Senior Labour figures are calling on Prime Minister Keir Starmer to overhaul his media strategy by taking a more hands-on, high-visibility approach inspired by Donald Trump’s aggressive media tactics.
Multiple MPs have said they want to see Starmer dominate the airwaves like Trump does appearing regularly in public, engaging with the press more often, and seizing the news cycle rather than retreating from it. Trump’s unorthodox strategy has included televising cabinet meetings, broadcasting bilateral talks, and calling into live TV shows, allowing him to maintain a constant media presence.
By contrast, Starmer has adopted a more restrained posture, often going several days without making public appearances. He’s previously stated that he believes politics should “intrude less” on everyday life, a stance that some in his party now argue feels outdated in the hyperactive modern media environment.
One Labour minister commented: “Trump and [Vice President] JD Vance have shown the power of visibility. Even when Vance flopped in podcast interviews, it didn’t stick. Eventually, people heard the message he wanted to send.”
Another Labour MP added: “In the first days of Trump’s new administration, I watched with envy. He was everywhere, making announcement after announcement. That visibility made an impact even when the policies didn’t.”
Trump’s unconventional media approach, both during his presidency and in the recent campaign, has often bypassed traditional media outlets. He’s used podcasts, social media, and even chaotic live interviews to reach audiences that mainstream politicians often struggle to engage particularly younger, male voters.
During the campaign, Trump and Vance appeared on platforms like The Joe Rogan Experience, Logan Paul’s Impaulsive, and Theo Von’s This Past Weekend. Despite several controversial and unscripted moments like Vance’s reaction to an antisemitic remark about the Sackler family analysts say the overall strategy helped broaden their appeal beyond traditional political audiences.
Since returning to the White House, Trump has doubled down on this strategy, famously broadcasting parts of his first cabinet meeting and staging headline-grabbing moments, such as a heated exchange with Ukrainian President Volodymyr Zelenskyy. Afterward, Trump quipped to reporters, “This is going to be great television.”
Labour insiders say the prime minister risks missing key opportunities to shape public perception if he sticks to his cautious script. With the pace of the modern news cycle and the rise of alternative media channels, they argue it’s time for Starmer to meet the moment with a bolder, more visible communication strategy.
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