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On public relations and poison pen letters

ADRIAN MUSCAT INGLOTT’S WEEKLY NEWSPAPER COLUMN HAS PLAYED A MAJOR PART IN ENCOURAGING THE PUBLIC TO VOICE THEIR COMPLAINTS. TODAY, HE TELLS MIRIAM DUNN ABOUT HIS YEARS IN CONSUMER AFFAIRS AND WHY HE THINKS TRADERS ARE, AT LAST, LEARNING ABOUT CUSTOMER RELATIONS

Photo by Paul Blandford

If one man has singlehandedly changed our approach to making a complaint, it is Adrian Muscat Inglott.

He may, with modesty, play down the influence he has had on consumer affairs, but there is no doubt that, through his high profile column in the Sunday Times, he has transformed both the public’s attitude towards complaining and the trader’s manner in dealing with any problems.

The achievements are evident, but, as Adrian will admit, the path to raising awareness about consumer’s rights has at times been bumpy.

He has faced many challenges since taking over the column, almost 10 years ago, including having to persuade his editor to let him name companies.

And this important step forward has not been without repercussions, bringing with it threats and intimidation, both physical and verbal.

“The last nasty letter I got was in the form of a Christmas card, full of abusive language,” he tells me. “I read it – I always read all the correspondence I get – and then I registered it with the police.”

And does he ever bow down to such pressure?

“No, I hate bullies,” is his answer. “In fact, if someone starts getting heavy handed, that is almost a guarantee that I will publish the complaint.”

It was in 1992 that Adrian took over the Sunday Times consumer affairs column, which was to make his face so familiar to newspaper readers.

The former army officer, who has also worked in customer services for British Airways, explains that the first article he had published was, however, on a completely different subject – Mozart, his favourite composer.

“I was very proud of that piece. I consider it to be the best article I’ve ever written and the newspaper’s editor, Laurence Grech, said he liked my style,” he says.

He continues “Some months later the person who was writing the column at the time was leaving, so Laurence asked me if I’d like to take over.” he explains.

He was happy to accept, but Adrian made it clear that he had some different ideas for the page – ideas which have since become his trademark.

“I said I wouldn’t be anonymous, like the columnist before me, and that I wanted to name the companies we were writing about.”

He admits it was not easy to persuade his editor to give him the green light for this new approach.

“The mentality was different at the time and Laurence was naturally cautious,” he says. “But I stressed that I would give companies a fair opportunity to give me their point of view for publication.”

“And I also pointed out that if you write about a company without naming it, it reflects badly on others operating in the sector, while leaving the readers wondering who the trader is.”

“I said I felt it was important to be open, and eventually the editor came round to my way of thinking.”

He laughs at this point.

“Laurence always describes me as the cross he has to bear,” he says. “But I know he is joking, at least in part!”

Since taking over the column, Adrian has launched many high-profile campaigns, many of which have reaped successful results.

He managed to persuade the government to begin printing sell-by dates on our milk cartons and his latest feat, which is now in the pipeline, is the removal of drivers’ personal details from their vehicle windscreen discs.

Adrian explains that this last campaign came about after he received a number of letters from people who had suffered misfortunes because their personal details were so accessible on their car windscreens.

“Apart from the fact that having these details on one’s car is an invasion of one’s privacy, people have recounted experiences such as how they were burgled while in Gozo, and felt sure someone was surveying the cars queuing at the ferry,” he says. “In another instant, someone left their house keys inside their unlocked car and was burgled shortly afterwards. All these cases could be avoided if there is just a computerised number on the disc which can be traced by the people who need it.”

Adrian says it gave him great satisfaction when Transport Minister, Censu Galea informed him that the change he has been campaigning for, is going to happen.

But not all campaigns necessarily end so positively, I’m sure. I wonder whether traders’ attitudes have, in general, changed towards consumers and, towards him, as their representative.

“Yes, companies have adapted,” he answers. “I think more have realised that ignoring the problem is not the answer.”

“In the early days, this was their attitude, but now they are aware that rather than pretending there isn’t a problem and consequently getting bad press, it is better to tackle the problem and be praised.”

“I have long encouraged this approach. My sentiment is that just because a case has been referred to me and will be published doesn’t have to mean bad news for the trader.”

“I tell traders that if they do their best to resolve a case, it will be positive press for them. And many traders are now coming to terms with this; rather than ignoring the column, they resolve the issue.”

He also points out that a trader who might be annoyed one day may well get a positive press at a later date in different circumstances.

“There have been shops that were featured regarding complaints at certain times, for example, and then some time later I have praised them,” he says. “In fact, I would stress that the vast majority of our cases are positive. And things go round in circles sometimes. We usually all end up friends again - it’s always like that.”

One of the things that annoys columnists who tackle delicate issues most is when they are pressurised by advertisers threatening to withdraw their adverts from the publication.

Does this annoy him?

“Since I took this column over, I know threats have been made in the past, but I always stick to my guns,” he answers. “When people say these things, I always answer in the same way. I say advertisers might make the threats, but they won’t withdraw their advertising. The adverts are not there as a favour for the newspaper, it is in the advertisers’ interest. And sure enough, it hasn’t happened, at least, not yet!”

He might have noticed that traders are different in their approach, less complacent about their customers, perhaps, but I wonder whether he has also noticed changes in the consumer’s attitude.

“Most definitely, people are sticking up for their rights much more and my mailbag tells me that many more people are taking action,” he replies. “There used to be too many consumers adopting an attitude of not bothering to complain.”

“There are still some, but more have become assertive. They are more prepared to stand up and be counted.”

And are companies improving because of increased consumer awareness or because of more competition, I ask.

“Both, but primarily it’s a culture change that we’re going through,” he replies. “We have witnessed intensive changes and additions in legislation and the government has strengthened the structures, resulting in the consumer and competition division, which is now headed by Director General, Marcel Pizzuto.

“Things were changing gradually, but now the changes are taking place much faster.”

So what does Adrian believe still needs to be done in the field of consumer affairs?

“We still need to work towards a more consumer-orientated society,” he replies. “The subject is still not given enough importance, people are still too indifferent, even though things are better than they used to be.”

He explains that he often uses the example of Iceland to highlight what Malta should be aspiring towards.

“Iceland has a smaller population than us, but a much bigger consumer association,” he says. “Theirs totals some 24,000 while ours is very poor in comparison.

“Unfortunately, the mentality here is that people only think of joining the consumers’ association when they come up against a problem.”

He has a wistful smile. “I dream of the day when 70% of consumers want to join us. That is the kind of percentage which will give us a really powerful lobby.”