The Brand Politics
In the last month we have all been subjected to a relentless avalanche of Daily Telegraph sleaze-busting headlines about MP’s expenses. Details of how we have all paid for duck islands, porn downloads and moat cleaning for some of our 660 odd MPs.
This has seriously damaged the brand of politics. Not because we ever doubted that MPs got expenses but because of the ludicrous way MPs have claimed.
The whole episode shows a remarkable lack of copywriting expertise. If they had claimed for first-class rail, office, secretarial, subsistence expenses, research services and other things wholly, necessarily and exclusively incurred in the pursuit of being an MP, we would all still be in the dark.
But no, these public servants have claimed tax payers’ money for personal stuff.
So, what can be done to restore the values of the brand politics? How can we in the PR/Advertising industry advise the House of Commons to regain the higher ground? How can we make the public voters believe MPs are honest, trustworthy and worthy of leading us?
First of all, the MPs must stop saying that it’s the system and not us. This defence did not work in the Nuremburg Trials and it will not work here. They designed the expenses system and it stinks.
Secondly, they need to propose - and we need to agree - how MPs are remunerated and compensated and this needs to be done fast. Not a committee which reports in six months time leading to seven more reviews and proposals.
Thirdly, MP’s need to realise they are public servants and there is some vocational calling in this role. It’s not just about bigger salaries, but it seems this has been forgotten. Politics needs a recruitment campaign to encourage suitable people who care and want to be MP’s for the greater good. There will be plenty of MP positions going for those who want to serve their country…
Paul Mizon