There is a story in the British press today – already partially denied – that the prime minister Gordon Brown has taken to cold-calling voters in response to letters or e-mails they have sent him at No.10 Downing Street.
Already lying low in the opinion polls, the PM has set himself up for further ridicule by taking this step – if the story is true, of course. It could all look a little bit desperate. And it would take him a long time to get round to every single voter who might be harbouring doubts about his abilities as a leader at the moment.
Whatever the truth of the story, it does not seem to me such a crazy idea. Allan Leighton, the much-admired business leader and former Asda chief executive, has been known to turn up at Royal Mail sorting offices at dawn to greet his employees (he has been chairman of the Royal Mail since 2002). This creates a “Scarlet Pimpernel” effect, he says. Rumours spread about where he has been sighted, and where he might pop up next. He got several bangs for his early morning buck.
Gordon Brown is right to try new ways of getting through to people. The “word of mouth” effect can be powerful. And, goodness knows, there are few enough people in Britain with a good word to say about him right now.
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