Politicians have given PR professionals plenty of examples of how not to communicate over the years. From disastrous media interviews and carefully scripted soundbites to social media posts that spectacularly miss the mark, there’s no shortage of material for a media training session.
But could the current wave of politicians actually be teaching us a thing or two?
There’s been a noticeable change in how some of our political leaders are approaching communications. Traditional press conferences, newspaper interviews and television appearances still have their place, but we’re seeing a greater willingness to experiment with different formats, adapt messaging to particular audiences and communicate in a more direct, less formal way.
This week, Prime Minister Andy Burnham and and Liverpool City Region Mayor Steve Rotheram appeared on Channel 4’s Celebrity Gogglebox for a special Stand Up To Cancer episode filmed at 10 Downing Street.
Recent political interviews have also provided some interesting examples of how to handle difficult questions, maintain control of a conversation and, perhaps most importantly, know when to stop talking.
We’ve delivered plenty of media training for clients across the built environment, helping spokespeople prepare for everything from broadcast interviews to challenging questions about industry issues in live panel discussions. Over the years, we’ve built up quite a collection of good and bad interviews to draw upon, and a few recent political performances have certainly earned their place in the bank.
So, with a new Prime Minister and Chancellor approaching their first major Budget and some interesting exchanges taking place on the airwaves, Eazier co-founders Rick Hollister and Libby Zbaraska share their thoughts on what businesses might learn from Westminster’s current cohort.
Has politics finally learned to communicate?
Speaking to Installer Magazine, Rick Hollister, co-founder of Eazier said:
“When Chancellor John Healey delivers this week’s Budget, the focus shouldn’t just be on the announcements themselves, but on how they’re communicated to the public and received by different audiences.
“There’s been a noticeable shift in approach to government communications in Andy Burnham’s first 100 days as Prime Minister. From TikTok collaborations and informal Instagram videos to more targeted content on Facebook, Burnham’s team has embraced the idea that different audiences need to be reached in different ways.
“He’s not alone. Politicians such as London’s Mayor Sadiq Khan are increasingly using platforms including LinkedIn, Instagram and TikTok to engage with people who might never watch a political interview or pick up a newspaper.
“There’s good reason for it. Ofcom’s latest research found that 60% of UK adults now access news through social media and video-sharing platforms.
“This is a reflection of how PR and communications is changing. Audiences are increasingly fragmented, and brands looking for broader appeal need to meet people where they already consume information. That applies just as much to construction manufacturers and trade businesses as it does to politicians.
“Burnham’s approach has attracted its share of scepticism, but that also comes with the territory of trying something new. Social media engagement doesn’t automatically translate into public confidence, and a polished video is no substitute for meaningful policy or proper scrutiny. Only time will tell with those points, but there’s a lesson here. Traditional media remains important, yet relying on it alone is no longer enough.
“Perhaps politics has finally learned how to reach its audience. Whether it can convince them is another matter entirely.”
Staying on message: A lesson in media discipline
Reaching an audience is only half the challenge. What happens when you’re put on the spot, particularly when a journalist takes the conversation somewhere you weren’t expecting?
A recent BBC Radio 4 interview with Northern Ireland Secretary Chris Bryant offered another example worth discussing, although opinions have been divided over his handling of the exchange.
Libby Zbaraska, co-founder of Eazier said:
“Recent political interviews have also highlighted the importance of discipline when it comes to messaging. The Northern Ireland Secretary Chris Bryant’s refusal to be drawn into questions outside his brief during a recent BBC Radio 4 interview was an interesting example. While there’s a balance to be struck between staying on message and refusing to answer legitimate questions, his direct approach demonstrated the value of maintaining a clear focus.
“For construction businesses, there’s a lesson here. Whether commenting on policy changes or wider industry challenges, effective communication means knowing what you want to say, sticking to your key messages and avoiding making claims that you can’t substantiate. Credibility should always take precedence over having something to say about everything, and organisations must make sure that what they do communicate externally will stand up to scrutiny.”
What does this mean for businesses?
These are two quite different approaches to communications, but they share an important principle. Effective communication is about understanding your audience, being clear about what you want to say and choosing how best to say it.
For businesses operating in construction, property and the wider built environment, there are lessons in both. Whether you’re speaking to a journalist, explaining a complex product to a specifier or trying to reach new audiences through social media, credibility and relevance matter.
We might not always look to politicians for inspiration. But perhaps it’s worth paying attention to how they’re communicating, as well as what they’re saying.
If you have any thoughts on this topic, want to organise a media training session for your team, or to learn to communicate like a politician, or not, get in touch with us.
