From a public relations point of view, there’s a lot to say about how Phillip Schofield is handling his current crisis. As of June 2nd 2023, he’s given two high profile interviews and both appear to have done more damage than good to his reputation. His BBC interview with Amol Rajan in particular appears to have been ill-judged and the former ITV presenter has stoked up fresh criticism by invoking the late Caroline Flack.
According to a May 31st article in the Law Gazette, Phillip Schofield’s public relations (PR) is being handled by Jonathan Coad.
Coad is media lawyer and public relations advisor who has worked at Schillings and Lewis Silkin. His most high-profile cases include obtaining an injunction on behalf of the Duchess of York and an injunction he obtained for X Factor judge Tulisa over a sex tape.
As well as receiving legal advice and public relations strategy, Schofield has engaged law firm Mischon de Reya to represent his former colleague and the person around whom this particular scandal centres.
One of the more unusual elements of Schofield’s recorded interview with The Sun was his use of a small, green disposable vape. Schofield has referenced how the stress of this crisis has caused his use of vape to increase and that he has developed blisters on his hands as a result. His crisis vape of choice appears to be a kiwi passion fruit guava Lost Mary vape, manufactured by Elf Bar.
Which, for brand strategists and consumer PR people, raises an interesting questions.
How will this association with Phillip Schofield, during one of his most troubled periods, impact brand perceptions of the Lost Mary Vape?
Well, as of June 2nd 2023, the answer to that appears to be unclear, but if data from Google Trends is anything to go by, people are certainly interested in finding out more.
As you’ll see from the graph above, search volume for ‘Phillip Schofield green vape’ spiked around the time of his first interview. This suggests that people noticed the product, were curious, but weren’t aware of the name or brand of vape he was using.
The second graph suggests much the same thing, although it could also be due to people searching out other people’s opinions on Schofield’s use of his vape during an interview.
The third graph gives a broader view of search volume in general. Searches for ‘Lost Mary vape’ have been increasing steadily for a couple of years, but they’ve enjoyed a particular spike in the past couple of days.
An increase in search volume doesn’t necessarily translate into increased sales, but in this instance, there don’t appear to be many downsides for Lost Mary. We’ve laid out the fundamentals of what it means below.
No. Bad publicity is definitely a thing. Just ask BP or Delta Airlines. But in this instance, it’s more like a product placement than PR. Lost Mary have very little control over how the association with Schofield will impact brand perceptions, and at the moment, brand name searches for their products are returning news results for Phillip Schofield, so a lot of the interest will be going to news websites where before it would have been going directly to their e-commerce channels.
Being associated with a public figure, or even a fictional character, can have long term negative connotations for brands. Steve Coogan, creator the fictional TV personality Alan Partridge, is said to have damaged perceptions of both Rover and Lexus, due to Partridge driving both. And the opposite is obviously true too. That’s why celebrities endorse certain brands and why brands pay them a lot of money to do it.
According to our analysis of 61 independent PR agencies for whom we have actual or estimated retainer rates, a public relations retainer in the UK in 2024 will cost £4,672.55 (approximately $6,397.64 USD and €5,464.63 EUR) on average.
How to select a PR agency – a definitive checklist for finding the right PR agency for your business 25 minute read In this article, we will explain How to give yourself the best chance of finding the right PR agency How to understand what good PR looks like for you How […]
We specialise in financial services copywriting. Some of our work involves project-based content design for financial services companies, and some of it is the more traditional financial brand copywriting, often with a user experience (UX) focus. That means we often do research into what the UK’s financial services providers are saying on their websites, apps […]
Reactive PR is an effective, low effort way to get media coverage. Discover how we got 4 major pieces of coverage from about 2 hours work.
From a public relations point of view, there’s a lot to say about how Phillip Schofield is handling his current crisis. As of June 2nd 2023, he’s given two high profile interviews and both appear to have done more damage than good to his reputation. His BBC interview with Amol Rajan in particular appears to […]