The season is one of mild rain and occasional storms. Seeds that have been lying dormant now get their chance to germinate. To enter the struggle for life as they compete with their surroundings. Leaves emerge, they twist and turn to channel the energy of the Sun. It’s Spring. A time for new beginnings. Longer days. Shorter nights.
UK Government Ministers are often their own worse enemies. These are smart people. Yes, I say that with no sense of irony. If they have fought their way up the greasy pole of a political career, they are not the numskulls that it’s soothing to think that they are. Well, there are naturally exceptions. God only knows why Liz Truss became Prime Minister of this great country.
Amongst the skills that are mandatory in the role of Minister, communications is surely one of them, if not the most important. Because if a Minister can’t communicate what they are doing the chances are that they will not be in a job for long. The cacophony of noise that pervades the everyday media will distort all but the clearest messages.
Let’s say there’s a 5-minute slot available on the national media to address a matter of public concern. There’s a massive pile of matters of public concern. It’s wise to stick to the ones that the individual has a modicum of knowledge about or at least has recently been briefed.
My instinct would be to us a tried and tested formula for public communications. It goes like this – tell them what you are going to say, tell them, and then tell them what you have told them. Doing this focused on one key point. Not wandering off onto tangential subjects and getting sidetracked. I know this is easier said than done. An interviewer, worth their salt, will want to extract as much new information as possible. They will be driven by the common journalist’s creed. The instinct that the greatest accolade is to get a “scoop.”
What happens, if this morning is anything to go by, is a jumble of slogans come out in an almost involuntary way. The speed of speaking increases as the clock ticks away the precious minutes. Then phases, probably implanted by civil servants, pops out of the conversation. Jargon terms like, implied wholesale element, third party intermediaries, or qualifying financially disadvantaged customers. These will mystify the listener unless they have already read chapter and verse of the subject the Minister is talking about.
As the interview progresses then Ministers become parodies of themselves. I’m sure they walk away from their media interviews with the voices inside their heads saying, I should have stuck to the script. Why didn’t I – keep it simple.
There’s a resort to catch phrases that seems irresistible too. It’s one thing to say that a government is working at pace but what on earth does that mean? The alternative would be to be sitting on one’s backside waiting for something to happen.
There’s also the pretence that an action is taking place immediately. Fixes are happening now. I think most listeners are mature enough to know that doing things takes time and resources. So, being evasive about an action that will take place in April next year, as opposed to now, sounds shabbily. Switching to a defensive mode is never a clever way to win over supporters.
It’s Spring. A time for new beginnings. It should be a time to elevate people’s spirits. The prospect of summer and the shaking off a dull dark winter is reason enough to be optimistic. Someone needs to tell government.