Three Communication Tips for Boris Johnson

This is not about politics. This is about communication.

Let me start with this: I am passionate about communication. I have spent my career honing my skills – and helping others hone theirs.

Over the past two months, we’ve seen leaders around the world demonstrating how powerful communication can be.

Some have gained our respect and admiration.

And others have lost it.

I commented to a friend yesterday that I could design a five-day communication course purely based on what’s happened in the past few months. 

But today, I want to share a few thoughts on the UK government’s communication on Sunday 10 May 2020.

What is the takeaway?

Prime Minister Boris Johnson was due to address the nation Sunday evening. But hours before the address began, the internet was flooded with comments on the UK government’s new slogan: 

Stay Alert. Control the Virus. Save Lives.

Stay alert?

This advice seems more appropriate for people walking alone at night down a dark alley. What exactly am I being alert to? I can’t necessarily see if someone has a fever. I can’t see if they’ve been following social distancing measures all day. I can’t see if they were potentially exposed to Covid-19.  

I can notice them coughing, but that’s about it. Then what?

And how are we going to control the virus? What does that even mean? It brings back memories of Johnson’s widely-criticized comments about herd immunity – said before Johnson himself contracted the virus. How are we going to control the virus by staying alert? (I’m not being sarcastic, I’m genuinely curious.)

What’s complicated matters even further is that Northern Ireland, Scotland, and Wales have chosen to stick with the previous slogan: Stay Home. Protect the NHS. Save Lives.

So, the 300k people who live in Belfast need to stay home to be safe, but the nine million Londoners can relax a bit? 

This doesn’t make sense.

Addressing the nation

I tuned in to watch Boris Johnson address the nation – hoping for clarity, information on our status, and details on what happens next.

Mr. Johnson’s presentation style was aggressive – like he’s taken advanced media training from Fox News. I noticed how often his hands were clenched in fists that he shook and punched toward the camera. He enunciated certain phrases to give them emphasis, but when the speech finished, I was unsure what messages I was meant to take away.

So what did I take away from one viewing of this speech?

Interestingly, the first word that caught my attention was the word ‘beating.’ Mr. Johnson said: ‘We must have a world-beating system for testing potential victims, and for tracing their contacts.’

Now I understand the need for testing and tracing, and the desire to be world leaders – but why the word choice of ‘beating’? 

Let’s be honest – the UK is not beating the world at handling this disease. 

The approach the UK took has been widely criticized for months by scientists and other world leaders. Our death toll is the highest in Europe. The only country with more reported cases is the US. Their population is five times greater than the UK – and their decisions are complicated by the powers of state and local government.

I hope the Oxford Covid-19 vaccine trials are successful. Not because it will show British superiority or ingenuity, but because it will save lives. The focus here should be on saving lives – not ‘beating’ Pfizer or Moderna.

Can you walk to work?

Johnson’s address continued to confuse as he talked about returning to work.

‘Work from home if you can, but you should go to work if you can’t work from home.’

What? Who is he speaking to? Surely not my hairdresser and the staff at Gail’s? He hadn’t mentioned restaurants or hair salons at this point, but it’s unclear who this sentence was directed to. Was he referring to the manufacturing and construction industries he had mentioned earlier – or other sectors? I don’t know – it’s ambiguous.

And those people returning to work shouldn’t take public transportation – because we must maintain social distancing. OK...how does that work? How many people are able to walk (or cycle) to work?

How confused R we?

I was really shaking my head when Johnson started talking about ‘The R’. The R?  

‘We have the R below one, between .5 and .9 – but potentially only just below one.’

What?! Do the millions of Brits watching this understand the R? Did I miss a webinar on the R?

Where to from here

The key to communication is not your intentions – it’s your outcomes. 

And what is the outcome from Johnson’s address? 

Confusion.

I don’t say this to be critical – I say it to highlight how important communication is. I am not being hyperbolic when I say this is about saving lives. I want Johnson to communicate clearly and inform us – so we can all stay safe. 

And there is still time for Johnson and Co. to turn this ship around. 

Here are three tips:

First, collaborate with the leaders of Northern Ireland, Scotland, and Wales. They are part of the United Kingdom, and now is the time for us to be united in our efforts – and our messaging.

Second, be clear on what the decisions are and why they’ve been made. Anticipate the questions that people will have, and have answers for them.

• Can I visit my parents?
• Can I meet up with another family in the park as long as we’re following social distancing advice?
• What public transport options will be available for me to get to work if you’re advising me to return to work?

You won’t know all of the questions people will ask, nor will you have all the answers immediately, but you should be prepared for questions and have a system to follow up. 

You must also ensure your government spokespeople are delivering consistent messages. You can’t afford to have your Cabinet members contradicting your advice – as it just leads to more confusion.

Third, simplify your messages. Your speeches should be appropriate for the audience – 66 million people in the UK. Have a clear takeaway, use plain English, and make sure your key messages are short, simple, and clear. 

You should repeat your messages to ensure they are heard – and let people know where and how they can get more information.

I could go on, but I understand 50 pages of guidance materials are coming, and I want to enjoy some unlimited exercise while it still includes ‘sitting in the sun’ in my local park.

Stay safe everyone.

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Billionaire Warren Buffett says investing in his communication skills changed his life. Beth Collier can help you improve your communication skills – and change your life. She’s helped leaders and teams around the world – from FTSE 100 companies to technology start-ups. 

She brings global experience, and unmatched care and enthusiasm for your success. Contact Beth and find out how she can help you become a more confident and compelling communicator and leader.