Communication breakdown
By Sam Macrory - 8th March 2011
John Major, Tony Blair, and Gordon Brown all endured a rough ride from the media during their premierships, but which had it worst?
At the Institute for Government this morning, where the BBC’s political editor Nick Robinson was chairing an event on government communications, a stellar panel assembled to come up with the answer, with Robinson flanked by former prime ministerial spokesman Tom Kelly, Tony Blair’s one time chief of staff Jonathan Powell, and ex government chief press officer Howell James.
“Brown received the worst drubbing” said James. “We accumulated so many “worst weeks ever”, recalled Kelly of his time with Blair. “John Major had the worst press, particularly because he cared so much,” reflected Powell.
However, it was Brown who scored the lowest marks from the trio. “Gordon Brown descended from criticism, to ridicule, to pity. I found that very hard to watch,” Kelly noted. “Tony Blair had the most undeserved bad press – Gordon Brown had the most deserved bad press” added Powell, showing the old wounds are hard to heal.
Of the current government, an interesting question came from the Telegraph’s Ben Brogan, who seemed to suggest that Steve Field, the government’s – civil servant – spokesman “gives the impression of being in the room” but was not being fully briefed on government decision-making. “You have to be there for the big discussions,” replied Kelly, who added some advice for Craig Oliver, the new Downing Street head of comms:
“In Number 10 you have influence and you must use it. Get ahead of the curve.” Sobering advice, especially considering Kelly’s earlier assessment that you are “never in control” in government communications.
Powell suggested they “try and sign some sort of armistice of spin” with the political media. A hopeful thought from the author of “The New Machiavelli”. Nevertheless, lessons worth heeding.
David Cameron and his team have had their fair share of criticism already. Ridicule and even more so pity are worth avoiding at all costs.
Have your say...
Please enter your comments below.