It's barmy! What comms pros should learn from the England cricket Reform row
Why playing a straight bat on politics make sense for most comms pros.
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I was lucky enough to see the England cricket team in Australia over the winter.
One of those little ambitions. Go to Brisbane, see the Boxing Day Test in Melbourne, mix with some antipodean friends Down Under. Oh, and see a match with the fanatics of the Barmy Army, England’s travelling band of loyal and noisy fans who are a staple of every England game abroad.
For those who don’t know, the Barmy Army is effectively a travel business. But one that largely caters for the diehard England fans willing to spend thousands watching England play abroad in places like Australia, South Africa and the Caribbean. It’s a bit eccentric. People dress up (my favourite is the old boy in Charlie Chaplin garb), they sing songs for every player, they gently barrack the opposition. And they stay cheerful when England loses.
It’s by no means the only way of seeing England play, but as an organised trip it’s easy, fun and I imagine profitable for the Barmy Army travel company.
Anyhow, the pretty innocuous Barmy Army is in the news this week and it’s a classic comms muck up – and there are lessons for every comms pro.
So, Vic Flowers, 74, a former joiner from Oldham dubbed the Army’s “greatest of all time” after 30 years on tour with his fellow fans it has emerged is standing in next week’s local elections as a Reform UK candidate. Because of his habit of turning to games in a top hat and a St George’s Cross flag he sometimes was called the supporters ‘unofficial leader’. Note unofficial.
Now when his background emerged, the Barmy Army bosses thought it wise to slap him down a little and put some distance between themselves.
A statement on social media said: “We wish to be clear that the individual referred to in recent media coverage, in connection with his candidacy for Reform UK at a local election, is not an active member of the Barmy Army, nor is he employed by, or affiliated with, the Barmy Army in any official capacity.
“Any views attributed to him do not reflect the views, values or position of the Barmy Army as an organisation or its wider support community. The Barmy Army does not endorse any political agenda, candidate or campaign, and remains entirely focused on supporting England cricket in a way that unites and celebrates our supporters.”
It’s little surprise that the small spat got coverage across the media. And a bit of a backlash from a bundle of cricket fans who would be prime candidates to travel with the Barmy Army.
Let me say now, this is not a political thing. It’s not about the rights and wrongs of Reform policies or their policies. It’s about business and the wisdom of getting involved when it’s unnecessary and the potential consequences.
So, the typical Barmy Army fan is generally a bit older, relatively wealthy (or willing to put a disproportionate amount of income into following England) and patriotic obviously. I imagine there’s a fair mix of political views.
And it’s fair to say there has been a bit of reaction from supporters – I imagine both from those who might support Reform themselves but also from some who wonder why a travel firm feels it needs to put its nose into a local election in Oldham.
It’s been enough to force the Barmy Army to issue a note as a way of explanation and retraction. I got it in my inbox yesterday afternoon.
