
01/08/2025
I'm back in office! And not to be one of THOSE people that turns a holiday post into a business lesson but, that's exactly what I'm going to do!
Here's what my Egyptian holiday taught me about good PR and Crisis Comms planning (yes, really)
I’ve just returned from Egypt - I was meant to be ticking off bucket list moments: Exploring the Valley of the Kings, swimming in the sea, indulging in amazing food, and switching off properly for the first time in a while.
And I did… some of that. The trip into the Sahara to see a beautiful sunset and go stargazing was a particular highlight.
But I also spent a few days seriously unwell. The kind of ill that makes you question your life choices, I thought I may have needed to go to hospital at one point, and when I was doubled over in pain at 2am and cried at reception I thought it was all over and I'd need an early flight home.
When I raised it with staff, the response was consistent: “It’s the heat.”
Over and over again. No deviation. No admittance. And I’ll be honest - after a while, even I started to believe it.
Here’s the lesson:
Reputation management isn’t always about saying sorry — it’s about emotional response and consistency. They never apologised. But they also never left me to feel uncared for. Instead, they delivered exceptional service. Mint tea, water and Sprite appeared without asking. They checked in on me daily. They arranged extras, and offered discounts. And because of that… I won’t complain. I won’t leave a bad review. And I don’t even feel bitter.
That’s crisis comms done well:
- Stick to your story
- Deliver consistent messaging
- Pair it with genuinely thoughtful service
- Make people feel seen, heard, and looked after
Exceptional service can neutralise a bad experience - and that’s the real gem of great crisis comms.
The trip didn’t go entirely to plan, but once I reframed it as a wellness retreat (swimming, drinking lots of water and very plain food), it was still brilliant.
And I came home feeling refreshed - with a few PR reminders packed in my suitcase, too. Which is good because I've got an extremely busy month coming up and it's always good to have a refresher!