The “go home” campaign has the hallmarks of a classic PR stunt

Sorry, politicians don't get to use the controversy/backlash/press coverage PR ploy.

It’s among the more venerable tricks in the PR book - release an edgy ad, stir up a bit of a backlash, and use the resultant press to catapult your reach into the stratosphere at no extra cost. Shock tactics have been used to sell everything from cars to deodorant (search "Lynx Advert banned" and Google’s layout positions a number of distracting images above the nuanced comment pieces they were uploaded to illustrate). Today, however, there came a watershed moment in the influence of commercial communications on politics. When the Prime Minister’s spokesman praised the Home Office’s divisive "go home or face arrest" posters and leaflets because they were attracting “a great deal of interest,” (read: column inches) he fell within this tradition. Political comms advisers should remember they’re meant to be improving lives, not just getting noticed.

The modern appetite for controversy is huge, and not entirely a bad thing. Search engine DuckDuckGo, a wonderful product which prides itself on its privacy policy, has piggybacked with awe-inspiring shamelessness on coverage around the NSA digital spying scandal. Even the most virulent anti-capitalist had to crack a smile at Nandos’ Mugabe-baiting "Last Dictator Standing" ads. I still recall with affection my first childhood trip to an IMAX where they informed an audience of breathlessly excited kids that the screen was SO big we might ACTUALLY FAINT. If we must be bombarded with corporate messaging, I’d rather it makes me smile, or even think, as it bends my desires to the service of the combine.

However, this is one of those cases where politicians just don’t get to join the party. There are many fun things you can do as a cabinet minister: enjoy a subsidised brandy, get an ideology named after you, shout ‘hear hear hear’ without people nearby crying with embarrassment. One thing you can’t do is provoke discord for the sake of discord. The only purpose of the controversy surrounding the ads is to get commentators of the left and right making the noises the Tories want them to make. Since the intended impact on illegal immigrants relies largely on locally specific data and the immediate shock value of seeing the messages near their home, noisy coverage will make no difference to the volume of emigrations the campaign provokes.

I could be wrong - The Home Office, who devised the campaign, might be totally flabbergasted by the attention - but I don’t think so. This has all the hallmarks of a classic PR stunt. Costing a mere £10,000, its deployment in a slew of highly diverse London boroughs seems calculated to generate maximum media attention - the most "Opportunities to See" for the budget, in comms parlance. A recent Home Office report identified "medium sized towns" and "asylum dispersal areas" like Plymouth and Bolton as the places where local communities were worst affected by immigration. None of these places have the outspoken, media-friendly MPs and Councillors and nearby press presence that London does, however.

Let nobody accuse me of blandness. I used to work in PR, and I enjoyed annoying some people in order to get other people to come to theatre shows, gigs and other clients who benefited from our dark arts. The great American publicist Jim Moran once said that “it’s a sad day for American capitalism when a man can’t fly a midget on a kite over Central Park” when a judge prevented him from doing so to promote a breakfast cereal. In some ways, I agree with him, but it’s a sad day for British politics when a government department prizes white noise over targeted discussion, and decides that it doesn’t matter if a policy helps communities, makes people feel safe or even necessarily works on a basic level, as long as somebody’s watching.

Home Office. Photograph: Getty Images

Josh Lowe is a freelance journalist and communications consultant. Follow him on Twitter @jeyylowe.

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Meet Anne Marie Waters - the Ukip politician too extreme for Nigel Farage

In January 2016, Waters launched Pegida UK with former EDL frontman Steven Yaxley-Lennon (aka Tommy Robinson). 

There are few people in British political life who can be attacked from the left by Nigel Farage. Yet that is where Anne Marie Waters has found herself. And by the end of September she could well be the new leader of Ukip, a party almost synonymous with its beer-swilling, chain-smoking former leader.

Waters’s political journey is a curious one. She started out on the political left, but like Oswald Mosley before her, has since veered dramatically to the right. That, however, is where the similarities end. Waters is Irish, agnostic, a lesbian and a self-proclaimed feminist.

But it is her politics – rather than who she is – that have caused a stir among Ukip’s old guard. Former leader Paul Nuttall has said that her views make him “uncomfortable” while Farage has claimed Ukip is “finished” if, under her leadership, it becomes an anti-Islam party.

In her rhetoric, Waters echoes groups such as the English Defence League (EDL) and Britain First. She has called Islam “evil” and her leadership manifesto claims that the religion has turned Britain into a “fearful and censorious society”. Waters wants the banning of the burqa, the closure of all sharia councils and a temporary freeze on all immigration.

She started life in Dublin before moving to Germany in her teens to work as an au pair. Waters also lived in the Netherlands before returning to Britain to study journalism at Nottingham Trent University, graduating in 2003. She subsequently gained a second degree in law. It was then, she says, that she first learnt about Islam, which she claims treats women “like absolute dirt”. Now 39, Waters is a full-time campaigner who lives in Essex with her two dogs and her partner who is an accountant.

Waters’s first spell of serious activism was with the campaign group One Law for All, a secularist organisation fronted by the Iranian feminist and human rights activist Maryam Namazie. Waters resigned in November 2013 after four years with the organisation. According to Namazie, Waters left due to political disagreements over whether the group should collaborate with members of far-right groups.

In April 2014, Waters founded Sharia Watch UK and, in January 2016, she launched Pegida UK with former EDL frontman Steven Yaxley-Lennon (aka Tommy Robinson). The group was established as a British chapter of the German-based organisation and was set up to counter what it called the “Islamisation of our countries”. By the summer of 2016, it had petered out.

Waters twice stood unsuccessfully to become a Labour parliamentary candidate. Today, she says she could not back Labour due to its “betrayal of women” and “betrayal of the country” over Islam. After joining Ukip in 2014, she first ran for political office in the Lambeth council election, where she finished in ninth place. At the 2015 general election, Waters stood as the party’s candidate in Lewisham East, finishing third with 9.1 per cent of the vote. She was chosen to stand again in the 2016 London Assembly elections but was deselected after her role in Pegida UK became public. Waters was also prevented from standing in Lewisham East at the 2017 general election after Ukip’s then-leader Nuttall publicly intervened.

The current favourite of the 11 candidates standing to succeed Nuttall is deputy leader Peter Whittle, with Waters in second. Some had hoped the party’s top brass would ban her from standing but last week its national executive approved her campaign.

Due to an expected low turnout, the leadership contest is unpredictable. Last November, Nuttall was elected with just 9,622 votes. More than 1,000 new members reportedly joined Ukip in a two-week period earlier this year, prompting fears of far-right entryism.

Mike Hookem MEP has resigned as Ukip’s deputy whip over Waters’ candidacy, saying he would not “turn a blind eye” to extremism. By contrast, chief whip, MEP Stuart Agnew, is a supporter and has likened her to Joan of Arc. Waters is also working closely on her campaign with Jack Buckby, a former BNP activist and one of the few candidates to run against Labour in the by-election for Jo Cox’s former seat of Batley and Spen. Robinson is another backer.

Peculiarly for someone running to be the leader of a party, Waters does not appear to relish public attention. “I’m not a limelight person,” she recently told the Times. “I don’t like being phoned all the time.”

The journalist Jamie Bartlett, who was invited to the initial launch of Pegida UK in Luton in 2015, said of Waters: “She failed to remember the date of the demo. Her head lolled, her words were slurred, and she appeared to almost fall asleep while Tommy [Robinson] was speaking. After 10 minutes it all ground to an uneasy halt.”

In an age when authenticity is everything, it would be a mistake to underestimate yet another unconventional politician. But perhaps British Muslims shouldn’t panic about Anne Marie Waters just yet.

James Bloodworth is editor of Left Foot Forward

This article first appeared in the 17 August 2017 issue of the New Statesman, Trump goes nuclear