Revolutionary Measures

James Dyson and three lessons for Brexit communications

Sir James Dyson is clearly a very clever bloke. He’s an innovator who has successfully disrupted multiple industries, from vacuum cleaners to hand driers, and is now staking a claim to leadership in the emerging electric vehicle market.

blue and yellow round star print textile

Photo by freestocks.org on Pexels.com

He’s also an ardent Brexiteer, campaigning for the UK to leave the European Union. Much of his ire is down to his belief that EU regulations are rigged by his rivals, which has clearly impacted his thinking. I’m not going to reopen the Brexit debate, but in the circumstances of a potential looming No Deal, the fact that he’s moving his global HQ from Wiltshire to Singapore has drawn widespread condemnation from both sides of the debate. While no jobs are being lost, and the company is investing nearly £300m in the UK, it is seen as a betrayal, rather than a business decision.

What the press and social media coverage shows is just how poisonous the debate around Brexit has become. At any other time a successful company investing more in the country, while pledging to keep jobs in the UK would be applauded. But whatever the story, business decisions are currently all viewed through a Brexit lens – from Wetherspoon’s boss Tim Martin admitting that labour costs would be going up in the first half of the year, to the likes of Panasonic moving the registration of its European HQ to the Netherlands.

The lessons for all businesses are therefore clear:

1.Run your announcements through a Brexit filter

Particularly for those companies that have taken a strong stand on Brexit, every communication and action will be scrutinised by both sides. Therefore, take special care to analyse what you are saying from either viewpoint. What story will the press lead on? How will it be seen on social media? It is up to PR and communication teams to give strong, upfront advice on the potential consequences of any story, and how it can potentially be mitigated. For example, this weekend’s Sunday Times had a follow-up story claiming the real reason that Dyson is leaving the UK is fear of a Jeremy Corbyn Labour government – an angle that should have been highlighted much earlier if it was to avoid controversy.

2. Don’t use Brexit to bury bad news

Brexit does have a major impact on many industries and businesses. The drop in the pound following the referendum result pushed up the cost of imports, while current uncertainty means many consumers are not confident in making big ticket purchases. However, despite the temptation, businesses shouldn’t just blame Brexit for all of their woes. Doing so highlights their inability to react to changing market conditions and risks them being seen as moaners by the general population.

3. Either choose a position or stay quiet

Business owners such as Dyson and Martin have been vocal in stating their position. Equally executives from many more organisations, from Airbus to Jaguar Land Rover have warned against the negative consequences on jobs, investment and the economy. To successfully carry this off without impacting public reputation you need to be sure that your position is based on facts, and will resonate with your target audiences. And you need to remain fixed in your views – hence the condemnation that Dyson has received for appearing to not back Britain.

As the Brexit saga/shambles rumbles on, dominating the media landscape, all businesses need to understand how it impacts their public relations and communications strategies. Factoring it into planning is vital if you want to avoid damaging your reputation, sales and future revenues.

January 30, 2019 - Posted by | Marketing, PR | , , , , , , , , , ,

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: