Agencies aren't miracle workers. WME is a top agency and Sunshine Sachs are a global leader in PR. But agencies can't achieve anything without a good client, that is:
- A client who heeds and acts on the agency's advice
- A client who behaves professionally
- A client who is in demand, or, if not in demand by the media companies the client wants to work with, a client who at least has enough humility and a sufficient enough work ethic to take the work that is offered, even if they think it's 'below them', and work up from there.
All of the above is doubly relevant if the client's going through a reputational crisis (as H&M have been, on and off, for the last 2 years at least, ever since the Spotify exec said 'bigger this for a game of soldiers' and started throwing some truth bombs into the mix).
I get it: it's really, really hard, as a celebrity, to see media brickbats being thrown your way, especially if you think they're false, unfair and undeserved. The temptation to lash out or try to set the record straight is strong. But there's (usually) no point - if you're gonna play the media game, you need to roll with the punches as well as benefit from the good times. Sometimes you're the hero of the hour, sometimes you're the villain. The more proactively and aggressively you put yourself out there, the more the media will be alive to points of hypocrisy or bad behaviour which they can then store up to hit you with when you're down.
That's why building strong relationships of trust and honesty with individual journalists is so vital. If you've put time and effort into building a relationship with the editor of the Mirror, then he'll be more likely to cut you some slack when you're found to have taken several private jets the week after preaching about climate change. But if you've treated him high-handedly, suggested he's racist scum and made angry phone calls to his publisher demanding his head, then he's going to look for opportunities to do a hatchet job on you. Because he edits an independent newspaper, not Pravda.
Media relations is a long game which has to be played strategically. Good chess players can think about 4 to 5 moves ahead. World class grandmasters can think 15, 17, 18 moves ahead. Meghan and Harry can think about 2 moves ahead but can't see (or refuse to see) that if they move there, their queen'll be taken in 4 moves' time. This is a problem.