Yorkshire Water, the privatised utility that 10 years ago managed to run out of water, has pulled of another PR coup. This time they've registered Icytonic as a trademark for drinking water.
Launching this earthshattering news at the same time as it landed its hapless customers with a 9% rise in water bills, the company is delighted to tell gullible hacks that their "product" costs less than .5p per litre and is best served chilled.
Fancy that, well I never and go to the foot of our stairs, as they say in these parts.
Strange amidst all this corporate backslapping, but there seems to be very little media comment on the funding of future dividends for Yorkshire Water's shareholders. The company's figures show that 31.6% of the revenue it raises from its customers goes on "funding investment" - which includes dividends, so it remains to be seen just how much will find its way into shareholders' pockets.
In the mid 90s, Yorkshire Water found many of its shortcomings and PR stunts exposed by a pressure group called Yorkshire Water Watch. With bills now on the rise and the company seemingly intent on covering up bad news with PR puffery, it's to be hoped that Watervoice, the new customer's champion, will be as effective in cutting through the spin and corporate doublespeak that is Yorkshire Water's first resort when the going gets tough.
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