Tag: Press conferences

New slogans, same old spin: Sunak’s net zero PR problem

London, United Kingdom. The Prime Minister Rishi Sunak holds a 'Net Zero' press conference in Downing Street. Picture by Simon Walker / No 10 Downing Street

Criticising sloganeering, with a campaign slogan strewn across a podium and a screen on the wall.

Lamenting ‘government by headline’ while sharing several social media posts designed to drive (no pun) the net zero narrative.

Decrying how politics is done as political aides feed MPs attack lines in readiness for battle with opponents.

As a comms professional, these inconsistencies stuck after the substance of Prime Minister Rishi Sunak’s net zero speech sank in.

The way politics is done today – short term, obsessed with headlines, shrouded in spin – fails the country, he said. Who, honestly, would disagree with that?

Therein lies the problem, because it made what followed Mr Sunak’s opening remarks a travesty. In setting a dividing line for Labour ahead of the general election, he can’t credibly claim to be thinking long-term at all.

More than ever, it demonstrated that the old way of communicating is alive and kicking. Labour posted a mock-up of Sunak in Liz Truss’ pocket, but hasn’t charged into battle.  

We are already seeing that the facts around the impact of these policies get lost in the noise. Few people seem persuaded as advocates and opponents double down on their views.   

Far from bringing in a new approach to politics, I fear we can expect more of this in the coming months.

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Post-truth mindset must leave government with Truss

Liz Truss on the podium at a press conferene on 14 October 2022

Liz Truss’ press conference performance last Friday had the air of a disgruntled employee working out their notice in a job that was never for them.

Terse and evasive, her blank stare resembled a zoned out manager who had reached the end of their tenure. Taking just four questions from a room full of journalists – and answering none properly – failed to match the seriousness of the moment.

And don’t forget, this was the moment when her economic policy fell apart, less than a month after its unveling. She announced it without contrition, suggesting that the markets weren’t ready for her Growth Plan.

It plumbed new depths for a format that too many treat as an opportunity to ‘get their message out’ rather than properly engage the media on nationally significant events. Listening on the radio, journalists’ exasperation when Truss left the room after eight minutes was palpable. I shared their bewilderment watching it again afterwards.   

Liz Truss’ eight-minute press conference on 14 October 2022

This highlights a long-running issue with spin that I’ve banged on about for years. But they’re not even spinning a line any more. They’ve stopped answering questions and left us staring at an empty podium wondering what the hell just happened.

Here are a few moments which hopefully illustrate my point.  

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Why government press conferences should change after COVID-19

I’ve often found press conferences frustrating during my career as a journalist, PR person and (lately) as a public observer.

They have their uses. When there is major focus on an issue, they provide all interested media with the latest information. This ensures consistency and even-handedness.

Following criticism of anonymous briefings on COVID-19 to select media, press conferences entered the spotlight as a daily part of the government’s efforts to keep the public updated on the pandemic response. Since mid-March, millions of people are watching them regularly. Many on my Twitter feed – journalists, politicians, comms people, family and friends – appear baffled at journalists’ questions and frustrated at politicians’ non-answers.

Anyone who’s attended or arranged press conferences will recognise these glitches, which are highlighted every day.

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