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Boris needs to translate an ambiguous message to hospitality this evening

By James Russell: Boris needs to translate an ambiguous message to hospitality this evening

May 10, 2020

The benefit of hindsight will be dutifully exercised in years to come when media scrutinise the Covid-19 pandemic, and the Government’s actions around it.

Without any need for hindsight, Boris Johnson’s announcement this evening already looks extremely confusing.

The Sunday Telegraph earlier today unveiled the prime minister’s new slogan to tackle the pandemic, ahead of his speech to the nation this evening: Stay Alert – Control The Virus – Save Lives

A pronounced change from: Stay at Home, Protect the NHS, Save Lives

We did report earlier this week on an earlier change to the slogan: Stay at Home, Protect the NHS, Save Lives, Feel Free to Fly

At least now it does seem as if some restrictions on the current freedom of movement into UK airports will be forthcoming. Government is now talking about some measures of quarantine being put in place at UK airports.

The new slogan: Stay Alert – Control The Virus – Save Lives. Reads to suggest that staying at home is less of a priority, even if unintentional. Why change at all is one question.

The slogan needs context, as it is it is wide open to interpretation and people will of course adapt it to mean what they want it to mean.

The tweet on the right, sent by Boris earlier today, emphasises the vagueness of the message.

  • Stay at home as much as possible

  • Limit contact with other people

  • Keep your distance if you go out (2 metres apart where possible)

Boris Johnson was given a lesson in how to communicate precisely by Sir Keir Starmer during Prime Ministers question time in parliament earlier this week. Let’s all hope he took some learning from that episode and applies it later.

It will be needed as several big busses could be driven between the bullet point lines highlighted above in his tweet.

For example: How do you define ‘as much as possible’? ‘Limit’ is an ambiguous term that everyone will have the freedom to interpret as they see fit. One persons limit is another’s excess.

‘Where possible’ could be interpreted as ‘if you choose to’.

The Covid-19 pandemic has already ravaged the hospitality industry. Only by following a pragmatic path can the industry look forward to emerging fit to rebuild. As such, ambiguity is not required.

Boris Johnson is a cheerleader who undoubtedly can rally support for his goals. His recent election demonstrates that clearly, whether you love or loathe the man.

We need a demonstration in leadership this evening. Not cheerleading.

Any ambiguity will set the hospitality industry, and the whole country back further. So, let’s hope we get it.

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