The Top Five Communications Challenges Facing HS2

HS2 are believed to be in the process of looking for a new head of communications.  This role will, no doubt, be hugely fulfilling but not without its challenges.  The almost constant barrage of critical media articles is putting the HS2 project on the back foot but this needs to change as a matter of priority.

Things are not as bad as they once were.  The recent re-launches, despite their drawbacks, do mean that the more positive aspects of the project are being highlighted.  Steps have obviously been put in place which mean that project communications are not just about rebutting criticism.

There are, however, a number of clear challenges that remain and steps that need to be taken.

1) Establish a rapid rebuttal unit

HS2’s Twitter account is pretty active some days.  You do though have to take the time to follow it to see what is going on.  The HS2 website itself is much more static.  What is lacking is a pro-active approach to rebutting inaccurate information.  Rapid action can reassure the public.  The communications team should be using all the tools available to put the positive messages out.

This means learning from political parties.  Many, most famously Labour before the 1997 General Election invested time, effort and money is setting up a rebuttal unit.  The idea is not to let any piece of misinformation go unchecked.  HS2 needs to do the same.

2) Access to leadership

Whilst this has recently changed, media access to the leadership of HS2 was extremely limited.  Around the turn of the year, Alison Munro and Sir David Higgins have been giving interviews.  Sir David is already taking a more public facing role, not least being interviewed on his first official day in post, and this needs to continue.  The whole leadership team needs to be seen as less remote and much more hands-on.

3) Community liaison

A critical feature of the communications needs to be focused at a local community level.  The emphasis has been on a ‘top down’ approach.  Community liaison in future needs to be less about the formal, legal requirements and more about genuine ongoing dialogue and engagement.  This can build on the efforts to date and but needs to be more about dialogue.

4) Clear and consistent information

The project re-launches has not helped deliver any degree of message consistency.  The justification for the project has simply become more confused.  The new Director of Communications needs to impose some rigour.  Communications cannot just be focused on broadcasting news.  Instead it needs to centre on a ‘hearts and minds’ campaign and work with people.

The project also needs to help people navigate the huge amount of information being published.  That is not just about making it available but helping to explain it and its context.  This should be done with communities so they know that the project is completely transparent.

5) Who is in charge?

This issue appears to go to the heart of many of the problems that the project has faced.  It remains unclear whether HS2 or the Department for Transport (DfT) is in charge.  As Secretary of State, Patrick McLoughlin has undoubtedly done a better sales job than some of his predecessors.  There is no doubting that he is pushing the pro-HS2 line with a degree of determination.  However, which organisation is calling the shots?  This needs to be clear if it is to progress successfully.

The actions taken during this phase of the project will be applied to any future extensions to the scheme.  This increases their importance further still.  Avoiding the same mistakes again will be critical if the project is to progress.

Communications are critical to the success of the HS2 project.  The new appointment provides an ideal opportunity to put some of the problems right.