Sometimes you just need a quick PR win, and that’s fine. However, your eye should always be on winning the war, not just the odd battle.

This is particularly true in public service comms. Trust is hugely important. Throw away lines and hollow promises might cure an issue in the short term, but chances are, lack of delivery in the long term will not only leave people feeling short changed, but they will trust what you say less because you couldn’t be trusted to deliver on your word first time around.

It always amazes me to see so many promises made that obviously can’t be delivered upon, or that won’t deliver the results people hope.

So go long with your message. Take people on the journey with you. Give them confidence that you have a plan, even where it is a plan that will take time to deliver. And never make hollow promises.