Andy Burnham's adept use of social media has drawn praise from Labour MPs, who see his digital-first approach as a vital tool to bypass a hostile press that savaged his predecessor, Keir Starmer. However, the new prime minister faces the same right-wing media onslaught that has greeted past Labour leaders, with the Mail, Sun, and Telegraph already criticising his early days in office.
Burnham, who spent nine years as mayor of Greater Manchester, has brought his own digital team into Downing Street while retaining some of Starmer's press advisers. He appears comfortable with platforms such as Facebook, TikTok, Instagram, and X, prioritising content that connects with voters where they get their information. His willingness to share personal stories, like his father's Alzheimer's diagnosis, contrasts with Starmer's more reserved approach.
Yet the new PM has not extended his apparent openness to lobby journalists. Between winning the Makerfield byelection and becoming prime minister, he made two speeches without taking questions from the media. This strategy may help him manage a toxic media environment that has been exacerbated by AI-generated disinformation and social media algorithms, which Burnham has privately criticised.
