I’ve just got to get a message to UKIP: what is your communications strategy?

If you were to ask the British public who they think the most recognisable British politician was in this country, then I’d guess there would be an argument between Prime Minister David Cameron and Mayor of London Boris Johnson. You may agree or disagree, or indeed wonder where the inimitable, tweed wearing, lager-chugging UKIP leader Nigel Farage would place in such a poll.

Farage is known to like a cigarette and tipple

Beyond the YouTube videos of his performances in the European Parliament and appearances on Question Time, the UKIP leader has made a name for himself in recent years. From taking his party to a second place finish in the 2009 European elections and a near-victory in the Eastleigh by-election in 2013, Farage’s star continues to rise. Despite press criticism about holding an offshore account in the Isle of Man as well as an incident in an Edinburgh pub, Farage currently upholds the notion of being the Teflon politician. Beyond Boris, it’s hard to think of anyone as popular.

However; while the polls may position UKIP well ahead of this year’s European elections and next year’s General Election, there remain questions about UKIP’s party organisation, as well as its ability to create a coherent communications strategy.

Reports of former BNP members standing as UKIP candidates as well as MEP Godfrey Bloom getting into hot water over his ‘sluts’ comments have not only put the party on the front pages for entirely the wrong reasons, it has highlighted the weakness in its communications and legitimacy as a new player.

Farage remains an asset, yet at the same time, his dominance highlights the party’s weakness. When he stood down briefly as party leader in 2009 to be replaced by Lord Pearson, the party failed to generate a coherent message in the Westminster elections and win any seats. Since his re-election, the party has been quick to put forward the likes of Paul Nuttall, Gerrard Batten and Diane James as spokespeople, partly to cover the media demands for comment, but also to show the party is more than one person. At the start of the year, Daily Express lead writer Patrick O’Flynn confirmed that he would not only be standing as an MEP, but is to become its director of communications.

O’Flynn’s experience and pedigree may be welcomed by party members but does it really resolve anything in the long term? The Express may sympathise with many of the party’s ideas, but can it be transposed elsewhere? Will he be able to co-ordinate a clear structure and effective strategy beyond the EU elections and into 2015?

The problem so far has been that greater success has led to greater scrutiny. Voters may like the alternative approach of the party and see them as a vehicle to protest against the traditional big three, but what will happen when they see their abysmal voting records in Brussels and Strasbourg. Or ask what their policies are beyond Europe and immigration?

Questions will have to be asked whether politically UKIP’s poll ratings can be sustained and whether ultimately it can put up a decent challenge in Westminster. It does not mean that the London-elite should brush UKIP off. It would be stupid and frankly naïve. Politicians should focus on their own policies before they make sweeping statements about UKIP.

If O’Flynn and Farage have one target to make real noise, it won’t just be winning the European elections in May, it will be placing Farage in the leaders’ debates before 2015. If they can do that, then my word, how it could reshape the political landscape.