In the age of social media and the 24-hour news cycle, where the image precedes and takes precedence over the message, political communication is a decisive factor in a leader’s success or failure.
Recent events in United Kingdom have demonstrated in the most striking way that even the most important political message can be lost when the communication strategy proves inadequate.
The announcement of Sir Keir Starmer’s (Sir Keir Starmer) as Prime Minister and leader of the Labour Party on Monday, June 22, was marked by a series of symbolic gestures and missteps that overshadowed the actual content of the speech. The choice of the outdoor space in front of the world’s most famous door at Downing Street 10 allowed the well-known activist against Brexit, Steve Bray to drown out the speech with loud music, turning a historic political moment into a public relations fiasco. Consequently, instead of public opinion focusing on the prime minister’s retrospective message—which he sought to convey as his final political legacy— the public debate revolved around the music that played during 3 of the speech’s 6 minutes—specifically, the European Union anthem, namely the “Ode to Joy” from Beethoven’s Ninth Symphony.
To err is human…
However, because this incident was not unprecedented, the mistake takes on even greater significance. Just two years earlier, on May 22, 2024, in front of the same black door, the (then) Conservative Prime Minister Rishi Sunak (Rishi Sunak) had made a similar mistake when announcing a snap election. The image of him speaking in torrential rain without an umbrella or under a canopy, to the sounds of the Labour Party’s unofficial anthem “Things Can Only Get Better,” (which Steve Bray had played over the loudspeakers at the time), dominated the media. His political message was lost and replaced by an image that many interpreted as a symbol of political weakness and impending defeat.
Communications advisors must be prepared, anticipate potential risks, assess the context of the announcement, and ensure that nothing distracts from the message. In Mr. Sunak’s case, information about the adverse weather conditions and the constant presence of activists was known in advance. Nevertheless, the necessary protective measures were not taken, nor was the option of holding the announcement indoors—which would have prevented these problems—considered. This negative precedent makes the complacency and inefficiency of Mr. Starmer’s communications team even more glaring since it failed to learn from its mistakes, did not assess the situation correctly, and ultimately failed to avoid repeating the missteps of the recent past in the exact same situation under similar circumstances. It is a tragic irony of fate that Mr. Sunak’s communicationally disastrous image also influenced the elections in which Mr. Starmer triumphed at the time.
A selfie… a thousand words
Political communication is based on semiotics. Every image, every setting, and every detail conveys messages to the public. A prime minister who appears at the entrance to the Prime Minister’s Office soaked by the rain and/or unable to be heard due to external disruptions does not project stability, control, or self-confidence. On the contrary, instead of inspiring trust, he exudes weakness and insecurity, regardless of the content of his speech.
At the same time, successful communication strategies employed by other politicians have highlighted the crucial difference that a well-crafted image can make. In contrast to Mr. Starmer, his (likely) successor as leader, Mr. Andy Burnham (Andy Burnham) had a highly successful communications moment that proved more effective than any political statement. In this instance, with the selfie he took with 200 ruling-coalition MPs (following his swearing-in as a member of Parliament on Monday afternoon) in the lobby of the House of Commons, he sent a clear and emphatic message of unity, support, and political momentum. Thus, with this show of strength—which dominated Tuesday’s newspaper front pages to a greater extent than the image of Mr. Starmer’s resignation— the race for succession was essentially over before it even began.
In conclusion, in modern politics, communication has emerged as the most powerful tool for shaping public opinion and an integral part of leadership. Nowadays, citizens do not simply evaluate leaders’ words, but focus primarily on the images that accompany them. In conclusion, when a communication strategy fails, mistakes such as those in the aforementioned cases often come at a high cost, with the result that even the most significant political moments and initiatives get lost in the “noise” of current events.
* Michalis Arapis (LLB, LLM, MA) is a lawyer with master’s degrees in “International Commercial Law” and in the field of “Cybercrime and Terrorism.” He is the founder and president of the Hellenic Association of Scientists in the United Kingdom (H.B.) and a member of the board of directors of the “Synergia” think tank.
