Ask the founder: 10 honest answers from Lauren, the crisis PR expert behind Honest London

1. What does a crisis PR firm actually do?

We manage the mess. That might sound blunt, but it’s the truth. A crisis PR firm exists to protect your reputation when something goes wrong, often very publicly, and very fast.

We assess the damage, control the narrative, liaise with lawyers, deal with journalists, stop misinformation from spreading, and help people avoid making emotional decisions that would make everything worse. It’s not about spinning a fairytale. It’s about getting people back to reality, with their dignity and future intact.

2. How do you know when someone actually needs crisis PR?

If journalists are sniffing around, if your DMs are full of accusations, or if a post you barely remember writing is suddenly being screenshotted by strangers, you’re there.

A lot of people think they’re in a crisis when they’re not, and panic over nothing. Others wait too long, hoping it’ll blow over, and by the time they call, the damage is already viral. So if something feels like a crisis, it’s usually safer to get advice than to guess your way through it.

3. What’s the first thing you do when someone calls you in a crisis?

I read. I don’t judge, I don’t start drafting a statement, I just read everything…. posts, emails, messages, media coverage, screenshots. Then I ask a lot of questions. I need to understand what’s actually happening, not just how it feels.

Most people are in a state of panic. They want to fix it fast, but speed without clarity is dangerous. The best results come from a calm, honest strategy, not a rushed apology and a Notes app screenshot.

4. What’s the biggest mistake brands are making on social media in 2025?

Treating it like a noticeboard instead of a conversation.

You can’t just post pretty graphics and expect engagement. You have to be interesting, relevant, and self-aware, otherwise your content vanishes into the algorithm before anyone even sees it.

Also, lots of brands are still chasing trends that don’t suit them. A trending sound isn’t worth using if it makes you look like you’re trying too hard. The best brands know when to sit something out.

5. Do you believe in cancelling people?

In short, no… I believe in consequences. I don’t believe in public dogpiles.

I’ve worked with clients who’ve made genuine mistakes and learnt from them. I’ve also worked with people who were falsely accused, or targeted because someone else had a grudge. The internet rarely cares about nuance.

My job isn’t to defend bad behaviour. It’s to make sure people are treated fairly, and that they don’t lose everything over one moment, one rumour, or one badly handled incident. Crisis PR, done properly, helps people own the truth without being destroyed by it.

6. What trends should brands be paying attention to right now?

Private, selective content is on the rise - close friends lists, subscriber Stories, private Discords. Audiences are tired of being marketed to 24/7. They want to feel like insiders, not targets.

Also, people are getting better at spotting inauthentic content. If your brand tone feels overly curated or vague, you’re going to struggle. It’s not about oversharing, it’s about sounding like a human being who knows what they stand for.

7. When should a business hire a social media agency instead of keeping it in-house?

When your in-house team is stretched, growth has stalled, or you’re just winging it week to week, it’s time to get help.
A good agency brings a mix of creativity, trend awareness, technical knowledge, and consistency. You don’t have to train them, manage them daily, or explain what’s already outdated.

That said, the best results usually come from collaboration - someone internal who knows the brand deeply, paired with external experts who can take things further.

8. Is it ever a good idea to post an apology video?

Not often, apology videos can feel performative now, even if they’re not meant to be. People scrutinise the background, the voice cracks, the lighting… it becomes about the performance, not the message.

If you’re genuinely sorry, say it clearly, take accountability, and show change over time. Not every apology needs a face. In fact, sometimes the most respectful thing you can do is say less and act more.

9. What’s one client situation that really stuck with you?

I once worked with someone who went from complete obscurity to viral infamy in under 24 hours. She didn’t break the law, she didn’t hurt anyone, but a clip was taken out of context and it spiralled. She lost her job, her inbox was full of threats, and her friends started distancing themselves just in case.

We worked together quietly for months. She stayed offline, we addressed the false claims carefully, and eventually the tide turned. She’s now thriving, but still gets anxious when her phone lights up unexpectedly. That’s the part people don’t see. The emotional toll is real, even when the public moves on.

10. What makes Honest London different from other PR firms?

We’re not trying to get you press. We’re trying to keep you out of it. Honest London is built for people who are under pressure, under attack, or just sick of the noise. We work quietly, think fast, and prioritise emotional intelligence as much as strategy. No ego, no drama, and no sugar-coating when the stakes are high. We don’t want photos with you or shout outs.

We also understand that sometimes, clients don’t just need reputation management, they need someone to tell them they’re not going mad. That what’s happening is unfair. That they don’t deserve to be ruined. That matters too.

Need help from a crisis PR firm that actually gets it?
Contact us and we’ll talk you through it calmly, privately, and without the waffle.

Here’s Lauren’s website www.laurenbeechingpr.com