by Jack Lesgrin
Sophistry, semantics and spin on the road to freedom
The government’s armoury against Covid-19 in addition to science, medicine, vaccines and public health measures, is messaging. Throughout the pandemic, the importance of communications has become apparent in a good and a bad way. Simple, repeated, consistent messages were effective at the outset of lockdown last March. But when “Stay at home” morphed into “Stay alert”, the clarity was lost. “We’re following the scientific advice” was reassuring but only while the government actually did follow it. The government, much of which graduated from the Leave Campaign Comms School, knows that it is not enough to have a catchy phrase, you must repeat it, even if you create a hostage to fortune such as around how Northern Ireland will trade with the UK without any additional measures.
Thus, all through the various stages of the roadmap out of lockdown, the PM and his ministers repeated, ad infinitum, that they could see nothing in the data that meant that the next step could not take place. As late as 3 June, the PM said: “I can see nothing in the data at the moment that means we can’t go ahead with step 4 or the opening on June 21st.” A few days later, on Monday 14 June, he postponed step four, with good reason, but with hugely damaging consequences for parts of the economy.
He said at that Downing Street press conference that: “As things stand – and on the basis of the evidence I can see right now – I am confident we will not need any more than 4 weeks and we won’t need to go beyond July 19th.” As per the communications posture, this Monday, the Prime Minister said: “I think it’s looking good for 19 July to be that terminus point.” The government leaves itself wriggle room with small print. But the clear impression they give through their messaging, which dissipates outwards via headlines and tweets, is that unlocking will happen at a certain date.
By reiterating statements as above, they allowed the 21 June to develop in people’s minds, and more importantly, in the minds of people running businesses in the hospitality sector, as ‘Freedom Day’, even though it was just the earliest date before which the step could not happen. People might be forgiven for bulk buying salt so that they can take a coal sized lump with each of these statements in future. You never know, but they might start to doubt the veracity of other utterances, such as the government’s official spokesman agreeing that the PM has complete faith in the Health Secretary. Perhaps these statements are only true at the moment they’re said, while in the background the evidence that points in a different direction is accumulating.
Mr Speaker gives PM a frosty dust down, yet there are no mechanisms to make it count (more…)
