Worse than Boris Johnson clawing his way to power as UK Prime Minister is the news that he has appointed Dominic Cummings as his chief 'special adviser'. If you are unfamiliar with Mr Cummings, he was the mastermind behind the campaign that led to the Brexit referendum result. Previously Mr Cummings had been a special adviser to Michael Gove when he was head of Education in the UK.
Mr Cummings is a very, very smart man. Spend some time reading his blog (particularly this post which he leads with T S Eliot's The Hollow Men) and, if you work in public relations and communication management anywhere in the world, familiarise yourself with some of his views on our work. He has been portrayed by Benedict Cumberbatch in Brexit: The Uncivil War, which examined how manipulated, misleading and false information was compiled and distributed by the campaign organisers leading ultimately to a referendum result that subsequently tipped the UK into political chaos.
Along with the likes of Steve Bannon, Mr Cummings is intent on breaking systems and remaking society in the image he feels we deserve. His impatience and fractiousness with the conventional machinery of Whitehall seeps into his blog posts and pours into his actions. It is in some ways a justifiable impatience and I would generally agree that impenetrable and established organisations that operate 'for the sake of the system' need to be shaken, changed, improved and modernised but the motivation should be for the betterment of society rather than to prove a point or demonstrate how clever you are.
So why am I fearful? I am fearful because in his public expression of intent, his reformation of the UK's political system is an intellectual exercise motivated by a strong desire to prove he is unequivocally right about pretty much everything. I am fearful because the UK has an unelected, unqualified leader, known for his unruly, unreliable and narcissistic behaviours, who has instructed the machinery of government to be driven by an unelected adviser determined to break systems he abhors. I'm fearful for everyone who lives and works in the UK, for people on the Irish border, for people in Scotland, Wales and England who will have to deal with the disruption and difficulties about to ensue because, as with everything, it will be the people at the food banks who will be most affected by the machinations and applied intellectualism of the elite. It will be the families struggling to stay in their homes who will find the wolf at the door. It will be those seeking refuge and respite who will be pushed away and discarded. And it will be those who truly seek change who will find their way blocked, barricaded and refused as systems are rejigged to ensure power remains with the few at the ongoing expense of the many.
As for good communication, there is little hope of transparent engagement with publics. It will revolve around command and control. It will revolve around constructed communication designed to obfuscate and bewilder. As a journalist Johnson's perspectives waxed and waned entirely on the whim of his paymasters. As a prime minister, being good with words is not enough - ways and means must be found to end the division and nationalistic hatred so adroitly sown by both Johnson and Cummings during their Brexit campaign. A campaign fuelled by data analysis and algorithmic targeting designed to tap into the base emotions of the small minority needed to swing a vote that allowed some to cling to power and some the opportunity to break a system they despise. And I am fearful that the aims and ambitions of these new hollow men revolve around the manufacture of a new, impenetrable elite that values power at any cost.
AN UPDATE: Within 24 hours of Mr Cummings' appointment, Facebook was flooded with ads for the Conservative Party. The ruling party isn't planning for Brexit, it is planning for an election. This is a frighteningly clear example of data targeting being used to identify and exploit the emotional and economic vulnerabilities of marginal groups with a view to manipulating election results in order to retain power.
About Think Forward
Think Forward is written by Catherine Arrow. It answers PR questions, highlights practice trends - good and bad - and suggests ways forward for professional public relations and communication practitioners.