Technology Secretary Peter Kyle had apparently veered off the Government script as he criticised Farage’s opposition to online safety regulations.
Played out on TV channels and social media, national broadcast-quality footage meant the Reform leader did not need to spend an hour touring Westminster’s studios.
This week’s Ofcom report revealed YouTube is the second most-watched UK media service, after the BBC. Meanwhile, the free magazine from Tesco boasts the greatest distribution nationwide. It is no wonder the parties are changing their strategies.
Reform UK’s chairman Zia Yusuf joined Nigel Farage in his rebuttal broadcast (Photo: Reform UK)Number 10 strategists think interviews with non-news media help reach engaged audiences in non-political arenas. Its New Media Unit has been experimenting with new communications styles, including launching the Government’s own Reddit channel earlier this year, which now reaches one million online.
The position, reduced in status by previous administrations, is now again a permanent secretary role, empowering Dinsmore, a clean-living fan of cycling, to modernise civil servants’ digital communication skills, rather than relying on traditional media.
“Missions” are central to Starmer’s strategy. Government departments are now urged to collaborate, rather than focus on their individual announcement goals. “Taking Back Our Streets” needs input from the Home Office and Department for Transport, not just one department alone. The Treasury is reviewing how to better communicate its “growth” mission, unlike its past focus on handling two-yearly fiscal events.
Push to reach new audiences
This material can take an esoteric turn. Starmer’s interview with theme park TikToker “Phil” boosted an announcement about the revitalisation of Bedford with investment by Universal Studios Bedford. It garnered 177,000 views.
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For professional political communicators, Facebook retains its status as where most engagement takes place, with TikTok, Instagram and other online platforms as runners-up. Between 70 and 90 content creators were invited to Downing Street on Thursday afternoon, including influencers such as Abi Foster and Gabriel Nussbaum, who both create personal finance content alongside so-called ‘mumfluencers’ who post about childcare and other topics.
X held 70 per cent of government digital communications recently, versus a minuscule amount of use by the public. Those interactions are now much more likely to be distributed across other platforms.
The i Paper understands that Tom Price is moving back to London from California to work on strategic communications after being recruited by Downing Street, where he worked as Google’s Director of Policy Communications.
And all these communication changes come against a wider political backdrop.
Rachel Reeves speaks to TikToker ‘The Money Man’ (thequidsquid) about a new policy allowing first-time buyers to borrow more than 4.5x their annual salary for a mortgage (Photo: thequidsquid)Reform’s new secret weapon: hairspray
It is a view shared on the 24th floor of Millbank Tower. There, Reform staffers happily showed off the views of the London Eye and Parliament as they unveiled their new media briefing room last week, which sits in the refurbished suite of offices that now make up the party’s HQ.
But, meanwhile, watching Farage in the audience were the online influencers, Cambridge philosopher Dr James Orr and American right-wing media pundit Ann Coulter, who can spread the party’s messaging further afield.
But with a new in-house TV studio comes other, perhaps unexpected, requirements. In the ladies’ toilet at Reform HQ, there are allegedy two cans of VO5 “ultimate hold” hairspray.
A forward-thinking aide has worked out what Reform’s growing band of women needs to achieve the big-haired MAGA look favoured by Republicans. They can be TV-ready in a matter of minutes.
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