The Rise of Reform and Partisan Politics

Lateefah Jean-Baptiste, Strategic Columnist.

The Rise of Reform and Partisan Politics session at the PRCA UK | PA Conference 2025: Fit for the Future was especially interesting given the recent Unite the Kingdom protest, and the growing concern about the rise of the Reform Party. With tensions high and questions swirling about what Reform’s momentum means for the political landscape, this panel – hosted by Tara Singh, UK Head of Public Affairs, Burson, and featured Femi Oluwole, Political Commentator and Anti-Brexit Activist, Dan Humphreys, Managing Director of Public Affairs, Cratus Group, and Holly Ramsey, Associate Director, Connect Group – was particularly timely.

Reform’s Appeal and Political Fragmentation

A central theme was the sense of fragmentation in UK politics. Traditional parties, several panellists argued, appeared more focused on internal battles than on improving people’s lives. This was especially apparent during the Brexit era.

Femi noted that this creates tension, pointing out that many people do genuinely want to make things better and will act in ways they believe can achieve that. Still, he added, the feeling of being forgotten by both Labour and Conservative governments, of being left behind is fuelling the rise of Reform.

The Social Media Advantage

The conversation repeatedly returned to Reform’s digital advantage. It was argued that mainstream parties are falling behind when it comes to social media lobbying. Femi Oluwole highlighted that Nigel Farage now has more than a million followers on TikTok, a platform where Labour and the Conservatives have yet to establish a strong presence. For communicators, this is a reminder that social platforms are shaping narratives in ways traditional campaign strategies are struggling to match.

A Story That Resonates

The panel debated whether Reform actually has a clear strategy. At first, it was suggested that they did, but Dan later argued that what sets Reform apart is not strategy but story. Nigel Farage, they noted, is an effective communicator because he knows how to tell that story that can resonate with particular audiences. 

The main takeaway from the session was that Reform is steadily gaining more support, and public affairs and communications professionals cannot afford to ignore this trend. Understanding Reform’s narrative, its growing influence on mainstream parties, and its ability to connect with disillusioned voters is essential for anyone shaping political or corporate strategy in the current climate.

Written by: Editor