US singer Beyoncé has had a rocky few months. After miming her performance of the American national anthem at President Obama’s second inauguration she produced a memorable performance for the Superbowl half-time show, which she then undermined by asking for “unflattering” shots of her performing to be taken off news websites.

Seen by millions as an icon and role model, this sensitivity seemed to be unnecessary micro-managing. It also gave news websites and newspapers the world over a reason to reproduce the images which had offended her.

Usually so adept at carefully protecting her image over the long-term (remember her clever revelation of her pregnancy?) her latest gaff has been – in light of what she thought were negative pictures of her at the Superbowl – to ban photographers from her world tour.

This has, in turn, led to a further raft of negative coverage and, after her performance last night at London’s O2, the publication of photos which were originally shared on Twitter and Facebook.

The result is, instead of positive coverage of her world tour accompanied by pictures of the impressive superstar, newspapers are reproducing poorly framed, grainy images taken on smart-phones by concert goers. This leads us to beg the question of what is next? Perhaps before entering the O2 tonight everyone will have to hand in their smart-phone?

Beyoncé has become a global icon in no small part because of her energetic dance routines copied by millions. We’ve all laughed at photos of ourselves taken on the dance floor at weddings or birthdays. It is time Beyoncé relaxed a bit and did the same. Until she does however she is my Mis-Communicator of the Week. 

Written by Edward Staite, founder of Staite Communications