Cross-campaign Themes

Abstract

The preceding chapters have examined how individual aspects of party political campaigning have developed since 1945. There have also been important changes which have affected electioneering across the board. Many of these themes have been touched on in earlier chapters, but this chapter pulls together some of the strands.

While ABC1s can conceptualise, C2s and Ds often cannot. They can relate only to things they can see and feel They absorb their information and often views from television and tabloids. We have to talk to them in a way they understand.

Conservative deputy chairman John Maples, 1994¹

‘It seems to me that Neil has to be statesmanlike. Being statesmanlike doesn’t go with celebrities.’

‘Neil can be statesmanlike on Wednesday. Thursday’s the day for celebrities.’

Exchange at Labour election planning meeting, 1992²

Maurice [Saatchi] is a brilliantly talented man at understanding communications strategies. … I would be very good at saying what the politicians thought, and how they thought it was going, and he would be very good at ignoring that, and saying, ‘Fine. Well, they don’t know what they’re talking about — now let’s work out a good communications strategy.’

Tim Bell, 1988³