The 6am Prime Minister and embrace of social media comms

Andy Burnham’s first week in Downing Street has been notable not just for the policies he has announced, but for how he has chosen to communicate them. In a marked departure from the more traditional approach associated with Keir Starmer, Burnham has embraced a digital-first strategy designed to dominate the political agenda before most of the country has even started their working day.

Central to this approach have been early morning social media videos, often published at 6am and tailored for platforms such as TikTok, Instagram and Facebook. The objective appears to be: establish the headline, frame the narrative and ensure the government is leading the conversation rather than reacting to it. With Keir Starmer, major announcements were frequently tied to traditional media events and press conferences. While that approach reflected established government communications practice, it often allowed competing stories, media scrutiny and off-topic questioning to dilute intended messages. Burnham’s team appear determined not to repeat that mistake. By releasing short-form video content before broadcasters and newspapers have set the day’s agenda, they are attempting to create the news cycle rather than participate in it.

The strategy has been particularly evident during Parliament’s summer recess, when there are fewer opportunities for formal political scrutiny and greater scope to reach audiences directly. Burnham’s social media feeds have become the main stage for policy announcements, supported by highly choreographed video content designed specifically for the scrolling audiences of TikTok, Instagram and Facebook.

His first week in office mirrored this social media usage. Rather than launching immediately into his wider policies or economic reforms, Burnham focused on a series of shorter-term, tangible cost-of-living measures. Across the week he announced a national drive to end rough sleeping, cuts to energy bills, a £2 cap on bus fares, reductions in business rates for pubs and clubs, and the creation of a new “No 10 North” initiative aimed at decentralising power from Westminster. Policies that are all easy to understand, immediately relevant to voters and well suited to short social media videos formats.

Having established his ‘quick win’ policies targeting the cost-of-living through these snappy announcements on socials, Burnham is now beginning to shift attention towards broader, longer-term policy goals. The communications strategy appears designed to mirror this transition. The first phase was about demonstrating action and urgency, and the second is about building a wider narrative around his premiership and what it stands for.

There is also a clear political calculation behind the focus on digital platforms. Burnham’s advisers recognise that younger voters in particular increasingly consume news through social media rather than traditional broadcast or print channels. Collaborations with influencers, informal video formats and direct-to-camera messaging are all intended to help the Prime Minister reach audiences who may never watch a political press conference or read a government press release.

However, Burnham’s team are also aware of the risks that accompany appearing to avoid scrutiny. Alongside his social media activity, he has undertaken selected longer-form interviews, including a sit-down BBC Panorama interview with Laura Kuenssberg, signalling that he is willing to engage with difficult questions alongside online algorithms. 

So how well did Burnham handle the tough stuff? Richard Griffiths, Senior Counsel in Corporate Affairs at SEC Newgate, who began his career as a BBC News reporter offers his assessment. 

"Billed as his first big interview since becoming PM, this was a high-profile broadcast encounter that was not without risk. The last thing Burnham needed in his opening days was being pummelled in an interview that created unwanted news headlines. But this felt like a well-choreographed media encounter. The choice of Laura Kuenssberg as chief interrogator showed seriousness of intent with the BBC promising questions around the new PM’s plans at home and abroad. 

What we got however was Burnham’s agility as a communicator in action. I counted Kuenssberg asking Burnham six times for his opinion of Donald Trump: Was his war in Iran a strategic mistake? Can you trust Donald Trump? Are you willing to call him out if it’s the right thing? But the 'machine gunner' tactics didn't faze Burnham once. Instead, he delivered a masterclass in never directly answering the question when it did not suit his narrative. A canny move. Rather, he explained how he judges people as he finds them but would always put Britain’s interests first. So, no knock-out news headlines but Burnham coming across as open, relatable and in control of events. As time goes on, the scrutiny on policy and effectiveness will become much tougher."

So, whether Burnham's comms approach delivers lasting political dividends remains to be seen. Social media can amplify a message, but it cannot substitute for policy success. The policies themselves and the communication of them will come hand in hand. Burnham has already shown in his first weeks that he is intent on doing things differently. If Starmer’s model was built around Westminster conventions and traditional press formats, Burnham’s is being built around social media coverage and timing. For Burnham, he is working to lay out the day’s agenda before breakfast.