Actions speak louder than words – a disaster is never a PR opportunity
Holding back the tides is a difficult task. Try holding back tidal surges during the wettest period in recent history and you have an even tougher task.
However, difficult or not, this is a situation with which many in the West Country and Home Counties can identify, having piled their homes high with sandbags, while dreading the next downpour. And as with any event that leaves hundreds of thousands of people in trouble, it is never long before a very public “blame game” begins between various public figures.
This is not the place to debate the merits of the viewpoints involved but, it is an interesting opportunity to look at trying to maintain public respect when everything appears to be going wrong.
There is, of course, a limit to what a nation’s leaders can do – indeed, no one can stop rain falling from the sky. However, times like these do call for more than just being *seen* to care – when people feel they have lost nearly everything they own, being perceived to “pop over” for a photo opportunity is not enough.
A good public relations strategy for those in government is primarily about responding to the mood of the public. Not your own mood. David Cameron’s recent pledge to visit every part of the UK impacted by flooding is well meaning but it is debatable whether it will get the reaction he wants.
What people need in their hour of need is a lot of practicality and a bit less talking. Are people coming to help me carry my possessions? Are you bringing sandbags? Have you brought food? If you can’t do this, can you promise me that people who will do all the above are coming? Are you going to build defences so I don’t have to watch my life destroyed again?
Bringing just a camera and a well-meaning smile is not enough. Particularly if you are seen as part of the problem by the people you wish to win over. If you want to see a positive example of a public figure’s involvement during this episode, then look no further than Princes William and Harry. While they cannot free up national budgets, they are high profile with public obligations. Which they were seen to fulfil by turning up quietly and lugging sandbags for a week.
However, as holder of the nation’s purse strings, David Cameron should consider what he can offer in this capacity – otherwise, he could be seen to be merely paying lip service.
The last time a UK leader tried to hold back any sort of tide, they got very wet feet. Our leaders are not miracle workers but, when the flood defences are down, actions truly speak louder than words.