An Early Contender for PR Blunder of the Year?
Liz Truss has been busy since her tenure as the shortest-serving prime minister.
After a chaotic seven weeks at Number 10 and an economy teetering on the edge of catastrophic meltdown, she could be forgiven for heading off for a long lie down in a darkened room. However, instead of laying low or pivoting to a new career as a motivational speaker on the art of resilience in leadership, the former PM came out swinging.
Fresh from being outlasted by a lettuce, she popped up in the U.S. in an offensive aimed at rebranding herself as a right-wing commentator and celebrity. There was the launch of a new movement within the Conservative Party called Popular Conservatism (AKA PopCon) to galvanise Britain’s “secret Conservatives.” Then there was the book, and associated promotional tour, Ten Years to Save the West, in which she sets the record straight and describes how a cabal of notorious lefties including hedge fund managers, stockbrokers, currency traders, the Bank of England, HM Treasury and general establishment / deep state players colluded to torpedo her economic plans and premiership.
Today, she appeared in the news again after her lawyers sent a cease-and-desist letter to Keir Starmer to stop saying she “crashed the economy.” The lawyers have even suggested that Sir Keir’s assertions before the general election contributed to her losing her seat as MP for South West Norfolk.
This move might go down as an early contender for PR misstep of the year. Here, we break down why this is a masterclass in what not to do when managing your public image:
The Streisand Effect
You know what happens when you tell people to stop talking about something? They talk about it even more. By issuing the letter, Liz Truss has ensured that her premiership’s defining feature—the mini-budget debacle—is back in the headlines. People who had moved on to complaining about something else are now revisiting memes of the lettuce and remembering the economic turbulence of late 2022. Remember the golden rule – don’t remind people of your worst moments.
It Looks Petty
Politics is a rough game, and accusations fly all the time. Most seasoned politicians know how to roll with the punches and accept that their political opponents will, on occasions, make statements about their performance. Instead of looking strong or dignified, Truss appears thin-skinned—and in politics, that’s never a good look.
It Invites Mockery
The internet thrives on drama – social media is already buzzing with jokes, memes, and parodies. By taking legal action, she has handed her critics a golden opportunity to pile on.
It Doesn’t Change the Narrative
No one’s going to suddenly change their mind about Truss’s leadership because of a lawyer’s letter. If anything, it reinforces the perception that her time in office was disastrous, and her judgement is severely lacking. A legal threat isn’t going to win over sceptics. If anything, it ensures that people keep associating her name with fiscal chaos.
It Distracts from Bigger Issues
Keir Starmer is having a challenging start to life as PM. By sending the letter, Truss has inadvertently helped Starmer deflect attention from his problems. That’s not just bad PR; it’s a gift-wrapped distraction.
Final Thoughts
If Liz Truss genuinely wants to repair her reputation, a cease-and-desist letter is not the way to go. Sometimes the best PR strategy is simple: let people forget.
Since leaving office, she has made valuable contributions to debates on subjects including nuclear power, housing shortages and international relations – she should focus on rebuilding her public image through these positive contributions or championing a worthwhile cause.
