Alli Renison works for Business for Britain but is writing in a personal capacity. Follow Allie on Twitter.
In the bible of campaigning, if such a thing yet exists, under the “breaking into new markets” section should be Rule 1: identify existing reserves before starting over from scratch. This is a modus operandi which the Conservatives would do well to remember in formulating their attack strategy for the campaign ahead of the 2015 election, particularly in the North.
Re-inventing the wheel policy-wise needs to be complemented by having the right people in place to communicate the message to a wider and often Tory-sceptical audience outside of Westminster and the South, but CCHQ shouldn’t just focus on 2015 as a benchmark for making progress. There are several ways to start making an impact in this area right now, and all they require is making better and more frequent use of resources which have been right under our noses all along.
The first suggestion would be for the Conservatives in government to take a long, hard look at the sort of representatives they are trotting out to defend the party and policy lines in the media. We all know that Newsnight and the Daily Politics would prefer to grill an Eton-bred minister to make the case for why the ‘bedroom tax’ is not a tax. It’s convenient for the narrative much of the press and certainly Labour want to convey, that the Tories are dominated by posh-sounding out-of-touch elites who know nothing about the plight of ‘the ordinary man’.