“AS A politician I have never sought the public eye for its own sake,” Gordon Brown proclaimed yesterday, highlighting his pride in being a man of substance over style.
But observers thought his aides had taken this sentiment a little far when the would-be Prime Minister’s face was obscured by a misplaced autocue stand for the most important speech of his political life.
At both sides of the lectern, Mr Brown was flanked by two clear screens that partly hid his made-over face and new hairstyle. When the Chancellor took questions from the journalists, the first was from the BBC’s Nick Robinson, who said: “I can’t see you, can you see me?”
Broadcasters grumpily reported that they had been told to place the cameras at that angle by Mr Brown’s apparatchiks. Even the assembled journalists in the aptly named Imagination Gallery in central London could not see Mr Brown over the heads of the Labour supporters.
Lindsay McGarvie, of media training and public relations firm McGarvie Morrison Media, said the message had literally been overshadowed by the screens. “It was unfortunate that the speech was marred by the technical glitches and autocue. But it was a speech where Brown was making it clear he was more interested in substance rather than presentation and style. The reality is a lot of commentators will focus on that autocue.”
Neil Rafferty, a political public relations experts, said the autocue glitch showed that the Brown camp was “amateurish” compared to Blair’s media machine. “The most important people in that room were not the Labour Party cheerleaders, but the camera operators. His message was clear; unfortunately our view of him wasn’t.”
Simultaneously, broadcasters were showing a split screen with Tony Blair, the master showman, at a ceremony at Wembley Stadium. It seemed even in his last days of power, Mr Blair was deemed a big enough star to divert attention away from his successor.
Despite Mr Brown’s insistence that politics “is not about celebrity”, when he is up against David “WebCam” Cameron at the next election, he will have to learn that nor is it about obscurity.
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