Hi! I’m Dr. Louise Pay. I provide crisis management and communications advice to individuals, executives, and founders navigating high-risk situations where internal issues carry serious reputational and professional consequences.

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My work sits at the intersection of scientific rigor, crisis communication, and human behaviour. With a background in scientific research and professional development, I bring a structured, objective approach to situations that are often emotionally charged, ambiguous, and time-sensitive.

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I typically work with clients at the early stages of a potential crisis when an internal issue has surfaced, pressure is mounting, and decisions made under stress can determine whether the situation escalates or stabilises. These are moments when legal, HR, and communications advice can conflict, and clarity is difficult to find.

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My work most often involves:

• Individuals and senior professionals facing allegations, grievances, or online scrutiny at the point where an internal issue risks escalating into a broader reputational threat.

• Academics and researchers navigating misconduct allegations, internal investigations, or whistleblower complaints when institutional processes begin intersecting with public, funder, or media attention.

• Executives and board members managing internal dissent, employee activism, or leadership transitions when confidential concerns threaten organisational credibility and brand trust.

• Founders and leadership teams facing investor, regulatory, or stakeholder scrutiny when internal issues or failures show early signs of becoming a public crisis.

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I help clients slow down, assess risk clearly, and make defensible decisions that protect credibility and long-term outcomes. My approach prioritises strategic action over emotional reaction, grounded in integrity, transparency, and sound judgment. Clients leave with practical frameworks that reduce overwhelm, strengthen decision-making, and restore a sense of control.

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At times, my role is to challenge unhelpful instincts, including the impulse to “win” battles that cannot be won. Choosing the right outcome over being right is often the most effective strategy, even when it’s uncomfortable.

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For leaders who are unsure whether a situation could escalate into a broader crisis, I offer a short, confidential second-opinion call. This is a focused, discreet conversation designed to help you assess risk, clarify options, and decide what to do next.