Political public relations, leadership, and COVID-19: A comparative assessment of Prime Ministers Ardern and Morrison on Facebook and Twitter

Abstract

This study develops a definition of political public relations that incorporates concepts from leadership communication and crisis communication. It then applies this theoretical framework to the communication strategies employed by New Zealand's Prime Minister Jacinda Ardern and Australia's Prime Minister Scott Morrison during their early responses to the COVID-19 crisis. Qualitative content analysis was used to examine the frequency of various framing strategies shared via Twitter and Facebook, which aimed to persuade apprehensive citizens to comply with unprecedented stay-at-home orders to suppress virus transmission. The findings revealed that both leaders employed communication strategies consistent with models of effective communication during a major crisis but had notable differences in style, tone, and engagement. For instance, Ardern’s greater use of rational strategies, performed authenticity, and empathy in her social media posts enabled her to reach a larger audience than Morrison. Ultimately, this paper argues that political public relations should encompass leadership and leadership communication to better understand how political leaders can manage future crises.