In the current age of professionalised political communication, what is expected to be central to communication is strategic thinking at the macro level. Is Downing Street and Gordon Brown's problem a lack of strategy resulting from the high and quick turnover at the highest level in his short time as prime minister. PR Week today highlights that there are four key vacancies at No 10: Communications Advisor; Chief Press Officer; Head of the Strategic Communications Unit; and Chief Speechwriter. Now one can say these are peripheral roles and what is important is political decision making and not communication strategy. However, if there is no-one considering how to communicate policy, or possibly even to pick up flaws in the decisions that impact on communication (how can we sell the unsellable), then it may explain the strategic failures that seem endemic in policy announcements. With a conference in days and a general election in eighteen months this could a the critical failure in strategic thinking!