The CWU sent ballot papers to members last week proposing a national strike at the Royal Mail over pay and job cuts. The move comes after it organised a number of localised strikes over the past few weeks.
Last week, crisis management expert and Insignia Communications founder Jonathan Hemus observed: 'The CWU spokesmen are still using the language of the 1970s and too much union management speak.'
However, CWU head of comms Kevin Slocombe responded: 'It is a difficult dispute to communicate and we have had to explain things in depth to journalists. We are doing damage limitation because the strikes have been attacked in the press and we have been trying to explain why they are going on.'
The ballot decision is expected on 8 October.