Nigel Farage has appointed veteran journalist Miles Goslett as Reform UK’s new chief of communications amid declining poll numbers and recent electoral setbacks. The move comes shortly after a poll showed the party trailing a Labour government led by Andy Burnham by one point, marking a significant shift in Reform’s previously strong polling position.
Goslett, who until recently worked as a researcher for Lord Michael Ashcroft, has contributed to a series of controversial political books commissioned by the peer. These works include critical examinations of prominent politicians such as Labour figures Angela Rayner and Keir Starmer, as well as Conservative leaders Kemi Badenoch and Rishi Sunak. Most recently, he assisted in writing a book on Farage titled *The Farage Factor*.
A spokesperson for Reform UK indicated that Goslett will focus on strategic tasks like opposition research and content development, including activities on platforms such as Substack, rather than handling daily press inquiries. This appointment is viewed by insiders as a significant reinforcement for the party’s communications team.
Farage, who pulled out of a planned interview with BBC journalist Laura Kuenssberg at the last moment, appears to be shifting emphasis towards disseminating his message through his own social media channels and a podcast format, which may allow him to avoid direct questioning from the mainstream media. Goslett, a former award-winning journalist with experience in right-wing media circles, brings a background that includes running the London bureau of Rupert Murdoch’s Heat Street and pursuing investigative stories targeting the BBC.
Reform UK’s fortunes have waned in recent months. Once polling as high as 35 percent last year, recent figures place the party around 24 percent. Despite gains in the May local elections, where Reform secured 1,452 council seats in England and placed second in Wales and Scotland, sources close to Farage suggest the party may have lost several hundred seats due to controversial rhetoric around mass deportation of immigrants.
The party also suffered a significant defeat in the Makerfield by-election last month. Reform candidate Robert Kenyon’s selection drew criticism following revelations about his contentious social media history. The defeat was notable given that the party had recently won every council seat in the area. The result has highlighted ongoing challenges related to candidate vetting within Reform UK.
Farage’s leadership of the party has also been shadowed by questions over financial transparency, including concerns about an undeclared £5 million donation from a Thailand-based crypto billionaire and incomplete disclosures about his property holdings. This has coincided with a marked reduction in Farage’s public engagements, including the suspension of near-weekly press conferences.
The arrival of Goslett signals a new phase for Reform UK as the party seeks to rebuild momentum and refine its messaging in the run-up to future elections.