It's time for the Tories to go beyond deficit reduction

Cameron must use his speech this week to promote growth and job creation.

Over the next week, David Cameron will want to portray an image of strong leadership and firm resolution to the party and to the country. They will want to be reassured that the Government has a grip on the multi-faceted social and economic issues that the UK faces. And he will need to make clear that the Government understands the day to day concerns of ordinary people and is prepared to take decisive action to meet these concerns.

He also faces the challenge of broadening the Conservative appeal and moving the party's message from a negative one of deficit reduction to a more positive one of economic growth and job creation.

More than anything else, this week's Conservative conference, and David Cameron's speech in particular, needs to spell out what the Government's plans are to boost jobs and deliver growth.

Twelve months ago, when the Conservatives met in Birmingham, there was a feeling that implementing a deficit reduction plan had got the hard economic spadework out of the way. Now, with stuttering growth and rising unemployment, it is becoming clear that a deficit reduction plan is only a small, albeit necessary, part of an economic strategy.

The Tories will need to reassure the party faithful and the country at large that they have a coherent plan for growth and job creation and that the UK is well placed to ride out the continuing global crisis. Cameron will need to set out a passionate belief in reforming the economy to create jobs and tackle economic insecurity.

Such a plan for growth needs to include bold measures to encourage enterprise and job creation, further develop infrastructure, and pursue bold reforms to the planning system and the labour market. The Government also needs to take more radical steps to reform welfare and increase incentives to work, through promoting more conditionality and reciprocity in the system.

A conference focused on jobs would help the Conservatives address one of their fundamental political difficulties. Recent research for Lord Ashcroft showed that only 27 per cent of voters polled believe that the Conservatives are "on the side of ordinary people." The party needs to set out that it is on the side of ordinary people and will be taking measures to address their everyday concerns.

By setting out a strategy for jobs, Conservatives will begin to reach out to the ordinary voter worried about job security and the rising cost of living. Emphasising job creation and measures to help low and middle income earners squeezed by the economic situation would help Cameron to show that his Government is in touch with the real concerns of ordinary voters.

Whilst showing that he understands the needs of ordinary voters and is taking measures to boost growth, the Prime Minister must also carve out a more hopeful and positive message, against a difficult backdrop. He needs to make clear what the Government is doing to change the country for the better and that his party remains a positive and progressive one.

This might include setting out how reforms, in education for example, will improve outcomes for those from more deprived backgrounds. He also has to make clear that progressive reforms, from the pupil premium to gay marriage, aren't just Liberal Democrat inspired.

This party conference isn't set against an easy political or economic backdrop for the Conservatives. It is, however, their chance to set out a positive vision, with a broad appeal, of growth, reform and greater opportunity.

David Skelton is deputy director of Policy Exchange

 

David Skelton is the director of Renewal, a new campaign group aiming to broaden the appeal of the Conservative Party to working class and ethnic minority voters. @djskelton

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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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