How to sell a major policy

Unlike Labour and their complete disaster of a CGT policy leak leaving National to beat them up for more than a week and frame the issue, David Cameron has launched major public sector reforms in the UK.

He started out by saying why:

Mr Cameron said that the provisions in the Open Public Services White Paper, published today, would mark the first step on the road to a “better, fairer country” in which people enjoy more choice, less bureaucracy, improved services and equal access for rich and poor.

Sensible language means his opponents are under pressure straight away.

The White Paper floats proposals to enshrine in law “a general right to choose” in areas like education, health, social care and housing, with new powers for the ombudsman services to act as an “enforcer of choice in public services”.

Choice is very hard to oppose, and he has framed reform as choice making it difficult for opponents to frame it as a break up of the public sector.

He points out what the public sector has cost, and poses a somewhat rhetorical question.

“And we’re not getting value for money either,” he said. “Total public spending increased by 57% in real terms from 1997 to 2010. But on no measure can we claim that things have improved by more than 50%.

Every British person will be wondering if they are actually getting an improved service after costs increased 57%?

If Labour didn?t have a cripple for a campaign manager Phil Goff would have stood up last Tuesday and clearly outlined why New Zealand needed a capital gains tax, why it was the best option for most New Zealanders and talked extensively about fairness and the value a CGT would provide to New Zealand.

Instead he leaked a story, then sat back and got beaten up for a week so far, and another couple of days to come. If Labour are serious about winning this election they need to sack Goff and replace their crippled campaign manager with someone competent like Conor Roberts.