Time for Strategy, Not Scramble - PR, Politics and the week that was

It’s been quite the time for political theatre – and this time, Labour is centre stage, under pressure, and struggling to hold the narrative. What started as a welfare reform bill has spiralled into a political and communications crisis, exposing a deeper issue: this government urgently needs a strategic reset across communications, pr, and political strategy.

Governing Is Not Campaigning

After 14 years in opposition, Labour entered government with a powerful mandate and a commanding majority. But winning power is one thing—governing well is another.

This week, the government marked its first anniversary in office, launched a flagship 10-Year NHS Plan, and found itself firefighting a growing rebellion over Personal Independence Payment (PIP) reforms. Instead of celebrating progress, Labour faced one of its toughest political weeks to date.

PIP Reform: A Crisis of Strategy, Not Just Policy

Labour’s £5 billion PIP reform proposal was meant to deliver fiscal headroom—but instead delivered a PR and political nightmare. The government underestimated public support for disability benefits and failed to distinguish between reforming unemployment support and targeting the severely disabled.

As pollsters at More In Common have consistently shown, the public believes disabled people deserve support—full stop. By merging disability reform into a wider cost-cutting plan, Labour misread both public sentiment and parliamentary mood.

The result?

• Over 120 Labour MPs rebelled

• The government was forced into a £5 billion U-turn

• Communications were scrambled and unclear

  
  

Labour’s own backbenchers didn’t just reflect public opinion—they gave it voice. Their resistance made clear that the proposed cuts weren’t reform. In the face of mounting concern, No.10 failed to listen: not to the Whips, not to its MPs, and not to the public or the hugely effective disability charity public affairs professionals. The result? One of the most self-inflicted and politically humiliating episodes a governing party has faced in recent memory.

This wasn’t just a policy blunder—it was a breakdown in strategic planning, political management, empathy, and listening.

A Human Moment at PMQs

The political drama intensified when Chancellor Rachel Reeves was visibly emotional during PMQs. She later confirmed it was a personal matter and that she was "cracking on with the job," receiving public support from both the Prime Minister and colleagues.

It was a rare, real moment in modern politics—and one that highlighted the pressure of leading amid crisis. It also reinforced what many in government already feel: when there’s no clear narrative, the emotional toll rises fast.

NHS 10-Year Plan: Vision in Waiting

Also this week, Labour launched its long-awaited NHS 10-Year Plan—a £29 billion blueprint to transform healthcare from a “sickness service to a health service.” The strategy includes:

• Community care hubs

• Greater use of AI and digital tools

• A focus on prevention over cure

  
  

This could be the anchor narrative Labour desperately needs—if it’s properly communicated, delivered, and connected to broader goals. But without consistent messaging, even strong policy risks getting lost.

What Needs to Change in PR and Political strategy

If Labour wants to lead for the long term, the government must move fast—from reactive firefighting to proactive leadership.

1. Ditch the blame game The Tories aren’t the story anymore. Voters want to know what this government is doing differently—and why.

2. Lead with long-term vision The NHS plan shows promise. Now replicate that clarity across other portfolios. Every policy should ladder up to a clear story about Labour’s mission in government - which we're told is growth.

3. Communicate with consistency One-off speeches and press fire-fighting don’t build trust. A sustained, disciplined narrative strategy is essential.

4. Understand public instinct Reform isn’t just about numbers—it’s about values. Support for the vulnerable is hard-wired into the public mindset. Fiscal realism must be matched by moral clarity.

Labour’s Next Test

This week’s chaos didn’t begin with Rachel Reeves’s tears. It began with a lack of political empathy, a foggy message, poor political management, and short-termism overriding strategy. The emotional moment wasn’t the cause — but arguably, it was a symptom.

Now, Labour must ask:

• Will we lead with empathy or technocracy?

• Can we explain our purpose and policies in plain, human terms?

• Are we building for the next 10 years—or surviving the next 10 days?

  
  

If the government finds its voice, owns its values, and rebuilds trust, it can recover. But if it keeps scrambling for short-term fixes, it won’t just lose headlines—it could lose the narrative altogether.

Need help building your narrative, reshaping a strategy, engaging in parliament, or navigating complex comms challenges?Visit www.summitcommunications.co.uk or connect with us on LinkedIn. We help leaders and their organisations tell the right story—and make it stick.