A PR firm in serious need of PR

Bell Pottinger was known as one of the best in the United Kingdom. They’ve been in the public relations game for 30 years. However, their work on one client has shone a light on everything that is wrong with the public relations industry, and highlighted that this PR firm is in dire need of their own services.

One of the reasons public relations agencies exist is to manage the reputation of a client. Bell Pottinger prides itself on delivering “best-in-class communications services”. That fulfills one purpose, right?

But how does a firm responsible for the reputations of others save their own? Their credibility has come under threat in the last year due to the work they did for Oakbay Investments – owned by the not-so-loved Gupta family. Based on what’s happening in the news right now, I don’t think they can.

The Financial Times deemed their expulsion from the Public Relations and Communications Association (PRCA) for unethical practice front-page news.

CITY A.M. had a striking front page: “Bell Rottinger” covers a South African flag with the subheading: “Top city PR firm thrown out of trade body after South African campaign accused of inciting racial hatred”.

Just when you think their reputation hasn’t taken enough of a beating, their co-founder – who left the agency late in 2016 because “nobody listened to him” – appeared on BBC’s Newsnight.

Lord Tim Bell had a hard time fielding questions from host Kirsty Wark. In between phone calls and texts live on air, Wark unearthed e-mails that contradicted everything he says.

I find it hard to believe that the co-founder of a PR agency didn’t have the power to pull the plug on threatening business, and that he would let staff undermine him. It’s a convenient excuse.

A quote summarising Lord Tim Bell’s masterful backpedalling and claim of innocence: “You can attack me all you like, but it’s not gonna work. I had nothing to do with getting this account.” He also says it’s the end of Bell Pottinger, but is quick to add: “It has nothing to do with me.”

Is this really the end of a PR firm that has been the central figure in exposing everything rotten in the PR industry? I can only hope so.