A few words say it all

To mark Gordon Brown’s first year in office, The Guardian published the article ‘Brownspeak: the year in words’ which takes a look at his statements in response to key events throughout the last, shall we say eventful, year. As experts in media industry analysis we are naturally adept at evaluating key messages and have identified a telling change in tone during this ‘year in words’. What starts as a confident, determined, moralistic tone becomes progressively more apologetic and uncertain as times goes on with the latest comment regarding the elections starting on the vague note “perhaps”.

Perhaps it’s time for Gordon to employ some tactics of crisis public relations as his reputation is in trouble and therefore strong, honest statements are called for. As journalist Jackie Ashley comments: “Inside No 10, they are planning for a new autumn offensive. Brown's core theme will be pared back to "fairness" and he will try to admit his mistakes more openly and, in effect, ask for a second chance.” Let’s see what he has to say as his second year in office unfolds.

In May 2007 on announcing his taking over of the premiership
My father was a minister of the church. For me, my parents were - and their inspiration still is - my moral compass.'

In Downing Street as prime minister, June 27
'On this day I remember words that have stayed with me since my childhood and which matter a great deal to me today, my school motto: "I will try my utmost."

First speech to Labour conference as PM, September 24
'This is our vision: Britain leading the global economy by our skills and creativity...drawing on the talents of all to create British jobs for British workers.'

On the election that never was, October 9
'I considered an election but my first instinct is always to keep on with the job of governing and to set out my vision for the future.'

On the nationalisation of Northern Rock, February 18
'The right move at the right time for the right reasons'

On the U-turn over scrapping the 10p tax band, April 23
'I don't think I've been pushed about at all. What I've done is listen and made the right long-term decision.

On disaster in the local elections, May 4
Perhaps I've spent too little time thinking about how we can get our arguments across to the public.

To the suggestion he might step down, May 4
I am resolute and determined, and I've got convictions and ideas, and I'm not going to be put off by a few days' headlines.