As a comms professional I’m loving the sparring that’s taking place between the Labour and Conservative parties over the issue of cutting the budget deficit.

You have to take your hat off to the Labour comms team for turning a Tory strength  – less Government spending – into a weakness in the minds of the voter, a strategy that has seen the opposition’s double digit lead cut to less than three points in some polls.

Today we’ve seen the Labour team do a political 180 on the messaging front in response to the Tory promise to partially overturn the rise in National Insurance set to come into force in 2011. They’ve gone from warning over Tory cuts damaging the economic recovery to trying to convince the public that the Tory’s are promising tax cuts that will divert funds away from cutting the deficit.

Personally, I feel this goes back somewhat on what’s been very successful anti-Tory message and allows the Tories to get their ‘tax less, spend less’ creed back onto the media agenda. However, it goes to show how agile the parties have become in reacting quickly to policy changes from either side of the house.

At Edelman’s recent Budget 2010 Breakfast Briefing, the Executive Editor of The Times Daniel Finkelstein, gave a great overview of how Labour managed to get cut through with the general public by making them worried about what they could lose due to the Tory’s proposed cost cutting strategy. I dare say Tory HQ is working on a way to get voters to appreciate what they could save under the same set of policies. It’s all fascinating stuff.

I wonder what lessons, if any, PR professionals can take from this issue and apply to their day to day work? A big takeaway for me is that nothing is sacred.I think It was a bold move for Labour to focus on de-constructing such a core pillar of Conservative messaging – and one that has served the party well even over the last 13 years in opposition, yet it’s clearly paid off. Perhaps Election 2010 will provide a case study in how to win the messaging battle around a modern election? Whatever the result, you can safely say that the comms teams will have had a major role in deciding who’s in No.10 Downing Street this Summer.

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