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!)
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