What Can We Learn From The Labour PR Machine?

22/08/2024 10:23:29
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A brief look at Labour's public relations (PR) strategies that delivered Keir Starmer to the premiership


The journey of Keir Starmer from the leader of the opposition to the Prime Minister of the United Kingdom is a case study in modern political communication. Labour's PR strategies have been instrumental in reshaping the party's image and positioning Starmer as a leader capable of guiding the country through turbulent times. This blog takes a brief look at the Labour PR machine that powered Starmer’s rise and the return of a New Labour Government.
 

The early foundations of the Labour PR approach


When Keir Starmer took over the reins of the Labour Party in April 2020, the party was reeling from its worst electoral defeat in decades. The challenge was not only to rebuild the party but also to rebrand it in a way that would resonate with the wider electorate. Early on, Starmer’s PR team focused on distancing him from the controversial legacy of his predecessor, Jeremy Corbyn, and instead, crafted a narrative of competence, pragmatism, change and unity.

One of the key elements of Labour’s PR strategy was to project Starmer as a "statesman-in-waiting." Through carefully managed media appearances, speeches, and public engagements, Starmer was presented as a serious, credible alternative to Boris Johnson’s often chaotic leadership image. This shift in image was crucial in winning back voters who had deserted Labour in previous elections.
 
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Rebranding Labour: The return of a "New Labour Government"


A significant aspect of the Labour PR strategy under Starmer was the subtle nod to the successful "New Labour" era of the late 1990s and early 2000s. While not a direct replication, Starmer's team sought to revive the spirit of the Blair-Brown years by focusing on policies that appealed to both traditional Labour voters and the broader middle class.

The messaging emphasised economic competence, social justice, and a strong commitment to public services – a far cry from the ideological battles that had defined the party in recent years. The concept of a "New Labour Government" was reintroduced, not in name but in tone and substance. This approach was designed to reassure voters that Labour had returned to the centre-ground of British politics, where it could realistically challenge for power.
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Crafting the Keir Starmer PR narrative


Starmer’s PR team has been particularly adept at managing his public image. They have balanced his background as a human rights lawyer with his experience as the Director of Public Prosecutions, portraying him as a leader who combines compassion with a strong sense of justice. This duality has been central to the Keir Starmer PR strategy, positioning him as both a defender of the underprivileged and a protector of national security.

Moreover, the PR strategy has also been about contrast. In every campaign and communication, Starmer has been presented as the antithesis of his opponents. Where they were chaotic, he was calm; where they were divisive, he was unifying. This contrast was most evident in his handling of crises, such as the COVID-19 pandemic and the cost-of-living crisis, where his measured responses were designed to project competence and reliability.
 

Engaging with the electorate: A modern approach to Labour PR


Labour's PR under Starmer has also embraced modern communication channels to engage with a broader audience. Social media campaigns, targeted digital advertising, and grassroots mobilisation have all played crucial roles in spreading Labour’s message. The party’s online presence has been professionalised, with content that is both engaging and shareable, ensuring that Labour's policies and Starmer's speeches reach millions of voters directly.

Additionally, Labour's PR team has been savvy in using traditional media to their advantage. Starmer’s interviews, opinion pieces, and televised debates have been carefully choreographed to maximise positive exposure and minimise risks. By controlling the narrative and staying on the message of “change”, Labour has effectively built a coherent and persuasive case for why a New Labour Government under Starmer is the best option for the country.

The Impact of Labour's PR strategies on the 2024 election


The PR strategies employed by Labour under Keir Starmer were instrumental in reshaping the party’s image and securing victory in the 2024 general election. By focusing on competence, unity, and a return to centre-ground policies, Labour was able to rebuild trust with the electorate and present itself as a viable alternative to the Conservative government.

As we witness the emergence of a New Labour Government, it is clear that the success of Keir Starmer’s PR strategies will be studied for years to come. His rise to the premiership is a testament to the power of effective communication in modern politics, and how a well-crafted PR narrative can deliver electoral success.

As a new chapter begins for Labour, it is undeniable that the foundations of this success were laid by a PR approach that understood the importance of image, message, and engagement. If you’re interested in what PR could do for you, or your business, why not get in touch today?

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