A fantastic use of hype today by the Daily Mail, with their headline on page 8 which proclaimed “Cold snap to cost business £14bn”. What the article then went on to say was that in fact estimates have placed the actual cost to business at about £690m to date. The £14bn figure was simply a worst case scenario of what could happen if the snow and ice remains as is for the next three weeks. A perfect illustration of how a soundbyte can be (and usually is) twisted for maximum impact.
Regardless of the hype, the fact is that the extended cold weather is making life exceptionally difficult for many organisations and their comms staff at present.
The first to take a reputational hit were local councils, back in December, who were accused of having learnt nothing from the last bout of snow in February 2009. Unsurprisingly fed up of being accused of incompetence, councils went on the offensive and to some extent redeemed themselves by demonstrating that they had learnt their lesson and stockpiled extra reserves of grit.
What they couldn’t have predicted though, was the sheer longevity and intensity of the cold snap, and it’s telling that cracks have started to appear over the last day in their previously united, unified statements – witness the complaints by some council spokespersons about supply deliveries and preferential treatment that have started to appear.
Eurostar has also had a particularly bad time of it, suffering a first wave of negative publicity just before Christmas when their trains failed and then again today with a similar problem – cue the resultant “wrong type of snow” headlines.
And next in line to face problems could be manufacturers, with one newspaper reporting today that companies are being asked to voluntarily switch off production in order to preserve gas supplies for domestic households.
Finally, retailers have had to shut stores early, or in some cases altogether, as staff have been unable to reach work. This has been a problem in itself, but the real reputational damage has come from the disclosure that many of these staff won’t be paid – something Sainsbury’s Justin King was grilled on this morning.
As these examples show, the snow has presented difficult and varied challenges for comms teams this week, not least because the demand for snow stories has been phenomenal. Despite this though, the principals of successfully dealing with these scenarios remains the same, despite the exceptional circumstances: