Prime Minister Andy Burnham has sought to forge a distinct leadership style characterized by a down-to-earth, personable approach, departing from traditional political norms. His style was visible early this week when he addressed the nation outside Number 10 without notes or a lectern, underscoring a more direct, relatable communication method.
Burnham’s signature casual attire—once defined by T-shirts and zip-up jackets during his tenure as Greater Manchester mayor—has yielded to the formal requirements of high office, with suits and ties becoming standard since his assumption of the premiership. The challenge now lies in maintaining his everyman appeal while managing the demands of the prime ministership.
As mayor, Burnham cultivated a close rapport with the public, regularly engaging through weekly radio phone-ins, monthly question-and-answer sessions, and open press conferences. Tracy Brabin, West Yorkshire mayor, described Burnham’s recent speech as a candid appeal centered on care for citizens, reflecting his long-standing commitment to direct voter contact.
However, since his launch of the Makerfield by-election campaign in May, Burnham’s media engagement has become more tightly managed. This trend has continued following his return to Westminster, evidenced by restricted access to press inquiries. At his first speech as an MP in Manchester last month, he did not take questions from the gathered journalists, and on Monday, the Westminster press corps expressed frustration after he answered only three questions shortly after arriving at Number 10.
Burnham’s team plans to prioritize regional and local media outlets during an upcoming summer tour, consistent with his previous focus on local engagement. Meanwhile, he has amplified his presence on social media platforms such as TikTok and Instagram, aiming to project an informal yet carefully curated image. Since winning the Makerfield by-election, his communications strategy has involved more selective interaction, including controlled question sessions on Reddit and an interview with broadcaster Gary Lineker shortly before assuming office.
The prime minister’s social media operations are currently led by Abby Tomlinson, a noted figure in political digital campaigning. Recent content includes a collaboration with Ukrainian influencer Max Klymenko, emphasizing Burnham’s personal background. Despite being relatively new to these platforms—with 383,000 Instagram followers compared to Labour leader Sir Keir Starmer’s 862,000—Burnham appears comfortable adopting a risk-taking and authentic style.
Former No 10 director of communications James Lyons noted that Burnham’s approach on social media offers a valuable channel to connect directly with voters. Yet, Lyons emphasized that traditional media remain influential in shaping public discourse and that Burnham must continue to balance both modern and conventional outlets effectively.
Observers see Burnham as warm and empathetic, qualities considered vital for sustaining his authenticity in the often complex and high-profile role of prime minister. His ability to integrate his casual communication style with the conventional demands of leadership will be closely watched in the months ahead.