TOUCHDOWN – HOLYDAY’S VOICE OF REASON

This week's perspective from Bob Reid: One of the most challenging communications jobs is that facing a government on an austerity mission.  It’s always way easier for messages about “slashing and burning” programs on the “chopping block” to get heard and amplified than those about how restraint is necessary.  This is precisely the position the Ford administration is in right now, as city hall has begun receiving the KPMG-produced series of “core services” reports on where the city might be able to save money in its operations.  “Riverdale Farm, zoos targeted” was today’s Toronto Star headline.  But it was Deputy Mayor Doug Holyday who did a pretty fine job on defense, saying “We’re putting everything on the table and it will be up to council to decide what to cut – some things are obviously totally unreasonable.  Politicians are always susceptible to public opinion; that always plays a part in the decisions we make.  But some things will go,” Holyday said.  By elevating the message above the zoos and the petting farm, Holyday brought things back to the big picture issue facing the city and away from the emotion-triggering potential scenarios, reminding people that these decisions have a long way yet to go.  I also give the Ford crew credit for putting the eminently credible Holyday out front on this – the former mayor of Etobicoke whose sterling fiscal management spoke for itself.