Ask An Expert: How has PR delivered during the Post Office Horizon scandal?

As Mr Bates vs The Post Office, a four-part ITV drama which aired nightly from 1 to 4 January, pushes the Horizon IT scandal back into the spotlight – sending shockwaves through the UK’s media and political space – the Viva team has been talking about the role and impact of PR in this situation.

The Horizon IT scandal, which has frequently been labelled one of the most widespread miscarriages of justice in British history, is back in the headlines thanks to ITV’s prime-time dramatisation.

Horizon was essentially a till – an electronic system, designed and implemented by global tech giant Fujitsu– which was brought into Britain’s Post Offices in 1999, replacing old paper-based tills with a new networked system which was intended to bring together the entire Post Office system.

But it failed, spectacularly. The system wasn’t up to it, and, as has been highlighted recently, this was clear to see in its infancy, when it was trialled before launch.

Despite these early warnings, the system was rolled out and ultimately made more than 700 sub-postmasters and sub-postmistresses into victims, wrongly convicted of theft and fraud with devastating consequences.

In the past 10 days, more and more victims have appeared on our screens to tell their heartbreaking stories.

We asked our team of PR experts how they thought the scandal had been handled from a PR point of view – here’s what they said:

As a former newspaper journalist and editor, I’ve been following the story keenly for the last 20 years – I can’t bring myself to watch the ITV drama because the whole thing is too harrowing.

The PR surrounding the Post Office scandal could, for 20 years, have been seen to have been a success in that it controlled the narrative by ‘crafting’ the message.

However, now, it will be seen to be an absolute disaster, in that the strategy to suffocate the issue with a ‘crafted message’, and managing to keep the issue at a relatively low level in the media, was always a timebomb waiting to go off.

And explode it did – in the days since Mr Bates vs The Post Office aired, during the year’s prime TV viewing period (typically around the New Year), the postmasters have gained massive support from the media and general public.

- Alan Simpson

This tragic situation unfortunately serves as a perfect example of the importance of swiftly recognising a crisis as a crisis – and then giving it the leadership it requires, for as long as needed.

No matter how difficult the situation, measures can always be put in place to help mitigate impact and steer the narrative. And that’s best done in a way that’s honest and empathetic.

People are astute and the truth will always out – particularly with the media onside. Offer anything less upfront and the story stands a good chance of escalating beyond expectation, fast.

- Joanna Marshall

Admittedly, I didn’t know much about the background of this scandal – which probably says more about how it’s been communicated in recent years.

But ultimately, the PR strategy appears lacking in transparent communication. The initial response from the Post Office seemed reactive, fostering public mistrust. A more proactive and candid approach would have better mitigated reputational damage.

Open dialogue and a sincere commitment to rectify issues could have rebuilt credibility. Transparent communication remains the important next step for the Post Office, to stand any chance of restoring public confidence in its integrity.

- Daniel Flynn

I knew about the scandal – but watching the drama series just made me angry.

Angry about the people whose good names have been dragged through the mud, angry about the length of time is has taken – and continues to take – to resolve the issue, and anger about the lies told by those in power throughout the process.

I have complete admiration for Alan Bates and his tenacity to find the truth and seek justice for his fellow postmasters. The series demonstrates, much like we do with PR, the power of emotive storytelling and how it can prompt action.

- Lisa Egan-Woodhouse

The fact that it has taken a TV docudrama to highlight this massive miscarriage of justice almost two decades on before the government sat up and took notice is shocking but maybe not surprising.??

Both the government and the Post Office need to be seen as doing the right thing now.

In this case, it’s about acting swiftly with appropriate and proportionate action, and communicating in a transparent manner the progress made, reforms implemented, and any other relevant developments if they are to even begin to put right one of biggest miscarriages of justice the UK has ever seen.

- Jacqueline Jordan