Guest article: Matt Baldwin, Coast Communications
A change in leadership is on the cards (again). Unlike most professional services firms where managing partners are elected, this looks more like a coronation than contest.
The resurgence of Andy Burnham and the swift resignation of Keir Starmer set both the media and LinkedIn warriors alight. Post after post followed a familiar trope – what can managing partners learn from Starmer’s management style.
Probably nothing. But the PR that surrounds these moments – well, that’s a different story.
Trial balloons and anonymous briefings
For the most part, a change in leadership in professional services firms is a quiet affair. A little bit of backroom politicking, working to achieve consensus before making a move.
Yet PR has an important role to play. No would-be PM or MP would be bold enough to speak publicly of their ambitions. When they do they are often quickly shot down in flames.
But here’s the kicker. That was probably the goal. A partner or government minister with no real hope of succeeding can, by making an early move, improve the chances of the preferred candidate. A quiet conversation, followed by a moment in the spotlight might be rewarded at a later date.
Rumours of possible candidates are rarely genuine leaks. More often, a potential candidate might deliberately allow their name to circulate to simply gauge reaction before deciding to throw their hat into the ring. If poorly received, they can quietly disappear dismissing any chatter as pure speculation.
Then there is the PR power of well-placed friends – or ‘those with knowledge of the matter’ as the Financial Times would put it. A quiet word in the right ear that gently endorses a candidate or reminds us why X or Y might be best for the job can have real power.
The variation, and perhaps the oldest trick in the PR playbook, is not to say X or Y is the best candidate but to create the impression that everyone else thinks they are. A ‘frontrunner’ may not indeed be the frontrunner at the time, but regular briefings suggesting that a candidate is ‘attracting support’ may soon elevate their status. After all, everyone likes to back a winner.
And don’t be fooled by believing this all happens by chance. It is carefully orchestrated, with every player fully briefed.
Silence remains a powerful strategy. The strongest candidates often say very little, leaving everyone else to do the talking. Supporters brief. Friends endorse. Commentators speculate. And the would-be managing partner remains above the fray.
It is a risky game, but the rewards are high.
Matt Baldwin is the joint managing director of Coast, a media relations agency.