Thread by @StefSimanowitz

1). Photographer, Jonathan Ernst, got a closeup of the numerous topics Trump’s press secretary prepares ahead of her press conference.

In the UK, ministers don’t need such preparations.

They use various “media training techniques” to avoid answering questions.
[Set out below]

2/. Before I go on, I should say I been doing media training for decades.

I ran the press office for the ANC Western Cape during South Africa’s first democratic elections & in the UK & I’ve media trained scores of activists, campaigners & even govt ministers around the world.

3/. The purpose of media training should be to help people communicate an importance message.

I always tell people I train:
- answer the question
- tell the truth

Watching slick politicians sidestepping questions, it’s clear many are told the opposite.

4/. One of the basics of in media training is the A-B-C.

A = acknowledge
“This is an important question”

B = bridge
“But it’s important to remember...”

C = communicate your points

Ministers- like @MattHancock here - spend a lot of time “acknowledging”.

5/. But after acknowledging the importance of the question, ministers proceed to avoid answering it entirely.

One method is just to keep talking & talking.

Here @AlokSharma_RDG is asked about UK #COVID18 death rates. He ends up talking about the weather!

6/. Daily briefings were meant to communicate vital public health messages whilst reassuring the public & demonstrating govt transparency.

But, the muddled & contradictory messaging & failure to answer questions has stripped this veneer of transparency.

7/. Today, @GavinWilliamson demonstrated the ‘running-down-the-clock’ strategy.

With schools about to reopen & serious safety concerns, he was asked for clarity. Instead talked about “world class education” & “smiling faces of children & teachers”.

@mrdanwalker finally cut in.