The game plan is now clear

Frame Cummings story as a distraction from the serious business of govt in time of Covid

If this sticks, talking about it can be described as distracting and therefore irresponsible

This plan needs combating with an alternative frame

Just saying “but you created the distraction” will not work - this accepts the frame that the issue is distraction and will reinforce it

You end up looking as bad as him, caught in a pathetic tit-for-tat

Repeat: beating this needs an alternative frame

Options? Well...

Unity vs Division would be my favourite

We have come together as a nation in this time and now they are dividing

Cummings’ behaviour is arch example - one rule for him etc

But also Johnson describing news outlets as “campaigning papers”, the shift to “stay alert”, etc

I like this because it is “Citizen” - it emphasises that we do not need them to be the big clever ones who fix it for us - we just need them not to undermine us

Clarity vs Confusion is another option

What we need as foundation is clarity and this confuses

This may work and seem easier, but it leaves intact the idea that government *should* be telling us what to do rather than working with us - it doesn’t achieve a possible bigger win

Note also that engaging with the detail IS WHAT HE WANTS

It is getting distracted - don’t talk about Barnard Castle when people are dying - it proves his point

Talk about big principles not small specifics

Real leadership vs broken leadership

Focus on Johnson not Cummings (cf @JeremyCliffe)

Point to our real needs in frightening time (cf @ProfDonnaHall)

Ask the big q: why is he so important to Johnson? (cf @BethRigby)

Contrast w Rutte, Ardern, etc