Another day, another PR gaffe from Number 10 and its communications machine.
It might only be his first day in the job but the Prime Minister’s new director of communications, Guto Harri, has already made the UK national headlines for saying that Boris Johnson is “not a complete clown”.
Describing a meeting he had with Johnson last week, Harri told Welsh-language news website, Golwg.360, that the Prime Minster initiated a rendition of Gloria Gaynor’s I Will Survive, that there was “a lot of laughing” and “a serious conversation about how we get the government back on track and how we move forward”.
If Harri was trying to change perceptions of his boss from a party-loving clown – whether in the sense of a jester or a fool, or both – to a competent leader capable of serious thought and committed to delivering his agenda for the country, then it was an interesting approach, to say the least.
One of the most basic rules of PR is, don’t say anything that you wouldn’t want to see in print – and that includes repeating inflammatory or damaging words, even if used in a negative context. As in Harri’s case, those words often become the headline and have the opposite effect to that intended.
Furthermore, if you’re going to cite examples, make sure they’re consistent with your overall message. The image of the Prime Minister singing a seventies disco classic with his new communications chief simply reinforces those perceptions of buffoonery. (Similarly, was eulogising Peppa Pig World in a speech to the Confederation of British Industry – as Johnson did last year – really going to burnish his credentials as someone serious about business?)
In another departure from PR best practice, Harri was repeating a private conversation he had with the Prime Minister, which he must have realised would be picked up by the mainstream UK media. Johnson’s official spokesperson declined to comment, saying he “would not get into private conversations”.
And in telling the story, Harri has become the story – something which PR professionals usually go to great lengths to avoid. Their job should be to develop communications strategy, shape the messages and advise on their delivery from behind the scenes, rather than taking centre stage.
Reactions from the Prime Minister’s opponents
Not surprisingly, the Prime Minister’s opponents have leapt on the comments, with Labour calling out the “clown show nonsense” and Nicola Sturgeon branding them “offensive” in the current circumstances.
Time will tell whether Harri and the rest of the new Number 10 team of “grown-ups” can help to reset the balance, restore trust in the government and ensure that the Prime Minister does indeed survive. There is no doubt that the task is immense – but it is certainly providing plenty of fodder for PR case studies.
Sarah Peters, 08/02/2022