Why Hancock’s time in the Jungle is a masterclass in effective communication
Image credit: Simon Dawson / No 10 Downing Street
With Matt Hancock’s book, ‘Pandemic Diaries’ out today, Imogen Beecroft argues that his Jungle stint demonstrates the principles of an effective communication campaign.
It has been a busy couple of days for Matt Hancock. The former Health Secretary has returned to his day job as an MP by opening a debate on Friday, and today his controversial book the ‘Pandemic Diaries’ is out and already making headlines.
But numerous questions remain to be answered about Matt Hancock’s time in the I’m a Celebrity jungle and whether he has succeeded in rehabilitating his image. What will the Chief Whip decide about his future as an MP? Was it a sophisticated social media machine that got him to the final, or did some people genuinely warm to the man? And, critically, why did no one think to warn viewers about the reunion hug mirroring that not-so-socially-distanced embrace of 2021?
But putting all of these aside, Hancock’s foray into reality TV is evidence of the power of a strong PR and communications strategy. We know that Hancock has good advisors – girlfriend Gina Coladangelo herself is one of the best. Formerly marketing and communications director at Oliver Bonas, and with experience in Whitehall, there is no doubt that she understands the principles of effective campaigning.
1. Expectation management is key – your audience’s, and your own
In early October 2022, Hancock was – if not a nobody, not someone anyone wanted to know. Almost universally despised following scandals both political and personal during the pandemic and firmly on the backbenches since his resignation as Health Secretary, he had hardly earnt a place in the hearts of the nation or the House of Commons.
And so, when his participation was announced, the response was accordingly vitriolic. Ofcom received 1,700 complaints; the Covid-19 Bereaved Families for Justice group asked ITV to remove him from the show; and protesters flew a banner reading ‘Covid bereaved say get out of here!’ above the camp. It’s safe to say: no one expected much.
This is a great starting point for a reputational charm offensive. Suddenly, when you manage to keep winning stars for your campmates, you’ve surprised an audience who thought you incapable of any redeeming action. This will have been no shock to Hancock and Colangelo’s PR machine – would they have sent him in if he was likely to run a mile at the first camel penis snack he was faced with? One suspects not.
By the end of November, Hancock was on the front pages of the nation’s newspapers, leading the debate about political forays into celebrity life. Much of this coverage is far from positive, but it’s there. And that’s probably exactly what they were hoping for.
2. If you’re fighting on their turf, you’re losing.
Know what you want to say, keep saying it, and don’t be drawn into the other side’s argument.
When his campmates challenged him about his behaviour during Covid, he repeated his, ‘I fell in love’ mantra (if I were Coladangelo, I might be wondering if this lady doth protest too much); steered away from the details; and told his camp ‘I’m here for forgiveness’. Which one previously-laconic campmate appeared to give him, in the form of a hug. Either that or the PR team got to her too.
3. Consistency of messaging is key
‘We’re human…I just wanted to show what I’m just like as a person…I just wanted to be myself. We [politicians] don’t come across as human enough.’
In Hancock’s 3-minute exit interview, and throughout the show, he repeated his desire to show the public that all politicians are human – if there was any doubt. Which is a shame, because at no point did Hancock’s behaviour suggest that he was not some kind of political cyborg.
He faced trials, both those inflicted by Ant and Dec and by his fellow campmates with a deadpan, slightly frightening, determination.
When taking on endless gruesome challenges involving dark confined spaces and undesirable wildlife, Hancock grew even more vacant behind the eyes and got the job done. As Stuart Heritage wrote, ‘As a way of completing tasks it was effective, but it didn’t half give him the air of a serial killer.’ The same was true in emotionally changed interactions with his campmates: when Boy George took him aside to tell him he was ‘hating on’ him, Matt responded, ‘I understand that’ and later told the cameras what a positive conversation it had been.
And still, the debate now is largely about whether Hancock showed his humanity. Putting aside the great British public’s odd tendency to judge a man by his ability in a box of snakes, finishing in the final three of a programme in which viewers vote to save their favourites, the debate clearly has two sides.
Similarly, Hancock’s bizarre explanation for his appearance on the show was his desire to raise the profile of dyslexia. It remains to be seen how the official dyslexia bodies feel about their self-appointed ambassador, but the public are aware that Hancock is dyslexic. And that he wants to raise the profile of dyslexia. Job done.
4. Use every channel at your disposal
In the ‘real world’ of online social media campaigns, Hancock’s team ran an effective TikTok campaign exposed by The Observer.
The campaign targeted younger viewers, encouraging ‘team Matt’ to vote the maximum of five times; pushing the hashtag #matthancockfanclub (the jokes write themselves); and posting videos explaining how to vote.
In the meantime, Hancock was in camp angling his t-shirts to ensure his supporter number got maximum airtime.
All bases covered.
5. Start with the end goal
It’s the golden rule of strategy: ‘Start with the end goal.’ What are we really aiming for, and who do we care about?
It is safe to assume that Hancock’s advisors have asked him this same question, and that they are working to a plan. What that is, remains to be seen. But I wouldn’t underestimate what’s next.
By Imogen Beecroft, Managing Partner at Audley