Take attacks on chin, Blair orders Labour
Tony Blair is today ordering Labour candidates to copy his "masochism strategy" of meeting voters direct - despite coming under attack on live TV himself.
His message comes hours after a bruising encounter with a studio audience, with hostile questions on everything from Iraq, to university tuition fees and the health service.
A mother of an autistic boy attacked Mr Blair over closures of special schools, and a nurse asked him whether he would wipe a patient's backside-for ?5 an hour. But his approval ratings went up steadily throughout the day's programming on Channel Five, rising from 30 per cent to 48 per cent.
Mr Blair's presentation, which has been given only in secret to fellow ministers until today, stresses that the way to "inspire, enthuse and engage" the public is to hold more phone-ins and meetings with voters.
The "masochism strategy" builds on advice from Alastair Campbell, Mr Blair's spin chief, that the only way to deal with anger over the Iraq war was to confront critics direct. Aides believe that by acting as a "human sponge" for voters' gripes, the Prime Minister can convince them he is sincere and listening to their concerns.
Inviting the media in on his lecture for the first time, he is to tell the candidates that "10 public meetings with 100 people are worth more than one clip on local radio or an interview with the local paper".
Mr Blair delivered his lecture to more than 50 ministers last week at Labour's campaign HQ in Victoria. He had a similar event for the Cabinet the week before.
The presentation stresses that there should be no complacency about Labour's poll lead. It also calls for "passion" and a new campaign style. Mr Blair is expected to say that research shows that voters are not uninterested in issues but are disengaged from politicians.
In a bid to reach people direct, interactive texting and internet sites will be used as well as live phone-ins on local TV and radio.
The Prime Minister is to reveal internal polling showing that the public feel better off but have fears about immigration and anti-social behaviour.
The lecture makes clear that the economy is a fundamental plank of Labour's bid for a third term, but public services and a clampdown on yobs are the two other main themes.
