New UK prime minister Andy Burnham is adopting a less formal style, evident in his note-free address outside Number 10. While his "everyman" brand resonated as mayor of Greater Manchester, the question remains if it can translate to the high office.

Burnham's approach contrasts with traditional leaders, favoring a direct connection with the public. However, speaking without notes is "risky" at the prime ministerial level, potentially leading to misinterpretations by markets or foreign leaders. His communications have become more controlled since his mayoral tenure, with a new director of communications and a focus on prioritizing regional journalists during his tours.

While maintaining a more controlled traditional media presence, Burnham is also increasing his output on platforms like TikTok and Instagram, projecting a curated, informal style. He has also engaged with platforms like Reddit and given interviews to podcasters. Political strategists note his natural comfort and willingness to take risks on social media, offering a "brilliant opportunity to connect directly with voters." However, avoiding traditional media entirely is impossible, as it still frames the national debate.