The art of soft sell: Political leaders changing how they communicate with public

Advent of social media changing how leaders communicate policies to public

The topic was a serious, even controversial, one - the recently passed fake news law. The approach, however, was light-hearted and unorthodox, with Law and Home Affairs Minister K. Shanmugam appearing in online video interviews.

The reaction has been mixed. Some welcomed the effort to reach out and connect with new audiences and make the law more accessible. Critics, however, said they "cringed" at the unusual approach to explaining government policy.

Please or to continue reading the full article.

Get unlimited access to all stories at $0.99/month

  • Latest headlines and exclusive stories
  • In-depth analyses and award-winning multimedia content
  • Get access to all with our no-contract promotional package at only $0.99/month for the first 3 months*

*Terms and conditions apply.

A version of this article appeared in the print edition of The Sunday Times on May 19, 2019, with the headline 'The art of soft sell'. Subscribe