There's a perfect formula to writing a public statement, and Lizzo didn't follow it.

Molly McPherson is an expert on crisis PR management. In her words, she writes those public statements celebrities post after a scandal for a living.

She didn't write Lizzo's recent response – but she definitely has some notes for the singer.

In her three-part TikTok video, McPherson explains that whenever she looks to see whether a public statement will land, she runs it through a framework she created.

One she calls, 'Own it, explain it, and promise it.'

"It's an indestructible PR framework with the goal of keeping you in survival mode through a crisis," she says.

So does she think Lizzo's statement landed?

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Step one: Own it.

Lizzo begins her statement by addressing the allegations.

"These last few days have been gut-wrenchingly difficult and overwhelmingly disappointing. My work ethic, morals and respectfulness have been questioned. My character has been criticised.

"Usually I choose not to respond to false allegations but these are as unbelievable as they sound and too outrageous to not be addressed."

"Step one: own it? Nope!" McPherson says.

The crisis expert explains that when you don't own up to whatever you're being accused of, you're putting yourself on a path of deniability.

Lizzo will now have to double down on that denial because it's high risk if she doesn't, both legally and reputationally.

How can she do that?

"In order to buttress a denial, it usually comes with blame-shifting," McPherson explains.

Which Lizzo does right here:

"These sensationalised stories are coming from former employees who have already publicly admitted that they were told their behaviour on tour was inappropriate and unprofessional."

McPherson comments on the wording too, saying how "publicly admitted" is an invisible threat put in there by lawyers.

"We've got something on you," is what she says it means. "If you're going to come after us, we're coming after you."

Step two: Explain it.

McPherson says this is the "context piece" – it's where the person at the centre of the crisis explains what happened.

"The goal here is to speak to two very specific groups, reasonable people who can follow along with what's happening and kind of buy into it, and superfans who will support you," she says.

And since Lizzo isn't owning it, she has to continue shifting the blame here.

"I am not here to be looked at as a victim, but I also know that I am not the villain that people and the media have portrayed me to be these last few days. I am very open with my sexuality and expressing myself but I cannot accept or allow people to use that openness to make me out to be something I am not.

"There is nothing I take more seriously than the respect we deserve as women in the world. I know what it feels like to be body shamed on a daily basis and would absolutely never criticise or terminate an employee because of their weight."

In explaining the situation, Lizzo talks about her sexuality and expressing herself. McPherson says that's a way of diminishing the sexual harassment charges. 

She also doubles down on her denial, saying she never body-shamed a dancer or fired someone because of their weight.

Listen to Mamamia's daily entertainment podcast The Spill, where in this episode, the co-hosts discuss Lizzo's statement. Post continues after video.

Lizzo also explains who she is as an artist and a businessperson, framing that she's very serious about what she does.

“As an artist, I have always been very passionate about what I do. I take my music and my performances seriously because at the end of the day, I only want to put out the best art that represents me and my fans. With passion comes hard work and high standards. Sometimes I have to make hard decisions but it’s never been my intention to make anyone feel uncomfortable or like they aren’t valued as an important part of the team.”

She ends by using diminishing language, saying it was never her "intention to make anyone feel uncomfortable".

Again, shifting the blame.

Step three: Promise it.

In the third and final step, McPherson is looking for the promise. How is Lizzo going to get through it? What will she do?

"I’m hurt but I will not let the good work I’ve done in the world be overshadowed by this. I want to thank everyone who has reached out in support to lift me up during this difficult time."

"There you have it," McPherson says.

"Full denial and blame-shifting to the dancers because they don't follow along with her values being of a hard-working, passionate person about her art.

"She wants her fans to support her and come out in droves to her concert."

The crisis expert ended the videos with the same question we're all probably thinking now: did it work?

Only time will tell.

Read more on Lizzo and the allegations here:

• 'I was mortified.' 2 of the dancers suing Lizzo have given more details about their allegations.
• 'These reports made me realise how dangerous it was.’ More allegations about Lizzo have emerged.
• 'Before Lizzo, I hated every ounce of my fat body. Now I'm heartbroken.'

Feature image: Getty.