Head to Head: Has Scott Morrison’s communication throughout the COVID-19 crisis been up to scratch?
In this series, Mumbrella invites senior PR professionals to share their opposing views on the industry’s biggest issues. This week, Jennifer Kirk, associate director at Cannings Purple, and Pure Public Relations’ Phoebe Netto go head to head on Prime Minister Scott Morrison’s communications throughout the COVID-19 crisis
The COVID-19 crisis has brought Australia to a standstill, and the nation’s leaders have come under intense scrutiny.
Scott Morrison has overseen a $30m coronavirus education campaign, economic stimulus packages and on-air arguments with journalists during tense press conferences. So, has his communication been up to scratch?
Jennifer Kirk, associate director at Cannings Purple, which has a bipartisan government relations arm, argues that Morrison’s consistent and recurring press conferences and adoption of digital channels have successfully positioned him and chief medical officer Brendan Murphy as authorities on the crisis.
However, founder of Pure Public Relations, Phoebe Netto, argues that while Morrison’s communication has improved since the crisis started, he has fallen short of convincing the public and rebuilding the trust that was lost during the bushfire crisis.
Look to Morrison’s rising ratings: they inform us about public attitudes far more accurately than speculation.
Since we have never been faced with a previous predicament of this magnitude, its impossible to say. However his ratings are an indication or voters response. There will who always be the ‘hindsight brigade’ who will be critical though.
Compare and contrast the clarity, compassion and concise nature of Jacinta Ardern’s public communications in the crisis to Scott Morrison. One pager graphics outlining the nature of restrictions at each level of lockdown. Authentic social video speaking to every Kiwi to address concerns and queries about the rules of lockdown. Posting content of her discussion with a child psychologist on the best ways to talk about the crisis with the little ones in your family. A press conference for kids to explain the virus and the importance of distance and washing your hands. Then today, classifying the Easter bunny and Tooth fairy as essential workers. See: https://www-washingtonpost-com.cdn.ampproject.org/c/s/www.washingtonpost.com/world/2020/04/06/tooth-fairy-easter-bunny-are-essential-workers-new-zealands-jacinda-ardern-confirms/?outputType=amp
She’s wiping the floor with Scotty. He’s improved from his bushfire chapter, but there’s loads of room for improvement. His policy responses will definitely help, but looking at this as a review of his performance as a public communicator, he could definitely learn a few lessons from his peer across the pond.