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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Theresa May’s stage-managed election campaign keeps the public at bay

Jeremy Corbyn’s approach may be chaotic, but at least it’s more authentic.

The worst part about running an election campaign for a politician? Having to meet the general public. Those ordinary folk can be a tricky lot, with their lack of regard for being on-message, and their pesky real-life concerns.

But it looks like Theresa May has decided to avoid this inconvenience altogether during this snap general election campaign, as it turns out her visit to Leeds last night was so stage-managed that she barely had to face the public.

Accusations have been whizzing around online that at a campaign event at the Shine building in Leeds, the Prime Minister spoke to a room full of guests invited by the party, rather than local people or people who work in the building’s office space.

The Telegraph’s Chris Hope tweeted a picture of the room in which May was addressing her audience yesterday evening a little before 7pm. He pointed out that, being in Leeds, she was in “Labour territory”:

But a few locals who spied this picture online claimed that the audience did not look like who you’d expect to see congregated at Shine – a grade II-listed Victorian school that has been renovated into a community project housing office space and meeting rooms.

“Ask why she didn’t meet any of the people at the business who work in that beautiful building. Everyone there was an invite-only Tory,” tweeted Rik Kendell, a Leeds-based developer and designer who says he works in the Shine building. “She didn’t arrive until we’d all left for the day. Everyone in the building past 6pm was invite-only . . . They seemed to seek out the most clinical corner for their PR photos. Such a beautiful building to work in.”

Other tweeters also found the snapshot jarring:

Shine’s founders have pointed out that they didn’t host or invite Theresa May – rather the party hired out the space for a private event: “All visitors pay for meeting space in Shine and we do not seek out, bid for, or otherwise host any political parties,” wrote managing director Dawn O'Keefe. The guestlist was not down to Shine, but to the Tory party.

The audience consisted of journalists and around 150 Tory activists, according to the Guardian. This was instead of employees from the 16 offices housed in the building. I have asked the Conservative Party for clarification of who was in the audience and whether it was invite-only and am awaiting its response.

Jeremy Corbyn accused May of “hiding from the public”, and local Labour MP Richard Burgon commented that, “like a medieval monarch, she simply briefly relocated her travelling court of admirers to town and then moved on without so much as a nod to the people she considers to be her lowly subjects”.

But it doesn’t look like the Tories’ painstaking stage-management is a fool-proof plan. Having uniform audiences of the party faithful on the campaign trail seems to be confusing the Prime Minister somewhat. During a visit to a (rather sparsely populated) factory in Clay Cross, Derbyshire, yesterday, she appeared to forget where exactly on the campaign trail she was:

The management of Corbyn’s campaign has also resulted in gaffes – but for opposite reasons. A slightly more chaotic approach has led to him facing the wrong way, with his back to the cameras.

Corbyn’s blunder is born out of his instinct to address the crowd rather than the cameras – May’s problem is the other way round. Both, however, seem far more comfortable talking to the party faithful, even if they are venturing out of safe seat territory.

Anoosh Chakelian is senior writer at the New Statesman.

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