AT THE SPEED OF POLITICS BY JOHN QUARREY, FOUNDER, KROW (WORK­ING ON LABOUR’S ELEC­TION CAM­PAIGN)

Campaign UK - - NEWS -

Peo­ple reckon that retail is fast and that digital is faster, but nei­ther has any chance of keep­ing up with politics dur­ing a snap elec­tion. As poli­cies are de­vel­oped, re­searched, re­fined and cir­cu­lated, comms plans de­velop a life of their own: grow­ing, mu­tat­ing, some­times dy­ing but al­ways chang­ing. The polling and the re­search groups come thick and fast, shed­ding new light and open­ing new op­por­tu­ni­ties and of­ten re­veal­ing un­com­fort­able truths.

The 24/7 news cy­cle makes some of the ideas re­dun­dant as you are hav­ing them and turns oth­ers into ex­cit­ing pos­si­bil­i­ties while the so­cial chan­nels make ev­ery­thing pos­si­ble sooner than you can get it done. A good ex­am­ple is our “This lady is for turn­ing” video high­light­ing the flip-flop na­ture of Theresa May’s re­cent de­ci­sion-mak­ing.

So it’s all hap­pen­ing quickly, which means the need for a strong or­gan­is­ing thought (not just an an­noy­ing sound­bite) is ab­so­lute. The idea that the Labour Party is for the many, not the few, is just that. The Labour comms team has used this to di­rect and in­form all its de­ci­sion­mak­ing. When the ideas and ex­e­cu­tions mu­tate, we all in­stinc­tively know which ones to keep and which ones to bin.

So it’s all been fast and fu­ri­ous and the team at Krow has learned a lot about stake­holder man­age­ment and work­ing within the news cy­cle. And we have be­come even more ag­ile, some­what thick­er­skinned and ad­dicted to so­cial media.

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