Jeremy Corbyn Needs a Media Strategy
So, what about it? Your view is going to be coloured by what your politics are and your attitude to the leadership. If you're opposed to Jeremy, you're bound to find grist for your mill. If you like the man and have a selfie with him, there is little here to dissuade your loyalty. Those fancying themselves as Malcolm Tuckers of the left will shake their heads in resignation, while the average punter not that interested in politics would likely watch it and carry on not having their mind changed either way.
There are a couple of points worth addressing in the film, which have since proven the most "newsworthy". The first is Seumas Milne taking aside our intrepid reporter to whisper there is a leak in Jeremy's team. Someone is passing Prime Minister's Questions preparations to the party opposite, apparently. I remain sceptical about that. It's far more likely that Dave's prep team, who we should remember have been in this game for a long time, are able to anticipate the sorts of questions due to crop up. Because of the limited range of issues that get traction and, dare I say it, Jeremy's rather pedestrian style it's not difficult to play his role and advance his most likely attack lines. And besides, to confess your suspicion about a leak on camera is just unwise - you can be sure Dave will use that as a line at an upcoming PMQs.
The second are the complaints about the media. I happen to think Jeremy is right. The press in this country are awful, and when it comes to determining what issues are important the BBC follows their lead, a point this blog has explored from time to time. It's also fair to say Jeremy has received more hatchet jobs and critical coverage than any party leader ever, surpassing even the treatment meted to the sainted Ed. So yes, the media are biased. You can either complain about it, as the documentary implied, or start from the perspective they will always be ill-disposed toward you and work from there. That doesn't mean retreating into the bunker and muttering darkly about Jonathan Freedland, it demands something more pro-active.
This is where Tony Blair - yes, that man - can teach Team Jez a thing or two. Early on in his tenure, Blair and friends began their prawn cocktail offensive to win over big business and assure them that nationalisation without compensation wasn't on an incoming government's agenda. I understand that John McDonnell in his shadow chancellor capacity is similarly schmoozing. Jeremy and his team need to start doing the same with the press and, I'm afraid, that also includes Murdoch-owned titles. The hostile stuff would still come, but don't underestimate the importance of soft power and carefully cultivated relationships between politicians, spads, and bag carriers with the lobby hacks. This soft power can be used to take the sting out of bad stories, or at least allow for a space for subsequent clarification. Snippets of info here, the odd exclusive there can build up a bank of favours. On slow days some attack lines or positive stories might get through too. The job of a press operation is to sell the leader and their policies in a hostile environment. The weapons most appropriate for accomplishing this feat are the late night meal, the cup of coffee, the few jars at Strangers. Moaning resolves nothing and changes nothing, and it's more productive than panicky firefighting and toothless threats down the phone.
In short, what the film says to me is that Jeremy's operation needs to be more professional. It's not the same as bending over backwards and capitulating to headline after editorial after comment piece, but Jez and co have to play the media game if it wants to properly sell the "different way of doing things". I know the office has recently made a new hire, so perhaps things are about to change. We shall see.
Comment (0)
Post a Comment