Opinion / Tyler Brûlé
Crisis optics
You’re familiar with the setting. A mayor, governor, cabinet minister or head of state standing behind a podium. Behind him or her are anywhere from five to 15 aides, assistants, advisors, junior ministers and extras in uniform. Behind them are some flags and a backdrop that might say “ministry of health”, “police department”, “educational and correctional services” or perhaps a familiar coat of arms. I don’t recall when a then-clever comms advisor thought of this “united we stand” concept of bringing as many players as possible up on stage. But it is now a performance whose time has passed.
When Rudy Giuliani tried it out during his time as mayor of New York it was novel and achieved many aims. With some clever casting he could master many messages: “Look at my management team, New York! Check it out, world! Not only do I have a capable team who look good in uniform; I also have a black detective, Hispanic public health officer and lesbian fire chief.” Through deft staging a leader could appeal to his electorate’s inner concerns about diverse representation while also showing capable stewardship.
Over the years this format has gone global – with limited effect. Somehow the leadership phalanx works in the US, has a limited run in Latin America and simply fails elsewhere. Behind big-headed leaders who like to own the mic, you’re left focusing on the porky permanent secretary shifting back and forth in his uncomfortable loafers or the stand-in junior minister thumb-pummelling his phone. In these times we don’t need a chorus of possible experts and advisors lining up behind a single leader; we need a couple of super-competent communicators who can deliver sound, timely advice, answer questions from the press corps and return to the lectern at appropriate points when there is something important to announce.
Switzerland’s federal council did a super job on Monday evening when the country moved into a state of semi-lockdown and President Macron more than made his point in his national address the same evening. (Besides, who’d want a cluster of ministers blocking the fine interiors of the Élysée Palace?).