In Conversation With…John McTernan

Last week, BCW (Burson Cohn & Wolfe) gave the floor to John McTernan for another In Conversation With breakfast, to talk about the forces shaping the future of British society, politics and business. Against the backdrop of the recent party conference season, John provided guests with insights and lively anecdotes on today's political landscape, long term societal trends, and inevitably, Brexit.

John is a commentator and political strategist. Formerly Tony Blair’s director of political operations and special adviser to two Cabinet Minister’s in Gordon Brown’s government, he has also worked overseas for Australian Prime Minister, Julia Gillard, and as a journalist, writing for The Guardian, The Telegraph and The Financial Times. Today John works for PSB, the political campaign strategy and research consultancy which is also part of BCW.

 So, what does John make of today’s socio-political landscape?

The main political conferences were a ‘psycho-drama’ – a battle between purity and treachery. What’s notable is that the dramatic tone of both conferences was the same - despite the differing positions (both in terms of power and opinion) of each party. Arguments for purity came from the backbench at the Tory party conference – as in Boris’ ‘chuck Chequers’ speech, and from the leadership at Labour as John McDonnell relentlessly toured TV studios and the fringe meetings. And there’s only one word for those who oppose Brexit or Corbyn – traitor.

Theresa May might not be a dancing queen, but she’s keeping true to who she is... and this along with her parliamentary party’s fear of Boris Johnson is what will maintain her in her role as PM. Politicians have always looked for tactics to show themselves as ‘a person of the people’ and who can honestly claim they can dance well? Theresa May has made herself relatable to the British public with just a few awkward jives. It was human, self-deprecating and fun – those ingredients can go a long way with the British public.

When it comes to politics, the middle is the top spot. Sandwiched between Boris on one side, and Corbyn on the other, Theresa May can plausibly represent the middle ground between the left and right. Despite her many critics, this is a powerful position to be in, as it allows the Tories to capture floating voters – the ‘golden ticket’ to first past the post majority. 

Businesses need to stand up for themselves in the new era of CEO activism. Traditional PR advice has been to keep your head down in the wake of controversy, but there is real value in openness that CEOs aren’t exploiting. Being bold and taking a lead on controversial issues might make you feel uncomfortable, but being at the forefront of a campaign that fights for transparency can add real value to your business. If nothing else, CE’s should consider themselves warned, if you don’t tell your story someone else will, and you will have less control of the narrative.

A dose of Brexit reality. Whilst there are four schools of thought on the future of Brexit, only two are really feasible. Firstly, the DUP will never allow Northern Ireland to be separated from the UK. Secondly, there is no commons majority for a ‘no deal’ so this is unlikely. What makes things interesting, is that Theresa May is clearly counting on Labour votes to secure a deal, though a vote that would see Labour MP’s attacked for propping up an ailing Tory government. This means that a Brexit in name only or No Brexit (at all) are the most feasible options. The former faces the barrier of the ERG and the latter, although possible, is not yet plausible. Only time will tell…