Written by Sasha Arion, Account Executive at Spreckley, and Nathan Patel, Junior Content Manager at Spreckley
It’s no secret that the Spreckley team are all massive fans of The Traitors. Our weekly roundtable discussions of gameplay, key players and laugh-out-loud moments have carried us through a dreary start to Q4, but to justify the hours spent distracted from work, we’d be remiss if we didn’t take some key work lessons from the latest season.
An added celebrity factor has kept the latest UK series fresh and fun. Whilst it has meant fewer tense boardrooms and more yelling at the TV at ineptitude – 11 faithfuls killed or banished in a row was a landmark blunder for the show’s supposed “good guys” – it’s also given us some great weekly television viewing. More than ever, it’s been clear that bringing a reputation to the roundtable has its pros and cons, as is clear for crafting a successful press strategy.
Faithful, traitor, thought leader, crisis communicator. Let’s delve into some key players from The Celebrity Traitors and what we can learn when building your media strategy. (Spoilers, of course.)
Joe Marler & Joe Wilkinson – Complementary skills can form the perfect PR duo
The level of imprecision displayed across this series has been astounding, mainly proving that academic accolades will only get you so far in the Scottish castle. Whilst initially turning to an exceedingly high IQ Stephen Fry, or an acclaimed David Olusuga’s narrative analytics, the faithfuls remained stumped for far too long in the series. Yet in the absence of effective intellect, it’s been left to a rugby player and his trusted comical sidekick to get down to business.
Conceiving of the infamous “Big Dog” theory, the pair turned the game on its head and took a step back to think about the game and players in the room from a production level. The concept, albeit slightly far-fetched, demonstrated instinct and a shrewd perception of TV production, and alongside Marler’s no-nonsense approach (paired with Wilkinson’s wise tactics), finally steered the faithfuls in the right direction towards the traitorous Jonathan Ross’ banishment in episode 7.
Whilst the affectionately named ‘Joealition’ or the ‘Joemance’ quickly became a fan-favourite interaction, in many ways, Marler and Wilkinson’s dynamic showcased the power of strategic partnership. Where one brought instinct and the other insight, their collaboration produced results neither could have achieved alone. Success in PR also often depends on pairing complementary skills, whether between client and agency or across creative and corporate teams. The Joes remind us that influential partnerships are built on trust, communication and a shared goal, not being afraid to think outside the box as long as you have a great partner to bounce ideas back off.
Jonathan Ross – The importance of dominating the narrative
The “Big Dog” theory had a massive amount of screen time over the season, and for good reason. When you have such high-profile names at the table, it’s no wonder that they would be first pick as deceitful players due to their power in dominating the room. Clearly a massive fan of the show, Ross knew the role he was being set up for and embraced it by showing just how good a Traitors player can be by tackling the narratives head-on.
Similarly, an industry “big dog” or expert is going to be able to carry a lot of weight, but what’s the point in being a big dog when you’re just going to stay in the kennel? From Ross, we can see the power in knowing your weight in the room and owning it. Sure, it might bring you heat at times when you don’t always need it, but this also allows you to lead the conversation in a way that other industry players simply can’t. A real industry leader isn’t going to back down from a simple disagreement, but tackle the conversation head-on, provide a level of authority with insight, and fight to the bitter end to ensure they keep their seat at the roundtable.
Own your power and authority, and don’t just claim to be a thought leader; actually lead.
David Olusoga – Don’t overthink your strategy. Sometimes the most obvious is best.
There’s no doubt as a historian, Olusoga is familiar with the power of groupthink and narratives. Challenging the narrative in the room can be a major challenge, especially when, as he admits, everyone likes each other too much – a weakness in a game like The Traitors. But from him, we can learn the value in not overthinking the obvious, not following invisible cookie-crumbs for the non-existent cookie clues, and understanding that sometimes you might need to ruffle a few feathers to get where you need to go.
Good comms relies on consistency and staying true to the facts. When misinformation is the name of the game – both in the TV and the wider media landscape – a level of authenticity and cutting through exaggerations and bloated speech is necessary. But similarly, keeping your comms straightforward can be the best case with this, and building a narrative that can cut through the noise doesn’t have to be an “overthinking the wheel” situation.
Nick Mohammad – Timing is key; know when to make your move
Arguably, Mohammad displayed the most strategic gameplay in getting to the final. Understanding your agency and not just surrendering fate as a faithful ‘lamb to the slaughter’, whilst playing the players as well as the traitors, he’s clearly understood the importance of keeping friends close but enemies even closer. Knowing the right players to butter up is a lifelong, Sisyphean networking task, but, most importantly, knowing when your brand should make a timely move is the key to an agile, reactive communications strategy.
This means keeping a pulse on not just what the room is saying, but what they aren’t saying just yet. Understanding and reacting to news to bring the right levels of heat and attention back to your brand is a critical part of news hijacking and media commentary. Through building the right alliances and networks and being ready to drop the critical information at the right time for dramatic effect, timing and reading the room are essential for brand and press impact. It’s no wonder that through his strategic mind, he’s managed to win the hearts of many on social media – the ‘people’s princess’ of The Traitors.
Cat Burns – Keeping quiet makes your words count even more
Frequently going under the radar has been Burns’ play in the Traitors’ castle, which may be the opposite of any press campaign strategy on a surface level. But, similarly to with Mohammad, it’s proven to be a powerful play to fly under the radar, swooping in at the right time rather than constantly being in the line of fire. Understanding when it’s best to calm down and divert the heat is key, especially when running a press campaign where your target media might get tired of hearing the same things over and over.
Similarly, maintaining a level head and understanding when the tide is turning, particularly in the face of groupthink, is even more crucial. As brand consultants, it’s all the more important to be able to survey what the room is saying, hijack the right conversations and make words count by jumping in at only the right moments. That way, your words make that much more impact, and controlling the room through measured response becomes that much more meaningful.
Kate Garroway – Don’t be a follower, bring your own ideas
We can’t hate Kate – she’s there to have fun. It’s a game after all. But from a communications sense, Garroway showcases more of a warning rather than an example to follow. Where Ross and Marler demonstrated the power of bringing strong narratives to the table, Garroway instead highlights the dangers of being a follower and not contributing original ideas or questions to the conversation.
A game like The Traitors is a lot like your brand strategy – knowing what narrative to convey, the right questions to ask, and the best ways to lead the conversation. You can’t afford to remain clueless or stagnant in your approach or just repeat whatever someone else is saying but louder. Staying informed, proactive and always trying to start the right conversation is key. And, most importantly, in your industry, you’d rather be the one everyone cheers at entering the room, rather than being someone everyone is confused about why you’re still there.
Alan Carr – Bring your authentic self as the PR face of the operation
The happy-go-lucky Chatty Man initially seemed like an unlikely choice for a merciless traitor. He couldn’t even contain his laughter when presenting his case for wanting to take on such a serious role. And after successfully landing the job he’d explicitly asked for, he appeared so overcome with shock and remorse that we thought he might just plead guilty there and then.
Yet by some miracle, his visible discomfort and panic-stricken state (not to mention an impressive amount of perspiration), simply reinforced his charm. When asked what he would do if he were a traitor, he replied, “I’d probably sweat loads and drink two glasses of rosé,” while sweating loads and drinking two glasses of rosé. Rather than drawing suspicion, his candid response was met with a ripple of laughter. As the game went on, the Faithfuls underestimated Carr’s jitteriness and nervous giggling, often mistaking it for his usual persona and relying on him for comedic relief.
In comms terms, Carr’s hilarious performance captures brand authenticity in action. Rather than trying to suppress his trademark playfulness, he leaned into it. And that honesty made him instantly likeable and trusted. Audiences, like consumers, can spot insincerity from a mile away. His self-aware humour and transparency kept people onside, proving that upholding your tone of voice, even under pressure, is the strongest form of brand strategy out there.
Claudia Winkleman – The hostess with the most PR prowess
We can’t end a discussion on The Traitors without mentioning Claudia Winkleman. She has truly won over the hearts of the nation with her deadpan delivery, whip-smart presenting style, and a collection of Vogue cover-worthy knitted jumpers. Acting as a calm, poker-faced administrator of a high-stakes psychological game, Winkleman is the ultimate master of ceremonies. She glides around the daily roundtables and meets in secret with the traitors as they plot their next move. Her mysterious persona, which differs greatly from her glamorous hosting role in Strictly Come Dancing, dictates the narrative of the show and is crucial for determining its tense, dramatic atmosphere.
Winkleman’s ability to command castle and screen alike with a quiet authority reveals the importance of building positive relationships over time. Her rapport with contestants feels genuine, even as she delivers the cruellest of verdicts, a balance every efficient communicator should master. Consistency, trust and emotional intelligence all contribute to her enduring appeal. And just like Claudia’s fringe, a good PR strategy should never waver, even when things get messy.
Keeping composure and reading the room are integral to managing a crisis or celebrating a win. Whether it’s the media or the turret, only the sharpest communicators make it to the end.