shocked and I am not interested in judging you.

If you need to take responsibility for something, I will help you do that properly. If something being said about you is wrong, I will help correct it. Usually, the work involves understanding both at the same time and finding a way forward that is honest, calm and does not make the situation worse.

Sometimes. It depends on what it is, who published it, whether it's accurate, and where you are.

Some content can be removed at source. Some can be corrected or amended where there are factual errors, which happens more often than people expect. Some can be de-indexed so it no longer appears when someone searches your name. Where none of that is possible, content can usually be pushed down by building accurate material that ranks above it.

Anyone guaranteeing removal is not being straight with you.

My clients don’t hire me to build my reputation. They hire me to protect theirs.

I could fill this website with recognisable names, client photographs and dramatic case studies. It might make the business easier to market, but it would also give anyone considering hiring me a very good reason not to trust me.

People usually contact me at an incredibly vulnerable moment. Many do not want the public to know they have PR support, let alone have the details of their situation used as promotional material afterwards.

Most of my clients come through recommendations and word of mouth from people who already know how I work. That means I do not need to turn private client situations into public proof of my experience.

Unless a client has explicitly chosen to speak about working with me, their identity stays private. I do not publish client lists, use their photographs or share identifiable details from their cases.

Discretion is not something I add at the end of the work. It is part of the service from the first conversation.

It depends which part, and they run on completely different clocks.

Press situations: hours. If a journalist is working on a story, the window to influence it closes when they file, usually the same day. This is the fastest-moving part and the one where being slow costs the most.

Platform reports: days to weeks. Reporting content to Instagram, TikTok, X or Reddit is unpredictable. Some things come down within a day, some are refused twice and removed on the third attempt when framed differently, some never move at all. Much of the skill here is knowing which argument works on which platform, and when reporting something will draw more attention to it than leaving it alone.

Corrections and amendments: days to a few weeks. Publications will often correct genuine factual errors. It requires evidence and persistence rather than pressure.

Search results: weeks to months. This is the slow one. Displacing content means building material that genuinely outranks it, and search engines take time to re-evaluate. Expect meaningful movement over two to six months, not two to six days.

AI outputs: months, and less directly. What AI tools say about you changes as models update and as the sources they draw on change. It can be influenced but not controlled, and anyone claiming otherwise is guessing.

The honest summary: the urgent part is over in a day, and the part that determines what people find in three years takes most of a year. Anyone offering to clear your search results in a week is selling something that doesn't exist.

Yes. Sometimes I am not the right person for the situation, there is a conflict, or the client needs a lawyer before they need me.

I have also turned down work when what somebody wanted was unrealistic or unlikely to help. I would rather say that at the beginning than accept a fee for work I do not believe will improve the situation.

Honesty has to work in both directions. I need clients to be open with me, and they should expect the same from me.

Frequently. Legal and reputational advice pull in different directions more often than people realise, and the two need coordinating rather than running in parallel. If you already have a solicitor, I'll work alongside them. If you need one, I'll say so.

It stays between us. Nothing is passed through a team or discussed with anyone else.

Yes. I offer private media training for individuals and teams, whether you have a specific interview approaching or simply want to be prepared as your public profile grows.

We work through the questions you are likely to be asked, including the difficult ones, and how to answer them clearly without sounding rehearsed. I can also help you decide what you should not discuss, how to handle a question you cannot answer and what to do if an interviewer keeps pushing.

Training can cover television, radio, print, podcasts and online interviews. It is built around your real situation rather than a generic list of media tips.

Tell me it is urgent when you get in touch.

In an active crisis, I can usually begin within an hour. We will have a quick call, establish what is happening and deal with whatever needs attention first, whether that is a journalist’s deadline, something that has just been published or a situation spreading online.

You do not need to write a perfect summary or have every fact in order before calling. We can work that out together.

Sometimes. Around 90 per cent of my work happens before a story reaches the public or press.

Before something becomes public, there are usually more options. I can establish who knows what, identify where the story may come from, prepare the facts and responses, speak to journalists where appropriate and work alongside lawyers so everybody is moving in the same direction.

Prevention is not necessarily about concealing something. Often, it means correcting a misunderstanding early, resolving the underlying problem or avoiding a panicked response that turns a manageable situation into a much bigger story.

I cannot promise that something will never become public. What I can say is that the earlier you contact me, the more we can usually do about it.

No. Journalists, publishers, platforms, search engines and the public all make their own decisions, so nobody can honestly guarantee exactly how a situation will end.

What I can do is explain what is realistic, reduce the avoidable risks and give the situation the best chance of reaching a better outcome.

I will not promise that an article will disappear, a platform will remove something or public attention will vanish overnight. If I think something is achievable, I will explain how. If I think it is unlikely, I will tell you before you spend money pursuing it.

Yes. I am based in London but work with public figures, founders, brands and organisations worldwide, including across the US, Europe and APAC.

Most crisis work can be handled confidentially by phone and email, but I am also happy to fly out to meet clients and work with them in person when the situation requires it.

Where necessary, I can work alongside lawyers and advisers in the relevant country so that the response reflects the local media and legal landscape.

Sometimes, although neither Google nor an AI tool has a simple button that allows someone to rewrite the results.

The most effective work usually happens at the source. That can mean correcting inaccurate coverage, adding important legal updates, pursuing removal or de-indexing where there are proper grounds, and building stronger, accurate sources that search engines and AI tools can rely on.

Changes are rarely instant and nobody can guarantee exactly what an algorithm will display. I can identify why certain information is appearing and create a realistic strategy for changing what people find over time.

Sometimes. It depends on what has been published, whether it is inaccurate or outdated, the publisher involved and whether there are legal or editorial grounds for challenging it.

Removal is not always possible, but an article may be corrected, amended with an important legal update, de-indexed from search results or displaced by newer and more accurate information.

I will assess the coverage honestly and explain which options are realistic before recommending that you spend money pursuing them.

Yes. I regularly provide expert commentary on crisis management, online backlash and reputational risk for television, radio, podcasts and the press.

I am also available for panels, industry events, university talks and guest lectures. I can speak about how reputational crises unfold, the relationship between legal and public pressure, and how the internet has changed the way reputations are built and damaged.

If you are a journalist working to a deadline, mark your email as urgent and I will respond as quickly as possible.

Yes. Traditional PR forms part of my wider reputation management work.

That can include positive press coverage, interviews, profiles, announcements, thought leadership, launch support, public positioning and ongoing relationships with journalists.

Some clients come to me because their reputation needs repairing. Others want to build a credible public profile before there is ever a problem. That work also helps shape what appears when somebody searches your name and which sources Google and AI tools use when describing you.

The aim is not publicity for the sake of being visible. It is creating accurate, credible coverage that supports how you want to be known.