iiinova — where your digital self keeps evolving

Tom Baker @mrtombaker.bsky.social · 28/09/2026

@thetilehurstend.bsky.social for the pod. After the Luton game, Ben said there were 2 or 3 players he’d not want to see play for us again. Have any of them redeemed themselves so far?

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Tom Baker @mrtombaker.bsky.social · 24/03/2026

@webberross.bsky.social quiz idea for a future pod. How many Reading players with a royal connection can Ben name (eg names of Kings like George Puscas, etc). Shamelessly stolen from BBC Commentator View pod.

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Tom Baker @mrtombaker.bsky.social · 24/03/2026

@thetilehurstend.bsky.social question for the pod. More injury worries this week with R Williams and Dorsett. Are we just unlucky, is an issue with our playing style or something else?

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Tom Baker @mrtombaker.bsky.social · 04/01/2026

Great pods over Christmas - and a great start to 2026 for Reading. Two questions: - Who do you start as CBs when D Williams is back fit. Burns been excellent. Good selection problem to have. - Has R Williams done enough to get a contract extension to the end of season?

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Tom Baker @mrtombaker.bsky.social · 18/12/2025

I bang on about understanding inside political parties - so this is good on the factions/families in Labour The TL;DR: Soft left Soft right - the Blairite wing “old right” Blue Labour Socialist Campaign Group morningcall.substack.com/p/morning-ca...?

morningcall.substack.com

Morning Call: Inside Labour’s five families

The rival tribes that could shape the party’s future.

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Tom Baker @mrtombaker.bsky.social · 26/11/2025

"campaigners make things possible, politicians make things happen” This is huge news, which will make a big difference to the lives children across the UK. Kudos to those in Government for taking this bold action.

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Save the Children UK @savechildrenuk.bsky.social · 26/11/2025

We welcome this bold action by the Chancellor to scrap the two-child limit. By the end of this Parliament, 450,000 children across the country will have been lifted out of poverty. Scrapping this unjust policy is the single most powerful step to reduce child poverty in a generation. 1/3

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Duncan Weldon @duncanweldon.bsky.social · 26/11/2025

Praise where praise is due: scrapping the two-child benefit cap is an excellent move. And the most consequential of any of the measures announced today.

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YouGov @yougov.co.uk · 18/11/2025

How do public perceptions of government spending match with reality? A YouGov experiment put a series of govt spending areas as head to head match-ups and asked Britons to say which they thought more was spent on Read more here: yougov.co.uk/politics/art...

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Tom Baker @mrtombaker.bsky.social · 14/11/2025

5. Trust in "The Media" is declining - although in the UK we have a less fragmented media market. bsky.app/profile/jbur...

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Tom Baker @mrtombaker.bsky.social · 14/11/2025

4. Growth among independent creators in the US (who are increasingly important for where people get news) HAS SKEWED RIGHT-LEANING More here - www.mediamatters.org/google/right...

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Tom Baker @mrtombaker.bsky.social · 14/11/2025

3. We are increasingly split between News Seekers and News Receivers "Active consumers deliberately seek out information and build routines around news, while passive consumers encounter it incidentally—as they scroll, swipe, and stream".

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Tom Baker @mrtombaker.bsky.social · 14/11/2025

1. Younger generations aren’t actively seeking out political news — IT IS COMING TO THEM 2. Social media is also disrupting the search industry – Gen Z is increasingly turning to apps like Instagram, TikTok, and YouTube over traditional search engines like Google

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Tom Baker @mrtombaker.bsky.social · 14/11/2025

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...

globalstrategygroup.com

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.

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Tom Baker @mrtombaker.bsky.social · 11/11/2025

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...

5654.co.uk

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 ...

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Tom Baker @mrtombaker.bsky.social · 11/11/2025

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-...

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Tom Baker @mrtombaker.bsky.social · 31/10/2025

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

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Save the Children UK @savechildrenuk.bsky.social · 29/10/2025

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

bit.ly

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Steve Akehurst @steveakehurst.bsky.social · 29/10/2025

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. 🧵

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Tom Baker @mrtombaker.bsky.social · 25/10/2025

@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?

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Tom Baker @mrtombaker.bsky.social · 25/10/2025

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/

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Tom Baker @mrtombaker.bsky.social · 23/10/2025

“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...

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Tom Baker @mrtombaker.bsky.social · 19/10/2025

Good performance against Cardiff. Let’s hope the tactical changes aren’t just a one-off. Tuesday night is an important match. Play again like Saturday and hopefully we get a win. My question. What does Ben Elliot need to do to get on the pitch. Look forward to the pod.

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Tom Baker @mrtombaker.bsky.social · 03/10/2025

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-...

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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.

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Tom Baker @mrtombaker.bsky.social · 30/09/2025

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.

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Tom Baker @mrtombaker.bsky.social · 28/09/2025

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’

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Tom Baker @mrtombaker.bsky.social · 09/09/2025

Super useful spreadsheet for UK political nerds like me.. docs.google.com/spreadsheets...

docs.google.com

Labour Deputy Leadership MP Nominations

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Tom Baker @mrtombaker.bsky.social · 22/08/2025

"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...

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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.

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Tom Baker @mrtombaker.bsky.social · 08/08/2025

“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-...

clearlypr.co.uk

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.

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Tom Baker @mrtombaker.bsky.social · 31/07/2025

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...

unchecked.substack.com

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

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Tom Baker @mrtombaker.bsky.social · 25/07/2025

Some important lessons for NGO comms here as well..

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Tom Baker @mrtombaker.bsky.social · 24/07/2025

Let's be honest, it's the same for most NGO comms From www.chaoticera.news/p/opinion-zo...

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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.

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Tom Baker @mrtombaker.bsky.social · 17/07/2025

Super helpful tool for getting an insight into the ‘tribes’ within the Labour Party.

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Hub Cymru Africa @hubcymruafrica.wales · 03/07/2025

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.

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

7% of access news podcast weekly with Spotify and BBC Sounds are main access points. Top podcasts are: 1. The Rest is Politics 2. News Agents 3. PoliticsJOE

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

Traditional media brands have remained more resiliant in the UK - but in many markets there is a rise in personality-based news driven by influencers. For example in the US 22% said they had come across podcaster and comedian Joe Rogan discussing or commenting on news in the previous week.

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

Facebook, YouTube and X are the biggest social, messaging, and video networks for news. In 2025 for the first time more with a right political leaning are using X/Twitter. Bluesky has reach 2% or less for news globally

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

Overall trust in news is at 35% but lower than before the Brexit referendum (2016). BBC, Channel 4, and ITV remain the most trusted news brands along with the Financial Times. More opinionated news brands tend to have lower trust levels, along with tabloid newspapers.

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

2. The BBC still dominates where we get our news from - both online (47% get news weekly from the Beeb) and offline (41%). Behind that its more fragmented - Guardian and Mail big online, ITV, Sky and GB News offline. Commercial radio reaches more than any daily paper.

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

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.

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Tom Baker @mrtombaker.bsky.social · 03/07/2025

Best piece I've read on why Zohran Mamdani won - definitely some lessons from UK politicians in this. reframingamerica.substack.com/p/electrifyi...

reframingamerica.substack.com

The Electrifying Campaign

It's time to throw out the rule books and campaign like insurgents!

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Hub Cymru Africa @hubcymruafrica.wales · 30/06/2025

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

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Tom Baker @mrtombaker.bsky.social · 29/06/2025

‘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...

medium.com

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!

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