We Regret To Inform You…

As our delayed reduced-service train from Glasgow Queen Street ploughed through the snow to a blizzard-hit Edinburgh, a solemn female voice interrupted the combination of good-natured banter and general whines from commuters.

Sounding like an equally miserable wife to Ricky Fulton’s The Reverend I.M. Jolly, she plodded through an apology for the delay in a disjointed announcement that sounded as if it might end in suicide.

Wry smiles and tittering broke out among the commuters.

To me, it was an opportunity missed.

Firstly, the main artery between Glasgow and Edinburgh – the M8 – was at a frozen standstill…which is why we’d made our journey to Edinburgh to work on the media performances of a client in the capital by train, rather than by car.

Secondly, having set out very early to account for the delays, we still got to our clients on time.

In other words – job done!

The transport companies have learned to apologise when delays occur – but they often forget to put these hold-ups in perspective…and strike the right tone for the announcement.

Mrs Jolly could have said this…in a regretful – then chipper manner.

“Ladies and Gentlemen – we’re very sorry about the delay to your Glasgow-Edinburgh service this morning (regretful tone).

“I’m sure you’ll be aware just how severe the conditions are (perspective)…so we’re pleased to be able to beat the weather to get you through to Edinburgh (chipper).

“Please check before you leave tonight to find out how conditions are affecting services – but we’ll be pulling out all the stops to get you home in time tonight” (determined and optimistic).

In short, we call this Regret, Reason and Remedy…and it takes any organisation from inconvenience to solution in three easy steps.

Broadcasting Business clients have used this technique for 21 years in handling accidents, shut-downs and hold-ups.

It’s simple – and turns a missed opportunity into a professional, realistic and upbeat announcement.