Can Starmer Deliver the Compelling Story Labour MPs Are Yearning For?

The UK government is actively seeking to improve its communication strategy, particularly through innovative storytelling techniques to better convey its message and priorities. Recent social media initiatives, such as videos featuring prominent figures like Sir Keir Starmer and cabinet ministers, reflect an urgency to connect with the public amid frustrations about the government's messaging effectiveness. The challenge remains not just in the medium of communication but in clearly defining and articulating the government's core beliefs and priorities.

Last updated: 17 October 2023 (BST)

What’s happening now

The UK government, under Prime Minister Sir Keir Starmer, is in a phase of redefining its communication approach to resonate better with the public. Recent efforts have included short-form videos on social media, designed to engage with citizens in a more relatable and direct manner. However, there is a notable disconnect between the government's actions and its perceived priorities. Ministers are increasingly concerned that the public does not fully understand the government's agenda or what it aims to achieve.

Key takeaways

• The government is focusing on "storytelling" to improve its messaging.
• There is an internal debate on what the government's key priorities should be.
• Public perception of Sir Keir Starmer remains mixed, affecting the government's overall image.

Timeline: how we got here

To understand the current communication strategy, it's essential to consider recent developments:

• February 2023: Sir Keir Starmer outlines five missions to define the Labour Party's objectives.
• December 2024: Starmer presents six milestones in his "plan for change."
• October 2023: The government begins producing short-form videos to enhance public engagement.

What’s new vs what’s known

New today/this week

The government is experimenting with social media storytelling to enhance engagement, with ministers creating content that attempts to clarify their objectives and humanise their messages. This new direction aims to bridge the gap between government actions and public perception.

What was already established

Despite the government's efforts, dissatisfaction persists regarding the clarity of its priorities. There is an ongoing debate among ministers about whether the focus should be on living standards, immigration, or economic growth, indicating a lack of consensus that can confuse the public.

Impact for the UK

Consumers and households

The government's messaging directly affects public perception of policies related to living standards and public services such as the NHS and housing. Clear communication is crucial to ensure that households understand how government actions will impact their daily lives.

Businesses and jobs

As the government navigates its agenda, businesses are looking for clarity on economic policies and regulations. The absence of a coherent narrative can lead to uncertainty in investment decisions and hiring strategies.

Policy and regulation

The upcoming King's Speech will be pivotal in outlining the government's legislative priorities. With local and national elections approaching, the government faces pressure to deliver a clear and compelling message that resonates with voters.

Numbers that matter

• 16 months: The time the Starmer government has been in office, with a legislative record showing more new laws passed than under the 2010 coalition government.
• 3: Main priorities identified by some ministers—living standards, illegal immigration, and NHS improvements—though this remains contested.

Definitions and jargon buster

• King's Speech: An annual address by the monarch outlining the government's legislative agenda for the coming year.
• Living standards: The level of wealth, comfort, material goods, and necessities available to a certain socioeconomic class or geographic area.

How to think about the next steps

Near term (0–4 weeks)

The government needs to solidify its messaging strategy ahead of the King's Speech, ensuring that it conveys a coherent narrative that aligns with public expectations.

Medium term (1–6 months)

As local and national elections approach, the government must find ways to effectively communicate its achievements and priorities to regain public trust and support.

Signals to watch

• Public opinion polls reflecting perceptions of the government and Sir Keir Starmer.
• Responses to upcoming legislative proposals and how they are communicated to the public.

Practical guidance

Do

• Engage with constituents through relatable and clear messaging.
• Define and clarify key priorities to avoid mixed signals.

Don’t

• Ignore internal disagreements about priorities; these can confuse the public.
• Overlook the importance of social media as a tool for engagement.

Checklist

• Review current messaging strategies for clarity and coherence.
• Engage with public feedback to understand perceptions and concerns.
• Ensure all ministers are aligned on key priorities to present a unified front.

Risks, caveats, and uncertainties

The government faces risks in its messaging approach, particularly if it fails to define clear priorities and maintain a consistent narrative. Public perception of Sir Keir Starmer remains a significant factor, with varying opinions on his leadership impacting the government's image. Moreover, ongoing debates within the cabinet regarding policy focus could lead to further confusion among voters.

Bottom line

As the UK government strives to improve its communication strategy, the emphasis on storytelling and public engagement is becoming increasingly pivotal. However, without a clear definition of its priorities, the government risks alienating the very constituents it seeks to connect with. Addressing these challenges will be crucial as they navigate upcoming elections and legislative milestones.

FAQs

What is the government doing to improve its communication strategy?

The government is focusing on storytelling through social media and short videos to clarify its message and priorities to the public.

What are the main priorities of the UK government currently?

There is some disagreement within the government, but key areas identified include improving living standards, addressing illegal immigration, and enhancing the NHS.

How has the government’s legislative record compared to previous administrations?

In its first 16 months, the Starmer government has passed more laws than the coalition government post-2010, though still fewer than those under Tony Blair or Margaret Thatcher.