Team DC blunders while Team GB soars

The summer parliamentary recess provides the perfect opportunity for politicians to unwind and recharge their batteries. But it also provides that most dangerous of doubled-edged swords – the holiday photo op. The average Joe has a fairly easy choice to make when it comes to their holiday – what can I afford, and where would I like to go? Pity the poor politician then. Despite having the pick of the world’s luxury resorts, they also have to find a location that doesn’t alienate voters. Too flash and they reflect an image of privilege, too humble and it seems forced.

In recent years the ‘staycation’ has become the holiday of choice for political leaders, with UK holidays picked over breaks in more exotic foreign climbs. It’s the ‘safe bet’ holiday, the austerity era holiday. It demonstrates restraint, common-man qualities, and perhaps even a smidgeon of patriotism. However, it’s not without its risks.

This year has provided the ultimate Staycation for politicians, a home Olympics. But the summer months are slow for newspapers, and the holidaying of politicians is something of a fillip, a great way to fill column inches. A photo of David Cameron watching a boxing match on TV in full GB regalia has already been seized upon by irreverent social media users mocking its forced casualness. There’s little politicians can do to avoid this media scrutiny, but there are a couple of steps they can take to limit such an own-goal.

The first is to understand the zeitgeist. The British public has shown a genuine appetite for the Olympics and pride in the achievements of GB athletes and organisers. But this should not be confused with enthusiasm for politicians and their involvement. Being seen to share in public celebrations is fine, being seen to share in the success of athletes, less so.

The second is to move away from the staged photo opportunity - its premeditation is ripe for parody. A better approach may be video content captured by a third party. Unlike photos, this is harder to stage. This has its own problems, but it demonstrates a greater sense of spontaneity and, in the case of these Olympics, of genuine shared emotion between politician and public.

The Olympics have been a boon for the country, but for politicians to benefit from this unusual holiday venue, they need to make sure they don’t force the issue. This means a response which places them with the public’s position of enthusiastic reverence and not on the same pedestal as the athletes.

John Hood
Consultant
john@linstockcommunications.com