Spin School 101

Daft. That's the word that comes to mind when you look at the letter Tom Baldwin, Ed Miliband's new spinner, sent to pretty much everyone in the media. First of all, he's become the story, which is exactly the opposite of what he should be doing. And secondly, he's created a situation whereby if the press do start calling the coalition the 'Conservative-led Government' then they'll look like they're taking orders from Ed Miliband's Comms guy!

I do understand what he means - even if, in the long-term, he's doing the Tories a favour. But it's an embarrassingly clumsy way to go about conveying this message to the press. A quiet word with the editors would have worked a lot better. Anyway, if you're interested, here is the letter:

As you may have noticed, we have changed our language in recent weeks to avoid describing the Government as a coalition or a partnership of equals. We believe a more accurate description is that this is a Conservative-led government.

I understand that the phrase a "Tory-led government" is two words too long to be repeated on every occasion. But I also think that you are making a choice whenever you call it "the coalition". When we were in power, no one was left in any doubt that our most unpopular decisions were those of a "Labour government". The word "Coalition" is one that avoids party labels while also suggesting a degree of inter-party harmony and co-operation which is, day-by-day and split-by-split, being shown as false.

Unless Nick Boles gets his way, "the Coalition" will not be standing for election.

Can I suggest you at least vary your description of this Tory-led government. On some occasions, you might call it a Conservative-Liberal Democrat government. On others it might be just "the government".

When you are talking about this government in a political context, I think it would be fairer to refer to it by reference to party labels.

With best wishes, Tom Baldwin,
Director of Strategy and Communications

Marginalising the Lib Dems

There has been a definite change in tone since Ed Miliband brought Bob Roberts (L) and Tom Baldwin (R) onto his staff. One of the most visible changes has been the decision to switch from using the word 'coalition' and replace it with the new phrase 'Tory-led government'. This is designed to shift the focus from the coalition's 'alliance in the national interest' and onto the fact that this Government has a Tory majority and that they are responsible for its policies.

Ironically, this is also the new policy of many Tory backbenchers. As I have mentioned before, they are concerned that any popular policy the coalition proposes is credited to the Lib Dems, in order to improve their image, prop up their poll ratings and in turn reinforce the coalition. So it seems that despite the dawning of an age of 'new politics' and coalition, our democracy is still based on two main parties looking to marginalise the Liberal Democrats. How reassuring.