Andy Burnham, set to become prime minister in just over a fortnight as parliament begins its six-week summer break, delivered a marquee speech this week but took zero questions afterward. This has led opposition leader Kemi Badenoch to accuse him of dodging scrutiny, but his allies say he is simply communicating in his own way.
Different Communicator, Different Methods
The former Greater Manchester mayor is a different type of communicator from Keir Starmer, preferring relaxed social media videos and direct voter engagement over traditional post-speech Q&As and broadcast clips. His media strategy is shaped by his ability to connect with people and logistical considerations.
The decision to avoid questions after Monday's speech in Manchester was officially due to timetabling, but insiders say it was to prevent his vision from being overshadowed by unanswered queries about cabinet posts. Additionally, access talks with the civil service have compressed his diary, leaving little time for interviews or speech preparation.
Broader Media Plan
Burnham's team acknowledges that Westminster editors won't travel to Manchester just to watch a speech silently. To compensate, Burnham gave an interview to Andrew Marr on LBC and planned an "AMA" on Reddit and an Instagram Q&A. Badenoch criticized this approach, saying she wouldn't use Reddit to show openness to scrutiny.
However, Burnham's camp believes his ability to connect with people is his biggest asset. "We want to create opportunities for him to be able to do that," a source said. The plan includes traditional engagements like newspaper interviews and breakfast TV, ensuring visibility throughout the summer.
Past and Future Media Engagement
Burnham was elusive on the night of the Makerfield byelection but began the campaign with a lengthy Q&A session covering migration to electoral reform. As mayor, he did not hide from the media, but a bigger test awaits his communications team, now led by Sarah Brown, formerly of Sadiq Khan's team. Grace Pritchard is likely to become No 10 press secretary.
Craig Oliver, former head of communications under David Cameron, warned that folksy videos have limits: "How do you react when it gets serious? A lot of these methods are quite good when the tide is in your favor, but become a struggle when the shit hits the fan."
Paul Ovenden, formerly Starmer's head of political strategy, noted Burnham's evolution from traditional MP to mayor: "Moving to Manchester enabled him to change his communication style. I suspect he's just communicating in a more natural way now."
