Opinion / Lance Price
Clear as mud
When a nation is under threat, whether it be a war, economic catastrophe or a health crisis, people look for clear direction from those in power. The UK was right to expect that of Boris Johnson (pictured) on Sunday, when the prime minister gave his much-awaited speech announcing changes to the country’s lockdown regulations. People don’t expect prime ministers or presidents to be all-seeing, all-knowing or infallible; they do expect them to be capable of consistent and decisive leadership.
The role of the political leader at such times is twofold. First, to bring together those with the experience and expertise needed to tackle the practical challenges presented by the crisis. And second, to communicate to the country what its citizens need to do to play their part in achieving the best possible outcome. He or she must speak to and for the nation as a whole. The single most important characteristic of that communication is clarity. Guidance to the public must be clear and unambiguous. Without pretending to have all the answers, an effective leader will set out in simple terms what is expected of the public. That means using language that isn’t open to interpretation and avoids the kind of uncertainty that might encourage some people to think that it doesn’t apply to them.
And the advice should be presented as transparently as possible. Any sense that governments are hiding the true facts of the situation or refusing to reveal the real reasons for their decisions risks undermining public support for the measures being implemented. That also means being open about the fact that the scientific and medical experts can’t always be certain about how the virus will behave next. It requires admitting that balancing the need to protect the nation’s health and its economy requires difficult judgement calls. If those judgements have to be revised, as some are bound to, then the public will understand – provided it is done openly.
Effective governance is governance by consent and that is never more true than at a time of national emergency. It requires a relationship of trust between government and governed that can only be established through a policy of maximum transparency. “We’re all in this together” is a great slogan but it only works when it is demonstrably true.
Price was head of communications for former UK prime minister Tony Blair.