Lynton Crosby Campaigning Masterclass
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.
Breaking: US Political consultants predict growth in digital communications
Just came across an interesting post on the US Campaigns and Elections Website regarding predictions from political consultants for 2015.
The article is written by the magazine’s editor Sean J Miller and listed predictions include the following:
- Digital will continue to grow, but television will always be king. Online targeting and turnout apps will become more and more important and will determine a huge number of off-year elections.
- Traditional polling will become increasingly difficult and the number of inaccurate polls will continue to increase.
- Digital isn’t going to replace TV. The two mediums are going to continue merging into one in 2015, at least as far as advocacy is concerned.
- Digital budgets will grow a little because that is the flavour of the month. Broadcast TV, well done and not cookie-cutter-obvious, will continue to be King.
- Low turnout means campaigns will devote more resources to targeting and developing models to increase cost-effectiveness. Even in a presidential cycle, we’ll see expanded use of tactics such as cookie targeting to deliver ads online directly to a persuadable universe of individual voters.
- Digital budgets continue to grow and digital consultants playing a larger role in crafting overall message strategy. Campaigns are already starting to see the need for collaboration early and often between traditional comms, advertising and digital. The result will be more targeted, strategic and authentic messaging across all mediums, allowing candidates to better gain the trust of and connect with individual voters.
- Groups of voters are going to push back against politicians having so much data on them – it will probably begin as a partisan fight of progressive activists against a demonized Republican. There will be a growing demand for more measurable persuasive results from online advertising. TV ads may be become more affordable or prices may remain static in many secondary markets due to economic factors and increase in use of digital. 2015 will be the last cycle major campaigns will worry much about news media relations with print. The way major news organizations cover politics makes them almost irrelevant to 95 percent of campaigns.
- Increased competition and programmatic buying will lead to a shakeout of digital consultants in 2015: they’ll have to decide if they’re going to be vendors or true media consultants/campaign strategists. It’s easier than ever to set up an Adwords or Facebook advertising account or buy voter targeted ads. Will the digital folks simply be resellers of desirable ad space or be part of the team that figures out what to say and where best to say it to win?
- Web-based crowdfunding will play a bigger role in 2015. We’ll see potential candidates launch Kickstarter-style fundraising drives to determine whether or not to run for office, and after the fundraising success of MayDay PAC I expect to see more crowdfunded Super PAC’s as well. Crowdfunding will tap into new donors but it’s also a way for our current grassroots donors to become more engaged in the political process.
Grassroots field campaign helps Labor win in Victoria
I’ve been a bit busy with work (new job) and family over the past two months but will try and post more regularly in a couple of weeks after work starts winding down for the Christmas break. In the meantime here are a few interesting posts (listed below, with highlights) about last weekend’s incredible result in Victoria where a first-term government was ousted in a state election – a very unusual occurrence in Australian politics.
It has been particularly important for progressive campaigners in Australia’s largest three states, who have all recently suffered defeat at the state and federal level. There are now three Labor states/territories in Australia (Victoria, South Australia and the ACT) and renewed hope for Labor in the next federal election due in 2016. There are also important state elections due in Queensland and NSW over coming months and hope this momentum will produce better results in each of those states. The conservative majorities in both NSW and Queensland are very large and there are few signs at this stage that the swings expected in each of those states will be large enough to unseat those governments. However, lessons can be learnt from the Victorian result which can help Labor win back many marginal seats in each of those states.
One newspaper story I would recommend reading is by former Victorian ALP Secretary Nick Reece in this morning’s AGE newspaper. The article is available online here, and here are some interesting excerpts:
“The Napthine government thought the union movement would deliver it victory courtesy of an anti-union scare campaign. Instead, the unions were decisive in the Coalition’s defeat.”
The blow-back from the Liberal’s ineffective anti-union campaign was heart-warming for many progressives across Australia. At the same time that the Labor team was using “putting people first” as its slogan, the conservative Victorian Liberals seemed determined to repeatedly slander the unions and their volunteers. The Liberals refused to concede that the teachers, nurses, ambulance workers, firefighters and other workers campaigning against them actually had more in common with average Victorians than they did. The Liberal anti-union slander was confirming how out-of-touch the Liberals actually were.
Yesterday’s Guardian also had an article by Gay Alcorn with some very interesting quotes from Victorian Labor’s Assistant State Secretary Kosmos Samaras.
One of my favourite quotes from this article is “The slogan Putting People First came from the ground, that was something that was coming up, they wanted politicians to put people first. The term that continually was coming back to us.”
Kosmos also stated :“The Liberal party is not in the game. They don’t know how to run a field campaign. They lost because they refused to talk to people.”
I’ll return with more links and commentary in coming days. 😉
OK… later on Monday… I have to admit this article by Rick Wallace in the Australian (which I may buy today for the first time in an eternity 🙂 is my favourite so far…
THE secret weapon in Daniel Andrews’s campaign was made in the USA — in the Obama campaigns of 2008 and 2012 — and transplanted to the sprawling suburbs of Melbourne to snatch an improbable victory from a first-term government.
Revealed to The Australian through unprecedented access in the final week of the campaign, the secret weapon was rolled out in 25 marginal seats to unleash a phone call and doorknocking blitz.
Yesterday, Labor’s Community Action Network was credited with underpinning Andrews’s win and snatching a clutch of seats from the conservatives.
Along with a revamped advertising strategy, the so-called field program allowed Labor to outmanoeuvre the Coalition with a much smaller budget. It helped reinvent the way Labor campaigns.
The bad news for the Coalition is that the network is expected to become a permanent feature of ALP campaigns in Victoria and is likely to be deployed in NSW and Queensland next year.”
“Two weeks from the election, ALP assistant secretary Stephen Donnelly took The Australian behind the scenes to visit campaign operations in the battleground seats of Eltham and Monbulk.
En route to Eltham just days from the poll, Donnelly says that throughout this year, working largely in the shadows, the Victorian ALP built a network of more than 5500 volunteers and 250 volunteer leaders using a system honed by Barack Obama’s Democratic Party machine.
He says the party road-tested the system in last year’s federal campaign — without the support of then leader Kevin Rudd — and it helped sandbag the seats of Isaacs, Chisholm and McEwen amid Labor’s heavy defeat.
“Daniel Andrews saw it operate in the federal campaign for Isaacs and said, ‘Yeah I want it for next year. Let’s do this’,” Donnelly says.
Andrews was partly motivated by money, with Labor facing a cashed-up incumbent while its donations had largely dried up.”
“The fulcrum of the campaign was the 35 paid field staff. They were hired for their skills and experience running events or call centres or in similar roles, rather than for factional allegiance or party loyalty.
Each was assigned to recruit at least 150 volunteers and select leaders from among them to run the operations.
Donnelly says he didn’t care if they were party members or not (45 per cent aren’t) and all that was needed was to share ALP “values” and have a commitment to unseating the government.”
this is the funniest part I think: “With a budget half the size of the Coalition’s, Labor’s ads had only three main messages and were tightly targeted in programs swinging voters watch. Direct mail, a fixture of past campaigning, was restricted to undecided voters discovered through the field program, and mail was tailored directly to the issues they cited.
“The Liberal Party is running ads really heavily in the news, but we know from our research that our undecided voters don’t watch TV news. They watch Big Brother ,’’ Samaras says.
The other tactical error by the conservatives, Samaras says, is the focus on linking Andrews to the militant Construction Forestry Mining and Energy Union.
“Most people in the focus groups say, ‘What’s the CFMEU?’, or that it doesn’t have any relevance to their lives,” he says.
That Samaras and Donnelly have been briefing The Australian several days out from the poll speaks volumes about the ALP’s confidence in its new campaigning — and they are proven right.”
Not sure if I want to start watching Big Brother though 🙂
I will come back to this post over the next few weeks. Might be worth also saying a few words about how Australian parties have evolved their campaigning techniques over the past century and also about old as well as recent American influences such as Marshall Ganz, OFA and Saul Alinsky.
Campaigning for beginners, a useful slideshow
Came across this in my online travels this week. It’s a great (and usefully short) slideshow that can explain campaign basics to absolute beginners.
More great communications advice from Dee Madigan
I’ve already written a short post about Dee Madigan’s recently published book on politics and communications. Now I’ve also come across a great video of her at a recent United Voice Conference.
In this short video she shares some brilliant communications advice that is important in all progressive contests, not just the fight to protect unions and the workers they represent.
If you are sick of anti-Union media bias, Dee has a simple answer for you. Here’s how you can fight it: Tell everyone you are a union member and tell them why it’s important.
Watch the video. Understand that “Branding” is just a fancy marketing term for “how people perceive you” and Tories will do everything they can to frame progressive organisations negatively, which they do every day through the mainstream media, so called “think-tanks” and the propaganda that passes as government information when Tories are in charge.
New Zealand Election TV ads
here’s the first Nationals TV ad for the 2014 NZ election
and here’s the first NZ Labour TV ad for the 2014 NZ election
More to come…
More “black ops” accusations hit NZ PM Key’s office (article via The Guardian)
The New Zealand Revolution – a look back at a critical series of event in recent NZ political history.
Ben Raue’s guide to NZ elections: http://www.tallyroom.com.au/21105
Twitter, media and politics
Twitter is a relatively recent communications tool and its affect on mass media and politics is still evolving in rapid and sometimes unpredictable ways.
There are already very lengthy and serious research papers being written on the subject and I don’t claim any particular research experience or expertise. However I have enjoyed watching the evolution of this new communications conduit and I’ve made a few mistakes myself along the way. Some funnier than others!
For the purposes of this short article my views and learnings (briefly) are:
1. Journos are learning how important Twitter is, but a few dinosaurs remain. The younger and hipper ones are clearly much better at it. The smart ones understand how to use lists and hashtags to monitor developments and also answer legitimate questions. They also aren’t afraid to block anonymous trolls.
2. Twitter now drives breaking news in mainstream media. The good journos get this. Many mainstream media stories are now peppered with pictures, videos and eyewitness accounts ripped straight from Twitter, often without any investigative or precautionary fact-checking.
3. Twitter is a good comms tool for insiders, sadly no soft or swinging voter’s minds will ever be changed on twitter,
4. The block key is great for anonymous trolls. Don’t feed the anonymous trolls.
The story below is an interesting yarn from the US via Campaigns and Elections magazine (a great resource for campaigners and journalists alike). I recommend subscribing to them for regular updates as well as following them on Facebook and Twitter.
Read the full article online here: http://www.campaignsandelections.com/magazine/us-edition/446907/is-twitter-ruining-young-press-operatives.thtml
It’s a great warning for young, enthusiastic (and sometimes inexperienced) digital campaigners (of which there are many in modern campaigning).
Key learnings from the article above include:
1. Here’s just one example: a snarky tweet from our opponent’s communications director ended up being retweeted a dozen times (I assume entirely by his friends and family), and this suddenly constituted a communications crisis for our campaign. It wasn’t. Not even close.
2. As all encompassing as Twitter seems in the Beltway Bubble, many voters, especially older voters who are your most reliable voting demographic, don’t use it. Some have no idea what Twitter is. And those who do are probably tweeting about the score of the latest baseball game, not the negative attack ad on TV.
3. Campaign communication plans need to be balanced with both traditional and new media, which means we need operatives who are balanced, and most importantly, know how to filter out the noise. Young operatives have come up in a world where everyone is on Twitter and everyone uses their Facebook accounts. In their world, much of public life is transacted online. The reality of life for most voters is far different. They’re reading news stories, in many cases online, but still a good portion in print. They’re also listening to talk radio and watching live broadcast television. A good hit in any of these mediums is far more likely to move voters than a tweet.
4. If Twitter is your only news source, which too often it is for many political reporters, some random malfeasance would appear to have seismic repercussions when survey research would show 80 percent of voters are unaware of the issue at all.
5. Now, this isn’t to say that social media sites like Twitter are useless to campaigns. They can be great ways to communicate with supporters, opinion makers, and drive action, but social media alone, or even primarily, does not move popular opinion or shape the discussion the way a print story in the major local daily does.
That said, Twitter does drive many mainstream stories, simply because of its speed and accessibility. Take for examples our (current) Federal Treasurer’s recent statements about poor people not owning cars or driving far. The explosion of memes and jokes on twitter (in which mainstream journalists shared and participated in the online furor) resulted in this joke even being carried the next day in conservative newspapers like the Herald Sun. It’s a good example of a story spreading initially through twitter and then the mainstream media. The MPs and candidates who were paying attention were able to participate in the conversation and in some cases help spread the wildfire which the conservatives are still trying to extinguish two days later.
There were some more hilarious tweets and memes the following day and then a further wave of very funny cartoons in the mainstream media after that (and online) .
here is a small sample found via google and twitter:
Anyway, don’t just take my word for it. Go to twitter and type “#auspol Hockey” into the search field …and enjoy the visual spectacle yourself.
If all this talk about Joe Hockey is a bit confusing (maybe you’re reading this via Pandora in a few years time) … this article by Lenore Taylor might help to make some sense out of it: http://www.theguardian.com/world/2014/aug/14/dumb-ways-to-sell-a-budget-a-singalong-guide-for-joe-hockey?CMP=twt_gu
While I’m typing this up poor old Joe Hockey is getting an absolute shellacking on ABC PM radio in Australia. I’m listening to a Vox Pop where every person is describing him as arrogant and out of touch. Will try and find a transcript later and add it to this post.
12 years ago in New Zealand – one outsider’s glimpse of the 2002 NZ election
In 2002 I wrote a short report report summarising observations made during my participation in a NZ election study tour sponsored by the Australian Political Exchange Council (APEC). The delegation from Australia included representatives from the Labor, Liberal, National, Democrat and Green Parties. Participants were invited to construct their own itineraries focussing on personal and political interests. I must begin by thanking APEC and Gary Gray, who was then one of the Labor representative on the APEC Board, for this opportunity – I am sure that other participants will agree it was an extraordinary journey into New Zealand politics and culture.
Our activities focused primarily on the New Zealand Labour Party’s campaign. The study tour included visits to Wellington, Auckland and a day at Rotorua. Our itinerary included (amongst other events and meetings listed in the report): Prior to departure, a briefing at the New Zealand High Commission in Canberra; In Wellington, several meetings with Mike Smith – General Secretary, New Zealand Labour; In Wellington – briefings from Jenny Michie – Women’s Organiser and Communications Officer New Zealand Labour; Labour ministerial staff election campaign briefing – led by Heather Simpson – Chief of staff for Prime Minister Helen Clark; Meeting with David Burchett – IT/Communications Manager for Prime Minister’s office; Meeting with Dot Kettle – Senior Advisor to PM Helen Clark; Meeting with Tony Timms – Advisor to PM Helen Clark; Meeting with Marian Hobbs MP – Environment Minister and Member for Wellington Central and Electorate Representative Jordan Carter; Attended a very entertaining old-school town-hall-style ‘Meet the Candidates’ function at Kiora Community Hall (for Wellington Central candidates); Attended fundraising performance by ‘Hen’s Teeth’ for Ohariu-Belmont Campaign; Visited Te Papa National Museum Wellington; Attended Televised Candidates Debate (front row seats!); Lunch meeting with Chris Eichbaum – Senior Advisor to Hon Steve Maharey MP, Minister for Social Services, Employment, Tertiary Education; Meeting with Mike Williams–New Zealand Labour Party President and Campaign Manager; Meeting with Stephen Mills – Managing Director, UMR Research Ltd.; Attended Labour Campaign Launch – International Wharf Wellington; Accompanied General Secretary Mike Smith and Assistant General Secretary Murdo Macmillan at official briefing by Mark Johns, Manager of Operations Electoral Enrolment Centre, New Zealand Post; Briefing with Labour Auckland Regional Organiser Andrew Beyer and Labour Maori Organiser Jason Ake; Attended Campaign Meeting for Maungakiekie campaign (Mark Gosche MP); Meeting with Chris Carter MP at his electorate office; Meeting with Jonathan Hunt – Speaker of the New Zealand Parliament; Assisted with preparations for Helen Clark visit to Manakau Westfield shopping centre; Met Prime Minister Helen Clark at Manakau Westfield (and have a bad photo as proof!); Visited Waitakere Campaign Office in Glen Eden; Meeting with Labor candidate for Waitakere Ms Lynne Pillay; Meeting and briefing with Waitakere campaign manager Don Clarke; Sign Painting, door-to-door canvassing, billboard construction in Waitakere; Campaigning in Atoa Markets – campaigning/leaflets; Briefing with John Utting and visited UMR polling centre in Auckland; Attended Auckland Labour Party campaign directors meeting; Meeting with NZ Engineers Union organisers and activists at Auckland office; Going door-to-door to get out the voters on election day; Scrutineering during the election and in the evening during the count; and (on one day of rest) visited Whakarewarewa Thermal Valley and Maori village at Rotorua.
MMP – New Zealand’s Parliamentary system
The Mixed Member Proportional (MMP)* system was adopted in New Zealand in 1996 via referendum as a solution for the electorate’s frustration with the existing first-past-the-post system. Voters were fed up by the behaviour of previous governments, which abused the unchecked mandate delivered by a first-past-the-post system. MMP effectively ensures that no single party can rule in its own right. The election on Saturday 27 July 2002 was the third election under the MMP system. Under MMP each voter receives a single ballot paper on which they choose (by placing two ticks on the paper) a local representative candidate (from the list of candidates for the local seat), as well as a party vote. The New Zealand Parliament has 120 MPs. 61 MPs represent 61 general electorates. 6 MPs represent 6 Maori electorates (elected by voters on the Maori electoral roll only). 53 MPs are elected from the party lists in a manner that ensures their party’s final proportion in the parliament reflects their party’s ‘party vote’. In order to be represented in parliament, a party must either reach a 5% threshold in its party vote or hold at least one local electorate seat (in which case 2% of the Party vote will get you a friend elected as well from your ‘party list’). As far as the major parties are concerned, MMP necessitates that the focus of the election campaign is maximising your ‘party vote’, even at the local campaign level. A high party vote ensures that the maximum number of candidates from your ‘party list’ is elected and you are more likely to be part of the inevitable coalition Although Labour won three quarters of local electorates it still needed coalition partners to form a government. As it only won 41% of the party vote it only received 52 MPs in total.
Campaigning is campaigning: The NZ election campaign in a nutshell.
The New Zealand election showed that successful election campaign methods are universal: Assess the environment; define your strategy and implement appropriate However, despite the complicated calculations when counting the MMP ballot – the basic political tactics during this campaign remained the same as under any electoral system. Electorally successful parties (Labour, New Zealand First, United Future) increased their popular vote by: having a simple message that resonated with voters, repeating that message ad nauseum in their campaign material, maximising the coverage of their message in free-to-air media and canvassing for votes. Electorally unsuccessful parties (the Nationals and the Alliance) never had a fighting chance because their original strategy was flawed. They targeted the same constituency (with the same message) that had got them elected in 96 and 99, despite all the signs that the political landscape had seismically shifted around them. The leaders of both the Nationals and Alliance spent the last two weeks of the campaign in damage control.
Labour won almost three quarters of the local electorates and ended up with three extra seats – enough to form a minority Coalition Government with Jim Anderton (a reliable ex-Labour coalition partner) and another minor party. The National Party was decimated, receiving only half of the Labour popular vote. Traditional National Party voters deserted in droves to other conservative parties who had stolen their traditional message (and constituency) during the campaign.
The full report can be found here: AusPol Exchange Hallaj report (apologies for any typos in this 12 year old pdf version of this report).
I’ll come back to this post or a linked post to give a run-down of the current New Zealand electoral landscape as well as some coverage of interesting events and observations from the 2014 NZ election campaign, due later this year.
In the meantime, here’s the best place to start if you’re an aspiring psephologist: http://www.elections.org.nz/events/2014-general-election
Don’t share your campaign strategy with people on the internet
Oh dear, look what is being shared on facebook today: http://www.scribd.com/doc/235287519/2014-Michelle-Nunn-Campaign-Memo
Who I hear you ask is Michelle Nunn? Read this if you want to know more: http://www.michellenunn.com/
Or read this if you just want to know more about deciphering the leaked strategy: http://www.washingtonpost.com/blogs/the-fix/wp/2014/07/28/how-to-read-the-leaked-michelle-nunn-campaign-plan/
Labor leadership ballot a win/win
Below is an article I co-wrote with a Canberra-based history academic Chris Monnox regarding last year’s federal Labor leadership ballot. it was published in the Canberra Times just before the result of the ballot was officially declared.
Labor leadership ballot a win/win By Elias Hallaj and Chris Monnox
Labor’s Federal Leadership ballot has been a valuable recruiting and organising opportunity for the ACT Branch of the Party, as it has for each state and territory branch. Eligibility to vote in this historic ballot was bestowed on everyone who was a member of the ACT Branch of the Australian Labor Party on 7 September. Around 1,000 people in the ACT joined 50,000 across Australia and had an opportunity to have a direct say in who would be the next Labor Leader.
Labor is the only party in Australia that gives its ordinary members this opportunity and it signals a new era of reform and participation within our party. As national secretary George Wright told Sky, there is a “big appetite” for participatory democracy.
The immediate benefits to the party have been obvious to all those who work in or near its offices and representatives both in Canberra and across Australia:
1. Membership has increased. More new members have joined and more existing members have renewed their membership. The enfranchisement of all members, regardless of length of membership and amount of meetings they have attended was a stroke of genius. It gave an immediate reward to all the new recruits who signed up on the battlefield of the 2013 campaign.
2. The ballot has been an opportunity to test real-life grassroots engagement and communication skills for many experienced and new hands. The ultimate test in genuine democracies is popular support. This ballot has been a test of messages, networks, campaign techniques, and in some cases relationships and loyalties. All this adds to the campaign capacity and skills base of the party and enables better outcomes in future public contests.
3. The candidates have led by example in ensuring mature and convivial competition and debate, without resorting to personal attacks, despite regular baiting from the mainstream media and the party’s numerous external (and sometimes internal) critics. This has been particularly cathartic following the end of the most recent Gillard-Rudd leadership contest.
4. The numerous leadership forums and seminars and debates have ensured a new pattern of regular interaction between the leadership of the parliamentary wing of the party and the membership of the party. The ACT Branch experience is that these interactions are normal, with relatively easy access to our elected representatives. The public display of this access and its reinforcement at all levels will make the party stronger in the future.
5. The federal leadership ballot has utilized a new acceptance (some say obsession) within modern politics of the latest communications tools. Not only did the candidates and their organised teams supporters use the latest communications techniques more effectively than ever before, the party membership and supporters also used new techniques to engage directly with each other and these new techniques complemented well more traditional town-hall style meetings and telephone conferences all over the country.
6. Not all the administrative and organising for this ballot has been conducted by the formal party administration. The loose networks which are a normal part of any human social activity, normally referred to as “factions” in politics, have also played an active role. And (surprisingly for some) the factions behaved very well. The previous PM might be alarmed to learn that one outcome of his innovative decree has been the evolution of the national factions to a point where they have, in a matter of weeks, demonstrated consistent sophisticated and diplomatic communication and organisational techniques and skills. Factions are an inevitable and normal part of democratic politics, but for too long in Australian politics the downside of factions dominated the public discourse. If they behave in a mature and intelligent manner, organised groups of adults (teams in sporting parlance) can achieve great things. When the major groups or factions in an organization can compete AND cooperate fairly, the whole organisation can benefit. After this ballot, we also now have a clearer line of leadership and authority within the two main factions that will make future cooperation, consultation and negotiation simpler and more efficient.
These have been the benefits. There have been costs as well, most obviously opportunity for the party’s regular critics to accuse it of “navel-gazing” and “in-fighting”, despite the obvious examples of policy debate and organisational success the ballot has brought. The ballot has also been hard work. When asked what her favorite part of the leadership ballot was, a young party members instinctively responded “it’s about end, thank god”. Unfortunately it’s hard to imagine that the future timing of these ballots will not inevitably coincide with the end of a hard-fought campaign, so the participants will inevitably be exhausted until both end.
This process of evolution for this ballot is continuing. From an ACT perspective the democracy has been superb and the opportunity for our local political activists to participate fully in such a historical initiative has been wholeheartedly welcomed. This sentiment has been shared in every city and town which has had an opportunity to host a candidate’s forum, or two (as was the fortunate case in Canberra).
Some of the less predictable aspects of the ballot (such as members sharing pictures of their votes on social media) were unpredictable but may become more normal practice in future public campaigns and elections. We have no doubt that the process has been an overwhelmingly positive one that has strengthened relationships and campaigning skills within the Party. Even Christopher Pyne agrees. In 2008 he penned his opinion on this issue, arguing the Liberal Party should adopt the same process. http://www.ipa.org.au/library/publication/1210898292_document_pyne.pdf
This article represents the personal views of the authors. Elias Hallaj has been the ACT Labor Secretary since 2009 and was previously an Assistant National Secretary of the ALP. Chris Monnox is a PhD Candidate in political history and recently wrote an extensive history of the ACT Branch of the Australian Labor Party as part of his research at ANU.
Photo by Andrew Meares sourced from the same article in the Canberra Times http://www.canberratimes.com.au/federal-politics/political-opinion/everyones-a-winner-in-a-clean-fight-20131012-2vfaz.html