https://www.thetimes.co.uk/article/our-leaders-seem-clueless-about-covid-d3gl8mxgk

i have thought for a few months that failings in the Covid response are failures of public communications as much as they are of policy decisions and shown the importance of clear, consistent comms/messaging that inspire confidence and people understand

How about
1. Be very clear about what you are doing
2. Be very clear about why you are doing it
3. Have consistent, aligned messages from all the elements in key agencies
4. If you have to change tac- then explain the rationale clearly
5. Don't announce by leaking to press first

6 Ensure that senior scientists/medics have autonomy and independence protected and don't have their credibility compromised by being wheeled out as human shields for politicians
7. If you going to do something, do it fast - don't announce it 7-10 days in advance

8 Stop massaging/misusing/distorting/repurposing figures and let a completely independent agency like ONS/NAO be the honest broker
9 Focus on what peoples lived experience is trying to get say testing, PPE, and not how many tests you have organised or how much kit you bought

10 Don't keep shifting goalposts to justify mismanagement and poor planning (e.g. downgrading severity of pandemic so you can downgrade PPE requirements) - it stinks and destroys confidence

11. Don't run repressive news management/message control vs frontline staff/local leaders

12 DO make sure that if you appoint people to key roles or award key contracts that there is a job description, person spec, transparent open appointments process and scrutiny (or equivalent for tendering and award of contracts)

They have done NONE of this. NONE