This week’s media winners and losers: Emily Thornberry and Darren Jones

Oli Foster

Senior Media Consultant

The loser: Darren Jones

Chief Secretary to the Treasury Darren Jones struggled during a key media round on Sky News Breakfast with Kay Burley. Tasked with defending the government’s economic position, Jones’s performance highlighted shortcomings in preparation and delivery. 
 
Jones aimed to promote the National Wealth Fund, and Burley gave him an early opportunity to outline the policy. While he landed his key points, his rushed approach made them less clear or memorable. In broadcast interviews, brevity is important but so is ensuring messages resonate. Jones exhausted his main arguments within 32 seconds, leaving him vulnerable to follow-up questions. 
 
When Burley asked, “How much time does the Chancellor need?” Jones failed to provide a definitive answer, even when the question was repeated in various forms eight times. When Burley asked, “In five years?” his continued inability to respond left an impression of unpreparedness. 

Anticipate the obvious

While this was not quite Jeremy Paxman-Michael Howard, this exchange underscores a key lesson: anticipate predictable questions. Journalists focus on issues that matter to the public, so having a clear, concise answer is crucial. 
 
Jones’s struggles extended beyond economics. When asked about Tulip Siddiq’s resignation, he was similarly vague. Burley’s closing remark, “You used to answer my questions when you were in opposition,” served as a sharp critique. 
 
Effective media engagement requires delivering key messages while anticipating scrutiny. Jones’s performance is a reminder of the importance of preparation, especially when addressing politically sensitive issues.

The winner: Emily Thornberry

Emily Thornberry, Chair of the Foreign Affairs Select Committee, excelled during a BBC Radio 4 interview on the government’s plans to “reset” UK-EU relations. Thornberry skilfully addressed this complex topic with pragmatism and authority. 
 
Prompted by EU trade commissioner Maroš Šefčovič’s remarks on constructive negotiations, Thornberry responded by outlining Labour’s vision for a “reset” without revealing specific strategies. Her clear and inclusive language, such as “we” and “our,” reinforced a collective purpose. Statements like, “Ignoring trade with our closest neighbours doesn’t do the economy any good, and we need to go for growth,” reflected pragmatism without veering into divisive or partisan territory. 

Unified and measured

Thornberry avoided contentious debates about the Single Market, Customs Union, or Freedom of Movement, instead addressing broader criticisms of UK-EU relations. She remarked, “You can point fingers at the Conservatives for being frightened to do anything about [trade deals]. You can point fingers at our political culture… we need to talk about what’s in the interest of our country. This approach neutralised attacks and positioned Labour as problem-solvers, not ideologues. 
 
Her calm delivery further strengthened her message. Speaking in a steady, lower register, she conveyed confidence and composure. By avoiding overexplaining or appeasing critics, she maintained control and projected authority. 
 
Thornberry’s performance demonstrates the value of restraint and clarity in media engagements. For a party seeking to build trust and credibility, this was a textbook example of effective communication. 

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