Since the obliteration of the Bertie Era, Fianna Fail’s satisfaction ratings have plummeted. Recent polls show that party support has reached its lowest point in over a quarter of a century with An Taoiseach, Brian Cowen taking the brunt of the criticism. This freefall in popularity is largely attributed to the mess up surrounding the budget and subsequent communications failure.

The need for a well-managed communications team is clear when one considers the nationwide consternation and political instability caused by the recent turn of events. However recent media interest in the political background staff has changed the public’s perception of how politics works. People like Karl Rove, Alistair Campbell and James Carville are somehow seen as the driving force and subsequent success behind their politicians. All of a sudden, communications strategies are seen as a sinister act and not as a necessary function. Anton Savage explains the reasons behind this in his new book, Spin and Win.

With society’s increasing desire for gratuitous media consumption, the television stations in particular are forced to delve deeper and deeper into a politicians campaign. After the politicians agenda, personal life and career history has been analysed upside down and inside out until they are exhausted they then look to the ‘how’ in the campaign, leaving behind the ‘what’. Expert panellists scrutinise the campaign strategies and the politicians’ message is lost.

“When post factum, the election is analysed, victory or defeat are attributed to the ‘how’ not the ‘what’. This devalues the politician. Obama is the perfect case in point. His campaign communications were handled superbly… The ‘how’ of the Obama campaign was nigh-on picture perfect. But it was not why he was elected. And it would be a shame in hindsight to make it seem so.”

Although similarities can be drawn between the Irish political system and that of its British, American, French etc. counterparts, it stands alone on multiple other levels. A politician may have a geographical constituency in, for example Cork North-West, however the way they act in a pub in Dublin, or what they say in a speech in Donegal may influence their constituents in Cork. A politician’s job is to get re-elected otherwise he or she will be unemployed. And for a politician to be successful in their job, their actions during their term in office will always reflect this.

Spin and Win offers a window into political life and that of a political spin doctor: The successful and unsuccessful strategies employed by politicians both at home and abroad are brought to light as well as relevant theoretical insight from the top tricksters in the business.

Spin & Win: How Politicians Get Elected is published by Currach Press. Price €14.99

Note
Anton Savage is available for interview. Please contact Gráinne Ross, Tel. 353 (0)1-2942556 ext. 222, Mob. 353 (0) 86-7953726, Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it