There are cuts coming. How should public sector comms people handle the media queries?
by Dan Slee
You’re a public sector PR person and you’ve got to answer a question from the media about cuts, what do you do?
You You’re a public sector PR person and you’ve got to answer a question from the media about cuts, what do you do?
Forecasts say there will be 40 per cent job losses in some areas of the public sector with £3.3 billion being taken from the voluntary sector over a five year period and £20 billion coming from local government and £15 billion of efficiency savings due in the NHS.
So, what stories are being shaped?
If you work in the sector it's probably long overdue time to think about it.
a) Apply a positive gloss and insist that yes, efficiencies will be made but frontline services will not be cut.
b) Tell people that they had their chance to have their say in the budget consultation and they blew it.
c) Tell people that this is what cuts look like.
All too often people in the public sector have been going for a) to try and minimise panic and upset on the population. But with £20 billion worth of cuts coming down the tracks in local government we need to be above all honest. So, let’s just take a closer look at that, shall we?
What insisting that efficiencies will be made and frontline services will not be cut means
You’ve been cutting millions of pounds from budgets for years. But the frontline hasn’t been affected? Efficiencies? Clearly, you were wasting that money all along so why on earth should I trust you now?
Or, you’re trying to be a bit clever and you know that the frontline will very much be affected but the couple of hours of mobile library visit will somehow make-up for the five-day-a-week building the community used to have. People won’t buy it, or they’ll see through it. So, why should they trust you now?
What telling people that they’ve had their chance means
You’ve pinned up details of a public meeting at the church hall and you paid three times the rate for a display ad in the local paper because it’s a public notice and they’ve got you over a barrel. Twelve people turned up and the Twitter chat you ran reached a fair number but not everyone. In other words, you’ve not done a very good job of this public consultation lark. Why should they trust you now?
What telling people that this is what cuts look like looks like
In Birmingham, this is exactly what Cllr James McKay told the Evening Mail about green bin charges in the City as people were protesting against cuts. Yes, it’s messy. Yes, people won’t like it. But look yourself in the eye. This is the truth. This is going to happen more and more and public sector comms increasingly is going to be about what you don’t do rather than you do.
But at least they’ll trust you more because you are being honest.
A grown-up conversation is needed about communicating cuts and if you work in the area you need to work out which choice you make pretty quick.
Dan Slee is co-founder of comms2point0.
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