Mirror, mirror on the wall, who communicates best of all?
I’m so good I pick and choose, to whom I grant my interviews.
Last week was hard, oh dearie me, someone wanted an apology.
I really need much more respect, so quick find a child so I can deflect.
There’s one in Ireland I believe, or let me tell you about mothering Neve.
I can nod and smile so sweetly to hide the fact hard questions beat me.
But I much prefer the softer asks, and wait for praise in which to bask.
The women’s mags give adoration and often global adulation.
That’s not what I get when I speak to Mike, that’s why I told him to take a hike.
We keep being told what a good communicator Jacinda Ardern is. That shouldn’t be a surprise when she has a degree in it.
But communication isn’t just about reading speeches and projecting warmth. It’s about being able to answer tough questions, to give firm and concrete replies not just waffle, and to deliver the message people need to hear and not just the one she wants to give.
She may have been lulled into a false sense of security by remarkable poll ratings and generally friendly, sometimes even sycophantic, reporting.
But it looks like she’s going to find out that if she bites the media, the media bites back.
Yesterday Mike Hosking told us she was no longer going to do a regular slot with him:
The Prime Minister has not been on the programme this morning, and there is a reason for that.
She is running for the hills.
She no longer wants to be on this programme each week. The somewhat tragic conclusion that is drawn is the questions she gets, the demand for a level of accountability, is a little bit tough.
Officially, her office will tell you they are re-arranging the media schedule this year and are maintaining the same number of interviews. This appears not to be true. . .Without being too unkind to some of the other players in this market, the reality is the Prime Minister enjoys a more cordial and compliant relationship. The questions are more softball. She favours a more benign pitch, where the delivery can be dispatched to the boundary more readily without the chance of an appeal. . .
To be honest, I’m pleased. The management here, not quite as much. They argue accountability is important, and they’re right. But what I argue is the Prime Minister is a lightweight at answering tough questions. The number of times she’s fronted on this programme with no knowledge around the questions I’m asking is frightening. . .
Those occasions are too many to be comfortable.
And then, your reaction. The two most often used lines post interview are “what was the point of that?” And “I don’t know why you bother.”
The reality is, too often it’s just noise. It’s waffle. It’s stalling. It’s filling. It’s obfuscation.
It’s a tricky scenario, she should be up for it. Any Prime Minister should be up for it. As a publicly elected official you are asked to be held to account. So, it stands to reason you, at least, put yourself up, even if you don’t enjoy it or at times struggle with the complexity or detail of the question line.
It speaks to a lack of backbone that she would want to bail and run. It also speaks to an increasingly apparent trait; they don’t handle pressure well. Last week was a very good display of that.
They say she’s willing to front on an issue-by-issue basis, so she isn’t gone forever.
As for the weekly bit, I lose no sleep. I’m just a bit disappointed she isn’t a more robust operator, or keener to defend her corner.
After all, it’s our country she’s running.
It is our country she’s running and while it’s the interviewers who are speaking to her, she’s not just speaking to them, she’s speaking to us.
They might ask questions she doesn’t want, or sometimes can’t, answer but they are asking the questions for us.
It’s called the fourth estate for a reason, it’s part of the democratic infrastructure and it’s got a job to hold the powerful to account for us.
Heather du Plessis-Allan points out Ardern is turning her back on New Zealanders:
. . . Take out the characters involved. Take out Jacinda Ardern, take out Mike Hosking.
This slot goes back 34 years. Holmes, Lange, Palmer, Moore, Bolger, Shipley, Clarke, Key, English. Those are a lot Prime Ministers prepared to front up and be held accountable. It’s a long line of democratic history Jacinda Ardern has ended.
I know that that it got combative between Hosking and Ardern but that’s how the big boys roll. It’s tough at the top. If you run the country, you should be able to take a few tough questions.
I’ve been told a number of times that the prime minister finds the weekly round of interviews very stressful and she has herself admitted that she takes media criticism very hard.
But it’s actually not Hosking that the PM is no longer speaking to weekly. It’s voters: the biggest single catchment of voters listening to commercial radio in the morning. It’s not the same to switch out NewstalkZB for a music radio station. One is a news radio station – holding a democratic role – and the other is entertainment.
But while I’m disappointed, I’m not surprised. Ardern has shown a tendency to duck from tough interviews. Recently, we’ve seen ample evidence that she’s happy to front the good stuff and make the big announcements, but when there are questions – like whether she started the pile on aimed at the KFC worker – she disappears and sends in her lieutenants. . .
She has in the past cancelled media. I recall taking over ZB’s morning show in Wellignton. John Key used to appear four times a year and take calls from voters. Ardern cancelled that and appeared once in about 18 months, and refused to talk directly to voters.
In 2018, she cancelled at the last minute her appearances on Newshub Nation and Q+A. But, she still made time to sit down with the New York Times for a soft interview in which the writer Maureen Dowd talked about her ‘fuzzy leopard slippers’. . .
People like to see the person behind the politician and a lot of will relate to her taking criticism hard, but she’s the Prime Minister and if she can’t take the hard questions and inevitable criticism she’s simply not up to the job.
Barry Soper calls her the accidental Prime Minister:
This rookie leader, plucked from obscurity in the lead-up to the 2017 election, was appointed by Winston Peters simply because she gave him much more than what Bill English was prepared to wear.
But she’s been confirmed by Covid, as the last election would attest to. Without Peters or Covid chances are she’d be leading the Opposition, although even that’s doubtful.
Having worked with the past 10 Prime Ministers, Jacinda Ardern would be the most removed from the media than any of them. This woman who has a Bachelor of Communications doesn’t communicate in the way any of her predecessors have.
She’s the master of soft, flattering interviews and television chat shows, blanching at tough questions. She’s commanded the Covid pulpit to such an extent that the virus has become her security blanket; without it, she’d be forced to face the reality that her Government has been moribund.
The Prime Minister’s press conferences usually begin with a sermon – it took eight minutes for her to get to the fact that she was moving the country down an alert level last Friday. When it comes to question time her forearm stiffens and her hand flicks to those, she’ll take a question from. Some of us are left barking from the side lines.
Ardern doesn’t relate to the messenger, the team of journalists who make up the parliamentary Press Gallery – they don’t know her.
All of her predecessors got to know the parliamentary media by inviting them to their ninth floor Beehive office, at least a couple of times a year. It puts a human face on the public performer.
Ardern has done it once, a few months after becoming the Prime Minister. . .
She’s a celebrity leader and she’s determined to keep it that way, which is why she’s turned her back on the Mike Hosking Breakfast Show.
The questions were too direct, they got under her thin skin, but, more importantly, she didn’t know the answer to many of them. She was exposed on a weekly basis and it simply all became too much for her.
In doing so she’s turned her back on the highest rating breakfast commercial radio show in the country by far and she has also turned her back of the many listeners who at the last Covid election (her description) switched their vote to her.
Leaders have in the past become exasperated with the media, and at times with good reason, but few, if any, have shied away from the tough questions. The regular Newstalk ZB slot for Prime Ministers has been jealously guarded by them for the past 35 years. This is the only regular slot she’s bowing out on. . .
Media 1 – Ardern 0.
Ardern’s fans will probably not be worried by this. Those who dislike her will be delighted that some of the shine has been taken off her glossy image.
It’s certainly not the end of her popularity but once you’ve got to the top there’s only one way to go, though not necessarily quickly. When her time as Prime Minister has ended, historians and political analysts will look back at last week’s slip of the kindness mask and this serious media misstep as the time the downward slide began.