Don’t underestimate the influence of “dead normal and relatable” Andy Burnham

Comedian Russell Kane has attracted quite a following for his Instagram parodies of politicians on the Makerfield campaign trail, not least his take on Andy Burnham.

Kane’s “dead normal and relatable” Mayor of Greater Manchester is seen walking down a road, making toast, high-fiving a passer-by, and generally just being a local lad who wants to do the right thing for local people in a local by-election.

The two deceptions at the heart of Kane’s viral sketches are, first, that this is about far more than Makerfield, and second, that Burnham’s “dead normal and relatable” persona masks a highly effective political communicator.

As a lifelong resident of Greater Manchester and someone who has worked with and for Andy Burnham since his days as Culture Secretary, most recently at Transport for Greater Manchester and Marketing Manchester, I have seen those skills first-hand.

Kane’s comedy does raise a serious question for communications professionals: what should we expect of Andy Burnham if he clears Makerfield and goes all the way to Number 10?

There are clues. His first goal before politics was to become a journalist. He is adept at working with mainstream media outlets who are only too happy to get his take on an issue, providing a powerful platform when required.

Arguably his most important platform as Mayor of Greater Manchester has been his weekly ‘In the Hotseat’appearance on BBC Radio Manchester, putting him in direct contact with the local electorate and some very difficult issues which he does not swerve. In stark contrast to the general disdain towards Westminster politics, he speaks directly with the people.

In 2019, while working for Marketing Manchester, I travelled to India as part of the mayor’s inaugural Manchester India Partnership Trade Mission. It felt like a ministerial visit, with the Greater Manchester Mayor swept through airports, greeted in the street near to India Gate, and mobbed by media outlets at photocalls with Indian state officials. Many are now wondering how meeting ordinary people in Makerfield can prepare anyone for international conversations with Putin, Trump and Zelensky. I’m not so worried. 

Given an international stage, the Greater Manchester Mayor was passionate, articulate and compelling, working hard in partnership with private businesses to win work for the city-region. He demonstrated his ability to communicate in a statesmanlike way.

Living up to Kane’s observations, the Greater Manchester Mayor has been highly visible on social media during Makerfield campaigning. It would seem strange if he were to disappear entirely from social media after elevation. In common with Nigel Farage, and in contrast to Sir Keir, I’d anticipate social media being a key way to keep people updated on his work as Prime Minister.

When things get tough, as was the case during Greater Manchester’s battle with Boris Johnson over Covid lockdowns, or the fight for the funding that was so cruelly cut from the northern leg of HS2, Andy Burnham goes on the offensive. Communications is his weapon of choice.

Let’s not forget that the "King of the North" nickname was earned during a fiery, impassioned press conference in October 2020, where he publicly challenged the UK government over its Covid lockdown restrictions and financial support for the region.

People outside of Greater Manchester can’t quite grasp the notion of putting people and place before party politics – dismissing it as vague principle rather than policy - but this is arguably Andy Burnham’s greatest achievement. His communications style means that people here feel they are listened to, supported in making a difference, and that politics is done with them, not at them.

One view is that Labour has managed to do many good things which nobody seems to know about, while facing distractions that would be a challenge for any leader. Yet Sir Keir appears isolated, aloof, disinterested, distracted and disconnected.

Taken at face value, Andy Burnham’s rationale for standing in the Makerfield by-election is the opportunity it provides to reconnect people to the party.

Don’t mistake this as partisan support for a potential Prime Minister. Instead, it’s an assessment of what Labour has managed to get so wrong since coming to power in July 2024 and Andy Burnham could get so right.