Hearts & Minds: Coalition of the willing is a comms coup for Starmer

To say Donald Trump and Sir Keir Starmer are chalk and cheese is an understatement. Comms wise, the idea of an unscripted, unrehearsed ‘press conference’ on comfy chairs is anathema to the Prime Minister. He would not relish the gaze of the world’s cameras, right there, right then. Trump, of course is the opposite, he is the king in his own domain, all-powerful, brutally in command.

The challenge for Starmer and his comms advisors subsequently was for him to match him, pound for pound, but in his quiet, steely way. To their credit, they achieved it. To quote the phrase used to explain the void Trump has created to be filled, the PM has stepped up. It shows how done well, comms can aid and enhance. Starmer’s presentation was about being seen and heard to be determined and focused, and it succeeded.

His friendly greeting with Emmanuel Macron signalled as they each intended: powerbrokers, as one. The Lancaster House summit for 18 European leaders was perfectly judged. There were no histrionics, no grandstanding. Instead, it was measured and inclusive, drawing on the past to signpost the future. Europe is ‘at a crossroads in history’ said Starmer in language that Trump could never and would never use. The UK, France and others will work with Ukraine and discuss it with the US, ‘and take it forward together’. Speaking directly to Volodymyr Zelensky, sitting alongside him, Starmer added: ‘I hope you know that we are all with you and the people of Ukraine for as long as it takes. Everyone around this table.’

With Trump it’s about me and I. Starmer was emphasising cooperation, shoulder to shoulder. Starmer emitted empathy, ‘I hope you know…’. Trump tells. He gives orders and his attention-span and timeframe are short. Starmer says ‘for as long as it takes’. And to re-emphasise the point, that’s ‘everyone around this table’.

Europe will do the ‘heavy lifting’. The ‘coalition of the willing’ was especially smart. It was used by MIT professor Lincoln Bloomfield in his book, with hindsight the ironically titled In Search of American Foreign Policy. Henry Kissinger, who knew a thing or two about diplomacy, repeated it, as did Bill Clinton and George W Bush. On Saturday, the Czech president Petr Pavel posted it on social media, calling for an alliance to end the war in Ukraine. Overnight, it was grabbed by the UK team. The following day ‘coalition of the willing’ was Starmer’s.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.