their work. He advocated a ‘pan-med

their work. He advocated a ‘pan-media’ approach to information dissemination,
with less emphasis on broadcasting. To depoliticise government
communication Phillis recommended the creation of a new Permanent
Secretary for Government Communications, who as a civil servant would
not be seen as a political appointee of the prime minister. He also recommended
the creation of a Government Communications Network in order
to strengthen and co-ordinate information structures within Whitehall.
Phillis delivered his final report to Tony Blair in January 2004, who accepted
most of its recommendations, after which substantial reform of the
government communications system was enacted.12 Since Gilligan, Hutton
and the publication of the Phillis report, although spin has continued to be
a theme of political journalism in the UK, it has receded in importance as a
narrative framework for understanding political events and their presentation.
Spin is not dead, but it has lost much of its visibility. New Labour’s
2005 and 2010 election campaigns accordingly emphasised delivery over
spin and substance over style.
After the resignation of Blair as prime minister in 2007 Alistair Campbell
published his diaries (The Blair Years, 2007), providing a rich source of data
for political communication scholars on the inner workings of the New
Labour PR machine. A further volume of unexpurgated material from the
diaries was published as The Alistair Campbell Diaries: volume one in 2010,
a month after Labour’s defeat in the general election.
Internal political communication – the Conservatives
The Conservatives for their part have also had problems with internal communication,
both in and out of government. Despite the success of its political
marketing since the mid-1970s, the party found itself in some difficulty in the
1987 campaign. Confronted on the one hand by an unprecedentedly professional
Labour campaign, on the other their own efforts were hampered by
a lack of co-ordination between key elements of the communications
apparatus. Mrs Thatcher made a number of ‘gaffes’ during the campaign
including, on Labour’s ‘health day’, her insistence on her moral right to attend
a private hospital. Tory difficulties culminated in ‘wobbly Thursday’, when it
began to seem that Labour might win the election. In the end, Tory fears were
misplaced and Mrs Thatcher achieved a third election victory with an overall
majority in three figures. Nevertheless, the party leadership’s dissatisfaction
with what it perceived to be a weak campaign led to a restructuring of the
public relations organisation.
Party chairman Peter Brooke divided Central Office functions into three –
communication, research and organisation – and appointed Brendan Bruce as
Director of communications. A communication audit conducted by Shandwick
PR in 1991 led to the appointment of regional communications officers to liaise
with the local media in their areas. In 1991 too, after a period of cool relations,

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pekerjaan mereka. Ia menganjurkan pendekatan 'pan-media' untuk penyebaran informasi,dengan kurang penekanan tentang Penyiaran. Untuk depoliticise pemerintahkomunikasi Phillis merekomendasikan pembentukan permanen baruSekretaris untuk komunikasi pemerintah, yang sebagai pegawai negeri akantidak boleh dilihat sebagai menjadikan politik Perdana Menteri. Ia juga merekomendasikanpembentukan jaringan komunikasi pemerintah dalam rangkauntuk memperkuat dan koordinasi informasi struktur dalam Whitehall.Phillis dikirim laporan terakhir kepada Tony Blair dalam Januari 2004, yang diterimasebagian besar rekomendasi, setelah reformasi yang substansialsistem komunikasi pemerintah adalah enacted.12 karena Gilligan, Huttondan publikasi Phillis laporan, meskipun spin tetap menjaditema politik jurnalisme di Inggris, itu telah mereda dalam pentingnya sebagainarasi kerangka untuk memahami peristiwa politik dan presentasi mereka.Spin tidak mati, tetapi ia telah kehilangan banyak yang visibilitas. Buruh barukampanye pemilihan 2005 dan 2010 sesuai menekankan pengiriman atasSpin dan zat atas gaya.Setelah pengunduran diri Blair sebagai Perdana Menteri pada 2007 Alistair CampbellDiterbitkan hariannya (The Blair tahun, 2007), menyediakan sumber yang kaya datauntuk komunikasi politik para ulama batin kerja baruPR tenaga kerja mesin. Volume lebih lanjut unexpurgated bahan daribuku harian ini diterbitkan sebagai The Alistair Campbell Diaries: volume satu di 2010sebulan setelah liberal kekalahan dalam pemilihan umum.Komunikasi politik internal-konservatifKonservatif untuk bagian mereka juga memiliki masalah dengan komunikasi internal,kedua di luar pemerintahan. Meskipun keberhasilan dalam politikpemasaran sejak pertengahan 1970-an, Partai menemukan dirinya dalam kesulitan dalamkampanye 1987. Dihadapkan di satu sisi oleh unprecedentedly profesionalKampanye buruh, di sisi lain usaha mereka sendiri yang terhambat olehkurangnya koordinasi antara elemen-elemen kunci dari komunikasiperalatan. Nyonya Thatcher membuat sejumlah 'gaffes' selama kampanyetermasuk, tenaga kerja di 'hari Kesehatan' nya desakan haknya moral untuk menghadirirumah sakit swasta. Tory kesulitan memuncak dalam 'goyah Kamis', ketika itumulai tampak bahwa tenaga kerja mungkin memenangkan pemilihan. Pada akhirnya, Tory ketakutan itusalah dan Nyonya Thatcher mencapai kemenangan pemilihan ketiga dengan keseluruhanmayoritas di tiga angka. Namun demikian, Pimpinan Partai ketidakpuasandengan apa itu dianggap lemah kampanye memimpin restrukturisasiorganisasi Humas.Ketua Partai Peter Brooke kantor pusat fungsi dibagi menjadi tiga-komunikasi, penelitian dan organisasi – dan Brendan Bruce ditunjuk sebagaiDirektur komunikasi. Audit komunikasi yang dilakukan oleh ShandwickPR di 1991 menyebabkan pengangkatan petugas komunikasi regional untuk bekerja samadengan media lokal di daerah mereka. Pada tahun 1991, setelah periode dingin hubungan,