James Frayne is a communications consultant. His new book – Meet the People – on what makes campaigns work and what this can teach businesses and other public-facing organisations is being published by Harriman House.
As we approach the last two years of this Parliament, increasing attention will be paid to the relative strengths of the parties’ campaign machines. There are no settled fundamental “facts” in politics – only public perceptions of them – and that means campaigns count.
But what really makes campaigns work? What distinguishes the great campaigns from the mediocre? And what can all this tell us about the current state of British politics?
I’ve been thinking hard about these questions over the last year while researching a book on public persuasion – on what organisations need to learn from campaigns as they come face to face with public opinion online. Part of this research involved looking at recent campaign case studies, as well as interviewing some of the best campaign consultants in the UK and the US.