The "Theresa May is a safe pair of hands" myth

How to break the second golden rule of marketing.

The first lesson you're taught when you enter the world of branding and advertising is this: say one thing simply, clearly and consistently, and the consumer will quickly learn the message you want to send them.

Persil washes whiter

The world's favourite airline

Beanz meanz Heinz

Theresa May is a safe pair of hands

I'll say that last one again shall I?

Either Theresa May herself, or someone very close to her, really understands the power of a consistent and clear positioning. Just Google "Theresa May is a safe pair of hands". You'll find articles from the Guardian, the Telegraph, Sky, the Spectator, the Express, Dale and Co... all anointing the Home Secretary as the Alastair Darling of the current cabinet -- the Minster who can be trusted with the tricky portfolio.

Here's James Landale on Monday's BBC News at Ten:

Theresa May has been that rare Home Secretary, one that has pleased her Prime Minister by keeping the Home Office largely out of the headlines.

And then later

...a Home Secretary who thus far has protected her reputation as a safe pair of hands

Now hats off to Theresa May's spin doctor -- we've all heard the message. But sadly, that same person seems to have forgotten the second golden rule of marketing: make sure your message reflects the consumer experience.

A Mars a day really does need to help you work rest and play

A Volkswagen really does need to be reliable

And your Home Secretary really does need to be a safe pair of hands

Not someone that mistakenly cites owning a cat as a reason for avoiding deportation. Or ends up with her diary engagements being left in a Glaswegian Concert Hall. Not someone who unilaterally calls for the Human Rights Act to be scrapped and ends up being publicly contradicted by the Attorney General.

They certainly shouldn't end up having to admit to the House of Commons that "we will never know how many people entered the UK who should have been prevented from doing so" -- not when you're meant to be in charge of that very thing.

Because then articles like this get written. And next time someone types "Theresa May is a safe pair of hands" they'll read this - and realise that she actually appears to be a rather the opposite.

Butterfingers.

Richard Morris blogs at A View From Ham Common, named Best New Blog at the 2011 Lib Dem Conference.

Richard Morris blogs at A View From Ham Common, which was named Best New Blog at the 2011 Lib Dem Conference

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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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