Political circles have been humming with ideas on innovative campaigning since Obama’s powerful digital campaign forced the political rule book into retirement. Our campaigning work in Berwick-upon-Tweed is unlikely to change the political future of a nation, but has been aimed at bringing a new style of politics to a very traditional rural seat.
Our work has been rooted in a package of measures – media work, developing YouTube to push on local issues, regular doorstep campaign weekends. On the face of it, none of it is particularly innovative, but the reality is that for all the talk of using new media, very few local parties actually do. Despite consensus on the need to re-engage with the electorate, many Labour activists haven’t got round to it. And in Berwick we started from scratch, with a tiny team, no budget and a local party that until recently didn’t have an executive committee, let alone a website. We’re still developing our work, but four key lessons have shaped our experiences.
Firstly, finding trying out new ways of doing politics can be easier than you think for one simple reason – the old ways don’t always exist, or are no longer being used. In Berwick we have had to start from scratch. The constituency party imploded after the 2005 election, so there were few norms and expectations about how campaigning should work, few pre-conceptions to fight against and largely a blank canvass for new ideas. Not surprising you might think, in a tough seat. The reality though, which I’ve seen in Labour heartland seats in the North East, is that the canvass is often just as blank in safer and sometimes more marginal seats. Don’t be perturbed by cultural sense that it’s not the ‘done thing’ – or that there isn’t time for YouTube on the agenda. Usually local parties want leadership and accept that this comes with new ideas in tow.
The second is to remember that new media campaigning can risk creating a communications apartheid unless accompanied by the shoe leather of traditional engagement. Creating a website, YouTube page, or Twitter account isn’t difficult, getting people to access it is – websites live or die by the success of the marketing campaign to attract users. Every article, every speech, every radio interview Berwick Labour representatives do mentions our website address – be relentless. Also remember that new media excludes as much as it includes. In Berwick, only half of our membership is online and many of our core supporters don’t regularly use the internet. We’re very aware that exciting online campaigns are invisible to large numbers of our supporters, so ensure that YouTube videos are used as part of a package of wider campaigning. It is one of many useful tools.
Thirdly, remember what you’re here for. Politics involves playing to the camera, but it’s PR with a purpose; designed to make a difference. I’ve heard activists and candidates from around the country talk about campaigning to improve local schools, despite never having set foot in one; of fighting housing cuts, without actually speaking to the local housing department. Berwick Labour have gained a good reputation in the constituency for listening, and working with local agencies to act on the basis of the facts. I’ve spent time with council chief executives, housing association directors, Sure Start managers, development trust staff, teachers and others. While many declared for the other side long ago, I have been very surprised at how keen people have been to take up meeting invitations and eager to provide information to help us push on issues of common concern. It’s this sense of partnership across party lines that local parties need to build further. It provides invaluable evidence for campaigns, but also starts to establish Labour as a local and responsive party willing to put the time in to make a difference.
Lastly remember that the only certainty in experimentation is that things go wrong. Reading Chris Mullin’s rather unglamorous account of life as a junior minister recently reminded me that making a difference can be slow going. Most of our YouTube videos are still being compiled, some have been scrapped. Some of our media campaigns have worked well, others were de-railed by an unexpected six page spread on the local agricultural show. Try things out, learn as you go along and don’t be afraid of trying things that might not work. The common Northumberland phrase ‘shy bairns get nowt’(quiet children get nothing) comes to mind. As true of politics as it is of the playground. So, stop thinking about getting that campaign going and get started.