An Ed Miliband communications 101

Or, how to avoid car crash radio interviews.

Have a listen to the opening few seconds of Ed Miliband’s 5 Live interview from earlier this week and you learn everything you need to know about his communication problems. And he doesn’t even have to open his mouth.

Firstly, Ed, or those around him, likes to look clever. Academic. Statesmanlike. How fabulous the phrase “Patriotic Industrial Activism" must have looked on paper, how grandiose, the words of an intellectual.

There is a place for such language. It’s usually in some sort of scholarly paper. It’s not mid morning on 5 Live.

Secondly, how long would it take you to answer that question, to explain "Patriotic Industrial Activism" in plain English? Personally, I would have said “Buy British". Slightly facile perhaps, a little over simplistic -- but nevertheless, plain English.

Ed takes 53 seconds to answer. After which, frankly, most people were none the wiser.

I’ve a funny feeling that Ed and the folk around him feel that giving succinct answers using everyday language may be patronising listeners, selling them short. They’re wrong. To my mind it’s language that’s been Ed Miliband’s biggest obstacle in connecting with the public.

David Cameron totally gets this. I’m often struck by Cameron’s use of everyday language to get his message home.

A great example was when he was informing the House of Commons that he had authorised the use of force in Libya, through air strikes. Can there be any more serious subject on which a prime minister addresses the House? I suspect Ed would have said something like “I have judged that it would be prescient at this juncture to intervene to avoid further humanitarian distress."

Cameron didn’t. He said “We’ve acted in the nick of time".

There is a certain irony in the old Etonian using the language we all use on a daily basis to connect with the population at large (in order to downplay his not-of-our-world ness), while the leader of the Labour Party feels the need to talk like a university professor, nervous that otherwise folk won’t think he’s up to the job.

We know Ed isn’t a natural communicator -- who will ever forget his interviews on the public service sector strikes -- but it’s his inability to touch a common nerve that is at the root of so many of his problems. All the abuse he gets throughout the rest of the interview has almost nothing to do with policy, positioning or belief. It’s all based on an assessment that people don’t think he gets it, or isn’t up to the job.

They are not rejecting his intellectual position -- they’re not getting that far.

Most people would grasp the basic tenet of his argument if he said “Buy British". They’re probably not going to spend a great deal of time interrogating the nuanced subtleties of “Patriotic Industrial Activism".

And you cannot sell to a man who isn’t listening.

 

Richard Morris blogs at A View From Ham Common, which was 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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Who is in Jeremy Corbyn's new shadow cabinet?

Folllowing the resignation of over a dozen MPs, Jeremy Corbyn has begun appointing a new front bench.

Following an attempted coup over the weekend, Jeremy Corbyn has begun forming his new shadow cabinet, appointing MPs to replace the numerous front bench resignations that have taken place over the last 24 hours.

The cabinet is notable for containing a relatively large proportion of MPs from the 2015 intake, many of whom were also among the 36 MPs who nominated Corbyn as a leadership candidate last year. 

Emily Thornberry

Shadow Foreign Secretary

Thornberry, a former human rights barrister, served under Ed Miliband as shadow attorney general until she resigned in 2014 following a “snobbish” tweet about an England flag sent on the day of the Rochester by-election. The MP for Islington South since 2005, she returned to the shadow cabinet in 2010 as Jeremy Corbyn’s shadow employment minister, and then helped him out of a difficult position by accepting the position of shadow defence secretary in the January 2016 reshuffle after a spat between her predecessor, Angela Eagle, and Ken Livingstone.

Diane Abbott

Shadow Health Secretary

Diane Abbott, known for her forthright interventions on a wide variety of subjects as well as her zany appearances on the This Week sofa with Michael Portillo, has held a health brief before – she was shadow minister for public health under Ed Miliband (although she was sacked in 2013, saying “Ed wanted more message discipline”). A long-time ally of Corbyn’s – they had a brief relationship in the 1970s – she nominated him for the leadership and accepted the post of shadow international development secretary upon his victory in September 2015.

Pat Glass

Shadow Education Secretary

Pat Glass, a former Labour councillor in the north-east, was elected to parliament for North West Durham in 2010. She was initially appointed shadow education minister in September 2015 when Jeremy Corbyn first formed his shadow cabinet, and was then reshuffled to shadow Europe in January 2016. She now returns to her old brief.

Andy McDonald

Shadow Transport Secretary 

McDonald entered parliament in 2012 after the by-election following Stuart Bell’s death. He served Emily Thornbery as PPS from 2013, and then joined the shadow cabinet in January 2016 to replace Jonathan Reynolds as shadow minister for rail (Reynolds resigned in protest after Corbyn sacked Pat McFadden).

Clive Lewis

Shadow Defence Secretary

Clive Lewis is part of the 2015 intake, and has been a vocal supporter of Jeremy Corbyn. He was appointed shadow energy minister in September 2015, and has been staunch in his opposition to Trident renewal. He has military experience, having done a three-month combat tour of Afghanistan in 2009.

Rebecca Long-Bailey

Shadow Chief Secretary to the Treasury

Rebecca Long-Bailey is MP for Salford and Eccles elected in 2015. She previously worked as a solicitor, and was given the backing of Unite and Salford’s elected mayor Ian Stewart when she decided to run for parliament.

Long-Bailey was one of the MPs who nominated Corbyn for the leadership in 2015. After winning the leadership, Corbyn used her to replace Hilary Benn on Labour’s NEC.

Kate Osamor

Shadow International Development Secretary

Kate Osamor is the MP for Edmonton, also elected in 2015. She is Labour Co-operative politician, and was previously a GP practice manager.

Osamor also nominated Corbyn for leader. In January, she was made Shadow Minister for Women and Equalities.

Read a profile with Osamor from last year.

Rachael Maskell

Shadow Environment, Food and Rural Affairs Secretary

Rachael Maskell is the MP for York Central, elected in 2015. Before becoming an MP, she was a care-worker and physiotherapist in the NHS. She is committed to improving mental health services and has served on the Health Select Committee since July.

Until recently, she worked on the Shadow Defence Team under Maria Eagle.

Cat Smith

Shadow Voter Engagement and Youth Affairs

Cat Smith has been the MP for Lancaster and Fleetwood since 2015. Prfeviously Shadow Minister for Women, Smith worked for Corbyn before entering parliament, and was one of the 36 MPs to nominate him for the leadership in 2016.

Lancashire Constabulary are currently investigating allegations that Smith breached spending limits on election campaigning.

Dave Anderson

Shadow Northern Ireland Secretary

Dave Anderson has been the MP for Blaydon since 2005. He worked as a miner until 1989 and then subsequently as a care worker, during which time he was also an activist in UNISON.

He has been a member of the Northern Ireland Affairs Committee since 2005, with a longstanding interest in the Peace Process. In early 2015, Anderson was one of the signatories of an open letter to then leader Ed Miliband calling on Labour to oppose authority and renationalise the railways.