Farrington: New approach needed

Alastair Campbell is "part of the problem" facing government communications and should stand aside, a senior public affairs professional has said.

Amid on-going controversy about the role of government spindoctors, the director general of the Institute of Public Relations (IPR) warned there are fundamental problems facing the Whitehall media machine.

In an interview with this website, Colin Farrington questioned whether the style of Downing Street's director of communications is right for the challenges now facing the government.

"Alastair Campbell's personal style brings a lot of aggression to the job and a macho confidence which is, perhaps, part of the problem," he said.

"Government needs to move to a more reflective, interactive style. Maybe somebody else needs to be in that role."

"I feel quite sad about that because I do think he has done a very good job. I don't think it's any criticism of his professionalism or the way he's carried things out. It's just the fact that circumstances change."

It is widely expected that Campbell will stand down once the Hutton inquiry has released its findings later this year.

Farrington, a former civil servant, questioned Campbell's decision to appear live on Channel 4 News at the height of the government's row with the BBC.

"Going on Channel 4 or snubbing the BBC at press conferences was a part of the row. I thought it was a bit of an over-reaction from somebody who had not perhaps taken the broader, longer view. It was probably a misjudgement," he told ePolitix.com.

The tough rebuttal approach championed by Campbell during the Millbank era is also no longer working, he said.

"New Labour had a need to radically re-identify itself and there was a huge communications project there. But too much of the vigour of that type of communication was carried over into government," he said.

"The government now needs to put a different tone to it. That's why in the autumn he should go quietly - if it's possible to go quietly - and take a new career path."

Farrington predicts that Number 10 will overhaul its media unit once Campbell quits.

"I suspect that Campbell's job will become a team effort. It is going to be an extraordinary job for one person or a group of people to carry through," he said.

"It may be that it's unwinnable and you can only hope to limit the damage as it were."

With the Hutton inquiry into the death of Dr David Kelly set to generate massive public interest, the IPR chief said there was only one strategy for the government - to tell the truth.

"They have got to get across, and I'm sure they will, the sheer pressure and complexity of events in times of war and that some of the things that were said and done may not stand up to absolute pure analysis. This is a wholly extraordinary situation. There's no shame in that," he said.Tony Blair has admitted he needs to rebuild trust with the public and Farrington warned this would be a long process.

"It's not only building trust for Blair but rebuilding confidence in the government. I think it's become a bit addicted to announcements," he said.

"It's going to be a long haul out of that by setting out very realistically and clearly what the limits of government are by being very honest.

"They are going to have to confront a very difficult economic situation over the next three or four years.

"It's going to be about winding down people's expectations."

He added that any improvements that Labour has in major policy areas "are going to be much slower in coming through".

"They also have to focus on social issues; finding things that can be done which are popular and not subject to huge economic commitments."

Farrington also set out strategies that the three big political parties might take at the next general election.

And he predicted that the government will face its toughest election campaign to date.

"I've long believed that the next election is going to be very close," he said.