Media Lessons Learned from the U.K. General Election

For those not in the UK the basics are that the Conservatives won but really lost amp160Labour lost but really won amp160The Conservative campaign was all agreed a disaster amp160Labouramp8217s was a triumph even though they lostSadly the Conservatives acted just like the sort of client I grew up with amp160They lectured rather than engaged consequently they bored rather than delighted amp160Labour appeared willing to listen and engage amp160They used media forms wisely and matched the content with the medium amp160As a result they generated excitementLabouramp8217s hopes rested on persuading young people to vote and for them amp160They used social media with messages that evolved throughout the campaign to match the mood amp160This agility allowed them to tap into wordofmouth building a momentum not just amongst the young but amongst all those disaffected with the ToriesThe Conservative strategy was to shape all messaging around Theresa May amp160It became clear early on that this wasnamp8217t workingamp160 They tried to adapt but their strategy was in itself inflexible amp160They lacked agilityamp160 It was like watching an oldschool client ignore the facts in front of him as they fitted neither his narrative nor his past experiencesamp160 And like an oldschool client when they did use social media they used it poorly as if it were simply amp8220old mediaamp8221 writ digitalOur local MP is a wellknown Conservative with a margin of over 10000 votes Over the course of the campaign she started tweeting what were obviously centrally generated messages So first off zero empathyThese tweets generated a considerable response positive and negative as tweets tend to do amp160At no stage did the MP ever respond to any of the responsesamp160 So full marks for using Twitter and zero marks for using it in the wrong way to lecture not engage amp160Her margin reduced from over 10000 to just over 1500The Conservatives also used interruptive banners telling me how much more I would be taxed by Labour with numbers specific to my area amp160They used data but negatively amp160Communicating a positive is more effective than slagging off the opposition a key lesson from the EU Referendum campaignThen thereamp8217s the press amp160Our newspapers have historically been courted by politicians of all parties who believe in the rhetoric that itamp8217s them who really elect the Government amp160In one famous example amp8220It Was the Sun Wot Won Itamp8221The Conservatives relied on the newspapers Labour predictably monstered by the press had little choice but to go direct to the votersLabour needed to focus on young people who as it happened voted in record numbers amp160They tend not to read printed newspapers nor do they have the time for long pieces onlineamp160 Those who do read newspapersamp8217 political coverage favour those that broadly reflect their opinions amp160So yes the newspapers had an impact but only in reinforcing as opposed to changing or shaping opinionIf you want to increase sales of anything you need to change behavior not just rely on your committed usersFinally empathy amp160Anyone reading this will know how important it is for any brand not only to reach people but to do so in the right context and with the right tone to build empathyamp160 The Conservatives relied on Theresa May who even her supporters agreed came across as robotic inflexible and unsympathetic amp160Maybe Mrs May by all accounts an impressive performer in different circumstances could have successfully communicated a different messageamp160 But the medium and the message didnamp8217t work from the start and neither evolvedJeremy Corbyn on the other hand listened and responded amp160You may not agree with what he said but you have to admit that how he said it worked amp160His message evolved as the campaign went on amp160He empathized amp160He was the right medium for the message being conveyedReach is fine reach plus empathy is finerThe tabloid newspapers still have reach but their lack of empathy made them look out of touch amp160Their influence on elections is damaged probably fatally They ranted they scaremongered they lied amp160They failedThis isnamp8217t a political blog as I say but if I may indulge HeheheClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Media Lessons Learned from the U.K. General Election

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Brian Jacobs

About That with Carl Mayer: Danny Senor (Episode 7: Sports Survey) - By Carl Mayer

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