The Wit of Wisdom of Peter Mandelson. The Key message & press conference backdrops (Feb 1998)
The end of year release of official papers from the National Archives in 2021 included a significant number of documents from the early years of the Blair Premiership starting in May 1997.
One file-strategy- is largely the work of the then Minister Without Portfolio, Peter Mandelson. One suspects that in 2024 Mandelson still sees himself as a key Labour strategist but in 1997 he actually was (before the first of his several forced resignations).
I’ve copied below the opening para from a Strategy document produced in February 1998. Whether the message worked would require further investigation but its good to know that press conference backdrops required attention even then.
Minister Without Porfolio
Strategy/Office Meeting
Message to be: Nobody ever said it would be easy; but we are getting there; step by step we making Britain better’. Alun Evans to ensure message deployed by Ministers in the course of the next week and monitor how far it is used. Philip Gould to test effectiveness. Alun Evans/Alastair Campbell to explore new backdrops for press conferences.
Peter Mandelson, Minister Without Porfolio (May 1997-July 1998)
Alastair Campbell Downing St Press Secretary (May 1997-July 2000)
Philip Gould (1950-2011) Pollster and strategist
Alun Evans, Head of Strategic Communications Downing St
(Note prepared by Jonathan Powell 2nd February 1998)
National Archives File PREM 49/244
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