Bell Pottinger: Can the PR firm untangle itself from this PR nightmare?

The UK-based public relations firm, Bell Pottinger, finds itself at the center of a storm after being embroiled in a controversy involving stirring racial tensions in South Africa. Following more than three months of denial, the firm has finally issued an apology for its conduct. The lead partner involved has been dismissed, and three other employees have been suspended. The question on everyone's mind is whether this response is enough to untangle the firm from this PR nightmare. Brand expert, Jeremy Sampson, sheds light on the situation in an exclusive interview with CNBC Africa. Sampson highlights a key issue around the morality and integrity of consultants, emphasizing the need for good corporate governance to align with financial pursuits. He points out that Bell Pottinger's visibility in this controversy is a departure from its usual modus operandi of operating discreetly in the background while advising clients. The firm's reputation has taken a severe hit, leading to investigations in the UK. The conversation delves into the dynamics of client-consultant relationships, raising questions about the significance of Bell Pottinger's apology when its clients have not publicly apologized. Sampson suggests that the firm may be banking on a quiet resolution, considering the relatively muted response to the issue in the UK compared to the intense scrutiny in South Africa. Despite the distractions, Sampson urges a focus on the core issues at hand, particularly around state capture and accountability. In the context of high-profile individuals like Pravin Gordon and Mcebisi Jonas whose reputations have been tarnished, Sampson discusses the potential legal recourse available to them. He acknowledges the complexity of the situation and the multitude of issues at play, stressing the importance of tracing accountability to the highest levels. As the saga unfolds, the spotlight remains firmly on Bell Pottinger, providing a temporary reprieve for other implicated parties. However, Sampson warns against losing sight of the true underlying problems amidst the swirl of controversy. By emphasizing the need to stay focused on the core issues and avoid distractions, Sampson underscores the critical importance of addressing the root causes of the crisis to pave the way for resolution and accountability.