A slip that could prove costly

The row over the ‘dear neighbour’ letter in the Gorton & Denton by election demonstrates both the continuing importance of print and by extension the faith and trust that is placed in it. Briefly, a letter was delivered to electors in the constituency signed by a concerned neighbour Pauline Clegg. So far so normal. But this did not include the line that the communication was on behalf of the Reform Party nor was there the address of an agent. In short it contravened UK electoral law. Printer Hardings Print Solutions in Feltham held its hand up to say that the missing line had been present on the proof and it was their fault it had been trimmed off in error. Apologies all round. End of the story.

Well no. In these uber scrutinised days one side of the spectrum will be shrill in complaining about what is considered at best underhand tactics, at worst a flagrant attempt to flout the law. Charges must be pressed and heads must roll. Others, without any direct knowledge, that this was nothing but an innocent mistake and there have been many other instances of print related to an election masquerading as, say, a local newspaper, as the Liberal Democrats are wont to do. These instances would pass unacknowledged if print did not have an impact. Print is expected to be truthful and honest. A similar message on Facebook or other social media channels can be expected to be elastic with the truth.

The problem for Hardings now is that it is in the spotlight. It needs some crisis management expertise because it stands to lose a lot more than an election deposit. It has made a mistake in the full glare of the country’s mainstream and not so mainstream media. It needs to protect itself and other clients and to be able to explain this to whoever asks the questions that have to asked. Ironically if its reputation is at stake over an error like this, that of the power of ink on paper, of print compared to digital media, is enhanced.