What The Traitors can teach us about comms
Detectives have Line of Duty. Doctors have Grey’s Anatomy. Lawyers have Suits.
But what about the humble communications manager? Enter (and take a bow) series four of The Traitors. A word of warning, spoilers ahead.
When the stakes are high, clarity always wins
Over the past three weeks, Rachel Duffy has raised the bar for anyone working in PR, corporate comms or reputation management.
Since being picked as a traitor, Duffy’s managed to keep the coolest head in the castle. Her ability to cope under pressure, forge alliances, divert attention and weave compelling narratives about fellow players has been rightly celebrated by fans of the show. At the time of writing, she seems on track to reach the final with fellow traitor Stephen.
As Head of Communications at the charitable organisation Clanrye Group, we can only assume that Duffy has leaned on her professional skills to steer the game. Diplomacy? Tick. Strong storytelling? Tick. Measured language? Tick.
Effective communication is as much about controlling what gets oxygen as it is about supplying content. Attention is a finite resource, and the highest impact communicators are those who can direct it towards the issues that matter most.
That’s why Rachel’s modus operandi – to manipulate the direction of play without revealing her hand – has been so effective. She speaks when it matters and, importantly, knows when to shut up.
Why comms is the real MVP of The Traitors
In an age of digital streaming, water-cooler TV can feel like a thing of the past. The Traitors has managed to buck this trend.
And what’s remarkable is how different it feels to other reality TV hits. Messy dramas and steamy romances don’t exist in the Scottish castle. The closest you get to a punch-up is a tense exchange of views at the roundtable. Equally, the contestants all seem to genuinely like each other.
The real star of the show is the ability to construct an argument. One of the stand-out players of this season has been author and ex-barrister Harriet Tyce. Her clinical cross-examination of traitorous Hugo made us want to stand up and applaud. Ironically, it was Tyce’s lack of control over her messaging (with the breakfast outburst heard around the world) that saw her banished.
Equally, watching Jessie piece together her (correct) theories about Stephen’s role as a traitor has been a joy to behold. Who would have thought that the IRL version of Cluedo (was it Roxy in the library with the dagger?) would have the nation on tenterhooks.
There’s a lesson here. What you communicate is important, but what’s key is that you communicate it well. Words are powerful and seeing them used to deceive or persuade others is unexpectedly thrilling.
How the BBC’s PR has extended the programme’s life
The communications lessons are not limited to the roundtable. The BBC has supported The Traitors with a multi-channel approach that has helped the programme to become a sustained cultural moment rather than a short-term hit.
It’s done this by treating the format as an ecosystem. Beyond the broadcast, social media maintains momentum between episodes and creates a constant stream of shareable content. Podcasts like The Traitors: Uncloaked allow deeper analysis and encourage the fandom to flourish. Press and media coverage amplifies debate and adds social proof that the programme is a national talking point.
This model reflects best practice in modern entertainment communications, but it is increasingly relevant beyond media. Brand and corporate campaigns cannot rely on a single channel or a one-off moment of attention. They need to build a narrative over time, across formats, and in the spaces where people actually discuss and reinterpret content.
The BBC has benefitted from organic word-of-mouth appeal, but it has not left success to chance. By reinforcing and repackaging the energy generated by the show, they’ve kept people talking long after the credits roll.
Are you a faithful or a traitor?
Contestants do not win The Traitors by shouting the loudest. They win by forging strong relationships, steering the conversation and sharing clear, coherent theories about fellow contestants. Of course, they also win by shamelessly lying – which we don’t advocate.
But The Traitors can still offer a case study for the industry. Communications matters most when the pressure rises. Teams might not be able to control the circumstances, but with a strategic gameplan they can shape the response.
On the show, a single wobble can be interpreted as weakness or guilt. In professional settings, the same principle holds true. A leader’s tone, pacing and consistency often land more powerfully than the words on a page.
If nothing else, this series has shone a light on a skillset that often flies under the radar in large organisations. Don’t underestimate your comms colleagues: they know how to work the room, and steer your business in the right direction.
Photo by Lance Reis on Unsplash
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