Andy Burnham’s first month as PM has rewritten the political playbook but also offers an instructive masterclass in strategic communications for business leaders, local and regional authorities.
Martin Liptrot, Director of Strategy and Partnerships at Downtown in Business explores how supplementing the traditional, rigid approach of announcements and set piece press conferences in favour of raw emotion, everyday humour, and direct digital engagement, the new Prime Minister has shown how to connect across diverse audiences.
Political campaigns have long served as the testing ground for cutting-edge corporate communication strategies. The politics of Blair, Clinton, Obama and others all shaped how Alistair Campbell, James Carville and Dan Pfeiffer practiced their arts, however, the arrival of Andy Burnham in Downing Street has further accelerated this shift.
In his early weeks as Prime Minister, Burnham jettisoned the traditional, highly sanitized political form of PR in favor of a more agile, social-first, and highly authentic communication model.
For the business community, especially small and medium-sized enterprises (SMEs), the lesson is clear: how you communicate with your stakeholders is no longer just marketing, it is a core strategic leadership function.
SMEs operate in crowded marketplaces where they must simultaneously define their value to a diverse range of stakeholders: local consumers, B2B clients, investors, employees and the broader community. Downtown in Business is working with members and partners across the private and public sector to shape and share those stories.
“Looking at the “Burnham Playbook” reveals critical takeaways which can help your business cut through the noise” says Martin.
Humanize Your Messages
“Pick your words carefully. Messages are the building blocks on which all successful communications and campaigns are built and developed.
“Traditional corporate communications often lean heavily on safe, sterile, and overly professional language. Business leaders seek comfort by speaking in industry jargon, insider phrases and technical terms” he warns.
Effective messages however, as proven by Burnham’s early premiership, reveal the staggering power of finding emotional resonance and authenticity.
For the new PM, he is achieving that by delivering unscripted speeches or using humour – like his video debating the regional names for bread rolls – to lower the corporate barrier and share a little of his own personality.
“We tell our Downtown members and partners, especially SMEs, your leadership team and founders are amongst your greatest assets” Martin explains.
“Stakeholders buy into people much more than faceless corporations. Don’t hide behind lecterns or overly rehearsed corporate jargon. Find words and phrases which show your passion, stress the challenges, and reveal the human face and faces driving your business forward.
“These message building blocks are the basis for your communications and campaigns.”
Tell Stories Stakeholders Will Repeat and Share
Words and phrases are all well and good but bandied around without wider context they look gratuitous and come over as ‘soundbites’. A critical pillar of Burnham’s communication strategy is his focus on devolution and local identity. This is the common theme around which he has built his communications plan.
“While visually and emotionally anchored by his Number 10 North in Manchester, the PM has seamlessly translated high-level national policy into stories of local relevance, such as tying decentralization directly to regional ownership of buses and public transport fare caps, utility regulation, support for pubs and bars, and high street prosperity” says Martin.
“Rather than announce these ideas as policies in dusty copies of Hansard and the debating halls of Westminster, Burnham has presented them directly to voters and communities as stories they can feel engaged by, share across platforms and comment on, be that in the workplace, with family, or in the pub with friends.”
Businesses also need to recognise the stories they tell are for a wide range of audiences and stakeholders. Too often SMEs pushed for time and with limited resources, make the mistake of telling the same story to everyone.
“Your communications must be segmented, focused on the concerns or priorities of the stakeholders you are addressing” advises Martin.
“An investor may want to hear about fiscal resilience and scalability, while your local community and workforce want to hear about your social value, fair workplace practices, and local and regional commitment.
“If words and messages are the building blocks, then shaping them into stories and memorable moments for your audience is how businesses construct appropriate content, shared in the appropriate places, to be most impactful with audiences who matter” he continues.
Tell Your Story, Your Way.
Bypassing traditional media gatekeepers, much to their chagrin, Burnham’s team has also heavily leaned into native digital content, collaborating directly with creators and building massive followings on TikTok and Instagram. He treats his communication less like a rigid press office and more like a founder-led digital brand rollout.
“You do not need a massive Downing Street budget to replicate this – though it helps!” counsels Martin.
“SMEs have a natural agility that large corporations lack. Use short-form video, quick turn-around reaction and content, or share insights on Downtown’s channels or LinkedIn to engage your network directly. By speaking directly with your audience on the platforms they naturally use, you build an active community rather than a passive client list.”
Communication Drives Growth
“Our mission at Downtown in Business is to connect regional business leaders with decision makers and governments locally and nationally” says Martin.
“As well as connecting them through our award-winning schedule of events, conferences and roundtables, we are also helping them shape their wider communications and stakeholder engagement programmes.
“Harnessing all the available channels to connect is increasingly vital. As the macro-environment shifts, businesses which fail to clearly articulate who they are run the risk of being left behind. Strategic communication is not a luxury reserved for multinational corporations; it is a survival necessity for any growing businesses”.
Martin’s final advice: “Take a page out of the political playbook: Drop the corporate armour, Lean into digital agility, and ensure every stakeholder group understands exactly what your business stands for.”
If you’d like to learn more about communications and campaigns opportunities with Downtown in Business reach out to martin.liptrot@downtowninbusiness.com
