PR Week Echo Columns

The difference between raising a smile or a laugh could be crucially important to Boris Johnson's campaign to stand for London mayor, announced earlier this week. Pre-announcement media speculation showed that while Boris enjoys a high profile and almost celebrity status due to his regular television appearances, opinion is divided over whether he could be taken seriously as the leader of one of the world's great cities. Drawing on his gaffes, complicated private life and shambling manner, commentators questioned whether he would have the gravitas to face the severe terrorist threat facing London and lead the city to the next Olympics: "The perception of Boris Johnson is that of a flamboyant and gaudy politician who cannot often be taken seriously" (timesonline.co.uk, 7/7).
While Boris clearly comes with PR baggage, the issue is whether it will actually matter in the vote for London mayor in 2008. According to newspaper opinion forums, the "scarecrow-haired, bicycling, Liverpool-upsetter" (news.bbc.co.uk, 16/7) is viewed affectionately by Londoners and young people, and is felt to be one of the few candidates with the profile and personality to topple Ken Linvingstone. "He would either be a very good mayor, or a catastrophic one" concluded the Sunday Times (15/7). No doubt Boris would say 'phooey' to that.