Labour Party Conference in Liverpool marked a key moment for Sir Keir Starmer and the party – an opportunity to reflect on the first months in power and outline future direction, while celebrating its landslide victory. However, the mood music leading up to conference wasn’t as cheerful as you’d expect given the party is in power for the first time in fourteen years, with backbench concerns around ‘doom and gloom’ messaging and the expenses scandal dominating headlines.
The media reaction remained mixed throughout the conference, with no major new announcements and lobby journalists complaining about the lack of stories and briefing. We outline our key media takeaways below:
1. Leadership vision: Pragmatic but uninspiring
The Prime Minister’s keynote speech, the set piece of conference, was met with a mix of praise and criticism from the media. Several journalists highlighted his pragmatic tone – noting his insistence on being a leader who makes difficult but necessary decisions.
However, the speech was also described as policy-light and lacking in inspiration by other media outlets. While Starmer emphasised fiscal responsibility and long-term planning, some commentators felt the speech failed to excite voters or provide a clear, bold vision for the future. Put simply, much of the speech was seen as reiterating familiar positions.
2. How the policy announcements landed
Starmer’s policy announcements, including housing for veterans and vulnerable groups, confirmation of the headquarters for GB Energy, and more information on the Growth and Skills Levy, were widely covered by the media. Some of these updates, as well as the announcements made by Chancellor Rachel Reeves, were trailed in advance of the speeches, with the Mirror receiving the Hillsborough law exclusive and the Sun receiving the migration visa exclusive.
While this followed the traditional conference briefing strategy from No10, scarce policy detail and announcements left many wanting more. Many journalists we spoke to on the ground felt the No10 briefing machine was not operating as slickly as they would expect.
3. What the party wanted to talk about vs. what the media wanted to talk about
The main story ahead of conference was the internal infighting within Starmer’s top team. Alongside these internal tensions, questions about donations dominated the headlines. The media closely followed Labour’s internal dynamics, with Sue Gray and Morgan McSweeney the names on every journalist’s lips – as well as what Starmer was planning to do to avoid the advisors becoming the story.
On top of this, every journalist was asking Reeves and Starmer who bought their suits – as a result of the ongoing donations issue the Labour top team are having. While this is very much not what Labour wanted to discuss, a lot of journalists felt as though they had no choice given the lack of policy announcements at conference itself.
4. Mixed reviews from the public
Media coverage of public sentiment surrounding the conference revealed mixed reactions. A YouGov poll showed that while Starmer’s economic message resonated with many voters, there was growing concern about the party’s ability to deliver on its promises. For those who attended conference and work closely with MPs and ministers, this broadly aligns with the sentiment coming out of the party conference.
Other outlets portrayed the public’s reaction to the speech as responsible and realistic, particularly highlighting Starmer’s willingness to tackle unpopular but necessary policies – outlining the need for new pylons for clean energy to take off and the need for new prisons closer to people’s homes. However, the theme of ‘this is nothing new’ is the dominant strain of thought among Labour voters.
Looking forward
The media consensus after the conference is that Labour’s immediate future is uncertain. With a rocky start to their first 100 days, the media seem to be somewhat unforgiving of this new government and its ministers, who are still finding their footing. While Starmer’s pragmatism and focus on rebuilding the economy have earned praise, critics are calling for more visionary leadership – and more hard policy.
All eyes now turn to the Autumn Budget on 30 October as the next make or break moment.
by Louisa Cervero, Senior Account Manager
Please contact media@wacomms.co.uk to speak to us about how we can support with media insight, advice and counsel.