ON THE BEEB
The BBC is a prized cultural institution, but its reputation has been marred by the revelations that TV host Jimmy Savile was a child abuser and sexual predator. Brand new director general George Entwistle’s mishandling of the situtation has not helped. We asked industry experts to weigh in
Sarah Rowley, senior crisis comms consultant, Fishburn HedgesIt is crucial that the BBC act fast, as part of the reputational damage has come from a failure to respond expediently to mounting pressure. It is not enough just to get rid of Entwistle. Such a move would do nothing but provide a brief distraction from the real origins of the problem – the code of secrecy and cultural malpractices that existed, and continues to exist, behind closed doors. The BBC must prove that it recognises the severity of the initial crisis and the fallout that followed. Senior bodies, not least Lord Patten and the BBC Trust, must apologise publicly and sincerely, then set out in broad terms internal regulatory changes and proceed to implement these actions.
Bob Calver, senior lecturer in broadcast journalism, BCUAny doubts that the BBC’s reputation for trust and integrity has been damaged by the Savile affair have been swept away by Entwistle. He admitted as much during his evidence to MPs, but even if he hadn’t, his performance would have made the point equally well. He did nothing to lessen the damage. He is the Corporation’s editor-in-chief so his desk is where the BBC buck stops. That won’t be lost on Lord Patten, but his thinly veiled warning to the Culture Secretary not to mess with the Corporation’s independence shows he’s in no mood (yet) to sacrifice Entwistle. But then his Lordship has the experience beyond Auntie’s walls that his DG so clearly lacks. |
 Francis Ingham, chief executive, PRCAIt is hard to imagine the BBC handling this worse. Entwistle either ignored good PR advice, or accepted appalling advice. His job is on the line, and his organisation’s reputation is in tatters. The in-fighting and the clear suspicion that it attempted to suppress bad news have damaged its brand deeply: you cannot be an affectionate ‘Auntie’ when you are now known for employing and covering up serial paedophiles. The challenge the BBC faces now will define not just the future of its most senior staff, but perhaps its survival. |
Gavin Megaw, director, Hanover"Whether cock-up or conspiracy, the BBC’s response to the Savile allegations has been a disaster. It has turned an awful but controllable story, into day after day of grave headlines. It will become a case study of how not to handle a crisis. The central lesson is a fundamental of crisis handling; our job is not simply to accept a line-to-take, but to challenge it robustly and professionally, ensuring it does not come back to haunt clients. News becomes more damaging when the process behind a story is more high profile than the original news, which is exactly what has happened. As a result, their response, not Savile’s terrible abuses, will be the enduring story."
Liam Herbert, managing director, JBP PR & Parliamentary AffairsThe problem was a lack of “fast time” thinking and action. In an organisation ruled by layers of bureaucracy, the imbalance between the speed with which the news agenda evolves and the pace at which senior management could respond was apparent. Like all large organisations, it needs to have a decision making structure in place that can get the right people in the right place quickly and effectively to manage a crisis or incident.All is not lost for the BBC brand though – as the story has grown it is clear that the focus is on individuals rather than an intrinsic attack on the BBC brand, which is making an effort to demonstrate it is a new organisation with fresh thinking. |
