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What PR professionals can learn from Andy Burnham’s communications campaign
Andy Burnham’s approach to communications since becoming prime minister provides a compelling case study of how social media has evolved into a core component of reputation management. Rather than relying primarily on traditional media appearances, Burnham’s team has adopted a digital-first strategy, using platforms such as TikTok, Instagram, and X to communicate directly with the public and build a recognisable personal brand.
Whilst this approach has attracted significant attention in political circles, it also provides valuable lessons for businesses and individuals navigating an increasingly digital communications landscape.
The Growing Importance of Social Media Strategy
Burnham’s communications strategy demonstrates a clear shift away from relying solely on traditional media to shape public perception. His team has prioritised short-form content, producing informal videos designed specifically for platforms such as TikTok and Instagram. Burnham’s commitment to this strategy is demonstrated through recruitment, too: his administration is currently advertising 12 social media roles.
This reflects a broader trend across industries. Social media is no longer simply a channel for promoting announcements; it has become a primary means of communicating with customers, employees, investors, and other stakeholders. Platforms such as LinkedIn, Instagram, and TikTok enable organisations to speak directly to their audiences, while also giving those audiences the opportunity to respond, comment, and participate in the conversation.
For PR professionals, this reinforces the importance of developing communications strategies that are platform-specific and audience-led. Organisations must understand not only what they want to communicate, but also where and how their audiences expect to receive information.
Authenticity as a Reputation-Building Tool
One of the defining characteristics of Burnham’s digital presence has been its emphasis on authenticity. Selfie-style videos, behind-the-scenes content, and collaborations with influencers have presented him in a more informal and approachable way than audiences have traditionally expected from political leaders. Burnham’s team has also responded to user-generated content and encouraged supporters to contribute to online conversations, focusing on building communities rather than simply growing follower numbers.
Audiences are often more receptive to content that feels genuine and conversational than highly polished corporate messaging, and leaders who communicate directly through platforms such as LinkedIn or X can help humanise an organisation and ultimately strengthen relationships with stakeholders.
Authenticity, however, also requires an awareness of the zeitgeist. Communications strategies that rely too heavily on casual digital interactions risk losing their impact. There is also a risk in putting too much personality into social media. For business leaders, an attempt to appear relatable can quickly become forced if it does not feel natural to the individual or appropriate to the audience. The lesson is not simply to be more visible, but to have a good antenna for what will work on each platform and when. Less David Brent – more David Attenborough.
Practical Takeaways for PR Professionals
Burnham’s communications strategy reflects a wider evolution in how reputations are built and maintained. For the legal sector, the lesson is not that every firm or lawyer needs to embrace TikTok trends or collaborate with influencers, but that communications need to be tailored to the audience they are trying to reach.
For law firms and individual lawyers, this could mean thought leadership on LinkedIn, visual storytelling on Instagram, or short-form video where appropriate. The most effective approach will depend on the audience and the subject matter.
Legal communications also need to balance digital engagement with the authority and credibility that remain central to professional services. Combining traditional media with considered digital content can help firms and their lawyers build trust, demonstrate expertise, and manage their reputation across an increasingly fragmented media landscape.
Harriet Goldman-Thompson, Account Manager, Bell Yard Kysen Communications
