The mantra of the moment is ‘reconnecting with voters’. Given the catastrophically atrocious European election results, who can disagree with that aim?
Policy that is simple, inspires, tells a story, connects emotionally and creates a positive vision of the future with Labour is vital if we’re going to stop the Tory march towards Downing Street.
But as critical as credible policy is how that policy is presented to people. This isn’t a popular position in these anti-spin times, but the way we communicate is in dire need of a makeover. Put bluntly, our message isn’t getting through to voters at the moment. So it doesn’t matter how many policies or initiatives there are, if the voters aren’t listening to us, it will all have been a waste of time come election day.
In my view, the one thing that the Labour leadership should do to improve our chances at the next election is to acknowledge the problem and put in place an effective communications strategy.
What is frustrating about our current situation is that people actually support what we are doing – if they ever manage to find out what we are doing. They agree, for example, that we shouldn’t lose another generation to the dole as we did in the 1980s. People believe in targeted investment in public services and understand that we can’t cut our way out of a recession. Sadly, too few people are hearing us.
We can change this if we follow a few simple pointers.
First, we need to recognise that with so many things competing for people’s attention, the simpler our message, the better. To that end, the contagious spread of political jargon must be eradicated. Jargon acts as a barrier and stops people hearing and understanding our message. We need to speak to people using language they understand. It needs to be simple, clear and concise. Synchronised downturn of the economy? No! Try using: ‘We’re all feeling the pinch.’
Next – ditch the detail. We need to get people interested in the first place and detail doesn’t do the job.
Once we have a clear and simple message, we need to repeat it again and again and again. Remember, there are sound reasons why advertising campaigns repeat slogans.
An effective communications strategy can’t be one way either. People need to have a way of getting their voice heard by government. If, for example, ministers had listened to concerns about the 10p starting rate of tax, then we could have nipped that problem in the bud and avoided alienating voters.
We must be able to articulate whether our policies are going well and when there are danger signals. This mustn’t be seen as criticism, but as a useful early-warning system.
These are just a few pointers which we can all easily follow right now. Language is one of the most powerful reflections of how we think and feel about ourselves and others. We can make big changes by changing how we use language. The leadership can make a huge impact by recognising this and implementing effective two-way communications at all levels of government, with backbenchers, with the party and most important of all with voters. Then, and only then, will we reconnect.
Shona is absolutely right and it is a bigger challenge than we readers of Progress would like to address; because the people we have to get to are those who do not read more than the headlines of the sensational press, and then probably over someone else’s shoulder. They have a very limited vocabulary, where words which are in our common parlence have a different ‘social’ meaning.
News items which begin with a sensational statement with the rider that it is only a suggestion or one of a number of options increase fear and misunderstanding.
On one point I would take issue with shona she talks of our ‘message’ what the ordinary person needs is simple EXPLANATIONS.
Megan you are right… I too would like simple explanations. Our politicians seem to want to use language that gives the impression that it is very complex, when in fact it is only used to stop people from asking searching questions; a tactic used by many professions. Most people, (apparently elsewhere on this site I am told; I am called pompous because I use the title Dr, one I earned from many long years of study and practice; not like the Lords, given to me by people whom I know) are fed up with name calling politics and wish to focus upon and look at the real issues. I make the point that life exists beyond Westminster, in my many past years teaching (children name call as well beleive it or not), I have found that when you alter your language and be prepared to engage with people, you can communicate effectively. However, you need to take every person’s situation into account; otherwise you will estrange individuals, no matter what their education or financial circumstances. The latter is important if you fail to go to where people live; the ability to pay is a significant factor in one’s ability to engage in such discussions we are having on this site. Finally, psychologically, the people at present are not prepared to listen; they do not trust our politicians; that is the first barrier you have to overcome in your communication strategy…Moreover, no more empty promises, get rid of the yahboo, and stop patronising the public like Margaret Beckett who said “the people don’t understand”.. well they do, it is about you did!