Hearts & Minds: A masterclass in bad crisis management

Gregg Wallace, the MasterChef host, has dished up a masterclass in how not to do crisis comms. He committed the cardinal sin of making his PR the story, so much so that he left no doubt that the events he was accused of occurred. Instead of admitting, apologising and appealing to be allowed to reflect and reform – an approach that might have bought him some grace over time, he went on the attack. Presumably he was not being advised or if he was, he chose to ignore it. No one in their right mind would have suggested he rage against his complainants as “middle-class women of a certain age”.

His venting confirmed how out-of-touch he was and how he can no longer belong on screen. The floodgates opened, in the media and on social media. Those who had been prepared to cut him some slack, changed the minds. At a stroke, Wallace went from possibly badly-behaved showman to confirmed misogynist bully. One who was hubristic, unrepentant and therefore beyond redemption.

He tried. Once he saw what he’d unleashed, Wallace attempted to clawback. Here too, he struck the wrong note. He sought sympathy - he’d been under terrible stress and he was sorry or “any offence caused”. That word “any” showed he didn’t get it. In reputational comms when the chips are down, it’s hard telling someone they’ve screwed up and yes, they’ve hurt people. But they must be told. Sometimes, they won’t accept it and cling to weaselly phrasing, such as “if I caused offence” or “any offence caused”. No, you did. Do not qualify and sugarcoat.

Crucially, Wallace failed to read the room. Often, in the heat of battle, it’s not what the person at the centre of the storm says that matters, but those around them. Wallace should have said little and let others speak up for him. There was virtually no one who stepped up on his behalf. Critically, his co-presenter, John Torode, whose wife was herself a Celebrity MasterChef contestant and winner, has remained silent.

From MasterChef to PR masterclass, in one easy lesson.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.