Inside Reform's media relations coup

Some Westminster watchers will remember when Nigel Farage held an impromptu post-Brexit press conference outside one of SW1’s most famous watering holes.

Why spoil his midday pint by rushing to College Green, where the world’s broadcasters were already encamped? The media could come and get their soundbites at The Marquis of Granby and more importantly, they’d have to get their own round in.

The scene, with some of journalism’s most recognisable faces crowding around an alcohol-laden table, summed up Farage’s pre-Reform setup: lean, scrappy, and defiantly anti-establishment.

Today, the Spartan esprit de corps remains, but the team has moved from the MoG to Millbank Tower, spending their spare time plotting how to exploit a gap they’ve spotted in the media market.

Monday is now the new Thursday for the Reform team, at least for the time being and while Parliament remains in recess.

By timing defections and major policy announcements, the insurgent party has been able to hijack the news agenda from Labour and blow up Number 10’s communications grid.

Even after Farage apparently stumbled on BBC’s Laura Kuenssberg show last Sunday - failing to reveal how much nationalising the water industry would cost - the narrative quickly shifted to Reform’s promise to get tough on crime the following day.

Journalists were invited to a London location for a press conference, where the Reform team had mocked up case studies of offenders who had allegedly received light sentences. Farage then entered the theatrically lit room and addressed the public.

These tactics come straight from the David Cameron playbook, but with a populist twist. No smoothies for the journalists, but some hard truths and decent copy to boot.

According to conversations SEC Newgate has had with the party, this approach is no accident. Zia Yusuf, now a former Reform Chairman, instilled a ‘DIY’ attitude within the team, especially around events while the Lobby had grown increasingly frustrated with Number 10’s media operation.

With Reform riding high in the opinion polls, the timing couldn’t have been better. Farage has the media’s ear - for now.