Campaign outcomes have become very unpredictable due to the emergence of social media and other online platforms, a UK political press expert said recently. 
“With the shift towards social media, and other online platforms such as blogs and forums, the cycle of campaign outcomes has become much less predictable. More disruptions and unforeseen trends are expected – this explains why, with the outcome of the Brexit referendum and the recent US elections, most of the pollsters and pundits were inaccurate,” said Giles Kenningham, an experienced UK journalist told at a Northwestern University in Qatar’s (NU-Q) programme.
Drawing from his experience with former UK prime minister David Cameron’s election campaign and the recent Brexit referendum, Kenningham engaged in an interactive session discussing key political communications challenges and opportunities with the students, faculty, and staff of UN-Q  
Kenningham’s career as a journalist started as a producer for ITV News. From 2012 to 2015, he served as director of communications for the UK’s Conservative Party. His interest in local media and local government was notable when he was a special advisor to the UK’s Secretary of State for Communities and Local Government Eric Pickles. He has also worked closely with the famed political communication expert Sir Lynton Crosby.
“Kenningham’s journey from a journalist to director of political press is an example of the prospects and opportunities that await our students and alumni, who enjoy a combined passion for journalism with politics and public affairs,” said Everette E Dennis, dean and CEO.
Kenningham discussed the implications of political press on voting results, and the challenges that politicians encounter in developing strong arguments and messages throughout their campaigns. 
A series of questions from the audience tackled various issues surrounding political communications, including the rise of social media, which has given power to users who may share inaccurate information, as well as the shift of focus to stories not as relevant as the main message. 
“Politicians are often overtaken by the ‘media storm,’ which makes it very difficult for them to get a grasp on the bigger picture. My role, along with the rest of my team, was to make decisions by taking a step backward, be one step removed from the chaos of political press, and analyse our next steps, making sure we are constantly aligned with our overall communications strategy,” said Kenningham.