Good at what you do, but struggling with your communication skills? Igotchu! 😎
He’d not the Messiah…
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He’s not the Messiah, but he is certainly changing things. Communicator of the Week Award goes to Andy Burnhm, who looks set to become the next UK Prime Minister. Andy Burnham gave a big speech this week. It was about his vision of the future for the country. There were some interesting ideas and a clear sense of direction, which is in stark contrast to the leadership style of Keir Starmer. But the reason he wins this award is not because of what he said, but because of what he didn’t do. After his big speech, with the press gathered and baying for his attention, Burnham took no questions at all and simply walked off the stage. How can this be an example of great communication? I hear you ask. Surely, a great communicator would stand there and duke it out with journalists The day will come of course, when Burnham faces the heat from the British press. But that’s day is not today… for very good reason. He had just given a big speech. By refusing to take questions, he left the journalists with only one option - to actually discuss his speech. This gave his speech greater coverage as journalists and TV anchors debated his ideas and policy proposals. Had he taken questions at that stage, the prevailing coverage would have been about the many different topics on which he would have been questioned: who is going to be your chancellor? What about Gaza? Will you cut benefits to fund defence? All important questions, of course, but nothing to do with his speech. When you plan out your communication, you must also work out how you are going to control the narrative to maximise the impact of that communication. If you do it well, people will talk about the things you want them to. If you don’t, they’ll talk about what they want to, which will likely undermine your own message. I suspect Burnham will struggle in the early days once he is properly questioned by the press. But that’s day is not today. Kolarele |
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