Author Archives: Roisin Miller

Love them or loathe them – those victory stunts should teach Lib Dem campaigners one thing: clear, simple communications will be key to success at the next election.

There seems to be a new dividing line in Lib Dem WhatsApp groups: between those who are excited for each new stunt, and those hiding behind the sofa, wondering when they are safe to emerge.

Whichever camp you might be in, there is a serious point we all must take from these stunts. They cut through. But why?

Money-can’t-buy coverage

I hate to be the one to break it to you, but these stunts are probably not aimed at Lib Dem party faithful. They are designed to captivate photojournalists, meme developers, social content writers.

These stunts achieve what so many who work in brand communications crave – wall to wall coverage complete with a key message. I cannot count as a seasoned communications professional the number of times the ask has been summaried as “help us go viral”. Whilst there isn’t a one-size-fits-all approach, an authentic stunt with a clear message that links to your campaign and that is a bit fun, is the best way to get attention. Authentic really is key to success as without authenticity they flop. If you need proof beyond the political sphere, look at the plethora of Barbie stunts – some very small but all authentic and on-message.

The thing about these stunts is they have media hooked, they all want to know what the next Lib Dem celebration will be, what the photos will look like. This means media turn up, they give us more attention than they might otherwise and therefore we get more coverage.

For local parties, the same principle can be used for social channels or focus leaflets – if you make a simple point in a compelling manner, people will come back again and again. They will want to know what you have to say and you will be seen as an authority.

For all the jokes, the Blue Wall stunt did change the narrative. It introduced the phrase into media vernacular and made it clear, the Lib Dems were back.

Simplicity is key

I make this point as we’ve all seen those focus leaflets – three-line headlines with commas, sub-clauses followed by an article written in 8pt font face and full of every intricacy of a piece of planning policy. This is great for a certain section of Lib Dem members (not me) or an online article for those who are interested. Focus leaflets like this won’t win elections.