(Source: London Evening Standard)
"Poles" ⇒ Polish people, but also the ends of a magnet? ⇒ here, North and South ⇒ "n" and "s"
"about to be shown" ⇒ letters surrounding "shown" ⇒ the "poles" above are at either ends of the word "shown"
General meaning ⇒ "the way"
Answer ⇒ how