September 2024 – Elle Macpherson recently sparked widespread debate by publicly sharing her decision to reject conventional cancer treatments in favour of a holistic approach. Personal health choices are deeply private and challenging to make, but the impact becomes far-reaching when shared by someone with a large and dedicated audience.

Macpherson’s story, like that of celebrity chef Pete Evans, highlights the potential consequences when influencers use their platforms to promote alternative health choices that diverge from established medical advice, often at a health risk to those who follow them.

Macpherson chose to avoid recommended cancer treatments, such as surgery, chemotherapy, and radiation, opting instead for holistic methods. This decision, revealed in a 60 Minutes interview, has drawn criticism from medical experts who fear it could encourage others to follow a similar path without understanding the risks involved.

The timing of her disclosure—coinciding with the release of her new book and her wellness business—adds another layer of complexity, suggesting financial motivations behind making her story public. This scenario is not new. Pete Evans, another public figure, faced intense scrutiny for promoting controversial health practices, from advocating against sunscreen to endorsing unproven wellness devices.

Both cases illustrate how quickly a public figure’s narrative can spark backlash, especially when personal beliefs conflict with mainstream science. While Macpherson and Evans are entitled to their choices, their decision to publicly endorse alternative health practices can have unintended consequences. Influencers have a powerful role in shaping public perceptions, and their statements can significantly impact followers who may not have the same level of information or understanding.

Opportunities for PR Professionals

For those in PR, watching these scenarios unfold provides real-world examples of what to do and what to avoid when managing public narratives. It helps refine strategies for handling potential crises and understanding public sentiment trends. Monitoring how the public and media respond to controversial statements can guide the development of more effective messaging frameworks, allowing PR teams to anticipate backlash and shape proactive communication strategies aligned with current expectations and values.

These situations also offer chances to practice crisis communication skills by analyzing what worked and what failed. Observing how different messages are received helps PR professionals better prepare for their own clients, ensuring readiness to handle similar scenarios.

There is also the opportunity for newsjacking—jumping on trending news to insert your client’s perspective. By commenting on these high-profile cases, PR teams can generate timely content that positions their clients or their firm as thought leaders on responsible influence. Additionally, monitoring public reactions helps craft more effective messaging strategies, anticipate challenges, and build stronger client relationships based on lessons learned from others' missteps.

By staying alert to these dynamics, PR teams can enhance their expertise, engage more effectively with audiences, and seize opportunities to demonstrate their value in managing influence and public perception.

Until next time, Ralph’s advice is to get a second or third opinion but listen to your doctor and trust in science.