Politics gives us a masterclass in the basics of communications

Politics of late has given a fair few examples of what works – and what doesn’t work – in communication and public engagement. During the relatively short period of campaigning before the general election came an avalanche of PR blunders that made The Thick of It look tame. And in the aftermath of the Grenfell tragedy, Theresa May’s response was a textbook example of the need for a personal approach in times of crisis. 

One of the standout lessons from the last few months is also one of the most basic. Diane Abbott, Boris Johnson and Jeremy Corbyn all showed how important it is to prepare before a media appearance after making some crucial, and cringe-worthy, slip ups when pressed on numbers. The lesson? Get to grips with key facts and figures before you go in to an interview. If you’re announcing a policy with increased funding for certain areas, chances are you’ll be expected to talk this through.

Judging by the first few weeks of #ge2017 campaign, was The Thick of It from @Aiannucci possibly closer to fact than fiction?

You decide… pic.twitter.com/RwfiBzeI16

— DailySunday Politics (@daily_politics) May 18, 2017

Abbott’s and Johnson’s slip ups may be notable for their obvious lack of preparation, but Theresa May’s election campaign showed us something quite different: you can prepare all you like, but if you’re not able to connect with people on a personal level, your efforts may not get you far. May’s refusal to engage with Corbyn in leaders’ debates, inability to step away from the party line and most recently her reluctance to meet Grenfell residents, has worn thin on a public who have seen little beyond her robotic approach. Confessing to running through fields of wheat as the ‘naughtiest thing she’s ever done’ was the icing on the cake.

While she may be able to keep her cool in PMQs, answering questions from the public, and even the press, seems to rattle May. If Corbyn’s recent ascent has shown one thing, it’s that his approach on the ground works. Years of knocking on doors prepared him for the election in a way that May struggled to match when speaking face to face and, to the surprise of many, on TV. Strong and stable is all well and good, but in this case, not enough without a touch of humility.