
It is a prudent part of managing a large company anywhere in the world to employ specialists in public relations and communications. Such people will have the background to speak to the press and write all the documents needed to maintain a good impression with the watching press and the general public. At an annual general meeting, a CEO will no doubt call on his/her publicity experts to help the framing of the address so that the strengths of the company are well presented and then reported in the press the following day.
The work of public relations specialists is no doubt a key component of corporate business life everywhere. We know that the good reputation of a company really matters. In the case of a company with a quotation on the stock exchange, good publicity will boost the price, while stories of mistakes or bad behaviour will do the opposite. Even those of us who do not hold shares are indirectly caught up in this market. Whether or not companies flourish is of importance to the whole of society. The pensions of millions depend on decent valuations of quoted companies. Consequently, it matters to all of us that the companies are run efficiently and ethically. Only on Monday we heard about a report concerning the departure of the CEO of Barclays, Jes Staley. He had been linked to the notorious Jeffrey Epstein and this resulted in a fall in the value of Barclays shares.
The Church of England, like other large organisations, employs specialists in public relations as well as communications experts. They will maintain websites and make sure that the press has a place to go to to find out information and understanding of new initiatives taken by the national Church. Each individual diocese will also maintain their own departments for this kind of work locally. These of course will vary in size according to the relative size and wealth of the diocese. In recent years, we would expect that these communication departments will have grown. The exponential rise in information with the arrival of the internet has had the effect of creating a need for more communication specialists. Experts are also needed to monitor the way that that information about the Church, good and bad, is being shared with the public. I entertain the fantasy that even something as ordinary as this blog is being monitored by someone working for the national Church. Someone needs to make sure that the opinions of ordinary people are somewhere recorded and filed away in a database.
Ii is instructive to watch the way that public companies react when some major crisis arises over their governance or performance. At the start of a crisis, the publicity machine sends out a reassuring message that everything is under control and that the Board, or whoever is in charge, has contingency plans to get through the crisis. Then, at some point in the middle of any crisis, we see a different tone being injected into the communication bulletins that emerge from the company. It is at this point that we may detect that the task of communication has been handed over to external specialists – the crisis/scandal management team. These are the bought-in specialists who offer their services to companies in crisis. They do the difficult task of selling a failing or possibly dishonest company to a public whose trust in the company is under severe strain.
Until I started writing this blog, I had never heard of the expression crisis or scandal management. I had no knowledge that it was possible to employ people to defend an organisation when it was up against the wall in terms of its reputation and integrity. It does of course make some sense for such people to exist, as they make attempts to preserve a company from collapse and bankruptcy. No doubt, in the task of defending the collapsing company, they may have been obliged to exaggerate or bend the truth to accommodate the needs of the moment. But perhaps that is all par for the course. Lies or, at any rate, half-truths are to be expected when so much is at stake. If the institution does finally collapse, the bent truths that may have been told in its defence somehow get forgotten. The world moves on and there is a corporate shrug of the shoulders with the realisation that some people will do anything and use deceit to preserve assets and wealth.
Having been ignorant of the existence of reputation/crisis management, I was quite surprised to discover that it is not just companies that use such specialists but also the church. The challenge to the institution caused by numerous safeguarding failures has meant that parts of the church have been obliged to retain the service of not just their own public relations departments but also these external crisis specialists. There is one particular firm favoured by the Church of England for reputation management, Luther Pendragon (LP). This firm has been retained at considerable expense by the dioceses of London and Winchester, among others. I make no judgement as to the nature or quality of its services. Rather I have to question why any English diocese should ever need to go to specialists beyond their own publicity departments. The use of crisis/scandal management firms seems to be an ominous decision for any church or diocese to follow.
There is an interesting and revealing section of Graystone’s book, Bleeding for Jesus, when he describes the meeting he had with the Titus trustees. They were having to face the revelation of extensive evidence of Smyth’s malfeasance, and they wanted Graystone to help them manage it. Graystone recommended that they make a clean admission of the material they had and appoint someone to investigate Smyth and how the situation had arisen. The trustees ignored his advice and opted for the path of secrecy with the hope that the scandal would remain hidden. Of course, it did not and the damage to the Iwerne brand and the supporting organisations has been enormous. Truth is one thing that refuses to be buried for ever.
The use of public relations skills is probably always a legitimate path for an organisation to follow. Introducing this further expertise of reputation/crisis management advice from outside does, however, raises alarm bells. The innocent outsider will immediately ask the question: what have they got to hide? When secrets become endemic in any organisation, the spiritual and psychological health begins to decline. We learn that LP’s expertise has been valued by English dioceses such as Winchester, London, Oxford as well as Christ Church College and the central C of E. The question that we need to ask each of them is, what have you got to hide that you need such specialist help? There is enough in the public domain to suggest that the workload for LP in responding to each of these clients has been extensive. This has ensured a considerable flow of funds from the offerings of the church faithful to the highly paid consultancy directors.
The world of public companies is such that we can understand any desperate publicity attempts to stop them collapsing with all the damage that will result to wealth and well-being. The Church, perhaps, should be a world apart from the corporate commercial world. We would like to believe that the Church in every manifestation will be a place of integrity, honesty and openness to truth. Why would the Church ever need the services of crisis management specialists? If we learn that such specialists are being used to manage reputations and crises, that will send a corporate shudder through the whole church. The ordinary member will rightly question what else is going on when the Church believes it important to pay people to promote secrecy and suppress information. They will again keep asking the question, what have they got to hide? When trust starts to go, then so much else disappears.
Crises will happen to any organisation. When they happen, then, as Graystone advised Titus, the best approach is to make a clean breast. People generally accept the existence of scandal in an organisation as long as they feel they are not being lied to at the same time. In the recent eruption of safeguarding scandals, people have found that they have been lied to by authority figures in the Church who might have known better. Few people now trust the Church to manage safeguarding, but the Church still clings to its power in this as though it can manage it inhouse. The tales of incompetence increase, and the bonds of trust decrease between leaders and led. How long before the system breaks apart through the dissolution of these invisible bonds between the faithful in the pew and their leaders? I cannot answer that question, but I can continue to challenge the Church to become more a place of integrity, truth and transparency. It does not need crisis management firms to make a success of that. It just needs to pay greater attention to its own foundation documents. It needs to hear one statement repeated. It is the truth that will set you free.








