Brandjack News

By Quentin Langley

Let us suppose that your house is on on fire. What do you do? The answer is obvious. You leave the house and call the fire brigade. 

Let us suppose in that case that you have burnt the toast. Evidently, the fire brigade is not appropriate in this instance.

But what if your carpet is on fire? There is no  doubt it would be embarrassing to summon the fire brigade only to have to tell them at the door that, actually, the fire had burnt out and there really wasn't anything to worry about. On the other hand, you would feel like a bit of a pratt if you tried to put it out yourself only to have it get out of hand and for the fire brigade to ask "why didn't you call us earlier?"

A major crisis is one thing – you need help. A minor crisis is something you might be able to handle yourself. It is the middle-sized crisis that could get worse or possibly just blow over that is the real test.

Let us imagine, then, that you work in corporate affairs for a major broadcaster and one of your most bankable stars has been involved in a fracas. I should stress, I am talking about a hypothetical situation here – in fact I will set out several hypothetical scenarios. I am not claiming that I have any inside knowledge about Jeremy Clarkson's fracas at the BBC.

Let us suppose that your bankable star punches someone out of the blue, then, when the other party is unconscious on the floor starts kicking and the other party later dies in hospital. Obviously, there will be a murder trial and if the star is convicted he will never work in TV again. Simples.

If it is just a drunken waving of fists and no-one is really sure which of them started it then requiring them both to apologise is sufficient.You can keep the police out of it. Again, simples. 

But what if your star has broken someone's nose or cheekbone? You can, maybe, press the other party to keep the police out of it, but with fairly serious injuries, that might not work. You can't really fire the victim, so threatening career consequences if the matter escalates is probably only a bluff. This requires very careful handing. Just how much of punishment – over and above any criminal charges – is appropriate. Would you really want to bring back a convicted criminal to a highly paid job? This one is much more delicate than the other two.

Careful engagement with social media is probably the best way to judge what your publics will stand.