Tom Baker
LightNews LightNews
banner
mrtombaker.bsky.social
Tom Baker
@mrtombaker.bsky.social
910 followers 350 following 140 posts
Husband, Dad, politics/campaigns/organising at @savechildrenuk.bsky.social, Christian, Reading FC, like to 🏃, help with Cubs, bad at spelling, blog at https://thoughtfulcampaigner.org/
Own views.
Posts Replies Media Videos
mrtombaker.bsky.social
Understanding the New Media Reality: Key Trends for Communicators in 2025

5 takeaways from this research which I think are relevant in the UK

globalstrategygroup.com/2025/04/15/u...
Media Consumption Insights 2025: Key Trends for Communicators
Streaming has surpassed traditional TV. Social media is now a primary news source for millions. And trust in mainstream media is falling.
globalstrategygroup.com
November 14, 2025 at 11:24 AM
mrtombaker.bsky.social
Enjoyed these 5 quick lessons from Mamdani’s campaign from 5654 & Company

- Be present in the right spaces
- Be proactive with your narrative
- Build community, don’t just broadcast messages
- Use cultural and format fluency
- Link message to action

www.5654.co.uk/our-perspect...
Digital First, People Focused: How Mamdani Reframed Political Engagement — 5654 & Company
Ultimately there are many reasons why Mamdani’s campaign was successful: message discipline, a strong ground game and a clear contrast to his opponents, but one of the most successful elements of his ...
www.5654.co.uk
November 11, 2025 at 11:51 AM
mrtombaker.bsky.social
Excited that at @savechildrenuk.bsky.social we've opened our Young People Climate Fund

It's there to fund youth-led and climate-focused activities in London, West Yorkshire and the West Midlands.

Grants from £1k to £3k - deadline 30/11

More at - www.savethechildren.org.uk/how-you-can-...
November 11, 2025 at 11:46 AM
mrtombaker.bsky.social
Spotted these @greenpeaceuk.bsky.social campaign posters on a recent visit to Birmingham.

Love the bright and bold design. Stood out at a busy junction.

#ArtOfActvisim
October 31, 2025 at 8:25 AM
Reposted by Tom Baker
savechildrenuk.bsky.social
It's not just us that wants you to scrap the two-child limit to benefits Rachel Reeves, over 40 economists, academics & policy experts back us too.

Removing this cruel policy at the Autumn Budget in full doesn't only make moral sense, it makes economic sense.

Read our open letter: bit.ly/4hBHpqs
October 29, 2025 at 9:55 AM
Reposted by Tom Baker
steveakehurst.bsky.social
Ahead of Budget, where do voters stand on tax and the dilemmas facing government?

Big new @persuasionuk.bsky.social report out today on this.

TL;DR as risky as breaching the manifesto is for Lab - failing on public services, cost of living and child poverty is *far riskier* for Lab.

🧵
October 29, 2025 at 9:10 AM
mrtombaker.bsky.social
@thetilehurstend.bsky.social we currently have 8 first team players out injured (Pereira, Garcia, Fraser, Kyerewaa, Elliot, Camara, Marriott, perhaps Rushesha) is that just bad luck or a sign of something else when it comes to conditioning/rehab?
October 25, 2025 at 6:00 PM
mrtombaker.bsky.social
Lucy Powell’s statement during Deputy Leadership election to @labourcid.bsky.social included a commitment to push the government for a timetable for a return to 0.7% ODA.

lcid.org.uk/deputyleader...
Image of a Statement from Lucy Powell taken l from https://lcid.org.uk/deputyleadership-election-2025/
October 25, 2025 at 10:00 AM
mrtombaker.bsky.social
“Our analysis has found that major government policy announcements fade from public attention after 24 hours, raising questions over how effectively Whitehall communicates beyond Westminster”

Fascinating research from New Britain Project ->> www.newbritain.org.uk/cananybodyhe...
October 23, 2025 at 9:53 AM
mrtombaker.bsky.social
Replace Republican for Radical Right, and NGO/Charities for Democrats - the same is true..

Time for us to change our approach - www.fwiw.news/p/democrats-...
Text which reads: While Republicans are scripting, recording, and posting, Democrats are stuck in an approvals email chain waiting for a fifth sign-off. By the time our content goes live, the moment has passed. They’ve ripped countless long and short-form videos, shaping the narrative, and we’re playing catch up. And when our content finally goes live, it’s often a recycled TV ad, stump speech, or one-off explainer — content designed for the Obama-era, not the Trump-era algorithm.
October 3, 2025 at 10:41 AM
mrtombaker.bsky.social
Just saying. Been talking about the ‘politics of vibes’ before it was cool…
WhatsApp message from June 2025 saying: Agreed - I have a whole ‘vibes’ theory of what makes an issue politically salient that I’ve been kicking around in my mind that the individual polling often misses that.
September 30, 2025 at 6:05 PM
mrtombaker.bsky.social
Just one in four Brits think the UK is viewed positively on the world stage, with most wanting their country to play a large role in international affairs

New @moreincommonuk.bsky.social polling for @savechildrenuk.bsky.social out today >

www.independent.co.uk/news/uk/poli...
Britons believe the UK is seen by the rest of the world as ‘weak’ and ‘soft touch’
Just one in four Brits think the UK is viewed positively on the world stage, with most wanting their country to play a large role in international affairs, exclusive poll shows
www.independent.co.uk
September 30, 2025 at 6:02 AM
mrtombaker.bsky.social
Our message to everyone arriving for Labour Party Conference - it’s time to scrap the two child limit.
Image of a billboard in Liverpool which says ‘wasn’t the point of winning to lift kids out of poverty’
September 28, 2025 at 11:29 AM
mrtombaker.bsky.social
Super useful spreadsheet for UK political nerds like me..

docs.google.com/spreadsheets...
Labour Deputy Leadership MP Nominations
docs.google.com
September 9, 2025 at 3:53 PM
mrtombaker.bsky.social
"But most voters are getting on with their lives, trying to look after their families and do their day job. They're not getting obsessed with what we're getting obsessed with"

Useful reminder from @chriscurtis94.bsky.social in latest Policy Unstuck > policyunstuck.castfromclay.co.uk/p/i-m-not-go...
Text which reads: The first thing I learned in polling is that there is a silent majority out there who are often very different from the noisy people that you hear from. Newspaper headlines do not represent the public view. My email inbox does not represent the public’s views. Planning consultations, which mostly hear from people who are opposed to projects, do not represent the views of the public who often appreciate, for example, the importance of building new homes or energy infrastructure. The second thing I learned is not to sweat the small stuff. Ultimately, there may be an issue here that seems like it's really big, it seems like it's the end of the world, it seems like it's the only thing everyone ever cares about. But most voters are getting on with their lives, trying to look after their families and do their day job. They're not getting obsessed with what we're getting obsessed with.
August 22, 2025 at 10:47 AM
mrtombaker.bsky.social
“The rise of GB News is a stark reminder that the way we tell stories has changed. Traditional, values-led narratives are being edged out by content that is emotionally charged, provocative, and – let’s be honest – sensational”

www.clearlypr.co.uk/insights/gb-...
GB News overtakes BBC and Sky: what this means for PR and brand storytelling
GB News becoming the UK's number one broadcast news channel is one of the most pivotal moments in news history and a wake-up call for brand storytellers.
www.clearlypr.co.uk
August 8, 2025 at 6:10 AM
mrtombaker.bsky.social
Who are Reform UK's 'red' and 'blue' voters?

Good look from @unchecked-uk.bsky.social at what unites Reform UK's coalition of voters — and where the cracks might begin to emerge

unchecked.substack.com/p/who-are-re...
Who are Reform UK's 'red' and 'blue' voters? (Part 2)
In part 2 we explore what unites Reform UK's coalition of voters — and where the cracks begin to emerge
unchecked.substack.com
July 31, 2025 at 1:31 PM
mrtombaker.bsky.social
Some important lessons for NGO comms here as well..
matthew.flux.community Matthew Sheffield @matthew.flux.community · Jul 16
🧵 Social media permanently changed American political campaigning, but only Republicans have changed with it.

Donald Trump won the 2024 election, not because people liked him, but because his party understands network marketing.

@rynnreed.bsky.social and I discussed. Click thru or continue here...
Republicans treat politics like viral marketing, Democrats don’t
Creator Congress founder Rynn Reed discusses how Republicans intuitively understand para-social relationships and influencer marketing
plus.flux.community
July 25, 2025 at 6:27 AM
mrtombaker.bsky.social
Let's be honest, it's the same for most NGO comms

From www.chaoticera.news/p/opinion-zo...
Text box that reads For starters, most Democratic campaigns in recent years have struggled to compete in the attention economy. There’s an outdated school of thought in Democratic communications that goes something like this: You start by crafting your poll-tested, focus-grouped message that’s so polished and flawless that it’s utterly boring and unremarkable. Then, you try to shoehorn this perfect message wherever you can — maybe a quote in a paywalled local news article or a wordy tweet that virtually no one reads.
July 24, 2025 at 10:31 AM
mrtombaker.bsky.social
Super helpful tool for getting an insight into the ‘tribes’ within the Labour Party.
labourlist.bsky.social LabourList @labourlist.bsky.social · Jul 16
We've launched an interactive Labour Tribes tool. Here's a screenshot of how it looks through one lense (the parliament MPs were elected in - with initial welfare rebels shaded in green):

labourlist.org/2025/07/labo...
July 17, 2025 at 7:05 AM
Reposted by Tom Baker
hubcymruafrica.wales
One week to go to apply to be the next Head of Hub Cymru Africa!

We’re looking for a thoughtful, experienced leader to take forward this important role at a key moment for us.

📍 Hybrid and flexible

🗓️ Fixed term to March 2027

Apply by 13:00 on Friday, 11th of July 2025.
hubcymruafrica.wales Hub Cymru Africa @hubcymruafrica.wales · Jun 16
We're recruiting a new Head of Hub Cymru Africa – a thoughtful, strategic leader to take forward our work at a crucial time for the sector.

🗓️ Contract to March 2027
📍 Hybrid and flexible
🔗 Apply by 13:00 BST Friday 11th July
Vacancy | Head of Hub Cymru Africa | Hub Cymru Africa
Hub Cymru Africa is seeking a thoughtful and experienced leader to guide our partnership into its next chapter.
hubcymruafrica.wales
July 3, 2025 at 11:34 AM
mrtombaker.bsky.social
The annual Digital News Report 2025 from @reutersinstitute.bsky.social is a treasure trove of insight into news consumption.

A few snippets from the latest report for the UK.

1. Most of us now get our news online and on mobile - audiences for TV (down to 48%) and print (down to 12%) from 2013.
July 3, 2025 at 6:52 AM
mrtombaker.bsky.social
Best piece I've read on why Zohran Mamdani won - definitely some lessons from UK politicians in this.

reframingamerica.substack.com/p/electrifyi...
The Electrifying Campaign
It's time to throw out the rule books and campaign like insurgents!
reframingamerica.substack.com
July 3, 2025 at 5:30 AM
Reposted by Tom Baker
hubcymruafrica.wales
The measure of a nation’s character is how we respond to those who need help. In Wales, our heritage demands solidarity at home and abroad.

As too many world leaders are turning away from global solidarity, we call on the next Welsh Government to make Wales a globally responsible nation.

#Senedd26
June 30, 2025 at 1:16 PM
mrtombaker.bsky.social
‘create a ‘clubhouse’ of right-thinking that establishes purity of vision as it’s main objective and shuts itself off to the outside world’

@tomliacas.bsky.social on traps that progressives can fall into when seeking to build power

medium.com/@TomLiacas/w...
Why can’t we agree on ‘what is to be done’, when everything is on fire?
I’m using dogs to explain the rift in strategic thinking within progressive circles today. Bear with me I think I’m on to something!
medium.com
June 29, 2025 at 10:49 AM