-Caveat Lector-

<http://www.thesun.co.uk/news/13324742>

TUESDAY, 23 JANUARY, 2001

BILL HELPED BLAIR BEAT TORIES


EXCLUSIVE
By TREVOR KAVANAGH
Political Editor


AN astonishing new leaked Downing Street memo reveals how former
U.S. President Bill Clinton gave Tony Blair lessons in how to
"outwit" the media and "crush" the Tories.

The memo, the fourth leaked to The Sun, urges Mr Blair to pick
fights with "hostile" papers and bulldoze his way through bad
Press coverage.

The four-page document was written by polling guru Phillip Gould
after a trip to the White House to pick the brains of Clinton's
top adviser Doug Sosnik.

It shows the intimacy of the Blair-Clinton administrations - and
the U.S. advice has been followed to the letter by New Labour.

The memo says: "There will be bad days, bad weeks. Rather than
fighting this, use it as evidence of resolve.

"You can keep going against a bad Press for weeks or even months,
providing you consciously implement your agenda. The key is
breaking clear of the Press.

"Sosnik and all the other Clinton aides were certain we could do
it and would crush the Tories."

The memo, penned just after Blair was jeered by Women's Institute
members last April, explains Sosnik's guide to outsmarting the
media and establishing Labour as a "responsible Government."

It calls on ministers to stop peddling endless propaganda and
"turn down the volume." It also tells them to "vary the pace" and
give voters a rest from politics.

It adds: "There are times when Clinton-and-Blair have to pull
back and give the public a break."

The advice explains Mr Blair's decision to "disappear" for almost
two weeks over Christmas.

The memo also calls for Clinton-style long-term planning that
commits ministers to a detailed and carefully-prepared agenda.

The memo adds: "Every key date, every possible message
opportunity, was set down a year in advance.

"Sosnik said this was the key to getting a rhythm for government.
He says it is absolutely the first thing we should do." This
planning system is now a central part of Labour's political
management.

Gould's memo also advises using "hostile" journalists as sparring
partners while sticking to "values and themes" that show the
Government puts the nation first, not party politics.

And it urges Mr Blair to follow Clinton's example and make
"connections through visuals," saying: "Not Clinton as a
politician in a suit, but Clinton a person with people/children."

Sosnik's tactics were used by Mr Blair to cope with public anger
over issues like petrol prices, the NHS and European Union.

The memo was for a tiny group including Mr Blair, Mr Brown, press
chief Alastair Campbell and chief of staff Jonathan Powell.

It explains why the PM ordered Mr Campbell out of the spotlight
in a bid to end Labour's damaging "spin doctor" image.

The memo says: "All of this is about taking power away from the
media and grabbing back control of the agenda.

"It is neither about simply fighting the media nor feeding the
media - it is basically about outwitting them and setting out our
stall on our terms."

The memo - titled Controlling the Agenda in Government - advises
that lessons are to be learned from the problems experienced by
Clinton's Democrats.

It reveals how Clinton was close to despair after his early years
in power because voters stopped listening to his non-stop
messages - and flocked to the Republicans in 1992's mid-term
Congressional elections.

Gould says: "The strategy failed because the Press got bloated
with announcements and discounted their importance

"This contributed to the adminsitration being knocked off course
and losing control of the agenda."

Clinton then ordered a shake-up which powered him to re-election
and a poll rating as one of the most popular U.S. Presidents
ever.

But it failed to save Vice President Al Gore - defeated last year
by new Preseint George W Bush.

Alastair Campbell last night admitted the memo was genuine. He
said: "It sounds familiar.

"One of the lessons we learned from the last leaks was that this
stuff comes in and it goes out and it is important to keep
focussed on the things we are doing."

How Tony lost plot

THE memo is the fourth bombshell document leaked to The Sun.

The first, on July 17 last year, was a note to aides from Tony
Blair.

He admitted he was seen as "weak and soft" and demanded
"eye-catching" action.

The story, headlined "Blair: Have I Lost Plot" scored the Scoop
of the Year prize for Sun political editor Trevor Kavanagh.

The second leak - two days later - was a memo from aide Phillip
Gould warning: "Our situation is serious."

It appeared under the headline: "They don't like us. They don't
trust us. They may dump us."

A third leaked memo revealed Mr Blair had decided to axe the
Pound - regardless of the consequences.

� News Group Newspapers Ltd. TUESDAY, 23 JANUARY, 2001


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