Lobbyists in the spin crowd, the folly of “the third umpire” and opting out of the royal birth

Peter Wilby's "First Thoughts" column.

The case of Lynton Crosby, an Australian who has been appointed the Tories’ chief election strategist, suggests that public relations (or spin doctoring), private-sector lobbying and government policymaking have merged into a seamless whole. Crosby’s company has advised private health-care providers, hustling to get their hands on the NHS, and tobacco manufacturers, desperate to see off plain cigarette packaging. This allegedly creates conflicts of interest.
 
David Cameron claims that Crosby “does not advise on government policy”. If so, he is an odd sort of strategist. PRs are no longer just technical assistants who, once policy is agreed by ministers, explain how to present it. They help to create the policy and sometimes have the decisive voice. George W Bush’s spin doctor Karl Rove became the White House deputy chief of staff, with specific responsibility for policy development. Alastair Campbell, Tony Blair’s spin doctor, was described by many (unofficially) as “the real deputy prime minister”. But neither carried Crosby’s baggage. Though Rove briefly advised the tobacco company Philip Morris, he gave up the role precisely because he envisaged conflicts of interest. Campbell, for all his faults, was a passionate socialist who acquired the cynicism necessary for spin doctoring from a career in journalism.
 
Policy and presentation have become two sides of the same coin, so that planning “election strategy” inevitably entails forming policy. Private-sector lobbying, however, remains the most important influence. By employing Crosby, Cameron has brought it further into the heart of government.
 

The son and heir

 
Kate Windsor – like her husband’s late mother, Diana, and his grandmother Elizabeth – managed to produce a live, male heir at the first time of asking, even though this child was not required to be in possession of a Y chromosome. Think of how much Henry VIII’s first two wives, Catherine of Aragon and Anne Boleyn, suffered for their difficulties in achieving that goal. In the premodern era, the birth of a healthy royal male in direct line of succession promised peace and stability. These were regarded as God’s most precious and elusive favours, making the birth a true cause for celebration.
 
Now, thanks to scientific and medical advances – but not, I think, the grandfather Charles’s homoeopathic remedies –birth and the child’s survival beyond infancy are almost routine. The anxious wait and subsequent celebrations are public rituals like Christmas and Bonfire Night. Nobody spares a thought for our ancestors, just as nobody thinks that, on Bonfire Night, they are burning a member of a persecuted minority driven to terrorism.
 

Push the button

 
As soon as the young Mrs Windsor went into labour, the Guardian website kindly allowed me to screen out its “live coverage” of her progress. But why was I required to “opt out” (using a not-very-prominent button labelled “Republican?”) rather than, as Cameron proposes for internet pornography, “opt in”? And why do the Guardian’s masterminds think anyone who wants regular updates on royalty would visit their website instead of, say, the Mail’s or the Telegraph’s?
 

Unfair play

 
Players and coaches in all sports make an enormous fuss about marginal decisions: whether or not a football crossed the goal line, a rugby ball was grounded behind the try line or a bat touched a cricket ball before it was caught. If the umpire or referee gets it wrong, they imply, a cosmic injustice is done. Sports governing bodies hope to settle matters by using technology as a court of appeal.
 
However, technology – and the interpretation of it – turns out to be as fallible as a human being. Several times during the current England-Australia Ashes series, the “third umpire” was accused of getting a decision wrong even after he had examined slowmotion replays, listened to audio feeds and scrutinised a device called the “Hot Spot”.
 
The cry “We wuz robbed!” is integral to sport and always will be. Cricket should abandon its pompously named “Decision Review System” – which involves tedious delays, compared by one sports writer to a mobile phone ringing repeatedly during Hamlet’s closing soliloquy – and get on with the game. Injustice cannot be eliminated. A batsman who narrowly fails to hit the ball, rather than edging it for a catch, didn’t skilfully contrive to miss it. He was beaten by the bowler. If he misses completely, he is less competent than the batsman who manages a thin contact. In that sense, an incorrect “not out” decision carries more justice than the correct one.
 

Only connect

 
My Apple iMac computer (of a 2005 vintage) recently gave up the ghost – it was “obsolete”, the repair people ruled. So I bought a new one. It came with a battery-powered wireless keyboard.
 
Can anyone explain how this is an improvement? The computer continually tells me the batteries are running out, though they clearly are not, and the keyboard connection is lost if I hit the keys hard, as I am apt to do when writing about Tories.
 
When the batteries do run low, I shall have the trouble and expense of buying new ones. I am reminded of Hutber’s law, named after the late Patrick Hutber, an economics journalist: “Improvement means deterioration.” 
The arrival of the future ruler, as imagined by Legoland. Photograph: Getty Images.

Peter Wilby was editor of the Independent on Sunday from 1995 to 1996 and of the New Statesman from 1998 to 2005. He writes the weekly First Thoughts column for the NS.

This article first appeared in the 29 July 2013 issue of the New Statesman, Summer Double Issue

John Moore
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The man who created the fake Tube sign explains why he did it

"We need to consider the fact that fake news isn't always fake news at the source," says John Moore.

"I wrote that at 8 o'clock on the evening and before midday the next day it had been read out in the Houses of Parliament."

John Moore, a 44-year-old doctor from Windsor, is describing the whirlwind process by which his social media response to Wednesday's Westminster attack became national news.

Moore used a Tube-sign generator on the evening after the attack to create a sign on a TfL Service Announcement board that read: "All terrorists are politely reminded that THIS IS LONDON and whatever you do to us we will drink tea and jolly well carry on thank you." Within three hours, it had just fifty shares. By the morning, it had accumulated 200. Yet by the afternoon, over 30,000 people had shared Moore's post, which was then read aloud on BBC Radio 4 and called a "wonderful tribute" by prime minister Theresa May, who at the time believed it was a genuine Underground sign. 

"I think you have to be very mindful of how powerful the internet is," says Moore, whose viral post was quickly debunked by social media users and then national newspapers such as the Guardian and the Sun. On Thursday, the online world split into two camps: those spreading the word that the sign was "fake news" and urging people not to share it, and those who said that it didn't matter that it was fake - the sentiment was what was important. 

Moore agrees with the latter camp. "I never claimed it was a real tube sign, I never claimed that at all," he says. "In my opinion the only fake news about that sign is that it has been reported as fake news. It was literally just how I was feeling at the time."

Moore was motivated to create and post the sign when he was struck by the "very British response" to the Westminster attack. "There was no sort of knee-jerk Islamaphobia, there was no dramatisation, it was all pretty much, I thought, very calm reporting," he says. "So my initial thought at the time was just a bit of pride in how London had reacted really." Though he saw other, real Tube signs online, he wanted to create his own in order to create a tribute that specifically epitomised the "very London" response. 

Yet though Moore insists he never claimed the sign was real, his caption on the image - which now has 100,800 shares - is arguably misleading. "Quintessentially British..." Moore wrote on his Facebook post, and agrees now that this was ambiguous. "It was meant to relate to the reaction that I saw in London in that day which I just thought was very calm and measured. What the sign was trying to do was capture the spirit I'd seen, so that's what I was actually talking about."

Not only did Moore not mean to mislead, he is actually shocked that anyone thought the sign was real. 

"I'm reasonably digitally savvy and I was extremely shocked that anyone thought it was real," he says, explaining that he thought everyone would be able to spot a fake after a "You ain't no muslim bruv" sign went viral after the Leytonstone Tube attack in 2015. "I thought this is an internet meme that people know isn't true and it's fine to do because this is a digital thing in a digital world."

Yet despite his intentions, Moore's sign has become the centre of debate about whether "nice" fake news is as problematic as that which was notoriously spread during the 2016 United States Presidential elections. Though Moore can understand this perspective, he ultimately feels as though the sentiment behind the sign makes it acceptable. 

"I use the word fake in inverted commas because I think fake implies the intention to deceive and there wasn't [any]... I think if the sentiment is ok then I think it is ok. I think if you were trying to be divisive and you were trying to stir up controversy or influence people's behaviour then perhaps I wouldn't have chosen that forum but I think when you're only expressing your own emotion, I think it's ok.

"The fact that it became so-called fake news was down to other people's interpretation and not down to the actual intention... So in many interesting ways you can see that fake news doesn't even have to originate from the source of the news."

Though Moore was initially "extremely shocked" at the reponse to his post, he says that on reflection he is "pretty proud". 

"I'm glad that other people, even the powers that be, found it an appropriate phrase to use," he says. "I also think social media is often denigrated as a source of evil and bad things in the world, but on occasion I think it can be used for very positive things. I think the vast majority of people who shared my post and liked my post have actually found the phrase and the sentiment useful to them, so I think we have to give social media a fair judgement at times and respect the fact it can be a source for good."

Amelia Tait is a technology and digital culture writer at the New Statesman.