Your Brand, your voice, your DNA are one of a kind…
this is why we only offer bespoke services,
crafted exclusively for you.
Your Crisis,
Our Response 24/7.
Preparing for the Storm…
When a crisis hits, every second counts — and every message matters.
Our Crisis Comms team is available 24/7, offering immediate, human support for companies navigating high-stakes challenges. Whether it's a reputational issue, cyber attack, media storm, a leadership incident, or stakeholder fallout — we step in fast, calm the noise, and guide your organisation.
We combine crisis expertise, with behavioural science and cyberpsychology and a person-centred response model that focuses on protecting people, and organisational reputation.
Real People. Real Expertise. Real Support.
We offer 24/7 access to senior crisis consultants — available in person or remotely. You’ll always speak with real humans — no call centres, no bots, just experienced professionals ready to support you when it matters most.
Our team is certified in Crisis Communications and trusted by global brands across multiple sectors. Whether you're facing public scrutiny, media attention, or internal challenges, we bring strategic clarity to even the most high-pressure situations.
Our agency operates with the highest standards of ethics, professionalism, and confidentiality. We strictly adhere to legal and regulatory requirements, following a robust code of conduct and backed by professional indemnity insurance— giving you peace of mind throughout the process.
The ETCAR™ Framework – A Human-Centred Approach to Crisis
Every crisis is unique. That’s why we use our proprietary ETCAR™ Crisis Framework — a strategic model that guides response and recovery with precision and empathy.
Developed by our agency founder, Lulu Aspinall, the ETCAR™ Framework is grounded in modern principles of communication and leadership. It’s so foundational to our work, we’ve even published our own guidebook.
ETCAR stands for:
Expediency
Transparency
Compassion
Authenticity
Resilience
These five pillars form an interconnected system — not a linear checklist. Like the human nervous system, each element informs and strengthens the others.
Expediency without compassion can feel cold.
Transparency without authenticity can seem calculated.
Compassion without resilience may appear weak.
But together, these elements create a response that is not only strategically sound, but also deeply human — helping your organisation lead with clarity, confidence, and care.
Stakeholder Mapping & Vulnerability Scanning
We dive deep to pinpoint your most critical stakeholders—both inside and outside your organization. By blending classic analysis with cutting-edge behavioral data, we map influence, identify risk hotspots, and highlight key communication triggers, giving you a clear strategic advantage.
CyberPsychology Risk Audits
Discover the mindset of your audiences under pressure. Our insights reveal how they think, react, and share in tense moments—arming you with the power to craft messages that soothe fears instead of fanning flames.
Comms Scenario Planning
We create realistic, brand-tailored crisis scenarios that put your team to the test. Receive actionable plans, customizable templates, and ready-to-deploy toolkits designed to keep your response swift and effective when it matters most.
Crisis Communications Playbooks
Tailored to your brand’s voice, leadership style, and legal framework, our custom playbooks use our proven ETCAR™ Framework to give you a step-by-step guide to navigating any crisis with confidence and clarity.
In-House Crisis Comms Training
Empower your internal communications team, leadership, and spokespeople with focused training sessions that build readiness, boost confidence, and ensure your entire team is on the same page when the unexpected strikes.
Studio-Media Training
Experience realistic simulations of tough interviews, press conferences, and media scrutiny in a high-fidelity studio environment. We help your spokespeople master calm, clarity, authenticity, and compassion—on camera and off.
Post-Crisis Recovery Planning
When the storm clears, we help you reflect, rebuild trust, and regain credibility. Our strategic guidance transforms crisis aftermaths into opportunities for meaningful growth and renewed stakeholder confidence.
We partner with a diverse range of clients, including:
Communications teams and consultants
Executive leadership and C-suites
Public affairs teams and government bodies
Founders, entrepreneurs, and startups
NGOs, charities, and advocacy organisations
Whether you're navigating internal challenges or high-stakes public issues, we tailor our crisis support and planning to your unique context and audience
PR shaped by how people think, feel, scroll, and share.
We’re not just PR strategists, we understand what moves people.
By applying behavioural science, we uncover what truly drives your audience towards trust and loyalty. Our approach blends emotional insight, storytelling, and psychology to shape messages that influence — not just inform.
Public Relations has evolved into a fast-moving, multidimensional discipline that shapes perception, builds trust, and creates genuine engagement in real time. Trust can’t be bought, it’s earned through consistency, relevance, and integrity. No spin. Just substance.
Our approach is deliberately modern and built for today. We don’t chase headlines, we build meaningful narratives, meet audiences where they are, and strengthen reputations that stand up to constant change.
We don’t follow templates or push out mass messages. We lead with human connection, intuition, and credibility, building brand equity through stories that are personal, purposeful, and real.
At our agency, we take the time to understand your brand — its DNA, its goals, its voice, and its challenges.
Every strategy we create is carefully built: rooted in psychology, driven by purpose, and crafted to truly resonate.
Your story becomes our story.
Together, we shape how the world sees you — and how your audience feels about you.
Empowering Meaningful and Impactful Change Where It Matters Most
Public Speaking & Workshops.
Rooted in the belief that human connection is key, Lulu specialises in helping organisations and leaders understand how people think, feel, and respond, especially in times of challenge. Her extensive training in psychology and cyberpsychology, along with her intuitive grasp of human behaviour, has made her a sought-after consultant for conscientious corporations who are committed to purposeful impact.
As a keynote speaker, Lulu delivers compelling, insight-driven talks on leadership and emotional intelligence, personal ecology and biohacking for high performers, a mindful approach to anxiety, and the evolving landscape of digital behaviour and culture. Her signature keynote, The Power of Pause, is easily adapted and tailored for leaders, educators, healthcare providers, and corporate teams seeking to build thoughtful, emotionally intelligent cultures.
Lulu brings clarity, compassionate inquiry, and strategy to every conversation. In our overstimulated, always-on world, her work empowers audiences to lead with presence, purpose, and create meaningful impact where it matters most.
Why Choose Lulu As Your Keynote Speaker?
Grounded In Humilty.
Lulu delivers with passion, whether on stage or virtually from a professional broadcast studio.
Her talks seamlessly blend visually stunning elements and creative interactivity, incorporating original film, photography, and immersive visuals that elevate the keynote experience to a whole new level.
Audiences and clients alike value her ability to connect, inspire, and create a lasting impression.
She offers a follow-on workshops that dive deeper into the keynote content and support practical skills.
Let’s Create An Experience For Your People That Not Only Inspires, But Also Challenges Thinking, Deepens Connection, And Drives Meaningful Action.
Thank you Lulu for your recent talk to our people on The Power of Pause. Lulu struck the perfect balance of compassion and professionalism in her delivery. By sharing her experience and expertise, and creating moments to practise pause and reflection throughout, our people left the talk feeling empowered to make positive changes moving forward using the tools and inspiration that Lulu shared. We’re very grateful to have had this session, and would highly recommend Lulu to anyone seeking an inspiring and engaging speaker! NHS.
Keynotes:
The Pause In Practice cultivating Presence In high pressure environments
Personal Ecology & Biohacking
Optimising energy, focus and well-being
Human centred Crisis Response
Navigating and managing challenges applying the ETCAR framework