The Beckham Family War

The eldest son of Victoria and David Beckham – the well-known fashion designer and former soccer player—posted a series of criticisms of his family on Instagram on January 19, accusing them, among other things, of caring more about the family brand than his own happiness.

The story has been covered by nearly all major global media, but it is especially interesting from a communications perspective. Public sentiment seems largely on the family’s side, and their handling of the accusations has played a key role in shaping that perception.

The response is…no response

PR expert Nick Ede says the smartest PR move was to stick with previously planned communications and maintain a positive tone-without issuing any official statements. It’s an unusual approach, one worth watching closely.

The Beckham family’s social media behavior reflects this strategy. David continues to post sponsored content, including collaborations with Adidas and UNICEF, as well as glowing praise for his wife following her receipt of a French honor for her achievements in fashion.

Fan support

Victoria is promoting her makeup line, while her 2001 solo single “Not Such An Innocent Girl” climbed to the top of the U.K. singles chart last week, thanks to a viral fan-support campaign sparked by the family crisis.

Cruz Beckham announced his first concert tour, which begins February 25 in Birmingham. In addition to cities across the U.K., the tour will include major European venues such as Paris, Amsterdam, and Berlin. The London show has already sold out.

The Beckhams are moving forward, and only time will tell whether their crisis communications strategy produces the desired results.