“When Britain’s top finance minister held a doomy pre-budget press conference earlier this month, it seemed like a traditional Westminster affair.
“But it didn’t take long for the established members of the press corps to spot that two front-row seats had — for the first time — been reserved for online finance influencers hand-picked by the government.
“This was only his latest involvement in a developing government comms strategy that both influencers and Whitehall insiders say is genuinely innovative for the U.K.
At the same time, the growing operation has traditional journalists grumbling, political comms specialists nodding — and influencers themselves wrestling with how to maintain their prized independence.
““Obviously there is a risk it becomes a bit of a gravy train, and people end up willing to do anything to get a video with the prime minister or whoever it may be,” says fellow climate creator Laura Anderson. “But I hope people’s audiences will hold them accountable.””
I was happy to contribute to John Johnston‘s article, which can be read, in full, online here: www.politico.eu
