Crash Bang Wallace

The success or failure of political campaigns rests on a lot of different factors. Many of them are solid things – do you raise enough money? Do your team work harder than the other side? Are your ideas coherent?

But there is another factor which is just as important, or potentially even more important. There’s not really a specific word in English for it, so let’s call it mojo.

When you’ve got mojo, you’re unstoppable. Everything you say comes out well, everything you do is well received, and you just seem naturally destined to win. Everything you touch turns to gold. Barack Obama had mojo in the 2008 Presidential election campaign.

Of course there are material things supporting this – the hard work is still being put in, the good team still need to be there and you still need to fundraise – but there’s an element of magic about it as well. Some politicians are touched with it for their whole careers – Tony Blair, for example – some people will get it at a crucial time only for it to vanish later, while others may see it crop up intermittently through their whole lives.

It’s when you have the opposite of mojo that things get really interesting.

I’m not talking about a simple absence of it – the vast majority of politicians are, for the vast majority of their careers, lacking it and instead forced to rely on hard bloody work alone.

I’m talking about when you are in active possession of anti-mojo. When you’ve got the Black Spot. When you’re cursed.

You won’t find politicians who have had anti-mojo for their whole lives. If they did, their careers would never have got off the ground in the first place. Instead, it strikes one day, and can prove impossible to shake off.

These unlucky souls are in real trouble. They can have the money, the team, the elbow grease, even the ideas, but everything they touch goes horribly wrong. Bungles are made. Fate intervenes to destroy the best-laid plans (remember Gordon Brown’s literally car crash poster unveiling?).

If it was a patch of bad luck alone, it might be possible to keep your head down and wait for it to pass. In ordinary life, I suspect this happens to most people at one time or another and they survive. As a political leader that’s almost never possible.

Instead, the problem becomes self-reinforcing. Your misfortune, incompetence and absurdity become a media and social theme. After the first obvious incidents occur, people start looking out for them. You swiftly become the laughing stock of the lobby, and then of the public. When this happens, the prognosis is almost always terminal. Needless to say, this is the political comms person’s nightmare – how do you manage the reputation of someone the Universe appears to have taken a dislike to?

Ed Miliband may well have reached this point in the last week. Never the most naturally comfortable or suave politician, his slow handling of the Diane Abbott furore swiftly developed into an out and out collapse in respect through his “Blackbusters” tweet.

Today, you can see the results. When for whatever reason he kept lobby journalists waiting for over half an hour for his much-trailed (and much rewritten) 6th relaunch speech, they went public and started taking the mick out of him on Twitter. (See here, here, here, here, here and here for examples). Then the BBC accidentally captioned him as “David Miliband”.

It’s not just that he’s a leader in the Twitter age – it’s that his anti-mojo has got so bad that the lobby don’t respect or fear him. When it feels natural to the nation’s political press that they can mock you in public, you’ve got a serious problem. When you lose respect to a degree that even the ordinary politeness any Briton would show to a stranger isn’t accorded to you, then that is incredibly hard to overcome.

It’s safe to say Ed Miliband was not born to be a man touched for all his days by the magic of political mojo, but there was a chance he could have been one of those politicians known for achieving through hard work what had not been gifted to him by sheer pazazz. Instead, he’s become infected by a truly severe case of anti-mojo. 2012 is barely two weeks old, but his leadership is already in serious, serious trouble.