Prime Minister Andy Burnham has adopted a distinctive approach to leadership, blending a down-to-earth speaking style with a more controlled media strategy since taking office. In a departure from traditional political protocol, Burnham addressed the nation on Monday outside Number 10 without notes or a lectern, signaling his intent to maintain a direct connection with the public while navigating the demands of high office.

Known for his approachable persona during his tenure as mayor of Greater Manchester, Burnham previously favored casual attire such as T-shirts and zip-up jackets. However, his wardrobe has shifted this week to a more conventional suit and tie, reflecting the new responsibilities of his prime ministerial role. Observers have noted the challenge he faces in balancing his relatable, blokeish brand with the formalities of leading the government.

Colleagues and political strategists have commented on Burnham’s style. Tracy Brabin, mayor of West Yorkshire, highlighted his straightforward communication, saying Burnham spoke “straight down the lens” to emphasize that “the care of people is at the heart of my plan.” Jo Tanner, a political communication expert, described his unscripted public address as an effective strategy that suits his personality, though she cautioned that such an approach carries risks given the nuances expected from a prime minister, particularly in interactions with markets and foreign leaders. She also noted the practical difficulty of maintaining unscripted engagements amid the intense scheduling demands of the office.

While Burnham was known for open, frequent public interactions—including weekly radio call-ins and regular press conferences—his communications have become more controlled since launching his Makerfield by-election campaign in May. This pattern has persisted following his assumption of prime ministerial duties. For instance, at his first speech as an MP in Manchester last month, he declined to take questions, and on Monday his team limited media inquiries to just three, prioritizing regional and local journalists ahead of a nationwide summer tour.

Simultaneously, Burnham has expanded his presence on social media platforms. Moving beyond his earlier use of X, he has increased engagement on TikTok and Instagram with informal yet carefully managed content, including collaborations with influencers such as Ukrainian content creator Max Klymenko. His communications team, led by Abby Tomlinson—known for her previous work supporting Ed Miliband and Labour’s 2024 election campaign—has emphasized these platforms as key tools for connecting with voters. Although Burnham’s Instagram following remains smaller than that of opposition leader Sir Keir Starmer, his style has been described as more natural and willing to take risks.

James Lyons, a former communications director at No 10, observed that Burnham’s social media use offers a valuable opportunity to reach audiences directly, though he underscored the continuing importance of traditional media in shaping public discourse. Lyons characterized Burnham as warm and empathetic, qualities he suggested the prime minister must preserve to maintain authenticity in his leadership.