The rebirth of Phillip Schofield 'imminent' says PR expert who says 'TV needs him'

Philip Schofield has left This Morning.
-Credit: (Image: PA)


The rebirth of Philip Schofield could be imminent, according to a PR guru who says TV bosses need him more than he needs them.

The presenter has been off the air since last May when he quit This Morning and Dancing on Ice. He had admitted an affair with a younger colleague.

As well as losing all his TV, presenting and public roles, Schofield shut down his social media accounts and had posted nothing until he shared a picture of his dog watching TV earlier this month. The post came just after pictures circulated showing Schofield enjoying a night out with friend and colleague Declan Donnelly.

Crisis management expert Edward Coram James, CEO of Go Up, told the Mirror: "It takes serious, serious discipline to go radio silent for as long as Schofield did. Crucially, his discipline allowed him to go through the crisis without compromising his personal brand.

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"Time and again we see brands based on kindness and gentleness fall apart at times of crisis. Famous faces known for spreading messages of love and tolerance undermined by private reports of bullying. Celebrities famed for their kindness reacting cruelly to criticism. Few things can damage a brand faster than the perception of hypocrisy, or the feeling that they have spread a false narrative about who they are and what they stand for.

"Schofield managed not only to navigate his crisis with discipline, he managed to navigate it with kindness. Kindness to himself, and kindness to others. The kindness to himself came in him going offline. He did not need to see some of the vitriol being written on social media, and what better way to avoid such insults than to disengage entirely? And kindness to others. Even in his darkest hour, he avoided lending an unkind word, even to his most vocal detractors. As such, his brand may have lost a few feathers, but it's far from knocked out."

Philip Schofield
"It takes serious, serious discipline to go radio silent for as long as Schofield did" -Credit:Ken McKay/ITV/REX/Shutterstock

He added: "It's hardly surprising that Schofield is now considering a comeback, and that producers and networks may be lining up to make him job offers. There are many ways that Schofield could have reacted that could have cemented his fate for the worse. Instead, his behaviour during and after the scandal is a textbook example of how people should act in the face of PR disaster. It's a feat that very few manage to pull off. But it's given Schofield the opportunity for a second chance."

Schofield's Instagram bio now features a quote from The Boy, The Mole, The Fox and The Horse. It reads: "Nothing beats kindness, it sits quietly behind all things".

Ed said: "His reborn social media presence serves to highlight everything that the public has ever loved about Schofield.

"It is extraordinarily difficult for people to keep things together in times of extreme stress and adversity. Having seen how Schofield acted in his time of PR adversity, I believe sincerely that his new social media strapline is not merely nice-sounding words. Instead, they point to a deeply held belief system that he has stood by against all odds. We could all learn a lesson from it. And it has allowed him not only to weather the storm with his integrity intact: it has also sowed the seeds for a career revival."

Ed added: "Having witnessed his handling of the fallout, there is every reason to believe that he could regain his moniker. The TV networks would be foolish to ignore it.

"If they are to stand even the slightest chance of remaining relevant, they will need all of the help and pulling power that they can get. ITV needs Schofield a whole lot more than Schofield needs ITV."