If the BBC's Rip Off Britain exposé of UK opticians provides a lesson it is that the retail optical business has got to get its act together when communicating with the media and the general public.
There are no prizes for guessing the general thrust of the programme (News 17.12.10) which was aired in the middle of last month. Bad enough, but the optical business can thank its lucky stars that the programme aired when it did.
Luckily the programme was buried in the lead up to Christmas and during the worst weather the country has seen for decades along with the accompanying travel chaos. If it had aired in a slow news week the ramifications could have been much worse.
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