How Miliband can address his image problem

The Labour leader must show, not just tell, people who he is.

Last year, as it became clear that Mitt Romney would be their opponent, the Obama campaign had a choice in how to attack him: as a flip-flopper who kept changing positions or as a protector of the 1%, too rich to understand the plight of ordinary Americans. They settled on the latter strategy for two good reasons. First, it fired up their own base who were supportive of the call by Occupy Wall Street. Second, it would neutralise Romney’s main charge that Obama was not competent enough on the economy, by convincing them that Romney would not act in their interests anyway. While Obama has managed to execute his strategy perfectly, Romney has continually stumbled.

Political framing matters immensely. People don’t study every policy: they develop a gut feeling for politicians and parties and then interpret events and news through that gut feeling. This applies to Britain as much as the United States.

It is exactly two years since Ed Miliband was elected leader of the Labour Party. He has managed to unite different factions of the party, offer a new direction that breaks significantly with New Labour, admitted to mistakes of the past (Iraq, 42-day detention, ID cards, lax financial regulation) and established a double-digit lead over the Tories. This is no mean feat for a party that in 2010 suffered its second worst-defeat since 1918 and oversaw the biggest financial crash in 80 years.

But Miliband has been less willing to consider a key hurdle for re-election: how people perceive him. I call this Labour’s Wonk Problem: Miliband and many of his closest advisers prefer to focus on policy and speeches, instead of being mindful about image as Tony Blair was. Several polls last week underscored the fact that this has become a problem. In the Times and the Evening Standard, surveys of public opinion found that Miliband trailed Cameron on several key personal characteristics. When Miliband was elected Labour leader, the Conservatives immediately set out to frame him as "Red Ed". After that didn’t work they decided to switch to Odd Ed, and then back again when unsure. Neither label has quite worked: voters consider the Labour leader to be no more left-wing than Cameron is right-wing.

It isn’t that Miliband is shy or awkward in person – even hardened critics such as Charles Moore admit he is much more affable than his TV persona suggests. The problem is that Miliband himself hasn’t done anything to craft his image beyond a few family-oriented interviews. David Cameron has successfuly managed  to project himself as a tough leader; voters might not like him but enough of them think he is willing to take unpopular decisions to sort out the economy. His Achilles Heel is that while the economy is flat that image will keep crumbling.

But Miliband cannot wait for Cameron’s facade to crumble - he has to tell voters more about himself. He has to actively frame himself. This isn’t a lost cause: the election is still two-and-a-half years away, with the televised debates representing a key opportunity to prove himself in front of the public. His ratings have improved significantly in the last few months as he has taken a strong lead on banking and media reform. But these were about policies and issues, not characteristics.

The image Miliband needs to avoid goes like this: "He is a nice guy, has my interests at heart and means well. But we are in deep trouble and we need a guy willing to take tough decisions to sort out the economy." The one he needs to project goes like this: "Yes, I’m a bit of a geek and a bit bookish. I sometimes speak like a guy who has worked in Westminster all his life. But I’m intelligent, genuine and bold. I care less about PR stunts and more about policy detail. I know my shit. But I know what needs to be done to get this country out of its mess and will take the bold decisions to do so. My opponent only has the interest of the super-rich in mind."

The charge against Cameron should be broadly the same as the one Obama is making against Romney: my opponent may act tough, but he does not have your interests at heart. Miliband also needs to open up more. His Twitter account is a good example of where he could show more personality, but he has been hemmed into taking a highly cautious "here-is-my-latest-statement" approach by his team.

Two years after being elected, it is time Miliband started letting voters know what kind of a person he is. For this, he needs more interventions and fewer policy reviews. He scored a direct hit during the 50p tax cut and that damaged the Conservatives deeply. He needs to create similar traps and take bolder steps to do so. He has to show he has the courage to take on the establishment beyond making a speech just saying that.

Miliband is heading into his third Labour conference as leader in the strongest position he has been in. His biggest job now is to challenge himself to be bolder.

Miliband needs to be "mindful about image as Tony Blair was". Photograph: Getty Images.

Sunny Hundal is editor of Liberal Conspiracy.

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The top 10 reasons Brexit isn't working, according to Brexiteers

We'd have got away with it, if it weren't for that pesky Mark Carney. 

Over the next few years, it is likely that the economy will shrink, that the entire government will be consumed by trade negotiations at the expense of every other priority, and that EU leaders will use their considerable negotiation advantages to theatrically screw us. As this unpretty story unfolds, those who argued confidently for Brexit, in parliament and in the press, will feel compelled to maintain that they were right, and that if it hadn’t been for some other impossible-to-foresee factor everything would be going splendidly. What follows is an attempt to anticipate the most predictable post-rationalisations; I’m sure there will be more creative efforts.

1. WHITEHALL SABOTAGE. If we’re making no progress in trade negotiations, that’s because the civil service is doing its best to scupper a successful Brexit. That power-crazed madman Jeremy Heywood will stop at nothing to ensure he is bossed by Brussels, and the snooty bastards at the Treasury are working to subvert the national will out of spite. Even as our finest ministers strive manfully to cut Britannia free of its enslaving chains, all they hear from functionaries is “It’s a bit more complicated than that”. It’s only complicated because they want it to be.
 

2. REMAINERS TALKING DOWN THE COUNTRY. God knows we tried to reach out to them, with our gently teasing admonitions for being elitist snobs who just needed to get over it. But did they concede that a glorious future is at hand, if only we all wish for it? No, my friends, they did not. Instead, they sulkily point out how the things they predicted would happen are in fact happening, as if this somehow proves they were right. And since, inexplicably, the world agrees them, the whiners’ prophecy is being fulfilled.
 

3. THE GLOBAL ECONOMY. It appears the UK economy has sunk into a recession. Now, the whiners will tell you that this has got something to do with the vast uncertainty created by taking a fundamental decision about the nation’s future without a clue about how to implement it. In reality, of course, the recession has been caused by the same global economic headwinds that had absolutely nothing to do with the 2008 financial crisis, which was all Gordon Brown's fault.
 

4. ECONOMISTS. Since they nearly all said that Britain would be worse off if it voted Out, they now feel compelled to tell us that things are indeed worse. OK, maybe they are worse. But think about it: if we hadn’t voted Out, the economy might be even more calamitously buggered than it is now. This is logically unassailable. But do economists ever point it out? Do they Brussels. Yet sadly, global businesses, investors, consumers, and lots of other people who frankly lack gumption or vision, take these so-called experts seriously.
 

5. MARK CARNEY. Let’s get this straight: the Canadian governor of the Bank of England doesn’t want Britain to succeed, because then we’d be a direct competitor to his motherland. But with his honeyed voice and perpendicular jaw and incessant references to “data”, this man has gone a long way to convincing much of the public that he is some kind of disinterested authority on Britain’s economy. In reality, of course, he is out to destroy it, and seems to be making a pretty good fist of doing so.
 

6. EU BUREAUCRATS. You know those people we spent years attacking for being interfering, self-enriching, incompetent fools? Turns out they are now keen to make our lives as difficult as possible. The way to deal with this, of course, is to mount a national campaign of vilification. Another one. Before long they will be begging for mercy.
 

7. THERESA MAY. Look, we all wanted her to succeed. We knew she wasn’t one of us, but she wasn’t exactly one of them either, so we gave her a chance. Yet perhaps it is time to admit the possibility that the Prime Minister isn’t making this work because, when it comes down to it, she just doesn’t share our blood-pumping, sap-extruding belief in Britain unbound. In short, she’s just too damn reasonable. It’s time to embrace the unreasonable man. What’s Boris doing these days?
 

8. THOSE OTHER BREXITEERS (i). Not only can we not get the Remainers to present a united front to Brussels, it seems that we can’t even rely on our fellow Brexiteers. Most of us are on the same page: take back control of our borders, blue passports, compulsory blazers, onwards and upwards to the sunlit uplands. But there are some among our own ranks who frankly don’t get it. These latte-sipping media types simper on endlessly about the importance of retaining access to the single market and seem awfully keen on Norway. Why don’t they just go and join Remain?
 

9. THOSE OTHER BREXITEERS (ii). Hey guys, the problem is this: Brexit got hijacked by the roast beef and two veg brigade, OK? For us it was always about unleashing the entrepreneurial spirit, shaking off the dead hand of Eurocrat regulation, being more human, that kind of thing. We had to go along with all that anti-immigration stuff but believe me we were biting our tongues and crossing our fingers. Some of our best friends are Turkish.
 

10. NONSENSE, IT IS WORKING.

Ian Leslie is a writer, author of CURIOUS: The Desire to Know and Why Your Future Depends On It, and writer/presenter of BBC R4's Before They Were Famous.