Why PRs need an investigative journalist's eye

In the summer of 2022, when energy prices were soaring and the cost of living crisis was dominating headlines, two well-spoken gentlemen approached me on LinkedIn. They were launching an advisory service to help homeowners cut their energy bills – a timely, seemingly charitable initiative.

A Teams meeting revealed the pair had a website, some marketing materials, and were keen to get on radio and TV. I was intrigued. It felt like a good cause. But something didn’t sit quite right.

Scrutiny and scepticism are key

After our call, I started digging. Beyond the headlines and the cost-of-living crisis we were all (and still are) experiencing, I looked into their backgrounds. Despite their confidence, I couldn’t find a single shred of experience in the energy or consumer advice sectors. So I asked: what qualifies you to give this advice? Why would the media (or the public) take you seriously?

That’s when the story fell apart.

The project went no further. And in hindsight, that bit of quiet due diligence saved me a lot of time, hassle, and potential embarrassment, not to mention protecting the reputations of two individuals who may have meant well, but weren’t ready for the scrutiny that comes with media exposure.

What began as a great piece of brand storytelling quickly turns into a reputational risk. And it happens more often than you might expect.

This is where one of the most underrated but critical skills in public relations comes in: investigation.

As a PR consultant with a background in journalism, I’ve learned that due diligence is not optional. Any claim, no matter how harmless it appears, needs to be verified, because someone will always ask questions. In an age of social media sleuthing and online archives, it’s risky to assume something is true without digging a little deeper.

It's where a journalist's level of scepticism comes in handy. For example, imagine a client introducing a new brand ambassador and adamantly claiming they’d once been “Europe’s youngest Michelin-starred chef.” It sounds impressive. Perhaps too impressive.

A little background research reveals the title actually belongs to someone else entirely – much to the dismay of the client, who seemingly believed their own claim. However, the ambassador is accomplished, just not in the way described. By adjusting the messaging before launch, the client avoids a potentially embarrassing correction. I’m not referring to a real client here – discretion is a key part of the job – but this kind of quiet verification happens behind the scenes more often than people realise.

The same principle applies to crisis communications. When the stakes are high, clarity is critical. A good crisis comms strategy starts not with statements or media lines, but with information gathering. I’ve worked with clients under investigation, dealing with internal leaks, or facing online backlash. In these situations, it’s not enough to take someone’s word for what happened. You need to verify. You need to map the timeline, examine the claims, check the digital footprint. Only then can you respond with confidence.

Investigate claims before they go public

This investigative instinct, developed during my early career as a journalist, has become one of my most valuable tools. While many view PR primarily as storytelling, the best stories are rooted in truth. When that truth is in doubt, everything else is on shaky ground.

High-profile cases show what can go wrong when the research falls short. Not long ago, a well-known UK brand launched a bold campaign positioning itself as a critic of a major international event, highlighting human rights concerns and pledging to donate profits to charity. The messaging was strong, the visuals were striking, and the media coverage rolled in. But scrutiny followed. It soon emerged the brand was still commercially active in the very market it was criticising. The backlash was swift; accusations of hypocrisy, performative activism, and opportunism. The company issued a clarification, but the damage was done. The campaign’s credibility crumbled and, with it, trust in the brand.

Whether it’s a founder’s biography, a customer testimonial, or an internal whistleblowing case, it is vitally important to be thorough to checking and verifying claims, just like an investigative reporter. PRs need a journalist’s eye, an investigator’s tenacity, and a commitment to getting the story right, before anyone else starts asking questions.

It is better to discover the truth early in the process, verify what you can back-up, and advise the client on the best approach based on this investigative process, than to be left offering apologies and corrections down the line.

It’s not glamorous. It’s rarely visible. But it’s one of the most important services I provide.