Labour MP urges UK party to ditch 'simplistic' messaging

UK Labour Party Member of Parliament Simon Danczuk has called on his party to stop "parroting slogans" and give its members the freedom to speak authentically.

LONDON: UK Labour Party Member of Parliament Simon Danczuk has called on his party to stop “parroting slogans” and give its members the freedom to speak authentically.

In a blog post, published exclusively by PRWeek UK, he argued that the “iron message discipline” of New Labour, molded by political figures Peter Mandelson, Alastair Campbell, and Philip Gould in the 1990s, no longer has the same resonance with UK voters.

“We've already been told, from the very top, to intertwine 'one nation' into every policy statement we make, to build it into speeches, to continually repeat the phrase 'one nation' at every opportunity,” he wrote. “I'm beginning to worry we haven't moved on from the 1990s.”

"Indeed, I've come to believe the public is actively turned off by the torturous repetition of political mantras,” he added. “I don't think it is a coincidence that neither the Tories nor the Liberal Democrats have invested effort in coming up with a [tagline] that is expected to have so much resonance among the electorate – I think they understand such an approach is too simple and outdated.”

He argued that it is critical for politicians to speak authentically to connect with the electorate, and this requires the use of stories and experiences to convey messages, not "parroting slogans."

Party Leader Ed Miliband launched the One Nation Labour vision at the Labour Party conference in 2012. A year after the debut, a ComRes poll for The Independent on Sunday and the Sunday Mirror found that almost half of voters (47%) said they did not know what “One Nation Labour” meant.

This story originally appeared on the website of PRWeek UK.

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