Category: Corporate Communications

Below are some news items and blog posts relating to the Corporate Communications services provided by Mangold Consultancy.

Our aim is to help you assess, develop and create the right “tone-of-voice” for your corporate communications.

For details on the full range of services we provide, please visit the main Mangold Consultancy Services page.

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Why saying no comment is a risk to your reputation

Abby Mangold of Mangold Consultancy

Using “no comment” might feel like a safe option, but these two words are often anything but.

I spent years on the other side of this as a journalist. And I can tell you exactly what “no comment” communicates to the person asking the question.

It says you have something to hide.

It says the story just got more interesting.

Because journalists don’t hear “no comment” and move on.

They hear “keep digging, there’s something here.”

I understand why organisations default to it. Nobody has briefed the spokesperson. Legal hasn’t signed off. The full picture isn’t clear yet.

But there is always something you can say.

  • “We’re aware of the situation and we’re looking into it urgently.”
  • “We’ll have a full response by [time]. Here’s what we can confirm right now.”
  • “This matters to us and we’re working on the response this situation rightly deserves.”

None of these expose you.

All of them are infinitely better than two words that tell the world you’ve got something to hide.

“No comment” isn’t a communications strategy.

It’s the absence of one.

Handling a media enquiry correctly can make the difference between a resolved issue and a full-blown crisis. If you need help developing a clear communications strategy, please explore our crisis management services.

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How to apologise publicly and rebuild trust with your audience

How to apologise publicly and rebuild trust

If you ever have to apologise publicly, most people get it wrong for the same reason.

Because the moment pressure hits, language changes.

Sentences get longer. Legal instinct kicks in. The focus quietly shifts from the people affected, to the organisation doing the apologising.

And the people reading it feel it immediately.

I’ve reviewed hundreds of public apologies over the years. The ones that rebuild trust and the ones that make things significantly worse.

The difference almost always comes down to four things.

Not the words themselves.

The structure behind them.

I’ve put it into a framework I use with clients before any public apology goes out.

One test I always come back to: say it out loud, as if you’re speaking directly to the person affected.

If it doesn’t sound like something you’d say face-to-face, it won’t land as sincere.

Save this. You’ll need it.

The four part apology framework

Knowing how to apologise publicly is essential for your reputation. If you need strategic advice, please explore our crisis management services.

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What I have learned about apologies under pressure

Apologies Under Pressure

Mastering apologies under pressure requires simplicity and a human touch. If you ever have to apologise publicly, this will matter more than you expect.

Most people don’t get apologies wrong because they don’t care. They get them wrong because pressure changes how they think. Language tightens. Legal instinct kicks in.

The focus shifts to intent, explanation and protection, often without realising it.

I’ve seen well-intended apologies make situations worse simply because they stopped sounding human.

Below I’ve set out what I’ve learned about apologies under pressure. These are based on the patterns that show up again and again, when statements are drafted quickly, reviewed heavily and read closely by the people who matter most.

What works is usually simplicity.

An apology is about what others experienced and what changes next. That’s where trust is either rebuilt or lost.

What works and what doesn’t when delivering apologies under pressure

I have reviewed and rewritten more apology statements than I can count, and the same mistakes appear again and again

What works

  • Acknowledging impact before intent
  • Saying sorry without conditions
  • Naming responsibility clearly
  • Explaining what is changing, not what was meant
  • Committing to a next step with a timeframe

What does not work

  • “If anyone was offended”
  • Defensive context in the opening lines
  • Passive language
  • Over-lawyering
  • Talking about reputation or brand

A simple test I use

One test I always come back to is this:

Say it out loud, as if you were speaking directly to the person affected. If it doesn’t sound like something you’d say face to face, it won’t land as sincere.

 Does this feel like I’m talking human? If not, rewrite it.

One rule I never break

An apology is not about how you feel.

It is about what others experienced.

Contact us to discuss how we can help you craft sincere and effective corporate communications that protect your reputation.

What I have Learned About Apologies Under Pressure
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The first hour crisis blueprint

first hour crisis blueprint

When the unexpected hits, the first 60 minutes decide everything.

In those moments, instinct kicks in but instinct without a plan can quickly unravel.

That’s why I run “first hour” drills with leadership teams.

We walk through what to do minute by minute: fact-checking, activating the right people, monitoring, and getting clear messages out fast.

It’s not theory. It’s practice.

Because in a real crisis, you don’t rise to the occasion you fall back on your training.

👉 Curious what that looks like? This is the blueprint I use to help leaders prepare.

The first hour crisis blueprint

What to do when the clock starts…

  • 0–10 mins Check facts from source. No speculation
  • 10–20 mins Initiate Crisis Management team, brief Crisis Comms agency and switch on social media monitoring.
  • 20–30 mins Agree and issue holding statement.
  • 30–45 mins Draft follow up internal and external comms (concise, clear, calm).
  • 45–60 mins Issue updated comms.

Act Now Debrief later

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Why crisis retainer support changes the outcome

Why crisis retainer support changes the outcome

In the last 12 months, I’ve handled multiple crises

Some were national news.

Some were small but had the potential to get messy fast.

Every single one started with a phone call that began with an element of panic.

The longer it took for that call to come, the harder the recovery was.

With crisis retainer support, it is different.

We already know your business, your risks, and your people.
We can move in minutes instead of days.

In crisis work, speed is not a luxury. It is the difference between headlines that fade and headlines that haunt.

If you want to know how ready your business really is, let’s talk.

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Why it matters to write human for spokespeople

A little plea for all those writing content for spokespeople…

(Also included the sounds of a panting dog and multiple birds!)

Just a little plea from me today to anybody writing statements that they want their spokespeople to use verbally.

Please write human.

I have lost count of the number of answers to challenging questions that have clearly just been written.

Nobody’s tried to say it.

It’s only when you try and say things, that you realise the language simply doesn’t work.

You are making your spokespeople sound like robots. You are making your spokespeople sound like they’re just reading from a script and it’s not convincing anyone.

So just a little plea from me. Please, if you’re giving someone something to say verbally, say it out loud first and please write human.

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Protecting brand reputation when working with content creators

Last week, WPP Media reported that brand investment in user-generated content made by content creators and influencers will overtake ad revenue from traditional media, with estimates of $376 billion globally by 2030.

With Cannes Lions International Festival of Creativity in full flow, it’s timely to consider the reputational risks for brands of working with smaller content creators.

Big brands are diverting budgets towards solo creators and nano/micro influencers.

Brands are increasingly putting their company’s reputation in the hands of people who:

  • Lack experience managing challenging situations
  • Don’t always prioritise the brand’s reputation
  • Prioritise their audience and engagement above everything else

Here’s what that looks like in practice:

  • Creators going off-message
  • Creators turning against you due to audience pressure
  • Creators publicly disagreeing with decisions your brand makes

There are basic mistakes we see brands making when entering this space or expanding their investment in smaller creators.

Here’s our top 3 tips for protecting your brand:

  1. Do your due diligence – analyse creators, research their histories including previous content and partnerships and establish if they are the right fit for the brand.
  2. Agree a clear process for if and when things turn sour, especially if there’s push back from the creator’s audience at the partnership.
  3. Get a contract in place, even for the smallest of partnerships and be specific about how you expect the creator to work with you in different scenarios.

At Mangold Consultancy we help global brands ensure brand fit with creator partnerships. We’ve seen how basic (and avoidable) errors at the beginning of a relationship can damage reputations on both sides.

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Briefing tour crisis spokesperson: 5 Top Tips

Abby Mangold Top Tips for Briefing

If you’re briefing a spokesperson before an interview in a crisis situation, there is a high chance that you’ve got a lot to juggle.

You’re probably managing multiple communications to people inside and outside the organisation while responding to a fast-changing situation in a swirl of facts and rumours.

So, to get the most out of your time and support your spokesperson in this really challenging environment, these are my top tips:

Top tips for briefing your CEO / spokesperson in a crisis.

  1. Block out time for rehearsal interviews. I promise you they will thank you for it.
  2. Walk through some physical prep so that they can limber up.
  3. Run practice questions which probe around rumour and speculation.
  4. Build in comfort breaks, a gulp of water, a snack – especially if they’ve got multiple interviews.
  5. Pinpoint a clear interview entrance and exit strategy, especially if things run over.

These are the things your spokesperson needs from you to help them give their best performance

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Crisis comms sisters: Our superpowers at work

Abby and Jess Mangold - Crisis Comms Sisters

2 sisters working together?

Crisis superpowers, journalistic expertise, snacks 🥜

This is how Jess Mangold and I make it work…

Jess on Abby – “She puts people at ease within seconds, finding common ground and camaraderie, even in high-pressure crisis situations”

“Seamless makeup application for being on camera. What she doesn’t know about this topic is not worth worrying about.”

“Bringing and holding people together in a crisis, uniting individuals and the group. It’s her crisis communications superpower.”

Abby on Jess – “Her prep is second to none. Training notes, research, making time to practice – you name it, she’s prepped!”

“Snacks! Jess is not one to go hungry, so she avoids team energy dips by always having a healthy snack squirrelled away in her backpack.”

“She’s great at remembering reports she’s read, or experiences as a journalist; neatly sliding them into conversations with clients to add colour and demonstrate our expertise.”

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Facing the LinkedIn rollercoaster nerves

Facing the LinkedIn Rollercoaster Nerves. Image by Suntooooth on Wikipedia

My son made me…

🫣 when he recently convinced me to ride the UK’s tallest, fastest, most weightless rollercoaster.

🎢 Hyperia at Thorpe Park stands 236 feet tall, with two inversions and a 995-meter track, all at speeds of 80 mph +.

⏳ And in the 90 seconds it took to complete the ride, I realised the experience was not unlike putting myself out here on LinkedIn – nerves of steel and taut enthusiasm, all the while secretly fearing falling flat.

😰 And I am not alone. Speaking to women in business, both senior leaders and entrepreneurs at new business meetings and networking, it appears many of us feel the stomach drop, pre-post on LinkedIn.

🤲🏻 So for anyone feeling the LinkedIn ick – be assured we are all in it together. And for 90 seconds of fear, you may just get all the thrills of a completely new experience!

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5 things a crisis communication spokesperson does

5 Things a Crisis Communication Spokesperson Does. Photo by Fardad sepandar on Unsplash

Being the face of the organisation in a crisis is a BIG ask.

So a spokesperson must ask a few things in return before doing an interview.

Here are 5 things great spokespeople do in a crisis:

  1. Complete clarity on what they can say publicly at this stage.
  2. Answers on information gaps. Even if the details are not available.
  3. Space to rehearse key messages, and their way of saying them.
  4. Confidence to make the most of the interview, conveying empathy and personal commitment.
  5. A reliable deputy for their usual role so they can focus on the media.

Comment here if you have any more tips…

Featured Image by Fardad sepandar on Unsplash

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Navigating changes & strengthening client relationships in Spring

Navigating Team Changes: Strengthening Client Relationships in Spring. Photo by Karl Fredrickson on Unsplash

Spring into action. No seasonal pun intended.

Coincidentally, several clients have new team members who are replacing, stepping up or temporarily covering for other colleagues.

It feels a little unnerving when long-established relationships shift. So, we are taking a breath and using the opportunity to revisit their needs.

How to start?

• Make time to meet in person.
• Discuss the crisis comms blocker they most want to shift.
• Draw up an achievable plan.
• Remind them of how much we have already achieved together.
• Finally, remind myself and the team of our USP, the breadth of client issues we’ve helped navigate over the last 10 years and continue our growth to meet all our clients’ needs.

Photo by Karl Fredrickson on Unsplash

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Pretty proud of this one

Pretty Proud: Abby Mangold & Jess Mangold: "They are the critical friends you want on speed dial"

We’ve been working with this retail client for 5 years.

We’ve gone through the good times and the tougher ones.

We’ve supported each other to grow as organisations.

So we were chuffed when they told us:

“Abby and Jess consistently provide clear thinking and boil down complex matters, into concise guidance.

As media trainers they are industry experts, give honest and fair feedback in a safe environment.

They are the critical friends you want on speed dial.”

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Busy days for Team Mangold Consultancy

Jess Mangold, Justin Clark & Abby Mangold

Busy days for Team Mangold Consultancy.

Jess Mangold and Justin Clark were in leafy North London with our client the historic Alexandra Palace and Park, delivering a workshop to evolve their use of social media to better serve their visitors.

Abby Mangold headed to sunny Westminster talking with the UK Government Communication Service, finding out more about how they are using “Assist”, the dynamic AI tool transforming government communications.

Worth noting that their Crisis Communications Planning Guide and STOP Template are a fantastic resource for anyone interested in managing crises.

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What did dodgy washing machines & Matt Allwright teach me?

Matt Allwright & Abby Mangold

Walking onto the set of BBC Watchdog in Television Centre in 1997 was daunting.

As a Junior Clerk my job was simple – do whatever anyone asks and do it well.

It was always fast paced and often last minute – as you would expect when producing a live, weekly, consumer affairs programme for BBC1.

As I moved up the ranks to Researcher, Assistant Producer and finally Producer/Director there were a handful of people who took the time to teach me the skills I continue using today.

Matt Allwright is the best scriptwriter I’ve ever worked with.

  • Where I used 20 words, he could say it in 10.
  • Where I struggled with structuring a 5 minute film, he knew the narrative before I’d put pen to paper.
  • Where I battled to make broken washing machines look sexy – he always had a clever, and often funny, treatment.

Producing programmes for a BBC1 audience meant making every word count and finding an engaging way to keep viewers interested.

I use those same skills every day, helping clients communicate in a crisis which ironically, is often triggered by a call from BBC Watchdog.

And I think it’s fair to say that Matt Allwright and I continue to learn from each other to this day.

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Tom Mangold has worked in media for 70+ years – what would you ask him?

Abby & Tom Mangold

This is my Dad, Tom Mangold.

  • He’s an award-winning journalist and author.
  • Reporter on circa 120 episodes on BBC Panorama.
  • He’s 90 and STILL working.
  • He cycles every day.
  • He continues to inspire me and our work at Mangold Consultancy.

If you asked him, he’d tell you I stole everything I know from him. I will neither confirm nor deny this.

I’m going to film interview content with Dad and share it online.

We tend to talk about:

  • the state of journalism and television
  • crisis communications
  • media interviews
  • “news” on Social Media
  • rubbish spokespeople

Watch this space for unique insight from someone who has worked in the media industry for more than 70 years!