The new improved Labour Party image, with its red rose and sweetly scented centrist politics, is largely the work of Peter Mandelson, the party’s Director of Communications. How exactly does Mandelson massage the media?
But you are not likely to find in Brighton this week many who do not glow with satisfaction at the work Herbert Morrison’s grandson has put into repackaging the party.
Image making is crucially a matter partly of neutralising an unfavourable press. Since this former Weekend World producer is expected to be about to apply his tonsorial skills to his own image in anticipation of a safe seat and a Cabinet post in the next Labour government, it is instructive to glimpse how a political press officer operates.