Mel Stride Claims TV Appearances Saved His Seat in Close Election
In a candid address to political journalists in Westminster, Shadow Chancellor Mel Stride has made a bold claim: it was his television presence that helped him secure a narrow victory in the recent general election. Stride, who held onto his Devon Central seat by just 61 votes, believes that his extensive media appearances during the campaign played a crucial role in swaying voters, especially when many of his Conservative colleagues faced defeat despite larger majorities.
Stride’s assertion comes on the heels of a Sky News analysis that revealed he topped the charts for TV interviews among Conservative MPs during the election campaign. He was followed closely by fellow party members James Cleverly and Grant Shapps. Stride’s media strategy was so effective that The Daily Telegraph dubbed him “the Tories’ man for a crisis,” highlighting his dominance in morning media rounds.
Reflecting on his “bruising” election experience, Stride acknowledged the stark contrast between his slim majority this year and the comfortable leads he enjoyed in previous elections—17,721 votes in 2019 and 21,265 in 2015. He humorously referenced the headlines that accompanied his campaign, including “Melmania” and the catchy “Unshell the Mel,” and noted that he conducted a quarter of the morning TV and radio interviews for the Conservatives.
During his door-to-door campaigning, Stride recounted how hesitant voters often mentioned his TV appearances as a factor in their decision-making. “Oh, we’ve seen you on TV. Perhaps we’ll vote for you,” they would say, illustrating the power of media visibility in modern politics.
However, Stride’s theory faces scrutiny, as some prominent media-savvy politicians, including Shapps and Labour’s Jonathan Ashworth, lost their seats despite their media presence. This raises questions about the effectiveness of TV appearances alone in securing electoral success.
Looking ahead, Stride acknowledged the challenges facing the Conservative Party, stating, “We have a long way to go in order to get back into political contention.” He emphasized the need for the party to regain its credibility, particularly after the fallout from Liz Truss’s controversial mini-budget, which he described as a “deep, painful, scarring event” that damaged the party’s reputation for economic competence.
To restore that reputation, Stride advocated for a return to the economic policies of Conservative icons like Margaret Thatcher, Sir Keith Joseph, and Nigel Lawson. While he recognized that external factors like COVID-19, the Ukraine conflict, and inflation have complicated matters, he also pointed to self-inflicted wounds, such as the partygate scandal and the election betting controversy, as significant hurdles to overcome.
Despite the challenges, Stride expressed optimism for the future of the Conservative Party. He praised Kemi Badenoch, the new Tory leader, as “a great leader” who is “very authentic” and “very direct.” He believes her engaging personality will resonate with voters, making her a compelling figure in the political landscape.
As Stride wrapped up his speech, he left attendees with a hopeful message, telling Sky News, “See you in No 11, I hope.” With a mix of humor and determination, he clearly believes that his TV strategy played a pivotal role in his electoral success and that the future holds promise for the Tories.
