Style over Substance
Tory communications have come under criticism recently and with good reason. 2010 has already seen a botched prison ships announcement (which only Andy Coulson seemed to know about) a U-turn on when marriage tax breaks would be introduced, and George Osborne’s announcement that Lord Stern would advise the party which was immediately denied by Stern himself.
All the more reason to point out when they’ve done something right, namely placing a fluffy profile piece of their newest MP, Chloe Smith in Stylist magazine. It’s a smart move for 3 reasons:
1. Women’s magazines don’t cover politics often or in much detail, but the Tory press team have managed to get 3 pages of dedicated coverage by deploying their assets well. Smith is young, photogenic, fashion conscious (a purple suit and oversized beads is hardly fashion forward, but this is politics) and a neat match for stylist’s demographic.
2. It’s a nice bit of brand building (or brand decontamination). Between a Work and Pensions Select Committee meeting and a photo shoot on Westminster bridge there were more than a few key messages detectable. We hear how liberal minded Chloe ‘doesn’t fit neatly with the widespread view of Conservative politicians’ and are told that Section 28 was ‘not our finest hour’. Personally, I found it bland and vapid, but maybe that’s because I already know what a select committee is. There’s no point in putting out policy papers every week if people’s general perception of the party is negative.
3. Stylist was a great pick. It’s got a circulation of 400,000 and free copies are distributed across London, Manchester and Brighton at train stations. People who have forgotten to bring a book onto public transport are a captive audience. I got onto the central line with no intention of reading that bloody article.