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Nwws Management

News Management – the Brexit Deal Case Study

News Management is something we are going to be very aware of in the UK in the next couple of weeks. By all accounts ‘Selling the Brexit Deal’ is going to be a full-on political campaign.

The Prime Minister, having finally and somewhat amazingly ‘got a deal’ with the European Union, now has the daunting task of getting it through Parliament. This make-or-break parliamentary vote will take place on December 11th, just two weeks away.

News Management

PR Blitz is Planned

Before that, we are told, Theresa May will embark on a tour of the home nations followed by Question Time in the Commons and many more media appearances including a possible TV debate with or without Jeremy Corbyn.  (See the Telegraph headline here: Theresa May demands Brexit TV debate with Jeremy Corbyn as PM begins campaign to win Commons vote on deal.)

News Management

Labour Leader Jeremy Corbyn may be invited to debate the Brexit Deal with The Prime Minister in a TV debate.

News Management Project of Highest Order

Co-ordinating all this activity, having a plan but also responding as things happen, trying to win hearts and minds, is a news management project of the highest order. In this day and age it is also 24/7. I notice the Number 10 rebuttal of Trump’s unhelpful comments last night was out very early this morning. News management is both proactive and reactive.

Media Training does not teach News Management

People often call us to ask for Media Training when what they need is News Management training. Typically, such calls come from entrepreneurs, CEOs of smaller organisations or people who have come from some other professional background, but now have PR or media in their title and are not quite sure what the job entails.  I usually try and point these people in the direction of a professional PR person or agency.

Established PR people see Media Training as having broadly two uses: Firstly, the preparation for new spokespeople as they step into a senior business role that may require them to speak to the media. Secondly, something that is available to top up that basic training and help individuals prepare for a particular launch or issue or interview. (The Media Coach team also offer something different than this, which is Facilitated Message Building, related to but not the same as Media Training.)

In the case of ‘the Brexit Deal’, news management is the job of Robbie Gibb, the PM’s Communications Chief. I wrote about his appointment here last year and have been waiting for his behind-the-scenes role to become more public. Now maybe the time.

I quote here from Monday’s POLITICO London playbook, written by Jack Blanchard, which drops into my inbox every morning.

Blitz Spirit: Theresa May returns to the Commons today to face another extended mauling from MPs over her newly minted Brexit deal. 

….

It marks the start of the next phase of the big No. 10 PR blitz to try to sell this Brexit deal to MPs and the wider public, which has already seen the PM endure two three-hour stints in the Commons, two live radio phone-ins, two press conferences, two speeches, two jaunts to Brussels and sit-down interviews with Sky News and Remoaner bible the Daily Mail.

Team sports: Before this afternoon’s expected Commons marathon, May will first convene a rare Monday morning Cabinet meeting to brief her senior ministers on yesterday’s summit. The meeting is expected to include a presentation from May’s director of comms Robbie Gibb on how to sell the deal on the airwaves over the next two weeks.

It is Robbie Gibbs who will be the guiding hand behind this frenzy of activity from Number 10 and he won’t just be coordinating the PM’s media appearances but that of all the loyal cabinet members too. It’s a big job.

No Hard Sell

From a PR perspective, the one thing you can guarantee is that most outlets will say yes to having face time with the PM. No one is having to do a hard sell to get the boss in front of the cameras on this one.

 

Corbyn photo from Flickr – Credit Gary Knight used under creative comms licence.

May feature photo from Flickr – Credit DonkeyHotey used under creative comms licence.

 

messaging explained

Messaging explained: Robbie Gibb steps up to save PM

The big news last week in the world of political PR was that the BBC’s head of operations at Westminster, Robbie Gibb, was named as Theresa May’s new director of communications. Here is how The Guardian reported it:

messaging explained

BBC’s Robbie Gibb gets top job

While I am constantly irritated by large organisations and the government appointing senior journalists instead of professional PRs to do high-powered well-paid comms jobs, this seems to have been a rather more sensible choice than some. Gibb has worked for the Tories previously and as a BBC manager is in any case rather more than a hack.

[If you haven’t heard or read me grump about this before, one of my beefs is that PR is a profession and should be more respected. Whilst it overlaps with journalism it is a very different job. Some brilliant journalists make excellent PRs but most don’t. And in the meantime, it stops excellent PRs being promoted and actually skews the profession by creaming off the top jobs and giving them to ill-qualified media names.]

Anyway, that aside – the appointment of Gibb made a whole feature on Radio 4s Sunday lunchtime programme The World This Weekend – which by the way my Dad occasionally presented more than 20 years ago so I have an affection for it.

messaging explained

Francis Maude tribute to Gibb

The team did what we call in the trade a ‘package’ or a report on Robbie Gibb and interviewed his former boss in the Tory Party, Francis Maude. As a tribute to Gibb, Maude or Baron Maude of Horsham to give him his full title these days, gave this soundbite.

Former Conservative front bencher Francis Maude explains why Robbie Gibb was so useful

We were looking for a serious figure to be my Chief of Staff and effectively to be Press Secretary as well; and Robbie was brilliant and was willing to leave his job in the BBC to do that. What he was very good at was working with us to craft the messages.

I mean, what we did at that time was we took the concept of stealth taxes, and one of my team coined the phrase stealth taxes, which passed into the language.

My classic rule of political communication is you need to spend quality time working out what are the few things you want to say, and then say them all the time and just at the moment when you feel physically sick hearing yourself say the words is the moment at which someone will say why haven’t you been saying this before…

…and I remember the moment a few months after Robbie had started working for me when a taxi driver said to one of our team – with all of these stealth taxes Labour are introducing I wonder the Tories aren’t making more of it – which illustrated the rule perfectly.

Messaging explained

Whilst, the link is available for a couple of weeks on BBC iPlayer (starting at 9.29) we have transcribed this one minute of radio because it brilliantly explains messaging. Messaging is one of those words that people have a rather woolly understanding of but for us, it has a very precise meaning. Our meaning is the same as Maude’s ‘classic rule of political communication’.

I particularly love that Maude identifies you need to spend ‘quality time’ working out the few things you want to say.

You can over do repetition

On the point of repetition, we might differ slightly. We don’t think it is a good idea to annoy everyone with key phrases as Theresa May did in the election with ‘strong and stable’. If you need reminding here is a write up of one particularly underwhelming Maybot speech.

One does have to apply intelligence and judgement when using messages but the Maude principle is right. You need a few key phrases, with a solid argument behind them and then repeat them in different forums (rather than the same interview or speech) as often as possible.

And of course, if you need help identifying and crafting your messages you really might benefit from the support of an experienced ex-journalist. They are usually good at messaging but often not so good at many other parts of the PR job like strategy or dealing with internal sensitivities. Should you feel such a need you have the option of poaching someone from the BBC  on an inflated salary, understanding they might be ill equipped to do the rest of the job – or you could employ one of the Media Coach team for just a few hours to facilitate a message building session.

Meanwhile, it will be very interesting to see how much difference Robbie Gibb makes to Mrs. May. I suspect we will see the effect very quickly.