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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The Brexit ministers who just realised reducing immigration is a problem for them

Turns out there's a teeny tiny hiccup with reducing immigration...

On 27 December 2015, the then-backbencher MP David Davis declared he was "voting out" in the forthcoming EU referendum. Among his reasons was the "disastrous migration crisis". 

Fast forward 14 months. Now the minister responsible for Brexit, Davis has been spotted in the Latvian capital of Riga, with a slightly different message

He admitted it was not plausible that Brits would immediately take jobs in the kind of low-paid sectors like agriculture and social care currently staffed by migrant workers. 

Immigration restrictions "will take years" to be phased in, he added. 

Davis is only the latest minister in the Brexit government to realise that immigration might be down to more than some pesky EU bureaucrats. Here's when the penny dropped for the others: 

Andrea "Seasonal Labour"  Leadsom

During the EU referendum campaign, Brexit charmer-in-chief Andrea Leadsom told The Guardian that immigration from EU countries could “overwhelm” Britain, and that her constituents complained about not hearing English spoken on the street. 

But speaking to farmers in 2017 as Environment secretary, Leadsom said she knew “how important seasonal labour from the EU is, to the everyday running of your businesses”. She said she was committed to making sure farmers “have the right people with the right skills”. 

Sajid “Bob the Builder” Javid 

The Communities secretary Sajid Javid backed the Remain campaign like his mentor George Osborne, but when he was offered a job in the Brexit government, he took it.

Javid has criticised immigrants who don’t integrate, but it seems there is one group he doesn’t have any qualms about - the construction workers who build the homes that fall under his remit.

As early as September, Javid was telling the FT he wouldn’t let any pesky UK border red tape get between him and foreign workers needed to meet his housebuilding targets.

Philip “Citizen of the World” Hammond

So if you can’t kick out builders, what about that perennially unpopular group of workers, bankers? Not so fast, says Philip Hammond.

Just three months after Brexit, he said the government would use immigration controls “in a sensible way that will facilitate the movement of highly-skilled people between financial institutions and businesses”. 

As a Chancellor who personally backed Remain, Hammond is painfully aware of the repercussions if the City decamps to the Continent. 

Greg “Brightest and Best” Clark

The Business, Energy and Industrial Strategy secretary backed Remain, and has kept his head down since winning the meaty new industrial brief. 

Nevertheless, he seems willing to weigh in on the immigration cap debate, at least on behalf of international students. Asked whether the post-study work visa pilot should continue, Clark said the government wanted to attract the brightest and best.

He continued:

"We have visa arrangements in place so that people can work in graduate jobs after that, and it is important that they should be able to do so."

Jeremy "The Doctor" Hunt 

The Health secretary kept his job in the turmoil of the summer, and used his conference speech to toe the party line with a pledge that the NHS would rely on less foreign medical staff in future.

The problem is, Hunt has alienated junior doctors by imposing an unpopular contract, and even those wannabe medics that do sign up will have to undergo half a decade of studying first.

Asked about where he plans to find NHS workers in Parliament, Hunt declared: “No one from either side of the Brexit debate has ever said there will be no immigration post-Brexit.” He also remained “confident” that the UK would be able to negotiate a deal that allowed the 127,000 EU citizens working for the NHS to stay. 

So it turns out we might need agriculture and construction workers, plus students, medics and even bankers after all. It's a good thing the government already has a Brexit plan sorted out...
 

Julia Rampen is the editor of The Staggers, The New Statesman's online rolling politics blog. She was previously deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines.