When you hire a PR agency, you probably expect them to bring ideas, media connections, and content expertise to the table. But one of the most valuable roles they can play often goes unspoken: the devil’s advocate.
We, at Market Buzz, believe asking the tough questions and helping our clients pressure-test their communications builds more resilient campaigns and protects reputations in the long run.
But what does playing devil’s advocate really look like in PR? And why should you welcome it?
Playing Devil’s Advocate is Strategic
The “devil’s advocate” originated as a formal role in the Catholic Church to argue against canonisation candidates. In PR and business, it refers to someone who intentionally challenges assumptions, uncovers risks, and tests the strength of a narrative before it’s exposed to public scrutiny.
A devil’s advocate isn’t someone who wants to ruin good ideas. It’s someone who makes them better.
If you’re working with a PR agency that asks tough questions, challenges your assumptions, or pushes for alternative angles, embrace it. They’re not being difficult; they’re being deliberate. And that scrutiny could save your brand from unnecessary backlash or missed opportunities.
The Research Backs It Up
Research from Forbes and MIT Sloan suggests this approach leads to better decisions, fewer blind spots, and stronger strategic outcomes. A 2024 study from Hochschule Neu-Ulm found devil’s advocate roles reduce groupthink and improve decision-making in cross-functional teams. Newer AI-led research (like this 2024 study) reveals that even artificial devil’s advocates can encourage more inclusive, thoughtful dialogue—especially helpful in hierarchies or multicultural teams. This MIT Sloan article argues that companies that formalise this role are more innovative and crisis-ready.
In other words, good PR isn’t just about creating buzz—it’s about asking “what if?” before your audience or the media does.
Why It Matters
In a region like the Middle East, where audiences are diverse and messages travel fast across platforms and borders, one misstep can quickly become a headline. PR agencies that play devil’s advocate help clients:
- Avoid cultural or contextual misfires
- Identify potential reputational risks
- Prepare for difficult questions or pushback
Three Ways a PR Agency Can Play Devil’s Advocate Effectively
- Rotate the role in brainstorms: Assign someone in the team (client-side or agency-side) to question every idea—timing, tone, messaging, format. This ensures someone is always looking out for what might go wrong or be misinterpreted.
- Time it right: The most productive moment to play devil’s advocate is after the strategy is formed but before final execution. Too early, and it can stall creativity. Too late, and the damage may already be done.
- Channel critique constructively: A good devil’s advocate doesn’t shoot down ideas—they offer alternatives. For example: “If this goes out during a regional holiday, will it get lost? Should we wait a week?” “Could this wording be misunderstood in a different cultural context?”
In a communications landscape that changes by the hour, one of the best ways a PR agency can support your business is by preparing for what could go wrong—so that what does go live is smarter, sharper, and more effective.
By putting your message through a filter of constructive scepticism, agencies can strengthen your communications before they ever go live.
