Category Archives: Rallies

General Election 2017 the SNP’s live engagement strategy

How you engage, face-to-face, with the electorate during an election clearly matters. The three main parties in Scotland decided on very different live engagement strategies. The election results reflect their relative success.

During the GE2017 campaign, I compared Labour’s live engagement strategy against the Conservative one.  You can check that post out here. But as a short cut, here’s two images that tell you really need to know about their view of engaging with the electorate.

Political Rallies GE17
“Invitation Only”
Political Rally GE17
Perhaps this will be one of the most memorable images from the GE17 Campaign

It is easy to look at the live engagement element of the campaign and see which party was keen to avoid any debate or public scrutiny. Events are wonderful microcosms for many elements of a campaign.

Before I look at the SNP’s live engagement strategy I want to make one thing clear: there were many issues for the relative failure of the SNP General Election campaign. My professional view is that the live engagement strategy, which frames an entire campaign, did not send out the right messages to the electorate. I have decided not to focus on the political content of the messaging (there are plenty of people doing that) but rather on how the overall engagement was framed by live events.

The SNP’s Live Engagement Strategy

I’ve chosen two images which I think sum up the SNP Live events. There were clearly two very different “managed events” so I have one for each.

 

The SNP as a political powerhouse
Nicola Sturgeon the Selfie Queen

It may seem rather trite to use a single image to sum up an event, which can then be extrapolated to summarise an entire campaign, however, event organisers / campaign managers, spend a lot of time planning and stage managing these images. We select them exactly because they can encompass the entire campaign.

“The political powerhouse” type image has been a popular one for the SNP since the referendum defeat in 2014. With the swelling of members post indyref, and then post 2015 General Election, the SNP were happy to be seen to be the largest political party in Scotland: these images are all about showing the strength of the political party. These events, and these images, aren’t too different from the images disseminated from the Conservative events: that should have been a worry for the SNP at the very earliest of stages!

They portray a powerful posture and a powerful leader, with a large party behind her. These official images are taken at the well managed, supersize, party political events that the SNP, now seem to own in Scotland.

The second image is the “selfie queen” style image, which comes from Nicola’s “street focussed” live engagement. This guerrilla campaigning has been part of the SNP’s live engagement since Nicola became First Minister. These images portray a leader at ease with herself and with the electorate. 

A strong leader at ease with the electorate was undeniably the correct approach to disseminate, through live events, in the last couple of years. When the GE2017 campaign was thrust on us all, perhaps understandably, the SNP obviously thought, why change a wining formula? However, the engagement strategy for GE2017, did not have the expected success.

The SNP’s message of a strong and likeable leader failed to ignite the electorate: especially the young. It is yet to be proven, but it is widely agreed that Corbyn gained the youth vote; with SNP MPs already acknowledging this dynamic.

You can easily tell by looking at Labour’s live engagement strategy that they went after the younger voter: why else would they have their leader standing in front of 15,000 Libertines fans at a football stadium in Merseyside? The SNP lack of a well plotted live engagement strategy let it wth the same old image of the leader standing in front of the party faithful. Certainly, from a campaigning perspective, it is easy to see which images from events were more attractive to young voters.

The SNP doing it’s own thing

Did the SNP’s live engagement strategy portray the SNP as the leaders of the independence movement? The simple answer is, it didn’t. And this was a deliberate approach.

For example, the SNP didn’t take part in the All Under One Banner, deciding not to support Scotland’s largest ever independence rally. We are in a strange world, when 17,000 marching through Glasgow in support of independence becomes a “distraction” (as one ex SNP MP told me) to the SNP’s General Election campaign. Further afield, there was little in the campaign that was designed to show the SNP acting on behalf of a diverse movement.

The messages the next live engagement strategy must portray

The campaign focussed on using live events and images from those events, to show a “strong leader who you could have a cup of tea with” To lead a radical campaign its leader has to be an “inspiring, collegiate leader” The strength of the Labour campaign was exactly that. It was perceived as a “radical” campaign and they had a leader who would listen, inspire and lead. As Kirsty Strickland offers in the National: “This presents an opportunity for the SNP, and the wider independence movement, to take stock, reflect and move forward.” However, nothing in the GE2017 campaign demonstrates a willingness for the SNP to listen.

No matter if the next campaign is another general election, or one for Holyrood or one for #ScotRef, the SNP has to change their live engagement strategy, and has to change the messaging. The SNP have to create an engagement strategy that demonstrates that the SNP is part of a movement, and is an organisation that listens and inspires. With that in mind, look back at the SNP images above. Do either of those images portray a party that is listening and inspiring?

My hope is that the next campaign will be framed at some very different events.

If you are interested in contributing to my work on a live engagement strategy for the YES movement please get in touch.

Scottish independence demonstrations and how to make them matter

Scottish Independence demonstrations can make a real difference. They just have to be bigger and better.

(article originally appeared, without links, on CommonSpace)

So what? Around 17,000 people (splitting the difference between police and organiser estimates) gave up part of a Saturday afternoon to demonstrate in favour of a second independence referendum. Let’s put that into some context. With an average of 750 people visiting a Starbucks each day, almost as many Glaswegians had a coffee in the twenty, tax dodging coffee shops across the city on Saturday.

Let’s deal with a sobering fact. In September 2014, 1,617,989 people voted for Scottish independence. Three years later, with less than a week to go, before an exceptionally important General Election – which has been centred around another Scottish independence referendum – our movement, moved 1% of that constituency on to the streets. Is this something to celebrate? Or does it give the Unionists ammunition, to further their call, via Ruth Davidson, that “There is NO support for another independence referendum” Maybe it does, because 1% is almost no support.

Well, it is not quite as simple as that. Like the rest of the UK, Scotland doesn’t boast a particularly well known street movement. So, in that context, around 17,000 people filling the streets is exceptional. This is especially so, when you consider the resources available to the organisers, and the minimal support from other independence organisations (for I am sure, a whole host of reasons, which I won’t go into here). Pulling this number on to the street was no mean feat. Lack of support and resources were not the only barriers. The Labour run City Council put them up too. All Under One Banner were asked to have a 1:10 ratio of stewards to demonstrators. Generally, police and local authorities work to 1:75.

When just making an event happen, seems like achieving the impossible, it becomes more difficult  to try to measure the actual impact. The rally on Saturday was Glasgow’s largest ever pro indy demonstration: larger in fact, than the ones held in the run up to the vote in 2014. However, for movements to matter, success has to be measured and evaluated on more than that mere fact. So, was it a success? Well, there’s a few ways to measure success.

The first is to know what the event organisers objectives were. Bill McKinnon, the main organiser, kindly spent some time talking to me about the demo and here are his objectives:

“1. To allow pro Independence patriots to show their demand and commitment to the cause to Scotland , Westminster and the world press.

2. The massive show of determination to achieve the second referendum will be universally recognised by the sheer numbers taking part in the March. We are hoping for 20,000.

3 . There has been a lull in open activity from the Indy movement over the past year. This March shows that our determination is stronger than ever.”

Even if you don’t agree with these objectives, or you question exactly how they can be measured, it is enlightening to know what they were. Using these objectives, the event was a massive success.

The primary way that I would judge the success of an event like this, is to learn of the events amplification. Perhaps “only” 17,000 took part, but a lot more people witnessed the march, as they set about their normal Saturday afternoon in Glasgow. 1000s of images of the march were retweeted, liked and shared across social media channels. The rally, including some of the speeches and performances from Glasgow Green, were live streamed by the ever vigilant Independence Live. Facebook proved an incredible platform with the Independence Live stream; shared over 2500 times; commented on thousand of times and had over 1200 views at any one time.

It is not just the quantity, but the type of images that are spread that reinforce the positive messages of a rally. Seeing images of Sikhs playing drums, of kids marching with parents, and of a whole section of Scottish society joining on a peaceful rally, were exceptionally powerful in portraying a positive image of civic nationalism. Juxtaposing it to the unionist “meeting” of a handful of flag wavers in George Square was priceless. Demonstrations matter: there is no better way for our movement to be so well framed.

The messages and the meaning of the rally were suitably boosted, for a sustained period after the event, by the attendees, their networks, alternative media (CommonSpace included) and unusually, the UK main stream media. Even the BBC covered the rally, because, with numbers approaching 20,000, it became impossible for media outlets to turn a blind eye. Numbers matter. It is well known in event circles that number of demonstrators correlate directly to column inches and media minutes.

The number of demonstrators that took part, and the huge amplification of the rally, should strengthen our belief in the demonstration as a powerful outlet for a political or social movement. It should also give us resolve, post GE2017, to make them bigger and better. As our elected politicians seem to be banging on a closed door, it is likely that we will need them more than ever.

During the General Election campaign Nicola Sturgeon said that “victory for the SNP will force a rethink on a second referendum”suggesting that Theresa May would change her mind (she does like a U-turn) and sanction a second vote in the next couple of years (should she still be in power of course). However, a hand-break turn on this issue should be placed in the exceptionally unlikely category. So what pressure can be put on Westminster? And who can turn the screw? Demonstrators that’s who. Thousands of them.

Election wins and manifesto pledges are seemingly easy for Westminster, and many Scottish politicians, to ignore. Even votes in the Scottish Parliament have little impact. Democracy is clearly being undermined and with that, the express will of the Scottish people. This alone should drive tens of thousands to the street.

The Westminster based parties, are in unison, ignoring the democratic will of the Scottish Parliament. Ignoring the request for a second referendum is a link in an undemocratic process that is already in chain. Post Brexit, with returning powers from Brussels likely to be swallowed up by Westminster, the devolution settlement will be further weakened.  Tory HQs charge towards an “internal UK market”, will weaken Holyrood’s power base in health, justice, transport, education and the environment, to name but a few.

Democracy is under threat in Scotland. However, Westminster politicians are building their case on exceptionally shaky ground, and they know it: but they can easily ignore, and fend off other politicians. They can bin newspapers and ignore partisan news reports. What they are unable to do, is to show the same intransigence in face of a seriously determined street movement. Just imagine 50,000 plus linking arms around Holyrood to “protect” democracy!

In most European nations, policy is directly affected by street politics much more regularly than in Scotland. However, Scotland is the scene of one of the world’s most successful ever demonstrations. Only twelve years ago, Edinburgh hosted the MAKEPOVERTYHISTORY rally, that led to the eventual cancellation of billions of dollars of debt from developing nations, under the Multilateral Debt Relief Initiative. The Edinburgh demonstration was the corner stone of a year long campaign. The official post campaign report praised the demonstration, “The public mobilisation was felt to be the greatest achievement of the campaign” Scotland has an enviable position in terms of forcing change from the streets. In 2005, our voices echoed across the world.

In recent weeks we have all seen the Labour Party have success based on rallies and other well attended and widely covered events. Labour have put in place an exceptional live engagement strategy, and should they ultimately lose, expect this live element of the campaign to continue. We should, by now, be getting the hint at what is possible on the streets of the UK but we can look further afield for inspiration.

Scotland has many similarities with the Catalan independence movement and during a conversation with the Head of Press Relations at the Catalan National Assembly we discussed the differences between Scotland and Catalonia in the history of street politics.  We agreed on two main factors which help explain why our biggest independence rally attracted 17,000 and theirs’ drew 1,500,000.

The first is the role of the organisers of the rally. The ANC is a well funded, umbrella organisation, that employs several full time staff. To give you an idea, it spent €300,000 alone on advertising the 2016 demonstration, the same again on staging, AV, PA etc. Everything about the Catalan demonstrations smacks of professionalism. Its success is built upon the unifying role of the ANC and the professional make up of the lead organisation.

You can’t fault the passion and the determination of the All Under One Banner team, but as a non-revenue generating, voluntary organisation, their resources are exceptionally limited. With so many barriers to overcome they were, unfortunately, unable to end the rally in any kind of satisfactory manner for the demonstrators or, as importantly, for the cameras. With the march thinning out on Glasgow Green, the tiny stage and tinny PA, provided a destination that the marchers did not expect or deserve, accompanied by – it was June in Glasgow – near torrential rain.

How to end a rally without any resources

The Catalan and the Scottish rallies also differ in the subtlety of the message that is transmitted. It was #LoveDemocracy, that was initially at the heart of the Catalan movement, not independence per se. From the outset in 2012, members of the Catalan National Assembly knew that an organisation which called for the “respect of democracy”, had a wider appeal than one focusing on independence. Over the years, the message from the ANC has solidified, to almost exclusively call for independence. However, for many, it is the idea of those in Madrid telling Barcelona what to do, that is the driver for their support. Chat to a Catalan in the street and they are as likely to say “I want to decide, not Madrid”, as they are to say, “I will vote for independence” The ANC have been on a journey focussed on democracy, not independence.

Opinion polls have consistently shown that a larger proportion of Scots are in favour of “Westminster not having the right to block a plan for a referendum”, than they are in favour of independence. The democratic deficit coming our way will continue to increase the former above the latter.

In Scotland, until this general election, calls for a referendum from our elected officials seemed the most likely to bring about a choice to decide our constitutional future.  Perhaps now, with democracy under threat, the baton should be handed over to the people, and the message they should carry should not be one demanding independence, but democracy.

Democracy is “a government in which the supreme power is vested in the people” Perhaps if our elected politicians and our democratic establishments are unable to put the pressure on the UK Government, it is time for “the people”, unified and determined, to do something. Fancy attending a rally that’s a bit bigger, and does something a bit different?

If you are interested in contributing to my work on a live engagement strategy for the YES movement please get in touch.

Political Rallies 2017 General Election

Political rallies in the 2017 General election have brought the campaign to life. Labour’s rallies across the country are showing the power of live engagement.

In recent polls the Conservative lead over Labour has halved since the announcement of the snap general election. It’s not possible (at this stage) to pin that narrowing gap on any one particular policy, campaign message, advert, interview or event.

However, what is clear is the stark difference in the live engagement strategy of the Conservatives and Labour: put simple Labour actually have a live engagement strategy.

Political rallies 2017 General Election and other less inspiring political events! 

Here’s two images that I think sum up the differences we’ve seen over the last couple of weeks:

Political Rallies GE17
“Invitation Only”
Political Rally GE17
Perhaps this will be one of the most memorable images from the GE17 Campaign

The image above of Jeremy Corby will his back to the camera is a still from a short video doing the rounds (currently hosted on NME of all places). The video is fascinating, and would make a wonderful party political broadcast; no editing, no overdubs. Just this.

The Conservatives live engagement strategy has been, how can I put it? To not have one. Whoever is in charge of these “events” is doing the most awful job, assuming their objective is anything more than: we need to do some events, so just keep them as simple and “boring” as possible. This is of course a possible objective for the Conservatives but it’s proving to be the wrong one.

These Corbyn images and videos aren’t quite as striking for us Scots, as we already have a charismatic people facing, punter engaging politician in Nicola Sturgeon. For rUK, however, this really is the first time that they’ve had a politician who is not just willing, but capable of taking, and holding this type of stage.

To date, Labour’s use of the Political Rally has been fantastic

In a piece I wrote for Common Space about making events “unmissable” I listed five things that  the #ScotRef campaigners should consider as they plan and execute their events. Well, Labour have brought my list to life!

With Corbyn’s rallies round the country Labour are demonstrating how powerful live engagement can be for a political campaign. Let’s consider the short appearance of Jeremy Corbyn at The Libertines Gig (against my list):

It is clear what the objectives were for this event. It was firstly to get in front of the 15,000 youngsters and encourage them to vote (for Labour), but beyond that it was to create a clear difference between May’s bland and stale events. And those objectives were achieved.

The second thing on my list was to make events newsworthy. Doing something so different was always likely to spark interest. So, success here too!

Next up was “ensure that your event will be amplified by your attendees”. Just watch the video, and see how many of that audience are snapping, tweeting and sharing images all across their social media platforms. Again, their strategy had its success.

Now, to get in front of young voters, Labour could have organised a Youth Conference. As I’ve covered in previous posts the Conference is still the default event for political parties despite millennials giving them a wide berth. So intransigent are these events that Rise, despite its exceptionally strong youthful leadership, still organise Conferences. My fourth tip in my list was not to run “boring events”. By piggy backing on a concert, Labour avoided that pit fall.

My last point was to ask how political events could inject creativity? Well, so barren of ideas and lacking in any spark, are May’s “strong & stable” events, that doing ANYTHING different appears to be creative. Labour simply aren’t doing what the Tories are doing, and they look like the youthful, fresh and creative campaigners.

A Live Engagement Strategy Matters

Labour are out there doing it. The Tories are failing. Exactly what impact these events, and their amplification, will have on the result, is of course still to be determined. However there should be enough evidence already to show that the #ScotRef movement can not take live engagement for granted.  My plan is to make sure that we don’t do that. But I need your help.

If you are interested in contributing to my work on a live engagement strategy for the YES movement please get in touch.