This week's perspective from Bob Reid: How to “humanize” politicians is a constant challenge for many political communicators. Leaders often get branded in the public mind based on their ideological positions, key policy matters or incidents that come along during their tenure. That’s hard stuff to try and overcome, especially if the politician involved is a polarizing figure. So this week’s “Cut The Waist” initiative launch, including a very public weigh-in by Mayor Rob Ford (330 pounds) and his brother, Councilor Doug Ford (275) was a great bit of alternative PR in action. The fact that the Ford brothers could stand to drop a few pounds is self-evident – and something that applies equally well to so many of us (hey, what’re you looking at?). So to take that reality and channel it into a public health initiative (the Fords are encouraging everyone to live healthier) puts a much warmer, softer face on two of Toronto’s hardest-nosed politicians. Touchdown.
Bob Reid has been a journalist and media advisor to a former Ontario Premier. He is now Veritas' principal media coach.
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