Who Does Kemi’s PR?

A Closer Look at the Conservative Leader’s Media Strategy 

I watched a TikTok commentary this morning that stopped me in my tracks. It was one of those short but punchy analyses of an interview given by Kemi Badenoch, Leader of the Conservative Party.

The commentator was pulling apart every answer Badenoch gave, word by word, sentence by sentence. But the overriding question they kept returning to was one that many of us may have asked at some point....

“Who does Kemi’s PR?” 

It’s a fair question because if, as I believe, the purpose of public relations is to enhance your profile, build credibility, create trust and position you positively in the minds of the public or simply your target. What I saw in this particular interview and what we have read, Ms Badenoch is alleged to have said in the part, might raise some eyebrows.

Let’s dissect this a little. 

What Good PR Looks Like 

Before we critique Badenoch’s performance, it’s worth setting out what effective PR actually is. Good PR is not simply about getting your name in the press. Anyone can do that, usually by saying something provocative or headline-grabbing. But effective PR goes deeper. 

It should: 

• Enhance your profile making you seem authoritative, relatable or aspirational. 

• Build brand awareness ensuring people know who you are and what you stand for. 

• Create credibility so that when you speak, people believe you. 

• Leave a positive impression because ultimately, you’re asking the public for their trust. 

  
  

PR, at its heart is about storytelling. It’s about choosing the right stories, the right tone and the right framing to put your best self forward. So, let’s get back to Ms Badenoch. 

Kemi Badenoch’s “Honest Childhood” Recollection 

In this interview, she told stories from her childhood in Nigeria. She described herself as the kind of child who hated cheats, who called out rule-breakers, who was a self-proclaimed “swot” in school. She even shared an anecdote about a time she reported another child’s wrongdoing which led to that child then being expelled from the school. 

Now, I can see what she was trying to do here. This kind of storytelling is a common PR tactic. Draw on personal formative experiences, show your moral compass and connect your values as a child with the values you carry into leadership. It’s classic “character-building” material. 

But here’s the catch. PR is not just about what you say, it is about how what you say is received. This is where Ms Badenoch’s strategy may not land as she (or her team) intended. 

The Problem With the Narrative 

Let’s break down the possible pitfalls. 

The “Snitch” Factor 

In Britain, there’s a cultural undercurrent that doesn’t look kindly on “tell-tales.” We’ve all grown up with that playground logic. Nobody likes the kid who runs to the teacher. Even if they’re technically right, they lose social points. By proudly positioning herself as a childhood “rule enforcer” Kemi risks tapping into that cultural memory and not in a flattering way. 

The Nigeria vs. Britain Angle 

Kemi’s framing, that her honesty and integrity are some how proof of her “Britishness” rather than her Nigerian background is problematic. Whether she meant it this way or not, it can come across as suggesting that Nigerian traits are negative and British traits are positive. That’s a dangerous generalisation. In PR terms, it risks alienating entire communities, feeding stereotypes and appearing tone-deaf to the diverse, multicultural society she hopes to lead. 

Relatability (or Lack Of) 

Good PR makes you relatable. It gives people a reason to think, “I see myself in this person” or “I trust them because they understand me.” Badenoch’s story, however, risks doing the opposite. By casting herself as the morally superior child who exposed others’ flaws, she may appear unapproachable or self-righteous, hardly the traits most voters want in their leaders. 

When PR Backfires 

Here’s the irony. Kemi’s stories were almost certainly shared with the intent of strengthening her brand. She wanted to underline her integrity, her honesty, her no-nonsense approach. These are qualities many Conservative voters admire. 

But when delivered without nuance or sensitivity, stories like these can backfire. Instead of seeing a leader of principle, the public may see a leader out of touch with social norms, one who celebrates divisive traits rather than unifying ones. Sadly, this raises the question, who is guiding Kemi’s PR strategy? 

The Importance of Audience Awareness 

One of the golden rules of PR is, know your audience. If Kemi’s PR team wanted to appeal to traditional Tory members, the diehards who value discipline, honesty and authourity. Those many people described as the ‘far right’ wing, then perhaps this narrative works. But politics isn’t just about keeping the base happy. To win, you need to broaden your appeal. You need swing voters, young people, urban professionals and yes, ethnic minorities too. 

If your anecdotes risk alienating large chunks of the electorate, then the PR may need a rethink. 

Where Kemi Gets PR Right 

Now, to be fair, it’s not all bad. There are areas where Badenoch’s PR instincts are sharp: 

• Confidence in Delivery: She speaks with assurance and that projects expertise. In politics, appearing strong can sometimes outweigh what you actually say. 

• Consistency of Message: She often ties her personal story to her political principles, creating a through line that makes her brand clear. 

• Media Visibility: She’s getting lots of airtime, clips and commentary and in PR, being talked about is often better than being ignored. 

So the raw material is there. But it is the framing, the nuance that needs work. 

What Better PR Could Look Like 

Imagine if she had told that childhood story differently. Instead of focusing on “getting a boy expelled,” she could have said: 

• How hard it was to stand up for what she thought was right. 

• How she valued fairness, even when it was not popular. 

• How those experiences taught her about the complexity of leadership. 

Suddenly, the same story feels relatable. It becomes less about being the 'smug swot' in the corner and more about being someone who wrestled with the same dilemmas we all did, but who came away with principles that now guide her political career.  That’s the power of PR done well. 

The PR Balancing Act 

So, is Kemi Badenoch’s PR effective?

In some ways, yes. She is visible, she is consistent, she is carving out a clear identity. But is this in the ways that really matter in making her likeable, relatable and broadly appealing. I would argue not? 

PR is not just about being noticed. It’s about being noticed for the right reasons. Right now, Kemi risks being remembered not as the principled leader she wants us to see, but as the child who told tales and seemed oddly proud of it. 

The Conservative Party has a mountain to climb in reconnecting with the public. Recent figures shows they are behind the Reform party. If Kemi is to be the person who will bring the party firmly back into power, her PR needs to shift from self-congratulation to genuine connection.

Otherwise, that TikTok commentator’s question “Who does Kemi’s PR?” will only grow louder! 

What do you think?

Have you spotted who’s behind Kemi Badenoch’s polished public image or do you have your own theories? Share your thoughts in the comments below. Let’s get the conversation started!

---

Shilow PR is passionate about helping individuals and organisations tell their stories with clarity, confidence and impact. To learn more or get in touch, visit www.shilowpr.com