Mugwumps stole a lot of headlines last week.
Britain’s Foreign Secretary, Boris Johnson, wrote a piece for The Sun in which he suggested that people may think Jeremy Corbyn (leader of the opposition Labour Party) was a ‘mutton-headed old mugwump’ and feel sorry for him but in fact he poses an enormous threat to our country if he gets into Number 10 Downing Street.
You may think this is just Boris being Boris, colourful language is what he does and not much else: more buffoonery than strategy.
Mugwumps dominated news agenda
Well, I beg to differ. Boris dominated the news agenda for a full day with the mugwump insult. It was a day in which he was on numerous media outlets – saying all sorts of things, some of them controversial, but no one was interested in anything but mugwumps. During that day we were all reminded perhaps a thousand times – at least if you are a news junky– that Corbyn could be characterised as a ‘mugwump’ and by implication a rather soft and muddled individual unfit to run the country. This is way more coverage and way more effective than Conservative leader and Prime Minister Theresa May’s more sensible mantra of ‘strong and stable leadership’.
My personal theory is that Boris used to say stupid things by accident but in doing so learnt the power of a colourful phrase. Now he ‘weaponises language’ with deadly effect. The Telegraph helpfully collected some of the great Boris quotes many of which I suspect were less crafted and planned than the mugwump insult.
Mugwumps: an example of weaponising langauge
The ‘mugwump’ insult was a focus for a set piece 8:10 interview on BBC Radio 4 Today programme where it was helpfully repeated for those chattering classes that do not stoop to read The Sun newspaper. The story then led the BBC’s political coverage for most of the day.
Mugwumps: a raft of ‘explainers’
The press for two days was then full of ‘mugwump explainers’. Here are a few.
The Metro headline was: “Mugwump is actually a word and this is what it means”
The Guardian headline was: What is a mugwump? An insult that only Boris Johnson would use. This also includes a snappy little video with the history of the word.
The Times – behind a paywall – sorry – but headline: “This mugwump is a dandiprat”
Birmingham Mail headline: what is a mugwump? This university professor has the answer
And there are many more.
Boris used ‘mugwump’ to create acres of coverage for what the Conservatives believe is their most important differentiator in the election; comparing the leadership style of Jeremy Corbyn to the strong, sensible, mainstream style of Theresa May.
Mugwumps and Media Trainers
All of our trainers work to help clients with their messages. We try to help them with carefully crafted quotable phrases that will sum up an argument in a way that gets headlines (even if only in the trade press). Serious people constantly and consistently shy away from saying anything ‘too racy’ or anything that makes them appear ‘unprofessional’ or ‘not serious enough’. We understand. But we do not believe those people always understand the ‘opportunity-cost’.
Just in case you haven’t caught on, we at The Media Coach call prepared quotable language ‘sizzle’ and we blog and tweet about this regularly – you can follow the twitter handle @mediasizzle if you want to see the world the way we see it. If you want us to help you build quotable messages then give us a call on +44 (0)20 7099 2212.
Jeremy Corbyn image used under Flickr creative comms
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- Media Training Basics: Don’t just answer the question - July 5, 2017
- Mugwumps steal news headlines - May 1, 2017
- Election and other bits and bobs - April 25, 2017
- When Offence Goes Viral: What can PR do? - April 11, 2017