If you want to make an ‘ass’ out of ‘u’ and ‘me’…

It's a cliché I know but how often do we fail to heed this oh so important maxim.

On Tuesday, the MEN headline 'Council's £10k no comment' jumped out and hit me square on the bugle. It concerns the case of a failed attempt by Oldham Council to prosecute kitchen trader, Vance Miller. The case cost £3m and in the end Mr Miller was cleared of all charges.

However, the headline majored on the Council's decision to pay a PR agency to help them cash in on what they hoped would be a glorious victory. Now the council are sulking and refusing to comment.

From one point of view the headline is a little harsh. Appreciating the high-profile nature of the case, the Council rightly sought professional PR advice. Nothing wrong with that.

The agency clearly explained the importance of taking control and being fully prepared with a set of case studies featuring 'disgruntled' customers to further justify the Council's decision to prosectue.

But where was plan B? Where was the PR plan for a loss?

One thing life teaches you is that nothing is certain. You should never assume anything. Successful business people know this and any half decent public relations agency should know this too.

One of the most important aspects of any type of planning is to work through ALL possible outcomes and prepare a strategy for each.

And if you do get it wrong, whatever you do, do not hide behind an unacceptable 'no comment'. Get out there, face the music, tell the truth, apologise and, if you were at fault, take responsibility.

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