So, the Tories won. Just. It seems to me that the communications battle between the Tories and Labour splits into 2 halves. Pre Mandelson’s return as the Labour Party’s communications strategist, and post.
Mandelson’s strategy was not new, it was simply a variation on a series of tactics he’s followed for his whole communications career. But the tactics were effective and he’s uniquely brilliant at them:
- Retain control
- Attack the Conservatives
- Anyone who shows a lack of loyalty is made to be silent
- Trusted lieutenants only get the plum media spots (Any one see Alan Johnson during the election? Even David Milliband was pretty quiet.)
- Keep Brown out of the spotlight. Limit his appearances as much as is possible; he’s awful in front of the camera.
- Despite Brown’s enviable track record of insulting people and apparent press release addiction, label him as the antithesis of Blair. He’s a nice guy who doesn’t do spin. (It doesn’t quite add up but it’s all they had!)
Mandy’s Turnaround
Pre Mandy’s return, I recall the ever growing power of Andy Coulsen, Gordon on YouTube, Cabinet resignations and Frank Field as a constant thorn in Brown’s side. Charles Clarke and Alan Johnson were very active.
All these factors were controlled, either by avoidance or dictat.
What was success?
Quite what Mandy’s objectives were (privately or not) is debatable. But the Tories swing of only 6 points compares pretty favourably with an Ipsos Mori poll in June 2009 that gave the Conservatives a lead of 17%.
Bearing the dire economic state of the country and Brown’s unique genius of turning an otherwise decent press opp in to a disaster (YouTube if you want to, Biggot-gate, I saved the world etc) you’d have to say that Mandy has earned his crust this time around. The image of him smiling in defeat, very much looking like the cat that got the cream, suggests that he couldn’t quite believe what he had achieved during this dramatic election campaign.
He has saved the Labour Party from electoral oblivion, which might have taken 3 elections to recover from, to having a decent chance of power next time around. (Obviously depending on Dave’s performance.)
As a communicator he was forced to play vice captain to Alistair Campbell during the Blair years, well not this time. The country was in no doubt who was in charge, even Campbell knew it.
As an added bit of luck (even Mandy couldn’t have planned this bit) he’s taken care of the Lib Dems, who from Labours strategic perspective were becoming an increasingly difficult problem.
Labour loyalist or not, to take a party from a 17% deficit to a 6% deficit in under 12 months , with a lame duck of a Prime Minister and during the bleakest economic times since the war – you can only admire Sir Peter Mandelson’s efforts.
My only sadness is the question of what Sir Peter should do next. But it’s obvious. Chairman of the FA. Now Gordon’s left the stage they are the country’s biggest communications challenge.
