Bet365 is a giant in the world of online betting, led by the elusive and enigmatic Denise Coates – an interesting case study in “no comment” PR. The billionaire founder is ironically well-known for avoiding the media spotlight. Yet, this radio silence has invited deeper scrutiny in recent days.
Ms Coates’ guarded privacy and lack of self-promotion is hardly harming Bet365 (one of the biggest and most recognisable betting brands not only in the UK but worldwide), but is it stifling the potential impact of her charitable endeavours?
Media Focus
The Guardian this week (02/10/2024) published a lengthy profile on Ms Coates, Bet365 and the Denise Coates Foundation, the Stoke-on-Trent based charitable organisation that distributes millions to causes including a hospice, cancer research, the arts and education for disadvantaged people.
Just two days later (04/10/2024), the paper ran another piece, this time highlighting tax savings Bet365 achieved by donating hundreds of millions to the Foundation since 2013. The article closed with a familiar refrain: “The Coates family did not comment.”
Deafening Silence
With no communication or explanation, does this silence risk creating negative perceptions?
The Denise Coates Foundation does not have a website or email account, therefore issues no news, press releases, newsletters, or any other outgoing communications, as far as a quick Google search reveals. So how does a foundation without a voice connect with the communities and causes it supports?
What impact does this lack of communication have on Bet365, the Denise Coates Foundation and, of course, Denise Coates herself?
Public Perceptions
Firstly, the Coates family is highly regarded in their hometown of Stoke-on-Trent, in Staffordshire, for being one of the region’s biggest employers, their charitable giving, and support of the town’s football club.
Ms Coates also receives plaudits for being one of the UK’s biggest taxpayers – her personal tax bill reaching hundreds of millions each year.
As an online gambling business, Bet365 faces public criticism for its impact on individuals’ lives, particularly for those with gambling addictions. But this is an industry-wide criticism and not targeted solely at the Coates organisation.
Salary vs Philanthropy
Ms Coates herself is seemingly only ever in the headlines when her pay packet is revealed in Bet365’s annual accounts filing with Companies House. This is usually accompanied by at least some criticism due to the often record-setting figure.
With her salary taking centre stage, the Foundation’s philanthropic efforts can be overshadowed. A proactive approach to discussing and raising awareness of its impact would help shift the spotlight, refocussing attention not only on the Foundation but on those it supports as well.
Conclusion
Overall, is the lack of public relations harming one of the UK’s biggest business success stories? Only in so much as the press and public are being given free reign to come to their own conclusions with no context, explanation, or defence from inside the Coates empire.
There is also the harm of omission, by doing nothing to shout about the good coming from the millions distributed to such a wide range of individuals and organisations.
What material impact does that have on the business, Foundation or the Coates family reputation? It varies across all three, of course, but the impression received is that it is immaterial. It doesn’t matter. Business, Foundation and Ms Coates are on the rise all the same.
As PR consultants, we wouldn’t recommend a zero-communication, “no comment” strategy for reputation management. While organisations and individuals don’t need Richard Branson-level self-publicity, a straightforward media relations strategy can help shape public perception and better highlight their work.
For the Denise Coates Foundation, in particular, a more open approach would almost certainly amplify its impact.
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