Podcasting provides a powerful platform for creators to build personal brands, showcase values, and form deep connections with audiences. However, along with this influence comes significant responsibility. The recent controversy surrounding UK-based podcast ShxtsNGigs following their appearance on Andrew Schulz’s Flagrant podcast is a prime example of how failing to address sensitive issues, specifically the need to stand up for Black women, can lead to a public relations crisis, even after issuing an apology.

The backlash ShxtsNGigs faced serves as a clear reminder that podcasters need proper training to manage their brand and navigate delicate conversations. Their response—an apology that many deemed inauthentic—further damaged their reputation. This incident offers critical lessons on the importance of preparation, cultural awareness, and accountability in podcasting, particularly when it comes to defending marginalized groups.

What Happened with ShxtsNGigs?

During their appearance on Andrew Schulz’s Flagrant podcast, hurtful comments were made about Black women. Instead of pushing back against the derogatory remarks, the hosts of ShxtsNGigs (James Duncan and Fuhad Dawodu) laughed, seemingly complicit in the conversation’s harmful tone.

Following the episode, there was a swift backlash from their listeners, especially from Black women who had long supported the show. In response, ShxtsNGigs issued an apology, but many found it insincere. To complicate matters further, Andrew Schulz revealed that the ShxtsNGigs team had the opportunity to edit out the offensive segment before the episode aired, but failed to do so, suggesting they didn’t see the issue until their audience expressed outrage. This revelation cast further doubt on the authenticity of their apology and damaged their brand in the eyes of many followers.

Upholding Core Values and Defending Black Women

In podcasting, personal branding is more than amassing a following—it’s about upholding your values, defending your community, and remaining authentic, especially when confronted with difficult moments. Here’s why defending Black women and other marginalized groups is essential to maintaining a strong and credible brand:

Authenticity Builds Trust—Afterthoughts Don’t

Audiences expect podcasters to stay true to their values, and ShxtsNGigs’ failure to recognize the harmful impact of the comments in real-time undermined their credibility. The subsequent apology appeared reactionary, driven more by public pressure than genuine concern. Listeners can sense when an apology is insincere, which can erode trust in the brand.

Responsibility as a Content Creator

As podcasters, there is a responsibility to curate and control what is published. ShxtsNGigs had the opportunity to edit the offensive comments out, but their oversight suggests a lack of awareness regarding the potential harm to their core audience, particularly Black women. Failing to take responsibility immediately reflected poorly on their brand and hurt their credibility.

Representation Matters

Black women are vital supporters of many media platforms, often leading conversations about social justice and equity. When podcasters fail to defend Black women against harmful remarks, they risk alienating a key part of their audience. ShxtsNGigs’ expressed laughter during the offensive remarks hurt their brand and their relationship with this important demographic.

Why Podcasters Need Proper Training

The ShxtsNGigs controversy underscores the need for media training, personal branding guidance, and crisis management skills. Here’s why investing in such preparation is essential for podcasters:

Understanding Your Audience’s Values

Proper training helps podcasters stay connected to the values and expectations of their audience. In this case, ShxtsNGigs seems disconnected from their core listeners, particularly Black women. Media training could have helped them anticipate the reaction and better manage the fallout.

Recognizing Red Flags in Conversations

Media training teaches podcasters to identify problematic statements during recordings. ShxtsNGigs had the chance to remove the offensive segment but didn’t perceive it as harmful until their audience expressed outrage. With the right preparation, they could have addressed the issue before airing the episode, avoiding the backlash.

Crafting Authentic Apologies

Public relations training is vital for learning how to issue apologies that resonate with an audience. ShxtsNGigs’ apology fell flat because it appeared reactionary. A properly prepared team would have issued a more sincere apology and followed it with actions to make amends. Training helps podcasters navigate crisis situations with grace and accountability.

The Importance of an Expert Team

One critical lesson from the ShxtsNGigs controversy is the importance of having team members who understand the nuances of your target audience. In this case, having someone on the team who truly understands the concerns of Black women could have made a world of difference. This individual would have flagged the problematic comments and potentially prevented the PR disaster that followed.

An expert on your target audience brings valuable insights and can act as a safeguard against missteps that could harm your brand. Having someone in the room who understands the lived experiences of your listeners—whether that’s regarding race, gender, or other identity factors—ensures that you remain accountable to the community that supports you. This level of cultural awareness is essential for building trust and maintaining a strong, authentic brand.

Avoiding the Cost of Inauthentic Apologies

The most significant takeaway from the ShxtsNGigs situation is the cost of an apology that feels inauthentic. Audiences today are savvy, and they can quickly detect when an apology is more about damage control than genuine remorse. A few steps ShxtsNGigs could have taken to manage the situation better include:

Acknowledge the Missed Opportunity to Edit

Being upfront about why the offensive comments weren’t edited out and taking full accountability for that oversight would have lent more sincerity to their apology. outrage. With the right preparation, they could have addressed the issue before airing the episode, avoiding the backlash.

Follow Up with Tangible Action

Words alone aren’t enough to heal the damage. ShxtsNGigs could have taken concrete steps to support Black women—through dedicated podcast episodes, collaborations with Black women creators, or donations to relevant causes—to show that they truly understood the gravity of the situation.

Final Thoughts

The ShxtsNGigs controversy serves as a crucial lesson for podcasters: authenticity and accountability are key to maintaining a strong personal brand. Proper training in media relations, cultural awareness, and crisis management is vital for any podcaster who wants to avoid missteps like this.

More than just delivering content, podcasters must be prepared to stand by their values, protect their audience, and offer genuine apologies when mistakes are made. And to truly stay connected to their audience, podcasters should consider bringing experts who understand their target demographic into their team to avoid the fallout that comes from misjudging the pulse of their listeners.

In the end, podcasting is not just about speaking—it’s about listening, learning, and growing with your audience.