Distinctive Dispatch #18: Will good vibes or grim truths win battle for hearts and minds?
How PR shapes politics; new awards, clients and colleagues; questions about AI; how micro-trends influence campaigns; join us for Peak Injustice discussion on 22 October.
Better comms for people, places and work
As the nights draw in and summer fades from memory, we face an era-defining US election. In a time of soundbites and storytelling, is positive PR more important than solid policies? Thank you for supporting our newsletter. If you have thoughts or suggestions on what you’d like us to cover in future, let us know in the comments or get in touch.
PR, not policy, takes centre stage at US elections
It’s been a febrile six months in politics. July’s snap election, Labour’s landslide, Joe Biden’s withdrawal from the Presidential race and Kalama Harris’ anointing as Democratic nominee dominated the news cycle.
Since joining the race, Harris has led with a message of hope. In contrast to the Republicans’ divisive narrative, she promises voters a bright future rather than a slide backwards.
Polls now place the Democrats ahead. It’s a remarkable turnaround for a political party that was gasping for air just three months ago. From the use of Beyonce’s song ‘Freedom’ as a campaign anthem to their trend-jacking of Brat Summer, the tone is resolutely positive. In fact, Harris’ critics describe the campaign using a term rarely heard in politics: joyful.
Whether this is enough to beat Mr Trump’s fearmongering remains to be seen. But it provides a powerful alternative message.
Two very different political messages
By contrast, Sir Keir Starmer adopted a different tone as the UK braces for a bruising Autumn budget.
His campaign delivered a huge majority in Parliament, but the honeymoon period is over after a difficult summer of unrest and missteps. The tone of last month’s Labour party conference was more upbeat, possibly in response to sustained criticism that ministers were talking the economy down. But overall, the message is less ‘things can only get better’ and more ‘things will get worse before they get better’. The picture of that sunny destination remains conspicuously sketchy.
There may be tactical reasons for this; Mr Starmer is laying the groundwork for tough financial decisions – and pointing the finger at the Conservatives’ legacy. But is he over-spinning, and even putting a dampener on an already battered economy?
Transparency is crucial, for sure. But leaders can point beyond the bad news with a message of cautious optimism.
Could good vibes trump division in the US?
A big criticism facing Kamala Harris is that her campaign lacks policy detail. Her supporters might be jubilant, but undecided voters also want specifics about how their lives will improve.
The Democrats have a strong campaign with a positive narrative. Voters can forgive vagueness when it comes to policy detail, as long as they believe the story.
So far, it’s been a glaring counter to Mr Trump’s moral failings. To sustain momentum, she needs to communicate a vision for change as well as stability.
That said, polls show that Harris’ message discipline and focus on unity is paying off for now. Can good comms – and good vibes – move the needle and deliver real-world consequences?
Shortlists, new colleagues and office move make a season of success
Life in a small, growing business has some big moments. We’ve has a few in the last few weeks. We were delighted to be shortlisted in two awards, recognising our progress as a business and our campaign efforts.
This news comes as we picked up some brilliant new clients and took on two new team members.
And we are in new offices at Runway East’s Victoria Street base in Bristol. If you’re in the area near Temple Meads, feel free to pop in and say hello. Thanks to everyone who’s supported us on the journey so far. We don’t take that support for granted.
Things we’ve seen
Kate Middleton’s latest video update: The Princess of Wales shared the welcome news that she is now cancer-free with a glossy video featuring her family. From a PR perspective, it split the room. Many found it honest, hopeful and inspiring. Others thought it was off-puttingly polished. With the production values of a John Lewis ad, some critics felt that it sanitised the struggles people with cancer face. Maybe a case of style over substance?
Things we’ve read
Can construction attract the talent to deliver on the Government’s ambitions? Constructing Excellence South West looks at challenges the facing the industry in its drive to attract and retain skilled workers. These include misconceptions about the jobs available and perceived limited career opportunities. The solutions? Improving recruitment methods, developing skills for the future of the industry (such as AI and robotics) and investing in training. We’d add that communications can play a key role in addressing the recruitment challenge, telling stories that demonstrate what’s available and showcasing the sector’s vitally important work.
Bristol on the rise – the place to be for work-life balance: Bristol ranks second in PwC's Good Growth for Cities 2024 Index, thanks to its focus on jobs, skills, and work-life balance. The city demonstrated significant improvements in these areas, underscoring its ability to foster economic resilience. The city stands out as a leading example of how local leadership can drive inclusive growth, even in challenging times. With further devolution on the horizon, Bristol seems well-placed to capitalise on local growth opportunities and continue its upwards trajectory. With our office space in the heart of Bristol, we’d like to think our presence gives it an extra boost...
Shattered glass and four questions to ask ourselves about AI – The Snow Report: “Sometimes, the best way to solve a problem is to not use the latest fancy technology.” Emerging from the hype around AI’s transformational impact is a growing body of work questioning its capabilities. Many organisations are on a steep learning curve with AI, and we can’t ignore its disruptive potential. But it’s worth asking questions about the trade-offs, as this post helpfully highlights.
Things we’ve heard
The Rise of Fox News – Slow Burn: With the US election looming, we tuned into the 10th season of Slow Burn to understand how Fox News became a force of nature. The channel struggled to find a foothold after launching in 1996, but 30 years later its influence on politics and people is undeniable. This series charts the rise of Fox News, the power it wields and its impact on America’s cultural landscape.
Things we’ve said
How micro-trends create real-world marketing moments: You can’t have missed the ‘very demure, very mindful’ trend-jacking over the summer – with companies sharing videos peppered with Gen Z slang, and brands jumping on the ‘brat summer’ bandwagon. We’ve unravelled key trends and looked at how you can maximise on viral moments without compromising your authenticity or tone of voice.
Finally…
Join us at publication of Peak Injustice with Danny Dorling
We're delighted to sponsor an evening with Danny Dorling, where he’ll discuss his latest book Peak Injustice: Solving Britain’s Inequality Crisis. The event, in partnership with Just About Books and Design West, also features an introduction by Dr Zara Nanu MBE.
Join us for a thought-provoking discussion on Britain’s inequality, housing, health, and discover Danny's insights into the challenges facing society today.
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Look out for our next update on 7 November. We hope you found this useful. If you’d like to share or discuss anything before the next edition, please leave a comment or get in touch.