The 2024 UK General Election was considered, by many, a significant milestone in modern-day politics and drew the attention of voters, media, and analysts from around the world. Whilst we steer clear of any political standpoint, we always enjoy looking at campaigns through a public and media relation lens.
Election campaigns showcase the best and the worst in reputation, messaging and strategy for encouraging people to vote. We take a look at the key communications highlights from the campaign.
The Power of digital engagement
One of the most notable aspects of the campaign was the strategic use of digital platforms. This is one of the first general elections where we’ve seen social media play such an integral part to a party’s campaign.
The Labour Party’s use of TikTok to reach younger voters was considered a standout success. Their #FutureIsLabour campaign went viral, engaging a demographic that has historically been harder to reach through traditional media. And the stats speak for themselves: in the 30 days leading up to July 4th, the Labour UK TikTok account boasted a 43% follower growth and doubled the amount of likes across all of their uploads. It’s worth mentioning that, within the same time frame, Reform UK’s TikTok account grew by almost 100k followers.
In contrast, the Conservative Party faced criticism for using misleading Facebook ads. This incident highlighted the fine line between effective digital engagement and the potential pitfalls of misinformation.
Messaging and slogan crafting
As with every election campaign, messaging is key. The right messaging can be the real difference between gaining and losing the trust of the British public.
The Green Party’s slogan, “Real Hope, Real Change”, successfully encapsulated their core campaign message in a simple, memorable phrase that resonated with environmentally conscious voters. It does exactly what it says on the tin and the public knew exactly what stance they take on political matters. With a record four seats won in Parliament, we would say this is a significant win for the Greens.
On the other hand, the Liberal Democrats proved to struggle with their “For a Fair Deal” slogan, which was criticised for being too vague and failing to distinguish their platform from other parties. However, an element of the Liberal Democrats’ campaign that was a hit with voters was leader Ed Davey’s stunts. He wasn’t afraid to be a little silly to catch media attention – including launching his manifesto at Thorpe Park, braving a water obstacle and bungee jumping from a crane – whilst weaving in his overall message throughout.
Media management and crisis handling
At Whistle, we take crisis management seriously, and general elections typically offer a crash course in how-to and how-not-to do it.
One of the notable moments of the campaign was Labour’s quick and transparent response to allegations of internal party misconduct with the betting scandal. Almost as quick as it was revealed a Labour candidate was involved, they were suspended from the party. This was seen as a win in crisis management, turning a potentially damaging story into an example of accountability and swift action. It highlighted how being transparent, honest and owning up to mistakes is the best way to be – no one is perfect, not even a political party vying to run the country.
In contrast, the Conservative Party faced backlash over their delayed response to a candidate’s involvement with the betting, showing how slow crisis response can exacerbate negative press and only lead to the situation worsening.
Community engagement
Effective communications is about considering every stakeholder who will be affected by a certain event. And, more importantly, dealing with the consequences regardless of it being positive or negative.
The Liberal Democrats’ community meetings and local events, particularly in key swing constituencies, were praised for their effectiveness in building voter rapport. Their campaign in North East Somerset, where they narrowly lost, showcased the impact of strong local engagement even in the face of a loss.
Conversely, the Green Party’s decision to reduce door-to-door canvassing due to environmental concerns received mixed reactions, with some applauding the stance and others viewing it as a missed engagement opportunity.
Data-driven decision making
Everywhere we look today, data is driving decisions. And this general election was no different. It played a prominent part, due to how pivotal the result was predicted to be.
The Conservative Party’s use of sophisticated voter behaviour analysis allowed them to focus resources effectively, leading to strategic wins in crucial battleground areas.
This data-driven approach contrasted with the SNP’s less effective use of analytics, which resulted in misallocated resources and less impactful campaign efforts in certain regions.
What does this all mean for reputation?
The short answer is everything. Combining all of these elements from a brand reputation perspective helps to set apart a successful campaign from a not-so-successful one.
By simply missing the mark in one of the above areas takes a huge chink out of a party’s armour and leaves them vulnerable to public perception, and, as a result, a loss of trust. Voting is typically emotive, so remaining reputable is key for really connecting with the audience.
Wins and losses in various aspects of the campaign illustrated the critical importance of adaptability, creativity, and strategic thinking. As we move forward, the lessons learned from this election will undoubtedly shape future campaigns, emphasising the need for a balanced and well-executed approach in the ever-changing world of political communications.
