Tinker, tailor: Communicating the levelling-up agenda

Finley Morris is Lead for Young Conservatives in Communications and is a Parliamentary Researcher 

In trying to win the ear of the UK government, many organisations claim that their work contributes to the levelling-up agenda. Perhaps they are right. However, little attention is paid to what is possibly the most important nuance of all, which is that the levelling-up agenda can mean very different things to different parliamentarians.

Levelling-up isn’t a straightforward ‘policy’ in the traditional sense. Nor can it be determined by any one single metric or piece of legislation. Rather, levelling-up is more of a catch-all term that embodies a complex set of institutional, fiscal and social reforms that together form a broad ambition for the government.  

It is important that organisations realise – as the levelling-up tsar himself, Neil O’Brien MP, said – the measure of levelling-up will be very different across the country. For example, in Devon and the South West access to high-speed broadband might be the most important measure of levelling-up, while in the West Midlands and North East better transport infrastructure may be the key indicator. 

Parliamentarians are aware of the issues their constituencies care about, and what the measure of levelling-up looks like to them, and organisations would do well to recognise and approach this in three ways.

Firstly, always think local. It’s widely accepted that the success of levelling-up will be measured in smaller areas, not big regions. O’Brien says “we aren’t just interested in the difference between, say, Yorkshire and London, but in the differences within them. Places with problems can be right next to places that are booming.” When communicating with parliamentarians and with government, the more localised you can be, the more likely your argument will land.  

Secondly, lead with figures. Dominic Cummings and his allies may have left Number 10, but this government continues to be driven by the data. Local statistics and evidence are not only helpful. but they are essential when making your case. With the added pressures of the pandemic, government and parliamentarians are turning to organisations to provide evidence-based solutions and policy ideas.  

Lastly, focus on the long game. The 2019 Spending Round made clear and the forthcoming Budget is likely to reiterate that this government is committed to a longer-term strategy when it talks of levelling-up across the whole country. Naturally, there are some things that can be delivered quicker than others, such as building new school and repairing roads. However, levelling-up should be perceived in the context of a longer-term ambition to improve our economic resilience and restore our cultural and social fabric.

To conclude, when communicating the levelling-up agenda to government, organisations would do well to remember the simple adage, “you can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.”

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This piece was written for our website. 

Beyond Brexit: unleashing Britain’s potential

Adam Honeysett-Watts is Director of Conservatives in Communications and works in the financial technology sector

‘Get Brexit Done’ is a reasonable enough slogan with which to start this election campaign. But we need to know why the Conservatives want to get Brexit done; how they want to use our new-found freedom; and what it can do to promote democratic and economic repair. The Tories have a good case. Now they need to make it.

Not my words but those of The Spectator’s editor a month after party conference in Manchester.

Despite it taking longer than anticipated, Parliament was eventually dissolved, the Prime Minister met with the Queen and the Conservatives launched their election campaign in Birmingham. The rationale for this was clear: we need to break the impasse so that the government of the day can deliver on the will of the British people. Failure to do so will result in understandable outrage and irreparable damage to trust in politics.

While some people will vote on Brexit alone (Vote for the Tories to get Brexit done; Vote for the Liberal Democrats to stop Brexit one way or another – how democratic!; or Vote for Labour to negotiate yet another deal, hold yet another vote and yet campaign against said deal?), others are looking beyond our relationship with the EU. They are looking for policies which will benefit them and their families as well as businesses, with those priorities based on what matters most to them. 

As demonstrated in their party political broadcast aired last night, the Conservatives understand those priorities to be: strengthening the economy in order to invest in better hospitals, safer streets and improved schools. They have put their weight behind this ambition and in doing so built upon the slogan, packaging it as ‘unleashing Britain’s potential’.

The question becomes – how do you achieve this? I believe the answer lies in a stronger national identity and a common purpose, and that Blue Collar Conservatism offers us a way forward. It is a cause supported by current and former MPs, councillors and activists, the length and breadth of the UK – including poster boys Johnny Mercer (South West), Lee Rowley (Midlands) and Ross Thomson (Scotland). If you missed it on TV, you can – and should – read Lee’s witty yet serious response to the Queen’s Speech on Hansard. Also, if you haven’t seen Simon Jones’ Hansard at the National Theatre starring Alex Jennings and Lindsay Duncan – do; it’s both genius and devastating.

Blue Collar Conservatism is about championing working people and developing an aspirational agenda to benefit the communities that really feel left behind. Working people stand to benefit most from Conservative policies designed to maximise opportunity and empower them to live their lives; better, together. So much is at stake in this election: don’t be tribal – examine the manifestos when published. 

If – OK, when – the Tories win a majority, now that The Brexit Party isn’t challenging the seats they won back in 2017, I expect we’ll hear much more from Mercer et al. Before then, candidates – including no less than 12 supporters of Conservatives in Communications – should be selling this bold plan on doorsteps while warning voters about the alternative: chaos with Jeremy Corbyn and Sadiq Khan pushing for a repeat of two referenda on leaving the EU and breaking up the United Kingdom. No thanks!

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This piece was written for our website and has been republished by Politicalite (‘Beyond Brexit: Unleashing Britain’s Potential – November 14, 2019).