Labour Re-emerge With Comms on Song
The last six months have seen the Labour Party return from the brink and evolve into a strong brand with a divisive figurehead in Jeremy Corbyn. This was clear to see at last week’s party conference, where Jezza’s rapturous reception raised many an eyebrow. Corbyn and Labour are a compelling example of the potential of a good communications team. Here are the key ways Labour used its communication channels which you can adopt for your business.
Twitter > The Telegraph
During the 2017 General Election, Labour concentrated on delivering its message through popular social media channels and instead of national newspapers. The party predominantly used Twitter, Facebook and YouTube to engage its members and develop its youthful following. Labour won the election’s social media battle even if they were a long way off winning the election itself.
Consider focusing on social media, rather than traditional media, if that’s where your audience is. It can give you greater control of your messaging and allow you to carefully target exactly who you’re talking to.
Be Visible and Engaging
Theresa May was consistently criticised for not holding rallies or engaging with the public during the campaign. The same cannot be said for Jeremy Corbyn, who rallied constantly and appeared in many of the marginal seats which swung to Labour. This visibility, which was highly publicized on Labour’s social media, helped project an inclusive image of the party and attracted new voters.
Being approachable and accessible is a smart PR move. Whilst travelling around the country to meet your fans might not be practical, having open and honest dialogue with them via blogs, social media and media interviews can foster this sense of inclusivity from afar.
Key Endorsements are Redeeming
It was clear that Corbyn targeted the votes those young people who would not normally vote. Key to this were his meetings with cult figures in popular culture – especially London’s Grime scene. He won enthusiastic endorsements from these artists who spoke out prominently on his behalf, engaging Labour’s target demographic. The result? The youth turned out in force at the polls for Labour.
Think about your advocates and how you can work together more effectively. For a brand, this could be someone offering complementary, but distinct, products and services. If you share an audience, but aren’t in direct competition, you can both benefit from working more closely together.
“Oh, Jeremy Corbyn”… Love it or hate it, the summer’s ubiquitous chant has ear-wormed its way into mainstream political discourse. The chant encapsulates the community feel which Labour projected through its social media, and it doesn’t hurt that it has gone viral. It is heard regularly at concerts, sporting events and most famously at Glastonbury festival, where Corbyn himself appeared. Even if someone knows nothing about politics, they know that chant.
Things that go viral can be more accidental than by design, and trying to create content that will go viral can be a futile exercise. But having consistent messaging, perhaps via a slogan, and making content easy to share can help maximise your chances of getting your brand out there and noticed.
Image: Andy Miah via Flickr, Creative Commons
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