A public relations expert believes the Chiefs rugby team's handling of the 'Mad Monday' stripper controversy is the worst handling of a crisis he's ever seen.

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The team, which was beaten by the Hurricanes in the Super Rugby semifinals last weekend, hired a stripper to work as a waitress and perform a routine at a celebration at the Okoroire hot pools near Matamatato .

She alleged that Chiefs players touched her, and even licked her, despite telling them not to.

The team's chief sponsor backed the side, with corporate services executive Margaret Comer saying that because the stripper took her clothes off, she shouldn't be surprised she was touched.

Comer's comments came after Chiefs CEO Andrew Flexman apologised for claiming the stripper's allegations was "one person's accusation and her standing in the community and culpability is not beyond reproach".

Bill Ralston, former head of news at TVNZ and now a PR advisor with Deadline, told Andrew Dickens this morning that it was the worst handling of a crisis he's ever seen.

"It's a very old-fashioned attitude and I don't think it did the company a lot of good or the Chiefs a lot of good with that comment," he said. "It just wound it up even more."

Ralston noted that the only person with any credibility in the controversy is All Blacks coach Steve Hansen who "came sailing through in the middle of it all and took his All Black brand and said 'Excuse me, no' and moved on."

Prostitutes Collective spokeswoman Catherine Healy believes the behaviour of the Chiefs team needs to be addressed, and says the stripper can withdraw from the contract she has, report it to the police, go through the human rights review tribunal, or have a mediated meeting.

"I hope the situation can be in some way formally addressed because when it's informal it leaves something outstanding and some level disquiet," Healy said.

Police are aware of the media reports relating to the matter but are not currently involved.

A police spokesperson says anyone who has concerns about their or others' safety or has information they think could be relevant, should make contact with police so it can be assessed.