Five ways Allegra Stratton can reset government communications

The government has managed to squander a huge reservoir of public goodwill over the course of the pandemic. Boris Johnson is still able to draw on a well of affection from Brexit voters and those who find him an appealing character, but he and his government are struggling to look credible. One symptom of that is the government’s confused, and confusing, approach to communications.

Of course, the best communications in the world cannot hide a test and trace system that is floundering, nor gloss over an incomprehensible set of rules that even ministers can’t understand. But by laying down the ground rules on which she will operate, Allegra Stratton, the new No.10 official spokesperson, can help the government claw back some of that lost credibility. Here are the five rules she should insist upon.

1. Put a stop to anonymous No.10 briefings

Stratton cannot do her job if there is a simultaneous and more authoritative back channel of information to the media. This No.10 has used anonymous briefings from senior sources (assumed code for Dominic Cummings) to float ideas, put out misinformation or rubbish parts of government. Stratton knows this as her husband, James Forsyth, the political editor of the Spectator, is often the chosen recipient of such briefings. But those briefings now have a short shelf life. At every televised press conference she will be forced to confirm or deny what has been said. Confirm and it is on the record. Deny and either she or the briefer loses credibility. So Stratton needs to make an end to those briefings a condition of being the on-the-record spokesperson.

2. Refuse evidence-free 'world-beating' claims

The incessant stream of exaggeration from the government erodes public sympathy when there is an expanding gap between rhetoric and reality. Stratton is in a great position to demand evidence before she backs incredible ministerial claims. She should challenge any more “world-beating solutions” and, if possible, insist on retiring the phrase. Better to underpromise and overdeliver. Mini-me Johnsonian boosterism will make her a public laughing stock.

3. Be honest and admit shortcomings

Ministers may not like it, but Stratton needs to make clear from day one that she will not defend the indefensible – and will be useless to them if she simply becomes Britain’s Sean Spicer, the former White House press secretary/cheerleader for Donald Trump. Instead she should acknowledge where things are not going to plan. If all Stratton does is parrot unconvincing propaganda then her press conferences will be a big turn-off and no one will tune in, even when she does have something interesting to say. The viewing figures for Stratton's press conferences gives her considerable power, and she should use that to force ministers to get their houses in order. That could be her biggest service to government.

4. Don't evade or avoid but answer the questions

PMQs have become government by non-sequitur. Prime ministers can just about get away with responding to questions with a stream of unrelated facts. But the assembled media should not allow the new spokesperson to flannel for six questions, or let them plant a few questions for light relief. The untelevised lobby briefings already show how unedifying evasion can be when it appears in print. Evasion will look really bad on camera, but it will provide the snippets run by the news bulletins. 

5. Explain, explain, explain

Most people understand that governing in a pandemic is hard. They understand the government is battling difficult trade-offs. Stratton’s biggest contribution to the government would be to insist on laying out the best explanation for what the government is doing and why –  and she will only have decent explanations to give if the government itself has thought through the rationale for its actions. If there is no reasoned case to be made, the government should look at the policy rather than the spokesperson. Government by explanation can be hard – but it will be essential if the government is to rebuild public confidence and trust. 

This is a government that is strong on slogans but weak on substance. Stratton can serve it best if she insists that her job is only doable with better material from those whose case she is tasked to make.