See that door? Quit this scene, you’re not a dancing queen… Here’s the PR behind the dancing

When was the last time you heard Brexit being widely spoken about? Probably before the Conservative party conference right? If you’re nodding your head right now in agreement, you should know this is no coincidence at all.

ABBA might (emphasis on the ‘might’, yeah) just have saved our Prime Minister’s reputation. Bet that’s a sentence you never thought you’d hear. Is she about to replace Donna Sheridan as THE dancing queen? *Shivers*.

Celebrity and high-profile-person PR has always been a big interest of mine. And for better or for worse, this ‘Theresa May walking out to Dancing Queen’ stunt has wildly sparked my interests. Of course, when I first saw the clip I immediately recognised the Public Relations efforts behind it all (oh yeah by the way guys, nothing is natural anymore – does that surprise you?) but initially, I shrugged it off as a cheap shot. Nothing would be able to divert the country’s attention away from Brexit right?

A few days on, I’m eating my words.

Pretty much everyone is talking about the UK’s latest self-proclaimed dancing queen (myself included), and less so about her announcements at the Conservative party conference and Brexit. Which is slightly alarming when you come to think of it, but actually very typical of us Brits. Be it over social media or in the press, nobody wants to be serious all the time. And therefore, when something happens involving the head of the cabinet that’s a little bit whimsical and definitely unorthodox – people are more inclined to talk about it.

The dance

For the moment though can we talk about that dance?

Seriously, it blows my mind every time I see the clip.

The PR behind Theresa May dancing

HAHA. The more I think about it, the funnier it gets. Who gave her the big thumbs up to dance like that on stage? Someone who doesn’t like her I’m sure.

No, seriously jokes aside though, if there’s one thing I can say about our PM it’s that she’s certainly not afraid to embarrass herself for a bit of lighthearted humour – I do like that.

And god knows that she’s not had an easy ride with these party conferences.

Last years was no stranger to becoming an embarrassing affair either. You have to applaud her and her comms team in this respect. Theresa May, I don’t always agree with your politics, but I can’t discredit your ability to make light of a situation. (And laugh at yourself from time to time).

The PR

But of course, you’d be a fool to think that T.M. was just in this for the laughs. Nothing’s so innocent anymore.

There’d have been a PR person, if not a whole team, behind this.

When I first saw the clip, my first thought and initial reaction was to quote tweet it, saying “what can we do distract the country’s attention away from Brexit today?” and I still stand by that. It’s absolutely no coincidence that every time something goes tits up in this country, something ridiculous hits the press in the following days.


In the words of Max Hastings, the English love a buffoon. 

Whether you agree with this type of Public Relations or not, you can’t deny that it’s working to an extent at least. Brexit has been trending for pretty much as long as I can remember. But over the past few days – it’s almost as if the whole affair has been silenced. (Despite only being months away, by the way!). And not only this, but you’re actually going to need to do some digging to find out what was said in the Tory party conference. It’s not plastered all over Twitter like it usually is year on year.

All of this, of course, is thanks in no small part to Theresa May’s absolutely abysmal dancing style.

Comms is clever guys.

Good, Bad… Ugly (or all 3?) – let’s look at opinions

Would I call this good PR though? I’m not sure.

I mean, it’s definitely had an effect of some sort, but it’s also pretty scandalous. The country is so up in the air at the moment, and someone somewhere thought it could all be danced away 😒. I’m really not sure how I feel about that.

Plus, a lot of people aren’t so naive and aren’t even buying into the PM and her latest act of hilarity. I’ve actually just been speaking to an old friend of mine who’s confidently seen ‘past it all’ and I’m sure he won’t mind me including what he had to say:

“People think it’s funny she can’t dance, so some PR thought “yeah, we’ll lean into that!”. But this kind of fumbled attempt at endearment really just highlights how out of touch with the voter base they are as a party.”

And May’s not been able to escape all of the opinions on Twitter either. Here are just a few opinions I picked up on following her tweet in relation to the confrence. (You can’t win everyone over by dancing then, huh? – Back to the drawing board!)

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Screen Shot 2018-10-04 at 14.57.56

And of course, Theresa May’s PR efforts can be turned against her just as fast too.

Screen Shot 2018-10-04 at 16.32.40

But on the flip side, this gag has also got people talking about the Tories more positively – including myself. Which has got to count for something, right?

Amongst the naysayers, there’s also those who’ll support out PM beyond ends – and who are all for her moovin’ and groovin’.

The PR behind Theresa May dancing

So would I call it good or bad PR? I really can’t decide. Let me know what you think in the comments below.

There are always disagreements to be had in politics, and I’m always so welcome to people supporting other parties (hey, a lot of the people closest to me vote differently to myself and it doesn’t change anything). So let’s discuss.

Great PR, or totally terrible? Or, do you even think this was a PR attempt at all – perhaps the PM genuinely felt like just having a laugh with no questions asked?

Let me know 👇🏻.

Oh and while you’re here, please subscribe to my blog by heading back to my homepage and entering your email on the right hand side of the page.

PR and lifestyle blogger jessica pardoe

2 thoughts on “See that door? Quit this scene, you’re not a dancing queen… Here’s the PR behind the dancing”

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