Charisma can only get you so far – we need to see detail, detail detail

Almost a fortnight ago, as the coronavirus crisis grew, I posted a long blog with twenty suggestions for how Boris Johnson could strengthen his strategic communications. I sent the blog to civil servants and ministers I know, and it seems to have taken in the helpful spirit in which it was intended.

In part, yes, it was based on a less than fulsome assessment of the politics and character of the Prime Minister. But more than that, it was based on lessons learned the hard way from crisis management with New Labour, what we did well, what we did less well – I could write thick volumes on both – and how they could be applied today.

You can read the full blog on my website, but I can summarise the central points here: government briefings need to provide more fact, less rhetoric; more detail, less bluster; cut the homilies and rambles; ditch the snappy one-liners like ‘we’ll send the virus packing;’ more empathy for dead and dying, and carers; above all more explanation of the decision-making process, more sharing of the science and data; use of graphics and film to explain; a broader ministerial team; and please, comb your bloody hair.