Is it too much to expect Britain’s PR people to check simple facts?
One of the enduring myths from June 23rd was that the polls got it wrong. Some did but most in the official campaign period didn’t as shown in the chart.
That esteemed body that allegedly speaks for PR people, the Public Relations and Communications Association (PRCA), has announced it is holding an inquiry into polling specifically referencing GE2015 and the June 23rd referendum. Certainly the former was a big polling fail and there has been a major inquiry into what went wrong and many pollsters have made changes. Quite what PR men can add to the serious examination that has taken place is hard to say.
But the suggestion that keeps on getting repeated is that the polls got BREXIT wrong. This is rubbish as I keep on repeating. There were more LEAVE lead polls carried out during the official campaign period than REMAIN ones. The figures were 14 REMAIN leads, 17 LEAVE leads and 3 polls had it tied.
It is certainly true that two or three of the final polls were off the mark but the overall picture was reasonably good.
A big factor was postal voting which started more than three weeks beforehand and represented maybe a fifth of all votes. The greater the time gap between the act of voting and being polled is bound to increase errors.