Gordon Brown, Prime Minister
Gordon Brown’s lack of popularity at the time of the research undoubtedly had some influence over the fact that he was overwhelmingly seen as the least effective spokesperson. However, there are additional technical reasons which reinforce this. His setting - behind a podium against a backdrop of national flags came across as overly dramatic to many viewers who felt that it conveyed a national disaster. They found this unnerving, rather than reassuring. Listen also to what he says: many felt that his message is unclear and he therefore failed to reassure them due to a lack of real ideas or decisions. Finally, Gordon Brown’s body language lacked engagement or inspiration: in particular his failure to directly address the audience or look at the camera further eroded trust in his performance.
play the video
Risk Communication Equations Download Report (440kB pdf)