Replacing a journalist who made his name in the ‘tomorrows chip wrapper’ mentality of showbiz journalism with a broadcast news editor will ensure the Coalition is seen well in coming months. The GVs of Cameron, Clegg et al will be fresh, dynamic and show the team in a positive light.
This in itself is no bad thing. As Guido blogged last week, many felt David Cameron needed a TV expert as a “director of communications who understands televisual imagery” and I agree entirely with what he says. Cameron (and indeed the coalition) needs someone to present it in the best light, no mean feat given the difficult decisions the Government is taking.
But this falls into what I think is a common problem that modern politicians often fail to comprehend - the difference between presentation and communication.
Last year I blogged a speech given by Edward R. Murrow, the journalist who did so much to finally end the McCarthy-era of American politics, to what is now the the Radio Television Digital News Association’s Convention on October 15, 1958.
One quote seems particularly apt in light of Craig Oliver’s appointment.
“During the daily peak viewing periods, television in the main insulates us from the realities of the world in which we live. If this state of affairs continues, we may alter an advertising slogan to read: LOOK NOW, PAY LATER.”
The Coalition is embarking on an enormous task, tackling Labour’s economic legacy of a dangerously unbalanced economy, out-of-control public spending and the defecit that both of those approaches caused.
Yet the public will not be appeased with warm images and reassuring soundbites. The Coalition has yet to establish it’s own narrative on cutting public spending or indeed set it in context of the alternative - much higher taxes for all. This requires a more strategic, long-term view and as difficult as it may be politically, looking beyond short-term factors like polling, by-elections and indeed local elections.
The Big Society is a concept which could transform the British way of life, endearing a sense of civic responsibility not seen for generations, based on a balanced and vibrant, low-tax economy. David Cameron’s determination to bring this vision to fruition, despite the catastrophic legacy he inherited, is one of the reasons he may well go on to achieve more than any Prime Minister in living memory.
It cannot be achieved through a series of headlines - it requires a culture shift.
Alastair Campbell forumlated a style of campaigning (and indeed governing) based around Objective, Strategy, Tactics. With the appointment of another headline driven journalist, the coalition must not allow itself to become obsessed with strategy and tactics, or risk sight of achieveing its objective.
The Coalition’s challenge to ensure the public not only understand the objective but share it will be the difference between the middle classes (and indeed aspirational working classes) supporting the Government, or believeing it has betrayed them.
Categories: Economy, PR and Communications, Political campaigning, The Media
Tags: andy coulson, Big Society, Craig Oliver
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