Government displays two left feet in lastest PR fandango

I’ve been critical in the past of the government’s uneasy relationship with PR - failing as they have to strategically and responsibly manage a consistent public image; favouring out-of-the-blue publicity stunts such as Gordon Brown’s agonising YouTube video which are prone to backfire. (Fortunately David Cameron's own PR strategy is no less sporadic or ill-advised.)

But the latest – and possibly greatest - example of publicity-courting bandwagon jumping within the Labour ranks comes today. The Times, admittedly no patient or magnanimous bystander to Labour incompetence, reports:

“Andy Burnham will use his first big policy speech since taking charge at the Department of Health in June to … announce that Arlene Phillips, who was recently dismissed as a judge on Strictly Come Dancing, has been recruited as a “dance champion” to encourage more people to join dance classes.

“Ms Phillips is to lead a national campaign promoting dance as exercise in the hope that she can reach people who would spurn gyms or team sports.”

Burnham et al have clearly seen the coverage levels generated by Phillips' departure from the BBC show in the tabloids and thought ‘this woman’s got the backing of the people, quick let’s ride on her sequined coat tails’. Perhaps it is well-intended. Hopefully it will prove successful. But for a government so ill-at-ease with its occasional flirtations with PR it simply looks like another ill-considered stunt from an increasingly desperate opposition-in-waiting.

What next, Jordan as Families Minister? Or perhaps they'll appoint reality TV star Sir Alan Sugar as a business tsar... oh, hang on.

And if you want to know how it will look when Britain gets its groove on... this video may give you the general idea: