Having recently been idolised in the Tory media for heading the Conservatives and being the brains behind their victory in the 2015 UK General Election, Lynton has long since dropped his guard and decided to share his ideas and theories about campaigning to a much wider audience back in 2013. Here is a very interesting YouTube video titled “Lynton Crosby AO – Master Class: Political Campaigning”.
It’s worth watching. It reinforces the essential elements of campaigning: message, targeting and many other features of campaigning that have universal application on campaigning inside and outside of the politics.
In case you haven’t read this article (published in April, prior to the result of the 2015 election) about Lynton’s work it’s worth it just for the insights into the UK election campaign: Lynton Crosby: Master of the dark arts
Interesting excerpts include:
“the Australian who guided John Howard to four election victories and in the past half-decade has become the guru of British politics”
“Lynton Crosby is to his critics that gruff Australian forcing the Conservatives to adopt foreign — and tackily blunt — policies, a win-at-all-costs strategist who is a short-term blow-in. To his fans — including some of the country’s most senior Conservatives, from Cameron to Chancellor of the Exchequer George Osborne and Lord Mayor of London Boris Johnson, touted as the next Tory leader — he is the election messiah who can keep the party on message and on track. Crosby and 10 of his staff, including his Australian business partner Mark Textor, are ensconced in the heart of Tory planning at Matthew Parker Street in Westminster, along with 200 party staff, in the lead-up to the May 7 British general election. Here Crosby arrives each morning before anybody else, often at 5am, already dressed in a well-cut suit for the day’s meetings and functions. But the accompanying open shirt and RM Williams boots that punctuate Crosby’s sartorial style only hint at the Australianness that oozes from his pores. He has no time for the very British hierarchical trait that sees functionaries defer and ponder, adjourn for meeting upon meeting and dissect minutiae.”
The article also describes the video above: “In a rare 2013 political masterclass Crosby gave to the Patchwork Foundation — a charity that encourages under-represented, deprived and minority communities to join British political society — he underscored how he formulated his messages and used emotions to make a connection with voters. He said: “Think about what is your message, and how do you make that relevant to people. At its simplest, who decides the election outcome, where are they, what matters to them and how do you reach them? You have to engage in ways that are relevant and connect with them emotionally.’’
Crosby told the masterclass it was critical to define yourself but also your opponent. ‘’Know what you want to say about your opponent and have evidence to back it up,’’ he said. Candidates should carry the positive messages, while the negative ones, underscoring an opponent’s weakness, should be conveyed by the campaign itself, in literature or delivered by surrogates. Crosby’s opponents have attacked him whenever a negative Tory line is highlighted, but he insisted — to the students at least — that the tone of any message was critical and it should be more positive than negative. It should never be hysterical or personal, he said.