As election campaign launches go, it was hardly the most auspicious start.
Drowned out by torrential rain and the Labour 1997 campaign anthem, D:Ream’s Things Can Only Get Better (cue myriad weather-related memes and media headlines), the optics were less than optimal, Rishi Sunak’s speech barely audible.

The overall impression was one of poor judgment and largely avoidable disarray, undermining Sunak’s attempt to portray the Tories as the safest pair of hands.

While he talked up his government’s track record in restoring economic stability and its commitment to ensuring the UK’s security, the nation – transfixed by the increasing sogginess of Sunak’s suit – just wanted to know why, oh why, he’d decided to deliver his speech exposed to the elements, and his rationale in calling a snap election now. Unless things really aren’t going to get any better for the foreseeable future.

It was a fitting metaphor for how washed up the government appears to many, if not most, voters – at least if the latest opinion polls are to be believed.

Contrast this with Keir Starmer’s slick (bar one hastily corrected typo) video and address, delivered inside – flanked by two Union Jack flags – calling for change and an end to Tory chaos.

Instead of trying to brazen it out and ignore the fact that it was raining – and raining hard – on his parade, had Sunak (and his communications team) had the wherewithal to plan in advance a quip about the inclement weather, then the response to his speech could have been so very different: respect (however grudging) rather than ridicule.

While we await publication of the political parties’ manifestos, with six weeks of election campaigning to ‘look forward to’, let’s hope – for Sunak’s sake, if nothing else – that his team learns from yesterday’s PR debacle and develops a more professional, fleet-footed approach to communications. And that they buy him an umbrella.

By Sarah Peters

23rd May 2024