When words backfire: The BMA misstep

As a PR consultant, I’m used to analysing how organisations present themselves in the media. But even I had to do a double take when I opened my Times app this week and saw the headline: doctors “excited” about further strikes.

“Excited”? That single word leapt off the screen. Not “determined.” Not “prepared.” But excited, as if the disruption of patient care and the cancellation of over 1.5 million appointments was something to look forward to.

It was, frankly, a monumental own goal.

The BMA later tried to clarify that they meant doctors felt “energised” rather than “excited” about continuing their campaign for better pay. But by then, the damage was done. “Energised” might have softened the tone, but it couldn’t unpick the headlines, the public reaction, or the wave of frustration it had already triggered.

This misstep matters because it clashed with the emotional reality. “Excited” sounds gleeful, even smug. Further, it handed critics an easy headline. In the current climate, where NHS backlogs and waiting times are hitting patients hard, this gave columnists and commentators exactly what they needed to turn the public mood.

It also alienated rather than connected. Words should bridge gaps between stakeholders and the public. This one created distance, even hostility.

Here lies a cautionary tale for any professional body or organisation engaged in public advocacy. Whether you’re in law, healthcare, or another high-trust profession, the language you use matters deeply.

In my world of legal PR, we’re constantly advising clients to stress impact, empathy, and credibility. What you say is important, but how it lands is everything.

I expect the BMA will learn from this, as any good organisation should, but there can be no doubt that public sympathy will have waned after this own goal.

In future, expect more measured, serious language from the BMA that reflects the gravity of the situation. They’d also be wise to acknowledge the public impact of their members’ actions by showing they understand the inconvenience and worry they will cause patients.

The BMA’s messaging failure is a textbook example of how one word can undo your argument. In public communications, especially during industrial action or public disputes, words must be chosen with precision and care.

Empathy isn’t a soft skill. It’s a strategic necessity.