Saturday, April 07, 2018

Why can't the Tories PR?

Though they are not a party that your humble Devil whole-heartedly endorses, the various Tory governments since 2010 have not been entirely shit. They have, on the whole, taken actions that support their aims supporting people into work—and that allow more low-paid people to keep more of their own money.

Philip Hammond's recent article in the Telegraph spells some of this out very clearly—especially as regards income tax.
Today’s increase in the personal allowance means that everyone will pay less income tax. A basic rate taxpayer will pay £1,075 less income tax than they did in 2010.

And the benefits aren’t just for those of working age: from today, pensioners on the full basic state pension will receive an extra £180 a year; the threshold at which young adults start paying back their student loan will increase to £25,000.

And we are taking the next step to deliver our commitment that by 2020 parents will be able to pass on a home worth up to £1 million to their children without paying any inheritance tax.

But part of the problem that the Tories have had—not least in gaining a majority in the Commons—is that they are utterly crap at PR. They simply do not seem to be able to trumpet their achievements, whilst they encourage certain media outlets to focus only on perceived failures.

The cause of this is very easily understood once you have read Hammond's full article: three of last four paragraphs (in an article of only 19—that's nearly 16%) are dedicated to bashing Labour.

What idiot decided that was a good idea?

One assumes that it is someone who has never worked in the private sector. Let me explain why this approach is so stupid...

In the private sector, you never bash your competitors by name. Why?

Because if you name your competitors you not only acknowledge that you have competitors (rather than being the absolute best), but you also give your potential customers a name to search for—to see if they have a better offer.

Yes, you can downplay concepts: I work for a company that makes proprietary software, so we happily point out the downsides of Open Source—but we never cite specific companies who are deploying those solutions.*

So, the last four offending paragraphs are as follows:
In this way, we will build an economy that works for everyone – but it would all be at risk under Labour.

Jeremy Corbyn and John McDonnell, the shadow chancellor, have announced plans that would see debt spiral to more than 100 per cent of GDP, leaving our economy vulnerable to shocks, forcing us to waste billions more on debt interest and handing the next generation an unmanageable burden.

Taxes on families and businesses would rise to their highest level in peacetime history – with ordinary working families left to pay the price.

Contrast that with the Conservative commitment to building an economy fit for the future based on sustainably rising living standards, low taxes, falling debt and investment in a future we can be proud of.

The last paragraph is fine, but the preceding ones are terrible. So, in the spirit of Open Source, let me rewrite these sections as I would do it and give it to any Conservatives reading...
In this way, we will build an economy that works for everyone—but not every political party takes the same view that we do.

It is a sad fact that previous governments’ over-spending means that simply paying the interest on our National Debt costs over £40 billion per year. This is more than the entire Defence budget, and almost as much as it costs to educate every child in the country.

We know that this debt has to be paid off. But there are many ways in which we can find the money to do so.

As Conservatives, we have chosen to concentrate on our core belief that hard work should be rewarded: that is why we have targeted our tax cuts to benefit the most needy and deserving in our society.

Many argue that recent Conservative governments do not care about the poor, but the actions that we have taken at the Treasury simply do not bear this out.

The simple fact is that this Conservative government is committed to building an economy fit for the future based on sustainably rising living standards, low taxes, falling debt and investment in the type of society that you have told us you want to see.

All of the main issues are addressed: the government strategy, the emphasis on work rather than benefits, the achievements of the government in taking less money from the poor, and addressing the democratic issue—brought into sharp focus by Brexit—that it is the voters' issues that matter.

At the same time, the phrase "previous governments" allows this government to take issue not only with Labour, but also the Coalition and the Cameron/Osborne government if it wished to do so.

And, I believe, that fundamentally the article is more positive—without mentioning the Labour Party once.

But, hey—I have no professional degree or qualification in PR: I would be interested in your thoughts...

* This is not dirty tricks: if we didn't believe that our own software was better, we wouldn't bother with the expense of a development team.

Why can't the Tories PR?

Though they are not a party that your humble Devil whole-heartedly endorses, the various Tory governments since 2010 have not been entirely ...