When “Good News” Backfires: Communications Lessons from Shropshire’s Pothole PR

In PR and communications, you’ll often hear the golden rule: Never say “no comment”.

Like most absolutes, it’s not universally true. Sometimes saying less really is the smarter option, as Shropshire Council has demonstrated.

The council issued a news release announcing that more than 21,000 potholes have been repaired since the Lib Dems took control in May 2025. That’s more than 550 repairs a week, a figure the councillor responsible described as “really encouraging”.

On paper, it’s a strong stat.

On the road, it’s a different story entirely.

Because while the council may be delighted with its progress, the experience of most drivers is that Shropshire’s roads remain in a dire state - and that new potholes are appearing faster than old ones can be filled.

Predictably, social media pounced. The council was widely mocked, and the intended “good news” moment evaporated.

So, what can communicators learn from it?

1. Read the room before you speak

Data doesn’t exist in a vacuum.

If your audience’s daily reality contradicts your message, they won’t thank you for telling them they’re wrong. In fact, they’ll resent you for not understanding their experience.

The council’s numbers may be accurate, but accuracy isn’t the same as resonance.

2. Progress isn’t always a story — context makes it one

Repairing 21,000 potholes sounds impressive.

But if the network is deteriorating faster than it’s improving, the headline isn’t “look how much we’ve done”, it’s “we’re fighting a losing battle”.

Communications must acknowledge the wider picture, not just the metric that looks good.

3. Not every positive stat needs a trumpet

Sometimes the best communications strategy is restraint.

If your message risks irritating the very people you’re trying to reassure, consider whether silence or a softer, more empathetic approach might serve you better.

5. Avoid creating the hole you then have to climb out of

The irony of a pothole story becoming a PR pothole writes itself.

It’s one thing to stop digging when you find yourself in a hole.

It’s something else entirely to create the hole in the first place.

Final thought

Communications isn’t just about what you say, it’s about how it lands. Facts matter, but so does timing, tone and emotional intelligence.

Good intentions and good statistics don’t always guarantee good PR.