Boris has won the Brexit war, now he has to win the peace

GUEST POST: Sir Robbie Gibb is Senior Advisor at Kekst CNC and former Director of Communications at No.10 Downing Street. Follow on Twitter. Connect on LinkedIn

A little over a year ago, Boris Johnson went into the general election promising the British public: “Back me and I will get Brexit done.” They did and he has. This momentous deal not only marks a new chapter in Britain’s history but will rightly stand as a historic triumph for a Prime Minister who has all too often been misunderstood and maligned.

We were told by critics it was impossible to get a deal of this magnitude done in this time frame, that the Government could not represent Britain’s best interests in Brussels while simultaneously battling Covid-19 at home, that there would not be enough time to negotiate new trade deals with other nations while fighting on these two major fronts.

We were even told that Britain would be putting its citizens at risk by not being a part of EU efforts to find a vaccine against the deadly virus.

Yet here we are.

We have a zero tariff deal that restores our sovereign rights in full. We will no longer have to align with EU rules nor will we be subject to the European Court of Justice.

Our Parliament will be free to set its own laws, we will no longer have to pay into the EU coffers and we can set our own immigration policy.

We have signed 61 trade deals with other countries and Britain leads the world in its vaccination programme – with 600,000 people already receiving their first jab by Christmas. Not bad for a Prime Minister who critics claim lacks an eye for detail and is indecisive.

He has led his nation through the unprecedented dual challenge of battling a pandemic while seeking to break free from the orbit of Brussels.

While Brexit prematurely ended David Cameron’s premiership and destroyed Theresa May’s, Mr Johnson has held his nerve and delivered, just as he said he would, for the country.

Sir Keir Starmer has instructed his Labour MPs to back the deal when it comes before Parliament next week and there are signs that all but the most diehard Brexiteers will support it too.

Mr Johnson has shown why the British people continue to keep their faith in him and why the polls have held up so well for the Government.

No one understood better than him why the public voted for Brexit and why it was vital not to sell the nation short to secure a deal.

But in his heart, the Prime Minister is a man who wants to unite not divide.

For of all the myths about him there is none greater than that which seeks to portray him as a leader who revels in controversy and division – the very opposite is the case. That is what his levelling-up agenda is all about – uniting our country by ensuring that no one feels left behind as we forge our own future outside the EU.

We should be under no illusions about the challenges ahead. Covid has decimated our economy, leaving hundreds of thousands out of work.

The vaccination programme may well free us from our current captivity but for millions this has felt like the darkest week of the longest year.

Two highly infectious super-strains have forced another lockdown in all but name for vast swathes of the country and we have all felt the pain of being kept apart from loved ones this Christmas. But there is, finally, hope that Britain may well be turning a corner in this battle.

Alongside the Pfizer vaccine a second, made by scientists at Oxford University, is expected to get the green light in the coming days.

And there are currently no signs that these mutated versions of the virus will be resistant to our vaccines.

Having achieved with Brexit what many thought was impossible, the Prime Minister now faces another set of seemingly impossible challenges – to free Britain from the grip of Covid, to rebuild our shattered economy and to bring prosperity to every region of the country.

He also needs to heal the divisions that opened up around Brexit and unite a country that has been at war with itself for too long.

Mr Johnson has four years before the next election to get Britain back on its feet and to unite the country. It would be an unwise man who would bet against him succeeding.

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This piece was written for The Telegraph.

2021: A review

Adam Honeysett-Watts, Principal Director at Conservatives in Communications, spoke to Matt Honeycombe-Foster at POLITICO about the future of the industry. The image below includes the comments that were used for his article, otherwise you’ll find the full transcript as a blog post.

Do you predict public affairs/comms industry will carry on with bits of the ‘new normal’ even as Covid comes under control?

Much of what’s taken place over the past nine months has been in the works for a while e.g., living healthier, working remotely, shopping online, leveraging technology and thinking digital.  

What’s happened is the pandemic has accelerated the rate at which governments, organisations and individuals alike were already adapting to new expectations.

You could argue that there’s been – apologies in advance to all PRs and journalists – a turning point, sea change or paradigm shift.  

Even now that we have vaccines, I doubt we’ll return to our old ways of working and living; a lot has happened. We’ve become accustomed to new habits and norms and become more resilient.

That aside, we’re a people industry – our successes are built on networking and relationships; we absolutely need that face-to-face time. That’s certainly true for new start-ups like do Different.

I cannot wait to be able to host in-person events for the PRCA Corporate Group and Conservatives in Communications again soon. Zoom fatigue has certainly crept in.

What were the big lessons of 2020 that are likely to stick?  

1) Trust in your people and partners and ignore all talk of presenteeism.

The key to making remote working work is for managers to trust their colleagues. In turn, all colleagues must deliver – at home and in the office. It’s really that simple. Get it right and the benefits can be a-plenty.

And, I believe people have got it right. They have risen to the challenges posed by the country’s response to the pandemic.  

2) Corporate reputation remains king.

While some functions in communications rise and fall in terms of where they are in the pecking order, corporate reputation management consistently remains among, if not at, the top of the league when it comes to what businesses should prioritise in terms of PR.

Yes, digital and internal communications played a critical role throughout the year – and will continue to do so into 2021 – however, it is reputation – the overall perception of an organisation that is held by is external and internal stakeholders (based on its past and current actions as well as its future behaviour) – where the bulk of investment should be targeted.

What are the main political and policy battles you’re watching out for in 2021?

If you thought 2020 was going to be a wild ride wait until 2021.  

The fight against coronavirus will continue, the impact of Brexit – either with or without a deal – will follow closely behind, the new US administration will push a whole different agenda, the Scottish, local and mayoral elections could be quite challenging for many, the Nationalists will continue to push for another independence referendum and all this while unemployment and debt soars.

Senior leaders need public affairs partners to help promote and defend their business interests, but also PR support to build their brands, earn trust, protect reputation and generate new leads. Advocacy and communications have never been more important. Thankfully, practitioners have demonstrated their value.

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