The Conservatives’ efforts to bring themselves back into public attention have fallen flat despite a headline-grabbing announcement, according to one broadcast expert.
Opposition leader Kemi Badenoch delivered the main speech at the party conference this week and attracted lots of positive headlines among core supporters for a proposed policy of scrapping stamp duty.
But while this led to front page headlines on most of the national newspapers, it had less impact in terms of attracting a wider audience on TV and radio. That’s the analysis of Josh Wheeler, who leads Be Broadcast, winner of Best Small PR Agency at last year’s Prolific North Marketing Awards and nominee for Best PR Agency at this year’s.
He said: “Our latest Mission Control data found that Kemi Badenoch’s performance lacked punch and power, and that sentiment seems to have been mirrored across much of the media.
“During the conference period, Kemi Badenoch was mentioned 5,867 times across UK broadcast outlets, compared with 4,790 mentions for Nigel Farage, who managed to dominate discussion without even being in the room. Robert Jenrick appeared 1,054 times, largely in the context of speculation about a leadership challenge and his own internal crisis. Meanwhile, the Stamp Duty reform announcement, expected to be a defining policy, generated only 2,071 mentions, showing just how little cut-through the substance achieved.
“It is a shame, because speaking to financial leaders across the North today, many viewed her proposals as surprisingly bold, a clear vote-winning tactic, even if most doubt they will ever materialise. Such reform could have had a significant impact on the housing market, but that message has been completely lost amid the ‘will she survive’ narrative.”
According to Wheeler, discussions across the conference have instead been dominated by leadership drama as Badenoch faces the prospect of a challenge for her role. This, he says, is affecting the ability to deliver messaging effectively.
He said: “Kemi Badenoch does not strike me as someone who runs scared, but the narrative has escaped her control, if indeed she ever had it. With reports of letters of no confidence circulating, her time may be running short.
“Politics has become dominated by personality, but both business and the public are crying out for policy. Yet the Conservatives seem stuck looking inward, performing for the cameras in a venue part-funded by the European Union. It is a small irony that perfectly captures the paper-thin impact of their conference.
“Perhaps, though, this is not just about one leader falling, but about preparing the ground for whoever emerges next as the party’s supposed ‘changemaker’.
“And speaking with journalists, one comment stands out: ‘Even the protestors couldn’t be bothered to turn up.’”
Meanwhile there were other concerns about policy announcement, notably a promise to reduce the number of university students by 10,000. Ben Davies, group marketing director at Praetura said: “Our universities are one of the UK’s biggest assets, and something we’re known for globally. Cutting student numbers will have a knock-on effect on other sectors and across the economy. The system can always be improved and courses need to create value for graduates, but our leaders should be taking an empathetic view towards our higher education institutions.”
