Leaked ‘sheriff’ memo provides a glimpse into the unseen world of media planning

The dust has finally settled following the defection of Conservative MP Robert Jenrick to Reform. For a few days in mid-January, it dominated the front pages, embodying the best and worst that the Westminster ‘psychodrama’ has to offer.

As entertaining as this episode of the real-life Traitors might have been, it’s the comms-related subplot that is the real jewel for anyone with more than a passing interest in media relations. 

Jenrick’s secret ‘sheriff’ memo — as well as providing comedy gold for headline and sketch writers — gave us a rare behind-the-scenes glimpse of the level of detail associated with a media launch. And it also proved to be a useful reminder about the dos and don’ts of media relations. 

Preparation is everything

Even though Mr Jenrick is a media veteran, his aides created a detailed, carefully scripted six-page Q&A media plan for him in advance. Questions were anticipated and answers prepared. Nothing was left to chance.

That might sound over-engineered, but it’s exactly the level of preparation that needs to be done. When you watch or listen to a media interview, it may appear that the remarks are off the cuff. Nothing could be further from the truth. 

Answers were carefully constructed 

It should also come as little surprise that many of the answers used a technique called ‘pivoting’ or ‘deflection’, used to shift the conversation away from tricky lines of questioning to safer ground. 

It’s something all of us — without exception — do in our everyday lives, whether at work, home or down the pub. The difference is that people who are media savvy do it ‘to order’, nimbly answering, acknowledging or addressing questions before pivoting to core messages. 

For them, the key is not to get bogged down in a line of questioning that may prove sticky and, instead, steer the conversation to areas they want to talk about. Everyone knows this, of course. The difference is that here it was written down in black and white for all to see. 

Use of language

Another pointer that was noticeable about Mr Jenrick’s leaked papers was the use of ordinary, everyday, conversational language to answer the questions. There’s a lesson here for any business preparing a Q&A ahead of a media launch. Ditch the jargon and keep it clear and simple. Not only is it easier to digest for the audience, but it also tends to be easier to remember for spokespeople. 

Those off-the-cuff soundbites were rehearsed

And then there is the “new sheriff in town” soundbite, which grabbed so many headlines. It didn’t just appear on a whim. It was designed specifically to be repeated, quoted, and recycled. 

In terms of media theory, so far, so good. So, what went wrong? 

Shooting yourself in the foot

First, it was a document that shouldn’t have seen the light of day. But it did. And leaked docs and information always bring extra scrutiny because they give us a glimpse ‘behind the curtain’.

Second, the whole “new sheriff in town” line could be perceived as being…well…just a little hackneyed. Indeed, it’s such a tired line that it might suggest that it wasn’t properly thought through. 

And finally, who says it did go wrong? There are those who might argue that this whole episode was perfectly planned and executed, and did exactly what it was meant to do: hog the headlines for a weekend.

That aside, there are clearly some lessons here that can be learned for those engaged in media relations in the corporate world. The first is that planning and preparation are key. The second is that everything should be stress-tested in a safe environment to ensure messages land. And finally, practise, practise, practise.

Oh, and one last thing. Don’t leave your media plans lying around for others to find.