Brief

H/Advisors Cicero was tasked with providing crisis communications support to Slough Borough Council as it issued a Section 114 notice, effectively declaring it was unable to set a legal budget, with expenditure far outstripping revenue. Slough Borough Council was in the process of re-examining its finances, which led to discovery of a severe shortfall. 

Strategy & Execution

It was decided that a strategy of transparency would be adopted. A press release and the Council CEO and Council Leader’s response to the Section 114 were issued proactively to a wide range of national and local press. The entire Council leadership team were also made available for press enquiries and interviews. We worked closely with the Council team to develop a narrative that would reassure residents, help stakeholders understand the background for the Section 114 notice and underline the ongoing process of management and financial transformation in the Council. We drafted and/or reviewed all the collateral for the Section 114 notice and provided media training to the key spokespeople at Slough Borough Council.

Result

Media coverage focused on Slough Borough Council’s legacy issues and provided context to the story, including mentioning the new Council leadership team in place. Slough Borough council’s Section 114 notice was covered in a significantly more positive light than other Councils that had issued Section 114 notices, including Northamptonshire and Croydon.