Seconds out, round two!

With the 12 hour build up on Sky throughout the day it certainly had the feel of a heavyweight battle. We knew we were in for something special when Adam Boulton’s hyperbole reached new heights as he excitedly introduced “the first ever leaders’ debate live in HD”.

The communications world took a hammer blow in the opening minutes as Gordon Brown declared “if this election is about style and PR then count me out.” While a nice soundbite, it does rather ignore the huge communications teams that accompany all the party leaders and their expansive party headquarters back in London. The spin room was also filled with heavyweights from all parties desperately trying to influence media coverage of the debate. And, according to the Telegraph, Brown had pages of pre-prepared notes, rebuttals and gags including the clearly staged reference to “Nick” and “David” squabbling like his sons.

David Cameron had certainly been taking communications advice following last week’s disappointing display. Looking straight down the barrel of the camera he addressed the British public head on and tried to connect in a way he hadn’t been able to achieve before. Unfortunately the close-ups also revealed a somewhat tired looking face, showing signs of a grueling campaign schedule.

I was also joined last night by a behavioural expert from Australia (currently stranded waiting for a flight home!) who had almost no knowledge of the candidates before the show. She instantly had Brown as an ‘eight’, which I was told means he has a direct personality. He is straight talking, loves conflict and is prone to bursts of anger. His dominant stance at the lectern as he gripped it firmly with arms outstretched showed the confidence he felt on the stage.

Nick Clegg was deemed a ‘three’ – occasionally a bit flash, good at communicating, but unlikely to go into much detail. Three’s are also prone to using emotive language, as Clegg did last night with words like “paedophile” and “nutters” that will grab the audience’s attention. This is traditionally the image given to Cameron. But it appears that Cameron is no longer the heir to Blair, it’s Clegg!
In terms of Cameron, my antipodean friend was less able to pin him down. Although sharing some attributes with Clegg he was seen as crossing a number of personality traits including charisma and optimism but also as being slightly superficial. Perhaps the inability to put him in a box means the electorate can’t fully embrace or identify with him.

From the telephone canvassing I’ve done during the campaign there is a renewed interest among the electorate. I have spoken to a lot of people who have said they are undecided but are waiting on the final two weeks of the campaign and the final debate before they decide where to plant their flag. There is a real desire for ‘change’ but uncertainty over which party is best placed to deliver it.

Commentators appear undecided on the longer term effect of last night’s debate. But round three, the Leaders’ debate on the economy, should make for a good fight and compelling viewing. Whether someone can deliver a knockout blow remains to be seen.


Tony Cox - Linstock Consultant
http://www.linstockcommunications.com/