Spin won’t save you in crisis, but accountability just might
Few moments test a leader’s mettle more than a date with ABC’s 730 program during a crisis.
Last week, Federal Education Minister Jason Clare faced such a moment and delivered a performance that should be watched by every communications professional and spokesperson in the country. Damian Marwood, general manager, of Herd MSL, unpacks what made it so effective.
To say Australia’s childcare sector is in crisis is a massive understatement. It is a system under siege, shaken by damning revelations of fast-tracked qualifications, systemic regulatory failures, and disturbing incidents that have shattered public trust and demand urgent reform.
The scale, sensitivity, and emotional weight of the issue demanded a response that was not only swift but also deeply human. Clare’s 730 interview was a textbook example of how to show up with impact in the face of public outrage and uncertainty.
What made this interview so effective?
Sarah Ferguson and Jason Clare
He led with empathy
Clare wasn’t afraid to share a personal story to help convey empathy. His instinct was to acknowledge the pain and fear of the families affected, grounding his response in genuine human connection. Clare showed us that leadership isn’t just about decisions and directives; it’s about understanding, compassion, and presence. He didn’t speak as a politician cloaked in bureaucracy, but as a father and a member of the community – someone who understood the weight of the moment and responded with heart.
He didn’t deflect
Too often, crisis interviews are marred by defensiveness or blame-shifting. Clare did neither. He accepted the seriousness of the situation and acknowledged the shortcomings in the current system. His honest take built trust and credibility, two things that are often in short supply during a crisis. The interview also serves as a powerful reminder to other politicians of the value in speaking sincerely and directly to the people they represent.
He offered a clear path forward
Clare didn’t just express concern, he outlined action. He spoke about the urgent need to introduce legislation in the Government’s first sitting fortnight to cut funding to underperforming centres. Alongside that, he outlined a suite of measures: mandatory reporting requirements for physical or sexual abuse within 24 hours to take effect in September, the consideration of tools like CCTV to be introduced and more. His message was simple: “This can’t happen soon enough.” That clarity of intent, paired with a sense of urgency, reassured the public that this wouldn’t be just talk.
He stayed composed under pressure
Interviews on ABC’s 730 program can be unforgiving. Clare remained calm, measured, and in control throughout. His tone was serious but not alarmist, compassionate but not performative. He struck the right balance between emotion and authority, something that’s incredibly difficult to do in real time. His approach also had the added benefit of taking heat out of the interview.
Jason Clare
He reinforced accountability
Perhaps most importantly, Clare didn’t hide behind the complexity of intergovernmental processes and bureaucracy. He made it clear that the federal government has a role to play and that he would be driving change. That sense of ownership is what the public craves in moments like this.
Fronting up to ABC’s 7.30 program for a grilling by Sarah Ferguson was unlikely to be Minister Clare’s preferred appointment that day but credit where it’s due, he showed up and showed up in a big way.
Jason Clare’s interview is a powerful reminder that when the worst does happen, the best response is one that puts people first, speaks plainly, and reassures viewers that decisive action will be taken.
As communications professionals, we’re often quick to critique how spokespeople and companies respond in a crisis but it’s just as important to spotlight what great looks like when it’s done right.
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