Andy Burnham, Secretary of State for Health
The environment in which a spokesperson is filmed makes a difference to the way in which their messages are received. Andy Burnham’s choice of a flu centre for this media encounter communicates subliminally that he is personally involved with and taking control over the situation. Notice how he communicates clearly and confidently in a natural and down to earth style: this engenders credibility and trust. Listen out for the practical guidance he provides: at a time of risk, the public is looking for actionable advice so they can feel more in control of their lives. Finally this ranking provides comfort for the politicians: they are not necessarily distrusted or disbelieved - the content and performance of the spokesperson can override negative preconceptions.
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