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Feeding The Flames Of Opposition?

The Labour party conference this year has been about the same as everybody expected

, a shout for support which, at the time of writing, doesn't seem to have done the trick.

We all waited for Brown to speak and while he was on slightly better form than usual, it just seemed to fail to win over the audience. He may not be the most charismatic of presenters but on this occasion it wasn't this that let him down, it was the lack of solid promises for the future and the lack of support to illustrate how and why their party can lead us in future.

However, it is not the Labour policy issues which has ended up being headlines today; it is instead another, media-based story, which Labour should have treated as a peripheral circumstance (although you might think they probably didn't have much choice).

The Sun, unsurprisingly, announced yesterday (after listening to Brown's speech) that they won't be backing the Labour camp for the election (I thought they had already said this but perhaps most of us just took it as a given!). The Tories, commented, as far as I could tell on only one occasion, to say effectively that this was good, and it was important support which they would like to have, but that they wouldn't let it go to their head i.e. they handled it well. What did the Labour party do? Rather than using our media training 'trick' of ABC (Address the question - Bridge to your Message - Communicate it), they have had every single person who goes in front of a camera saying how 'this is not important'. Another thing we teach in media training is not to repeat a negative e.g.


Journalist: 'is The Sun's decision to back the Tories an important setback for Labour?'

Labour spokesperson: 'No, this is not an important setback for Labour'.

The problem with this response is that the more times we here 'it's not important', the more times we as an audience, start to wonder 'hmmm, maybe it is important, after all they are certainly trying very hard to make us think otherwise'.

As a result less than 24 hours after The Sun officially stated they were pulling away from Labour, this is the only political headline we can see. Brown commented first, to Adam Boulton on Sky News, and seemed only to get frustrated about the questions.


Harriet Harmon then threw some 'abuse' at The Sun and said "Let's face it, the nearest their political analysis gets to women's rights is Page 3's news in briefs." Next the General Secretary of the Unite Union tore up a copy of The Sun and stated, about Rupert Murdoch, "We don't need any Australian-American coming to our country..." Needless to say; that is not a great way to win back the support of all of Murdoch's media organisations.

Oh, and although this happened before The Sun story came about we had to mention Lord Mandelson calling the leader of the opposition a flibbertigibbet (incidentally I'm quite impressed this word was in my software's dictionary!) - not sure any of this is the behaviour of a party willing to do the right things, and fight to win us over for an election.

It may be game over already for Labour, but unless they do something to sort out their media relations (and presentations), this election will be hugely embarrassing for them.

by: Gemma Carey
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