Andy Burnham, the incoming prime minister, is redefining political communication by avoiding traditional press scrums and instead engaging with voters through Reddit AMAs and Instagram Q&As. This approach has drawn criticism from opponents like Kemi Badenoch, who accused him of dodging scrutiny, but his allies argue it reflects his authentic, relatable style.
Burnham's Unconventional Media Strategy
Burnham's media plan is shaped by his natural ability to connect with ordinary people, as seen in his casual social media videos, and logistical challenges due to pre-accession talks with the civil service. After delivering a major speech in Manchester without taking questions—officially due to time constraints—he later appeared on LBC's Andrew Marr show and scheduled a Reddit AMA and Instagram Q&A.
Criticism and Defense
Badenoch remarked, "I wouldn't use Reddit as a way to show I was open to scrutiny. I think he can do a bit better than that." However, a Burnham insider stated, "The biggest asset we have when it comes to Andy's comms is his ability to connect with people. So we want to create opportunities for him to be able to do that." Burnham's team plans to include traditional engagements like newspaper interviews and breakfast TV appearances to maintain visibility throughout the summer.
Evolution of a Communicator
Former Downing Street communications chief Craig Oliver warned that folksy videos may falter in a crisis: "How do you react when it gets serious, and how do you react when the tide starts to turn?" Paul Ovenden, formerly Starmer's head of political strategy, noted Burnham's evolution from a traditional MP style to a more natural approach developed as mayor of Greater Manchester. "I suspect that moving to Manchester has enabled him to change his communication style... he's just communicating in a more natural way now," Ovenden said.
Building a New Comms Team
Burnham's communications team, led by Sarah Brown (formerly with Sadiq Khan) and likely press secretary Grace Pritchard, aims to be collegiate and free of infighting. However, the relentless pace of Downing Street will test this approach, as Oliver noted: "A lot of these methods of communication are quite good when the tide is in your favor, but become a struggle when the shit hits the fan."
