No 10 Advises Prime Minister Burnham to Broaden Social Media Appeal
Advisers caution against 'blokey' content as Labour faces tight polling against Reform UK.
Image: Eddie Pollard / AI
Callum Smith
Prime Minister Andy Burnham has received advice to limit references to football and pubs in his social media videos.
Unnamed advisers to the Prime Minister claim Mr Burnham is 'too blokey.' Sources suggest the team cautioned against content like the bar snacks stunt.
Experts in a unit established by Sir Keir Starmer also advised the Prime Minister to limit references to football and the pub.
Despite this, one of Mr Burnham's videos, promoting Labour's business rates cut for hospitality venues, garnered over five million views on X alone.
As someone who likes football and has the occasional pint as well and quite enjoys pub snacks, I've got no problem with his content so far, and it's great to see him out engaging with the public.
Anna Turley expressed support for the Prime Minister's current approach. She stated, 'As someone who likes football and has the occasional pint as well and quite enjoys pub snacks, I've got no problem with his content so far, and it's great to see him out engaging with the public.'
Ms Turley also stated she has no issue with Mr Burnham's social media presence. She emphasized the importance of communication.
The Prime Minister's new team receives daily reports from a social media unit, initially set up under Sir Keir. This unit includes data and social media analytics experts.
This team produces daily reports for the PM’s team, cautioning against some content. They advise a reduction in 'blokiness.'
The Cabinet Office currently recruits approximately 50 additional social media staff for both the Government Media Unit (GMU) and individual departments.
David Dinsmore, the civil service director for government communications and former editor of The Sun, oversees the GMU.
Recent polling indicates Mr Burnham's net approval rating is slightly above zero. Reform UK holds a narrow lead over Labour in voting intention surveys.