Unrelenting heavy rainfall has flooded homes and farmland, particularly those poor souls trying to farm on the Somerset Levels.
No one blames the politicians or public officials. This is a natural phenomenon that has been, perhaps, exacerbated by the effects of global warming. I'm not here to discuss that nor am I here to debate what should now be done.
But there are important lessons in communication here.
Chris Smith, the Environment Agency head, refused to say sorry to the flood victims and instead declared that was 'very proud' of his agency's work.
Why should he be sorry? It's not his fault and, as he pointed out, he's not been in the job long and if there's any blame to be laid it goes to people in place before him.
All true but it was a mistake to say so.
- Say sorry Chris. Everyone knows it's not your fault but they would appreciate the sympathy.
- Look like you care Chris. Even if you don't, you could have made the effort.
- Take responsibility Chris. We know it's not all down to you but make a stand.
Give me a call next time Chris - if there is a next time.
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