Monday, May 10, 2010


This week's perspective from Bob Reid:

Quite often in communications, timing is just as – and potential more – important than the message. Witness the Toronto Transit Commission taking in on the chin yet again this week, for mulling the possibility of moving out of its existing head office at Yonge and Davisville to a brand new headquarters somewhere else. The idea itself might make tremendous sense in terms of possibly being cheaper than upgrading and expanding the existing space, and bringing together staff currently having to work out of far-flung satellite offices. But no matter: much like the Warren Commission’s magic bullet, they’ve got a timing problem. To even float the notion of shiny new digs in the wake of months of brutal press regarding just about every other aspect of its operations – not to mention their PR campaign pleading for no cuts to funding from the deficit-addled province – automatically trumps any merit that the TTC’s thinking might have. And, in doing so, they handed Toronto mayoral candidate George Smitherman an easy hand grenade to lob back across the subway tracks, which he did without hesitation (pronouncing as “stupid” the plan for a “gleaming new headquarters”) and earned himself some badly-needed campaign media play without breaking a sweat.

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