The Sound of Radio Silence: Liz Truss Hits the Local Airwaves

If Liz Truss and her PR advisers thought that local radio would give her a much easier ride than national news programmes, then they were sorely mistaken. 

Breaking her silence after four days of turmoil in the financial markets prompted by Friday’s mini-Budget (which saw the IMF call on the government to reverse its tax-cutting plans, the Bank of England make an emergency intervention to prevent a run on pension funds, interest rates shoot up, mortgage deals withdrawn, and sterling collapse to record lows), Truss gave her first media interviews to eight BBC radio stations across the country yesterday morning. 

Allocated just five minutes each to grill the Prime Minister, and determined to reflect the concerns, fears and fury felt by their listeners, the presenters wasted no time in going for the jugular, contrary to the patronising suggestions by certain media commentators that local radio interviews would be a soft option. 

From Radio Leeds’ opener, “Where’ve you been?”, to a Radio Nottingham listener’s claims that tax cuts were “like a reverse Robinhood”, Radio Teesside’s questioning about dead crabs washing up on local shores, to Radio Lancashire’s focus on fracking, Truss faced a gruelling series of bruising interviews on a range of subjects dear to local radio listeners’ hearts. 

Determined to stick to her key messages and defend last Friday’s “fiscal event”, Truss would not accept any responsibility for Britain’s economic crisis, laying the blame squarely on Vladimir Putin. Sometimes she refused to accept the premise of questioning or simply avoided answering the question altogether. Hesitant and robotic in her delivery, at one stage she was lost for words for almost four seconds while attempting to justify her economic policies to Radio Stoke. It made for painful listening. 

“An utter shitshow”, “brutal”, “gaslighting” and “blind to reality” were just some of the reactions to her car crash interviews from media commentators and MPs across the political divide.

As The Guardian pointed out, the “PM’s eight short interviews produced more news than a typical slot on Radio 4’s Today programme”. 

Whatever you think about Truss and Kwarteng’s dogged devotion to trickle-down economics, the episode shows the importance of communication in averting and handling a crisis (although Truss’s team, of course, deny that it is a crisis). 

While Truss is by no means a natural communicator, there are still some fundamental principles that she, and her team, should observe: 

  • Be prepared – don’t launch a new initiative until you’re ready, then provide a thorough and timely briefing of the policy or strategy, backed up by sound evidence, and plan for tough questioning. 
  • Don’t shy away from or delay giving media interviews – a head-in-the-sand mentality simply compounds the crisis, giving the impression of arrogance, complacency or ineptitude. Or all three. But – crucially, as above – be prepared. 
  • Know your audience – be aware of and ensure you can respond to the wide range of issues that might arise, particularly when giving local media interviews. 
  • Show empathy – acknowledge, listen and respond to people’s very real concerns, rather than regurgitating scripted answers that evade the question. 
  • Don’t be afraid to admit when you’ve got it wrong, take ownership, and adjust your strategy accordingly, rather than claiming everything is going to plan despite clear evidence to the contrary. 

Truss – who lest we forget was put in power by a mere 0.17% of British voters – now finds herself alienating not just the markets and the public, including many in the crucial Red Wall constituencies, but a large number of Tory MPs too – among them some of her supporters at the recent leadership contest. 

Unsurprisingly, Labour is riding high in the polls, positioning itself as the party of economic competence. 

With the term ‘fin de siècle vibes’ reportedly being bandied about Westminster, Truss will need all the communications skills she can muster if she, and her party, have any chance of surviving this self-inflicted crisis of confidence and leadership.

By Sarah Peters

Friday 30th September 2022

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5 Tips to Grow Your Business on Social Media

In the fast-moving digital age, organisations need to engage with social media on a professional level or risk falling behind the pack. Whilst social media marketing might be an intimidating venture to some, effectively using it alongside more traditional PR techniques will bring you a range of advantages that will help your business flourish.

Here are a few tips on how to grow your business on social media:

1. Build a long-term relationship with your audience

Audiences of most traditional PR techniques tend to interact passively with content. In contrast, social media offers a two-sided relationship to its followers allowing ‘likes’, ‘shares’, and replies to a company’s online posts. This “relationship marketing” aspect is a powerful tool in making the brand more accessible. You can help to grow a committed following by nurturing this relationship with high-quality and relevant online content.

2. Be consistent with your online voice

Deviations and inconsistencies in your tone can lead to distrust brewing within your audience base. Avoid this pitfall by ensuring that your voice is clear, becoming recognisably ‘you’ which will help maintain and build a healthy online following – provided this voice is one that connects with your desired audience. It is also important to understand and adapt to the varied attributes that each social media platform offers. Twitter has a much more constrained character limit with shorter visibility, whereas LinkedIn caters to long-form written content and maintains its visibility for longer.

3. Utilise social media algorithms

Use the reward systems of social media algorithms to gain free promotion for your organisation’s online profile. Offer consistent content to your audience by following a content calendar that marks out how often and when you are going to post. As a result, the social media platform’s algorithm will recognise you as a reliable source of regular content and will promote your online presence for free. Ensuring that your content is truly valuable to your audience will likely boost its social media metrics of ‘likes’, ‘shares’, and ‘comments’. Once again, the algorithm will reward such engaging content with further organic promotion.

4. Sense an incoming crisis

Social media monitoring can be a vital tool in sensing a brewing storm before impact. As any PR professional will know, it is much easier to prevent a crisis from taking place than it is to get the toothpaste back into its tube, so to speak. Through early online detection more traditional crisis communication strategies can be deployed to reduce reputational damage. Be clear and concise if you are going to engage with a crisis online or else you risk worsening the situation, as was the case with Center Parcs and the hullabaloo surrounding their clunky reaction to the passing of Queen Elizabeth II.

5. Use analytics to monitor growth and shape strategy

Analysing the level and extent of online engagement in your content can help target all future content and key messaging. The vast analytics offered on social media platforms, such as impression rates, enables you to closely monitor the growth of your account and ensure that it remains on an upwards trajectory (within your preferred target audience) by recognising and doubling down on the types of content that have the best engagement rate.

Content is King

Traditional PR and social media marketing are powerful tools that can become even more profound when used in sync. Failing to utilise social media is to miss out on vast engagement with, and knowledge of, your audience. However, your social media presence should be taken as seriously as other elements of your business. Failure to ‘read the room’ or sense an impending crisis, for instance, can end in a social media pile-on, creating a disaster for even the largest and most robust of organisations.

In short, content is king – create it, target it, evaluate it and don’t be afraid to adapt it if circumstances demand it.

By Declan Flahive

29/09/2022

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