Expert: Wesley Ball - 3/11/2001

Question
Dear Wesley,
          I am an A-level student in the middle of writing a project on Tony Blair and his use of Spin Doctors. My choice of question though is somewhat limited in this matter,"To what extent were spin doctors responsible for Tony Blair's seemingly flawless public image in his first three years of office?" I was wondering particularly if you might be able to suggest some examples (within the period of 1997-2000) where Blair's bacon was saved by a bit of sophisticated spin. I have backed up the 'flawless image' part by arguing that Blair did maintain a positive MORI approval rating until summer 2000. Alternatively any examples were spin failed to help Blair in the media would be useful. I am thinking about issues such as Whelan, Davies/Michael, Morgan, Leo/Euan Blair, etc. I have identified the principle spin doctors as Blair, Campbell, Mandleson and Gould. It does not matter if this is an area that you do not know a lot about, but anything you can pass on will be gratefully received.
  Many thanks,
           James Kitovitz

Answer
Dear James,

This sounds like a fascinating question and I wish you well with it. Before I get round to answering your question I would just make a couple of more general points. I don't think Blair had a flawless public image in the first three years of govt. People have always described him as arrogant, patronising, condescending and insincere in opinion polls, but he is seen in a more favourable light than his Tory opponent.

Secondly I think that the "spin doctors" you have identified are correct but you need to think a little more broadly in terms of the change from opposition to govt. The four you identify were the main controllers of message up to the 97 election guided by Gould's polling (read his book, The Unfinished Revolution, if you haven't already). But since the election No.10 has taken on a greater role in message as it has controlled and coordinated policy announcements. Look at the power that Jonathan Powell (Chief of Staff) has accumulated in No.10 controlling the timing of events and therefore the message. Furthermore you ought to think about the way that spin has been devolved and split between no.10 and Millbank - about 8 to 10 months ago, key figures in the no.10 press office moved back to Millbank to make the press and publicity operation more partisan and less govt oriented.

To answer your question more directly now! The obvious example of failed spin in the early period is the Ecclestone Affair where they tried to "cover up" the £1 million donation. This resulted in Blair going on to TV and apologising publically. I am told that the desire to avoid this happening again is the guiding light of all crisis management in no.10 now. People do not want any negative stories to be given legs and so decisive action has to be taken. THis is why Mandleson resigned so quickly over the home loans story and in a way that allowed him to return the govt. - the story did not carry on for long enough to tarnish his wider public persona too much even if it may have questioned his more underlying probity.

The third and final example I would suggest that you might want to look at is the announcement in October 1997 of the five economic tests that have to be met before a referendum on the euro can be called. This is important because it indicated that Blair has always got control of the message - at this point whelan and Gordon Brown had full control of the events and therefore public opinion.

I hope this helps. Do not hesitate to contact me if you have any further queries. This sounds like a really interesting project, good luck with it.

Wes.