ELECTION 2010 What lessons in communication have we learned?

Roundabouts and windows are now election poster free and the leaflets have stopped dropping onto the doormat so I guess the general election is over. It seems we heeded the message to vote for change, although it is a good question as to whether we got the change we wanted. Still it is change we have nevertheless.

What are the things that stood out from a communications perspective? Here are a few thoughts;

1. The televised leader debates stimulated interest in an election that to that point had been frankly, quite dull. As a means of taking politics to the people they were a great success. For many the debates became compulsive viewing and certainly the forum gave the electorate a chance for the first time to compare the three leaders, their personalities and their policies. I have no doubt that the televised debate will be a feature of future elections but how important they were in shaping voting intentions remains questionable.

Inevitably, comparisons were made with US Presidential debates, especially Nixon - Kennedy. The less physically attractive and generally less eloquent Gordon Brown rated poorly, the younger, fresher and less well known Nick Clegg, far more at ease in front of the camera, seemed to rate better with the viewing audiences. This perception was interpreted as changing the election into a three rather than a two horse race. Those who listened rather than watched felt there was little to choose between the three.

Interestingly those who listened rather than watched the debates felt there was little to choose between the three. The lesson for me from a communications perspective is that presentation is very important, but for communication to be powerful and meaningful presentation has to be supported by substance.

2. This was the first general election in the UK where social media had an influence on voter behaviour. All parties blogged, tweeted and ran Facebook pages. According to statistics published in PR Week in the run up to polling day the Conservatives outperformed the other parties by some distance. What I find interesting is that when Tony Blair and the Labour Party were first elected some thirteen years ago, the party's management of the message and the mobile messaging technology that delivered it was awesome. They were streets ahead of the other two parties but now appear to have lost that edge. In managing the message mastering the media, in this case the technology of delivery, is crucial.

What is also worthy of note is that people did engage with the political process through social media. A new generation of younger voters found their information and comment on-line. This can only become increasingly important in future elections.

Two other tweet related incidents: Firstly the inappropriate tweets by Stuart MacLennan the Labour Party candidate in the Moray constituency in Scotland that caused some significant embarrassment. Secondly, the launch of the Labour Partys manifesto by the young Ellie Gellard who had been openly critical of Gordon Brown calling on him to resign via her blog some months earlier. Social media once its out there its out there!

3. For many people two of the most memorable incidents involved what in media relations terms are schoolboy errors. Firstly the off camera but on microphone comments made by Gordon Brown in Rochdale about widow Gillian Duffy. There had been questions about the Prime Minister's managerial style in the lead up to the election and I think, for many, this proved allegations of a bullying style to be true. I cant say that it was this incident alone that cost Labour the election however it led to a great deal of unwelcome discussion of GB as a liability or a lame duck PM.

The second incident involved the interview between Adam Boulton of Sky News and Alistair Campbell. Boulton completely lost his temper (and the plot) during the interview and made himself look unprofessional. This reflected badly not only on himself but also calls into question the professionalism of his organisation whom he was representing. It is a simple rule, usually for interviewees but in this case for the interviewer, dont lose your temper!

4. Keeping it together! Once upon a time the election was going to be a walk in the park for David Cameron and the Conservatives and then it all got very tense. The Tories just about won the communications battle, primarily because they managed to maintain a unity of message and didnt have any high profile dissenters. There is a lesson here for any organisation in the public spotlight, make sure everybody sings from the same hymn sheet. Dont let the media expose and exploit cracks in your unity.

5. Just desserts! Without getting too political (with a capital P) I was encouraged by some particular results. Although not directly related to communications it would appear that some of the discussion around aspects of political life had sunk in with the electorate. Sahid Malik, Jaquie Smith, David Heathcote Amory all heavily involved in the expenses scandal were unceremoniously booted out. Support rallied round Margaret Hodge to convincingly beat Nick Griffin, leader of the BNP. Whilst it could be said that the final results showed that as a nation we may not have been particularly clear about what we wanted, we obviously dont want the BNP!