Tag Archives: politics. theresa may

Media training: in business or in politics, don’t knock the competition

This is not a political blog but there are two areas I would like to highlight about the general election. Reassuringly, standard practice is right in both cases.

The first, as the headline suggests, is that slating the competition never works well. Today we wake up to a general election result in which there will be a hung parliament. Among the many errors made by prime minister (as I type) Theresa May was the notion of attacking her enemy too directly.

He was going to “go naked into the negotiating chamber” over Brexit. He was going to “sell out the union” between Scotland and the rest of the UK. Previously David Cameron had told him to “put on a suit” and “for goodness’ sake, man, go”.

This was poor for two reasons. First, it looks vindictive and unprofessional. In business it’s the same. Years ago I worked on a trade publication in the computer industry and every three months or so, two software companies would send us conflicting reports about who was ahead in the market. They’d exchange unpleasantries, we’d write a thoroughly entertaining story…and the readers would hold the software companies in complete contempt. They didn’t want their suppliers focused on each other, they wanted them focused on service.

The second reason not to criticise the competition too heavily is that you manage expectations downward. This makes it simpler for them to exceed expectations. Frankly, all Corbyn had to do was turn up on time with his trousers on the right way around and he’d pleasantly surprise anyone who’d been listening to May.

She sounded amateurish and vindictive and set the bar low so he couldn’t help but outperform it. She also set her own bar so high that a result of Conservative 318 seats, Labour 261, ends up looking like a moral victory for Labour. That takes some doing.

So what about Corbyn?

It’s beyond doubt that he had a rocky start. Footage of him stomping away from a Sky News journalist has mysteriously vanished from YouTube; he’s also been snappy, grouchy and relatively recently he staged a “full” train when there were seats available.

He’s not the slickest performer. However, during the election campaign he’s smartened himself up. He’s worn better suits, he’s engaged with people and journalists. He’s prepared answers but not to the extent of ignoring questions.

In spite of people saying he’s different, he’s actually swallowed the entire rule book on media training – or at least the best bits. The friendly, sometimes self-depreciating Corbyn was always going to win friends if not supporters, unlike the robotic May with the “strong and stable” and “there’s no magic money tree” phrases, no matter how much she may have believed them.

There’s more to any election than presentation. You don’t elect someone because you’d like to share a pizza with them but because you trust them with the difficult decisions. However, presentation and media engagement plays its part, and on this occasion, quite unexpectedly, Corbyn turned out to be the more polished performer.