Conservative PARTY CONFERENCE REVIEW | october 2020 PARTY Conservative PM URGES UK TO LOOK BEYOND COVID Johnson tries to focus on recovery as he sets out upbeat vision for UK’s green future

It might have contained the customary rhetorical flourishes and trademark optimism, but the important thing from the Prime Minister’s speech to Conservative Party Conference may be what wasn’t said.

Boris Johnson took a gamble in hoping that the national mood would mirror his own, sunny uplands view – where he focused on the future and used the stage to re-emphasise many of the manifesto commitments which saw the Tories return with a thumping majority at last year’s election.

What the speech didn’t cover in any significant detail was the second wave of COVID-19 or the feared mass redundancies that look to be coming down the tracks as support schemes like furlough come to an end, and the economy continues to take a battering. Normally a Leader’s speech to conference would be preceded by a spattering of carefully planned policies designed to capture the country’s attention and send the party faithful home happy.

But this was no normal conference and the only real announcement we heard was a reheating of plans to make the UK a world leader in green energy – a move the PM said will create “hundreds of thousands, if not millions of jobs” over the next decade. Some suggest that No. 10 decided not to push through any new policies because advisors feared they would get lost amidst the despairing news of a second COVID-19 spike. This may seem sensible as the backdrop to yesterday’s speech was a mixture of forced and unforced errors that have left a number of Tory MPs threatening to rebel.

A stream of errors related to COVID-19 appeared to reach a new nadir when it was revealed only days ago that a technical glitch saw nearly 16,000 cases in England go unreported. This was preceded by widespread confusion over new, additional measures the Government has taken in England and the PM incorrectly saying in a television interview on Monday that people who self-isolate will receive £500 each week (rather than a one-off payment).

Whilst the PM’s speech may not have taken back control of the COVID-19 narrative, he did on a number of occasions take time to hail the private sector’s role over recent months – and warned against people “drawing the wrong conclusion” that the crisis has made the argument for permanently expanding the role of the State. Drawing on how the Atlee Government sketched out a bright new future following the destruction of World War II, the PM insisted he will have the opportunity to deliver on his post-pandemic promises to increase productivity, level-up the nation and improve public services.

The PM and his team have been very clear for some time about what they want their agenda to be – what is not so clear is whether they will actually have a chance to deliver it.

Brexit remains a dilemma Key announcements

Brexit barely featured in Johnson’s speech and when it did, it was to set up an Green recovery: All homes in the attack on Labour for supposedly trying to reverse it. This reveals the dilemma the UK will be powered by offshore wind Government faces. On the one hand it is trying to portray Brexit as something it has energy by 2030 got done – as per its central campaign pledge last year – while on the other implying Brexit is in constant peril, so as to keep together its electoral coalition including Generation Buy: Young first-time Leave-inclined traditional Labour voters. buyers will be offered mortgages with 5% deposits Ahead of a crunch EU summit in less than two weeks, the Government still appears to sit on the fence as to whether to invest some political capital in making the necessary Fair Borders Bill: Legislation will be compromises to unlock a UK-EU Free Trade Agreement, especially in areas like brought forward to reform the UK’s fishing and state aid rules. Without real movement on these issues, which in turn risks “broken” asylum system opening space on the Government’s flank to hard Brexit purists, it is very hard to see how any deal can get done. JETS scheme for jobs: A £238m Job The Government claims it is relaxed about a no deal outcome, which it has rebranded Entry Targeted Support (JETS) scheme as an Australia-style deal. However, the question is whether voters would see the will help the unemployed find new work resulting disruption as an acceptable cost of standing up for British sovereignty or the unwelcome return of an issue they wanted to see disappear from their TV screens, New Tory HQ: The Conservatives especially at a time when the Government’s credibility is already under huge strain will open a new campaign from the resurgence of COVID-19. headquarters in Leeds

EDELMAN | SOUTHSIDE | 105 VICTORIA STREET | SW1e 6QT London | www.edelman.co.uk | 020 3047 2177 | @edelmanuk 1 EDELMAN | SOUTHSIDE|105VICTORIA STREET|SW1e 6QTLondon|www.edelman.co.uk |020 30472177|@edelmanuk talk of plotsisjustthat – talk; hehasamassivemajority;and he’s to succeed.After allhestillhasover4yearsuntil the nextelection; December stillbelieveinJohnson, andstilldesperately wanthim Tory membersandmanywhovotedTory for thefirsttimein biggest politicalchallengeof thepandemic. hear. Andmixed messaginghassofarproved theGovernment’s problem withthat approach isthat itcanblurwhat peoplesee and as he’doncehave calledthem),sothat hecanhearbothsides.The as he’doncehave calledthem),andunofficial SAGE (thedoubters finds himselftakingadvicefrom both official SAGE(thedoomsters his personalexperienceprobably saysotherwise.It’sperhapswhyhe Johnson’s Libertarianinstinctscreams don’tintervenefurther, but he absolutelyhasto. lack of contritionhasn’thelped.ButJohnsondoesn’tdosorryunless everyone. Criticswouldargue he’sachievedtheopposite.Somefeel a instinctively what hehasalwaysdoneasapolitician–trytoplease economic stability, hehastriedtosteeramiddlecourse. He’s done less. Buffeted bythevirus,andneedtobalancepublichealthwith Boris Johnsonhates upsettingpeopleandlikes beingunpopulareven own side–asmiss-stepsandU-turns. on gettingbacktotheoffice –nowlooktosomeincludingonhis like pragmatic politics–onschoolmeals,GCSEsandAlevels, Take this summer. Changesof coursethat mightoncehave looked times of real crisisthesedecisionsreally matter. choose thedirection. You decidewhentostop, change,pivot,tack.In the tone.You choosethosearound you.You make the decisions.You versa. Itishowyourespond that counts.AsPrimeMinisteryouset every PMfindsout,toalarge extentthejobshapesyou,notvice As dealt animpossiblydifficulthand.Butthenhewantedthejob. The truthisthat Johnsonisassailedfrom allsides.Yes, hehasbeen reach, andyetfindhimselfwiththepandemicin-trayfrom hell. stunning electionvictoryinareas onlyhisHeineken Tory brandcould The guywhosemisfortune ithasbeentogetBrexit done, and wina Johnson thusfindshimselfthecrowd pleaserwithoutthecrowd. Conference’s othergreat hero of moderntimesof course. with thebiggestelectoralmandate sinceMargaret Thatcher – of beingcentre stageasthePartyLeaderandTory PrimeMinister this weekinbeingdeniedhiscrowd, hismomentof utteradulation, in theprocess. Imaginethenthefrustration BorisJohnsonmustfeel a speechonthefringeof conference, andbringingthehousedown of bringinghisownentouragetotown,upstagingTheresa Maywith having resigned asForeign Secretary overBrexit, hethoughtnothing Boris Johnsonpursuedthissameapproach twoyearsagowhen elated bytheprospect of having upstagedhisboss. a blackcab,Johnsonsimultaneouslylooked horrified,mortified,and New Street station. Afterwards, andsafely ensconcedinthebackof cameras andjournaliststorecord ourchaoticarrivalat Birmingham conference inBirminghamwouldmeanonlyonething.Hundreds of producer Iknewastooursupposedlylow-key indiscreet arrivalat TV basking inthesuccessof theLondonOlympics.Tippingoff themost I remember facilitating someof it.Take October2012.Johnsonwas week longfrustration that wentsomethinglike “Dear Lord, whyme?”. eyebrow raising,rapidageingamonghisteam,andanunspoken Cameron inthemain-allthiscarryoninducedalotof extended For theactualPartyLeaderorPrimeMinisterof thetime-David was kindof impishmischiefmeetsrock staradulation at theseaside. it mattered most.Journalistslappeditup.Partymemberslovedit.It an outspoken interviewthere, aninjudiciousword ortwojustwhen Johnson wasalwaysadisruptor. Aneveof conference columnhere, has dominated thesegatherings of thepartyfaithful. Theyare hispeople. was PrimeMinisterJohnsonthestarturn.Fornearlytwodecadeshe Boris JohnsonandPartyConference are aperfect fit.Longbefore he Analysis: Thecrowdpleaserwithouta reaction our countryandPrimeMinisterintheyearsahead. yes. Theanswertothesecondwilldetermineanawfullotabout And doesheknowwhat todoaboutit?Theanswerthefirstis questions matter. DoesBorisJohnsonunderstandwhat’s at stake? digging. Othersof coursewillbeactivelyencouragingit.Onlytwo a hole,andsomearound himwillbefrustrated that he’sstill in appearance,are actuallylasersharp.Undoubtedly, heisin is hetheTeflon Tory. Hispoliticalinstincts,althoughhaphazard Johnson isthegreat chameleonof Britishpolitics.Notfor nothing It wouldbeeasytowritehimoff. Buttodosowouldbenaïve. crown RishiSunakandintheprocess, theypullJohnsondown. 10. Andmischiefmakers write-upthenewpretender totheTory being ignored, andof stranglingcentralisation at theheartof No been delayed,again.Ministerscomplainof alackof strategy, of certainly pullawayfrom theTories overthewinter. TheBudgethas drawn levelinthepollsamatter of monthsandwillalmost Brexit, butovertheresponse toCovid-19parttwo.Labourhas are worried.HisCabinetandhisbackbenchersare split,notover But evensomeof Johnson’sstaunchestallieswilltellyouthey Britain witharadicalagendabasedonbuildingthings. promised todowhat peoplevotedfor –tolevelupmodern 12:21 PM·6Oct2020 planting trees, really are energy, toeducation, evento transport, tohousing,green from social care (stillnoplan)to promises of fixingeverything not sure how convincingthe to containCovidandstillis, Given howgovthasstruggled 1:10 PM·6Oct2020 nearer termwillbekey.” creation and investmentinthe investment, butsupportingjob positive, particularlyongreen long-term aimsare very PrimeMinister’s “The 12:42 PM·6Oct2020 them allintothesamebox. go rather thantryingtoforce guide themwhere theywantto #children on thetalentsandinterests that things differently. Let’spickup crisis canbethecatalyst todoing As thePMsaidtoday’sspeech,a have in Editor BBC Political @bbclaurak Laura Kuenssberg organisation Business leaders @IoD_Press Institute ofDirectors for Mansfield Conservative MP @BBradley_Mans Ben BradleyMP advisor for manyyears. spokesman, communications director, andchief former politicaljournalisthewasBorisJohnson’s strategic communications across EMEA.A Will Walden #school

, and , and is Edelman’s senior counsel for isEdelman’sseniorcounsel for 12:29 PM·6Oct2020 falling ondeaf ears? crisis. Arallyingspeechbut focused onrecession &health post-Covid Britaintoapublic green rev). Settingoutvisionfor (fixing housingmkt/socialcare/ areas &makinghugepromises PM. Flittingaround vastpolicy Alphabet soupof aspeechfrom 08:38 AM·6Oct2020 to welcomeaconvert! offshore wind-alwayshappy commitment to40GWof Good tohearPMrestate 11:59 AM·6Oct2020 40 +agegroup too. that generation rent goesinto speech, andanunderstanding mentioned somuchinthe solve, butgreat toseeit job for theGovernmentto It’s goingtobeanastronomical service tohomeownership. Tbf it’snicetogetthislip Political Editor Sky News @BethRigby Beth Rigby Brighton Pavilion Green MPfor @CarolineLucas Caroline Lucas Deputy Editor ConservativeHome @CharlotteCGill Charlotte Gill

2 Conservative PARTY CONFERENCE REVIEW | october 2020 EDELMAN | SOUTHSIDE|105VICTORIA STREET|SW1e 6QTLondon|www.edelman.co.uk |020 30472177|@edelmanuk policy debates andachieve betteroutcomes. experience andpolicy insighttohelpclientsinform public extensive networkof politicalrelationships, campaigning trust, ouradvocacyandpublicaffairs teamdrawsonits Edelman’s unparalleledunderstanding of howtodrive reliable day-to-daylogisticalsupport.Drawing on of strategic counsel,intelligenceledmonitoring and political partyexpertise.We offer thehighestquality spectrum andpeoplewithdeepNGO, businessand from No10, parliamentaryaidesfrom across thepolitical recruited from arangeof backgrounds includingadvisers Edelman’s UKadvocacyandpublicaffairs teamare Advocacy andpublicaffairs helping deliverconcrete results at thepaceyouneed. that spandecades.We willbeanextensionof yourteam, of workinghasallowedustomaintainclientrelationships handle communications around anysituation. Thisway develop newideasandhave thespecialistsyouneedto point of viewonthechallengesandopportunities, This allowsustoprovide youwitharobust, integrated communications andthehighestlevelsof Government. people withextensiveexperiencefrom theCity, corporate We create specialistteamsfor ourclientswhichintegrate recently namedPRWeek UK’sAgencyof theDecade. and 5of thetop20BusinessSuperbrands.Edelmanwas the top3of ManagementToday’s MostAdmired companies companies andGlobalFortune500companies,including 600 consultants,deliveringprogrammes for FTSE100 is anintegrated communications agencywithover and 67wholly-ownedoffices. EdelmaninLondon independently owned,withmore than5,000 employees Edelman istheworld’slargest publicrelations agency, ABOUT EDELMAN Public Affairs Advocacy and Special Adviser Former Number10 Associate Director Ross Reid Cabinet Minister Former MPandShadow Advocacy andPublicAffairs Managing Director, Luciana Berger

ANALYSIS FROM [email protected] Brexit andTrade Analyst Associate Director Pawel Swidlicki Luciana Berger contact counsel toBorisJohnson Communications andchief Former Director of communications counsel for strategic Edelman EMEAsenior Will Walden Account Manager Elliot Langley 3 Conservative PARTY CONFERENCE REVIEW | october 2020