There is a fascinating passage where he was asked by one of the rail companies for advice to deal with their unpopularity. But, as Phillips explains, all was exactly as it seemed.
"It turned out that its poor standing was well-deserved - the marketing director boasted proudly about how they shortened train lengths at peak times and lengthened them off-peak. This way they met the averages demanded of them by the regulator but paid less in fees. So what if the customers were packed like sardines? They had to get to work, so would put up and shut up - because they had to."
Phillips describes this as a disillusioning moment. As a PR consultant, he was "meant to conspire with this fraudulent idiocy". He didn't, suggesting instead that the company managers do a ceremonial bow (Japanese style, see picture) for a new National Apology Day (he didn't get the contract).
I have been thinking about this in relation to Southern Rail, and the pretence by them and the government that the short trains which cause such asphyxiation have something to do with industrial action.
They could be about trains not being in the right place, but that would apply only in chaos - and we have an emergency timetable.
Now, I have no evidence that the story in Trust Me, PR is Dead applies also to Southern. Since proposing the question in an article for the Guardian last week - and developing it in a blog on the Radix site, suggesting that people care much more about the manipulation than they do about the asphyxiation - I have downloaded screeds of in-house material about how Network rail calculates its charges.
I'm not stupid, but the whole thing is so packed with jargon and complexity that I will never penetrate its obscurity. All I can do is hope that other people will take up the question in Parliament.
On the face of it, it may be that Govia Thameslink's shadowy owners Go-Ahead are insisting that some of their losses should be clawed back from the battered passengers in this way. It could - in certain narrow economic cults - even be considered their duty to do so.
Either way, we must be told.
Meanwhile, I believe Robert Phillips is onto something with his National Apology Day proposal. It would help clear the air. This is how he puts it:
"Companies know when they have done wrong. Companies know when they have substituted the convenience of tick-box compliance for the imperative of values-led behaviour. And they know when they really should apologise - not that they do. No one needs to 'have god' to understand this. But everyone needs to have a core humanity and a very real sense of purpose and values - of what is right and what is wrong - in business, as in life."
So Charles Horton (Govia Thameslink CEO), Andrew Allner (Go-Ahead chairman) and Chris Grayling (Secretary of State) - please think about this one. Does the cap fit?
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More background on Southern in my book Cancelled! about the whole saga.
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