Tragic results of decisions being made and turfed over the wall

The point at which the communications people are brought in to any crisis is pivotally important, as is the brief they’re given.

Significantly, the involvement of PR people in the CervicalCheck scandal seems to have happened only at a late stage and the brief was grievously one-directional.

In other words, the expertise of the communications professionals was ignored for a long time and then pointed at the wrong task.