People are REALLY ANGRY because Gemma Collins appeared in a social media clip for the Department for Education. "Bizarre”, “tone-deaf”, “sickening” and “ridiculous”, said the critics.

Communications teams spend a great deal of time asking what they should say. They spend much less time asking who should say it.

So what does this row reveal about the importance of the messenger? Is it worth working with content creators? And if so, how can you avoid a backlash?

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