The Unchained Executive | A PR Playbook for When Leadership Goes Rogue
The lights dim, the opening chords of a beloved song fill the stadium, and a thousand phone screens light up. Then, a photo goes viral - a CEO and another senior executive in a compromising embrace. It’s the kind of scenario that lands in a PR professional’s inbox so often that it’s almost a cliché.
Let's be clear, in 2025, most people don't genuinely care about a consensual affair. The immediate crisis isn't one of public morality. The real question, the one that determines if this is a minor headache or a full-blown catastrophe, is this: Is that leader the face of the company? If the brand is built around their personal integrity and image, we have a problem. If not, it's just a messy internal issue, who cares...
This fictional #ColdplayCalamity is just an inspiration, a simple placeholder for the countless ways a leader can create a PR crisis. The trouble can be personal, professional, or political. But the strategic thinking required to manage it is always mission-critical.
So, when the person in the corner office becomes the liability, what’s the play?
The Three Strategic Forks in the Road
When a leader's situation creates a PR dumpster fire, the strategy generally branches into one of three paths. The choice depends on a critical diagnosis: Is the leader's crisis a bug that must be removed, or is their survival an essential feature of the brand's narrative?
1. The Classic: Contain & Control
This is the playbook for when a crisis of competence or confidence becomes so profound that the leader's continued presence is a direct threat to the company's survival. The only way to save the institution is to sacrifice the individual at the top.
Case in Point: Dave Calhoun at Boeing (2024)
As CEO, Dave Calhoun didn't personally cause the manufacturing defects, but he led the institution where they happened. The crisis became about a "culture of profits over safety." From a PR perspective, the leader becomes the symbol of the institutional failure. Following the terrifying Alaska Airlines door plug blowout, Boeing's long-simmering safety crisis boiled over. Calhoun’s apologies weren't enough. The pressure from airlines, regulators, and the public was relentless. The "Contain & Control" strategy was deployed. Calhoun announced he would step down, making him the public face of accountability and allowing the brand to begin a new chapter.
2. The Maverick: Embrace the Chaos
This strategy is for a rare breed of leader whose controversial nature is inextricably linked to the brand's identity. Here, the behaviour isn't a bug - it is the primary feature.
Case in Point: Elon Musk
Elon Musk is the archetype of the leader who is the crisis. His situation is a vital lesson for modern PR, as he famously has no formal communications team. The "Public Relations" function is handled by him directly, his lawyers, and his executive team, and their strategy is not to control him but to manage the consequences. From his "funding secured" tweet that drew the SEC's wrath to his profane challenges to advertisers, his volatility is the brand. To try and package him as a traditional, polished CEO would be impossible. The only viable strategy is to let Musk be Musk and have the rest of the organization brace for impact and manage the fallout.
3. The Redemption Arc: The Endurance Play
This path is for a powerful figure who faces a potentially career-ending crisis. The comeback is not about winning public affection, but about re-establishing dominance through sheer resilience and undeniable business success.
Case in Point: Miroslav Mišković (2012)
For this example, the crisis wasn't a personal gaffe or a faulty product. The "trouble" was a monumental clash with the state, resulting in his high-profile arrest and a multi-year legal battle that dominated national headlines. For many, this would be the end. But Mišković's story followed a uniquely Serbian redemption arc. The PR strategy was one of endurance. While fighting a years-long legal battle, his company, Delta Holding, continued to operate and invest. His "comeback" was cemented not by a change in public opinion, but by the continued success and expansion of his business empire. He didn't win them over - he outlasted the crisis.
The Crisis Checklist:
OurAction Plan for the First 24 Hours
Knowing the theory is one thing, acting under pressure is another. When the call comes in, this is our immediate plan.
Phase 1: The First 60 Minutes - Triage & Lockdown
Verify the Information: Confirm the crisis is real. Do not act on rumours.
Assemble the Core Crisis Team: Notify the Legal team, HR, the Board Chair, and the CEO (if he is not involved, ofc).
Go Dark on Comms: Pause all scheduled social media, emails, and ads.
Activate Real-Time Monitoring: Track social media, news sites, and forums.
Phase 2: Hours 2 to 6 - Strategy & Internal Alignment
Convene the Crisis Team: Present the verified facts.
Choose Your Strategic Path: Is this a Contain (Calhoun), Chaos (Musk), or Redemption (Mišković) scenario?
Draft the Holding Statement: Acknowledge the situation, state you are taking it seriously, promise more information.
Prioritize Audiences & Internal Comms: Draft an internal memo. Employees must hear from you first - do not forget this!
Phase 3: The First 24 Hours - Execution & Control
Designate a Single Spokesperson: Funnel all media inquiries through one point person.
Release the Holding Statement: Post on official channels.
Execute Internal Communications: Send the all-staff memo.
Personally Brief Key Stakeholders: The CEO or Board Chair should call board members and top investors.
Prepare for "What's Next?": Begin drafting the next wave of communications based on your chosen strategy.
Having this checklist doesn't make the crisis go away, but it provides structure in the chaos. It allows you to act with purpose, not panic, and is the first step toward taking back control of the narrative.
Good luck!