Every communications adviser knows there are moments when their job shifts from shaping a message to quietly bracing for impact. I have a real-life example from early in my communications career.

A senior executive stood in front of a room full of his employees, announced they were – sadly – all being made redundant, and then, beaming, shared that he’d just been promoted.

“Every cloud has a silver lining,” he added, as if delivering a line from a corporate pantomime. It was a pure David Brent moment: excruciating, tone‑deaf and instantly unforgettable. (David Brent, if you don’t know, is the hapless, out-of-his-depth corporate manager portrayed in Ricky Gervais’s excoriating series The Office, also reshot for the US market with the brilliant Steve Carell in the lead.)

What makes these gaffes so damaging is that they reveal something PR can’t fix: character. A poorly worded memo can be rewritten. A clumsy interview can be reframed. But when an executive publicly displays a catastrophic lack of empathy, the problem isn’t the message, it’s the messenger. No amount of media training can retrofit emotional intelligence into someone who doesn’t instinctively understand the weight of their words.

These moments also spread with remarkable speed. Employees these days could record them and share them on social media. Fortunately my example took place long before 4G and iphones became a thing.

Still, our executive’s faux pas was leaked to the Guardian newspaper and was published long before the communications team had even drafted a holding statement. By the time PR arrived to mop up, the story had already become a symbol: of arrogance, of detachment, of leadership gone wrong. And symbols are far harder to manage than stories.

The deeper issue is that executives often underestimate how closely people watch them. In times of uncertainty, every gesture is amplified. A misplaced joke becomes a verdict on leadership. A careless aside becomes evidence of indifference. When livelihoods are at stake, humour is not a bridge, it’s a trapdoor.

This is why the most effective protection for executives isn’t spin; it’s self‑awareness. The ability to read a room, to understand the emotional temperature, to recognise when silence is wiser than wit. PR can polish, guide and prepare, but it cannot save someone determined to sabotage themselves in public.

The lesson is simple: leaders don’t just communicate strategy, they communicate values. And when those values appear hollow, no adviser on earth can put them back together.

Photo by Pablo Varela on Unsplash