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.
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.
Winning tips for political candidates from Ron Faucheux
Ron Faucheux is the author or editor of several popular American books on political campaigning including Running for Office: The Strategies, Techniques and Messages Modern Political Candidates Need to Win Elections and Winning Elections: Political Campaign Management, Strategy & Tactics. He also ran the popular Campaigns and Elections magazine for several years. He’s a former candidate, elected representative, Chief of Staff and experienced campaign manager and trainer. Dr. Faucheux teaches courses in Campaign Management, Running for Office, and the History of Presidential Elections at the George Washington University’s Graduate School of Political Management, and at the Georgetown University Public Policy Institute.
He’s a regular writer and contributor to media discussion about campaigning and campaign management. One website that he contributes to (and is worth subscribing to ) is Winning Campaigns.
An example of his sound, experienced advice includes: “In modern campaigns, everybody wants to run smart, sophisticated, creative, cutting edge campaigns that utilize the latest techniques and tools. But in trying to do so, don’t forget the basics: Develop a clear, simple strategy and stick to it. Develop a strong message and use it. Go directly to the people and ask everyone for their help. Let the voters get to know you and stand for something that matters. Bring new people into the political process. The basics separate winners from losers, mediocre campaigns from great campaigns.”
Below is an summary from a great article he wrote for Winning Campaigns which lists some great advice for new and inexperienced candidates. Actually come to think of it, this list is a great refresher for old and tired candidates and campaign directors as well! 🙂
1. Don’t let the tough days get you down.
2. Always keep your cool.
3. The goal of being a candidate is winning the election.
4. No matter how hard you try, you won’t get every vote that’s cast and you won’t get everybody to like you.
5. If you want a political career, never let defeat stop you.
6. Ask every voter for help.
7. When someone tells you they’re voting for your opponent, don’t get angry.
8. Listen, listen, listen.
9. Remember the basics; do them very well.
10. Always remember to say thank you.
Read the whole article here: Winning tips for political candidates
You can follow Winning Campaigns on Facebook as well.
The picture below has nothing to do with Winning Campaigns or Ron Faucheux. It’s just one of the funny images from the recently released movie ‘The Campaign’ which is worth watching if you’re an old cynic like me 🙂
Meet an election specialist – Associate Professor Jennifer Lees-Marshment
I first met Jennifer Lees-Marshment over ten years ago when she was based in the UK but was working on Political Marketing and Political Science projects as a visiting fellow at ANU and presented some of her findings at seminars in the Australian Federal Parliament. We joked after one of her seminars about the defensive critiques she was receiving from some of the “practitioners” in the room. I won’t name names but needless to say our shared frustration with the overt cynicism many practitioners have for political scientists helped break the ice.
Jennifer is an international leader in political marketing which explores how politicians and government use tools like branding and market research to win and retain power. Last year she pioneered the development of a new Stage Three course at Auckland “The Practice of Politics” (the only of its kind in New Zealand), which teaches students about the diversity of career options in politics and the challenges they may face. Jennifer has a BA (Hons) in History and American Studies from Keele University in the UK, an MA (with Distinction) in Politics from Manchester and a PhD in Politics from Keele. She was a senior lecturer at Keele and Aberdeen universities before joining Auckland’s staff as a senior lecturer in 2005. She became an associate professor in 2012. Associate Professor of Political Studies Jennifer Lees-Marshment is academic adviser to New Zealand’s Vote Compass – the online election tool, hosted by TVNZ, which enables voters to find out how their views on a range of issues compare to the positions of parties in the build up to New Zealand’s 20 September General Election.
Her research and writing broadened the scope of political marketing from campaigning to behaviour and from elections to governing and has been widely cited and influential with review comments including ‘an enormous contribution’; ‘a must-have-on-your-shelf volume’; ‘authoritative and accessible’; ‘sophisticated, learned research’; ‘an important and innovative book’; ‘sagacious views’; ‘a wealth of insights’; ‘a hugely informative study on an important field’; ‘ground breaking’; ‘a timely and extremely important book’; ‘a valuable addition.’; ‘pioneering collection’; ‘a significant contribution.’ She has authored/edited 13 books and reviews have noted the practical advice within them: ‘crucial to our understanding of how this world works — not just in theory, but in practice’; ‘all those who claim to understand modern political strategy, all those pundits and government-relations experts we see on TV, should keep this volume at hand as an essential reference’; ‘this book will be a bible for political operatives to be kept close at hand for frequent reference.’ She has also interviewed over 200 political elites and involved practitioners in events and publications throughout her career. Her newest book is The Ministry of Public Input to be published in January 2015.
In July this year Associate Professor Marshment made a brilliant presentation to the 2014 Campaign Management and Political Marketing Workshop held at Sydney University in July (and I will eventually write a separate post about her presentation and a few others when I find some more spare time). In the meantime, your best understanding about her work will be derived from purchasing her latest book: Political Marketing Principles and Applications which is well worth the investment for the interview-derived case studies alone.
So tell me about yourself. Who are you in a nutshell? I am a gardener academic – I like to break new ground and nurture new ideas and people to grow into the tallest of trees people came climb and get a different view from. I produce ground breaking research that aims to change the way people think – early in my career I argued that political marketing wasn’t just about selling or campaigning; I am now arguing for new views on political leaders and public input in government. I also want to take university out of the ivory tower and connect it with the real world through research led but practice oriented teaching. As a nurturing leader, I look for ways to support new ideas, new scholars, new studnets all the time, and work across the usual hierarchies of power, discipline and geographical boundaries. Of course, doing all of this puts me up against some pretty big brick walls – being a leader, who seek leadership as about supporting others not just promulgating your own ideas and power, and thinks academics are there to serve society not just create knowledge for knowledge sake is “disruptive thinking” for most institutions, and goes against the grain of traditional culture. But when I look back on my career I have achieved so much in terms of changing views of political marketing, connecting and supporting people I remain proud of this wonderful – if challenging – path I choose to take.
Where do you live/work/study/teach? I work at the University of Auckland in New Zealand and teach Political Marketing, Political Management in Government and The Practice of Politics.
What compels you to write and research politics? A fundamental passion to write about what is really going on in politics, uncover things people do not normally see, communicate those new findings, generate debate about them, and use them to inform better practice through teaching and professional training. For example I have helped to show that political marketing is happening throughout the world not just in campaign time and involves a whole range of marketing tools and concepts. And more recently with my work The Ministry of Public Input I found that politicians are integrating a range of public input into their decision making and being reflective and deliberative. We don’t see that from the outside so I think it’s important academics find it out and let everyone know. Whilst I think academia needs to connect with the outside world, I still believe in the value of traditional critical objective research, but I just then go one step further in trying to take that research to the real world. It’s not so much changing what we do as changing what we do with it.
What do you love about politics? Ultimately it’s about how to make life better for everyone. My real underlying passion is how can we get politicians to be more responsive to the public and provide them with – or work with them to create – a better life. It appeals to my sense of what democracy is all about. And I love trying to understand it, seeing my theories proven right – and learning all over again when they might be found to be wrong or need updating!
Is there anything you don’t like about modern politics? The cynicism towards politicians. As employers of politicians we do not manage them well. All we do is see their bad points; we fail to see how hard they work, how reasonable most of them really are; and how they are just doing their best to create a better society. I’ve presented my research on political leaders recently and been really taken by the huge negativity that comes towards you when you suggest – on the basis of research – that politicians might actually act and think in a way that is positive. People don’t want to hear it; they much prefer to think badly of politicians. That isn’t good for democracy.
Compulsory or voluntary voting? Voluntary
Who are your favourite writers? I like any story about someone triumphing over obstacles. No particular favourite authors.
What are your favourite websites and news sources? The NZ Herald as it has a free app that is easy to use. For the NZ election I am recording the one news by TVNZ so I keep up to date with it all but normally I wouldn’t as it’s kid dinner bath bedtime.
What’s the first thing you do each morning? Feel tired. I don’t get enough sleep/rest.
What is your one recommended must-read for aspiring psephologists? Well you invited the plug so I would say The Political Marketing Game as it gives a great overview of what political marketing is all about and has material from interviews with 100 practitioners in it, not just academic theory. Either that or the textbook introducing the field – Political Marketing: Principles and Applications 2nd edition. Or Shopping for Votes by Canadian journalist Susan Delacourt which is an easy but informed and objective read into the use of marketing in Canadian politics.
What’s your favourite political movie/book/documentary/TV series? Commander in Chief was good. I liked Scandal and House of Cards but they get a bit far fetched/too much about stuff that isn’t politics after a while.
Is there a funny or brilliant political ad you’d like to share? This is a funny one done by the National Party against Labour in NZ in 2005 http://www.youtube.com/watch?v=P96VcHcg3zM
Then there is Dave the Chameleon done by UK Labour against David Cameron which illustrates some of the problems with over marketing politicians – http://www.youtube.com/watch?v=bRKhTQHrtdk.
What are you currently reading or working on? Nothing! Well, not a publication anyway – I am doing Vote Compass for the 2014 New Zealand election; and distributing a report from The Ministry of Public Input to government staff to get the idea of creating an all of government unit to collect, analyse and communicate public input going round government. And trying to get a book series in political marketing underway. So then again, quite a lot…but having completed 3 books in the last two years and having no new book to write as yet it feels like a lot less work.
Which other psephologists do you recommend I interview soon? Andre Turcotte at Carleton University in Canada. He’s a political marketer who runs a course on political management but also carries out market research so he would definitely be good.
Jennifer recently gave an interview to a University publication about her life, her work and interests. below is a photo of the published interview, with a transcript further below.
What did you love doing when you were a child? I read a lot of books. My favourite author was Enid Blighton. I also wrote plays and stories when I finished the set work in class. I was born in Birmingham in the Midlands and then moved to Staffordshire when I was about 10.
Tell us about your first job? The first job I had was picking strawberries. From the 30 pounds I earned, I brought a special disc for my typewriter so I could type italics.
Did you have a favourite teacher? At Sir Graham Balfour High school in Staffordshire, my history teacher Mr Stephen Day generated my love of political history. He brought it alive by comparing 18/19th century events to those happening in the 20th. At University my PhD supervisor, Dr Matthew Wyman was very supportive of my new ideas on political marketing and we’ve kept in touch, authoring a chapter on teaching professional politics. I got the idea for doing a Practice of Politics course from the one he created in the UK.
How and when did you decide what your career would be? My mother did a degree in psychology at Aston University in Birmingham when I was five and I vividly remember going into university lectures with her in school holidays – daycare was not so available then. I distinctly remember this professor putting up on an overhead projector a simple picture of a house with windows and doors and I thought: “I could draw that. I could be a professor.” He was probably talking about environmental psychology and was doing a very complex analysis but to my child’s eye it seemed easy! I also grew up in the time of Margaret Thatcher. It was absolutely brilliant having a woman prime minister; you had the sense that you could do anything.
I didn’t plan on doing politics at university though – I’d wanted to be a barrister but didn’t get the grades at age 18 to do law, so instead I did a foundation year which turned out to be the best thing as I realised I really wanted to do politics and history. I found political marketing during my masters at Manchester when discussing how Tony Blair was changing the British Labour Party and life-long Labour voters like my Dad were very unhappy. My lecturer said “what about looking at political marketing”? And off I went…
What is the purpose of your present position Research wise I explore what goes on behind the scenes by looking at political marketing and public input into government. I then teach this to my students so they know what’s going on and so they are prepared for the workforce. I see my job as an academic as to conduct high-quality research but to make it useful to the community through applied politics teaching and reporting recommendations for best practice.
What do you love most about your job Challenging conventional wisdom through research into real world practice. One of the key contributions I made early in my career was to argue that political marketing wasn’t just advertising. For my latest research on political leadership I interviewed 50 government ministers and found that they recognise they have limited power and knowledge and need input from the public to create workable policies. I also love the fact I get to travel and meet loads of people around the world. Vote Compass came out of a book I co-edited with Canadian colleagues on Political Marketing In Canada. I was once flown to Malaysia and met the Prime Minister there; and I‘ve done interviews in the White House, Downing Street and Buckingham Palace.
Do you believe what you do changes people’s lives I know I’ve made a big difference in my field. When I started researching political marketing it was ridiculed and seen as just spin-doctoring and adverts. Now it’s viewed as much more ubiquitous: it affects government decision-making and policy and is discussed in the media and in movies. I’ve made that happen not just through my own books (I’ve published 12!) but through supporting and connecting other scholars and linking academia with practice.
What do you do when you’re not working Gardening and my two young children. It’s the same kind of thing as my career really: nurturing potential and seeing it grow.
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
The Hard Sell – what would Dee Madigan do with Jack Lyons?
I was distracted during my lunchbreak today by the latest political scandal to hit the front pages. This one was the story of the now disendorsed Liberal candidate Jack Lyons from Bendigo.
The full story is here: http://www.heraldsun.com.au/news/victoria/bendigo-west-liberal-candidate-jack-lyons-quits-over-racist-sexist-offensive-jibes-including-bendigo-needing-an-enema/story-fni0fit3-1227013304657?nk=593763a54a2161a51d10420f90cc4ff0
It’s a real shocker.
Sometimes in politics leaders have to make tough, difficult decisions and this is one where you have to give the Victorian Liberals some credit… but also ask why it took so long? Why didn’t anyone ring an alarm bell earlier, or was it rung and ignored until the cost in advertising and marketing the deteriorating Liberal brand in Victoria become too high?
Maybe the answer lies in one of the latest books on political advertising and marketing (currently on my ridiculously long ‘to-read’ list) https://www.mup.com.au/items/144842 ?
It’s worth following the link just to see Dee Madigan’s amusing promotional trailer. http://youtu.be/nOfvD7MpAC0
In case you don’t subscribe to the Australian. Today there’s a short review and interview about Dee’s new book by Troy Bramston (which can be found and read via Google): http://www.theaustralian.com.au/national-affairs/labor-cant-blame-media-for-2013-election-loss/story-fn59niix-1227013342421
“LABOR’S election advertising strategist, Dee Madigan, says the party cannot blame the media for its defeat last year given its own communication failures and reveals she opposed a push from Kevin Rudd’s inner circle to target News Corp Australia over allegations of media bias.
“Certain forces within the PM’s office tried to push this as part of the (campaign) narrative,” Ms Madigan writes in The Hard Sell : The Tricks of Political Advertising.
“Media bias is just not something that resonated with the swinging voters.”
Ms Madigan’s book, to be launched today by former Queensland Labor premier Anna Bligh, exposes other divisions over campaign strategy, including the “A New Way” slogan and Kevin Rudd’s micromanagement of campaign operations.
While criticising The Daily Telegraph’s election coverage, Ms Madigan reveals the issue of media bias did not rate as an issue with voters in the party’s focus groups.
“I remember one focus group at which the facilitator tried over and over to see if there was any interest in media bias,” Ms Madigan writes. “One fellow finally piped up and said, ‘Well I do think the media in this country is biased … Collingwood always gets a bad rap’.”
Ms Madigan describes Labor’s “A New Way” slogan as “a terrible idea” and says it was imposed on the campaign by Mr Rudd, who “wanted it”.
“While ‘A New Way’ was a decent strategy for Rudd’s comeback, it should never have been the strapline of the positive ads,” Ms Madigan writes. “Because unless we were planning on staying totally positive … the entire press would rightly call us hypocrites.”
When asked if the slogan “A New Way” would appear with ads Ms Madigan was shooting, her response was blunt: “Only if we want every single f..king person to laugh at us.”
Mr Rudd’s strategist, Bruce Hawker, wrote in his campaign diary that the slogan was recommended by advertising leader Neil Lawrence, that it tested well, and it was agreed to at meetings attended by Ms Madigan.
The Hard Sell (MUP) examines advertising, particularly political advertising, in Australia. It couples extensive academic research with the author’s experience in corporate, community and political communications.
Ms Madigan says Labor stopped referring to “Gonski” as a label for its school reforms as “it had no emotional pull for parents” unlike the term “education funding”.
Although Ms Madigan strongly defends Labor’s economic management she says the party failed to communicate this effectively.
“We never did manage to sell the economy. As tempting as it would be to put all the blame at the feet of a largely unfriendly press, the reality was that much of the problem lay with Labor’s failure to sell its handling of the global financial crisis.”
[new article] Advertising strategist @deemadigan says Labor can’t blame the media for its ’13 defeat in a new book http://t.co/ByDcDyvBJD
— Troy Bramston (@TroyBramston) August 4, 2014
Updated 14/08/14 – Dee Madigan and Stephen Mills both appeared with Rob Sitch on ABC Melbourne to discuss the “tricks of political advertising and campaigning” (their words not mine!) listen here:
The tricks of political advertising and campaigning – ABC Melbourne – Australian Broadcasting Corporation.
Highlights of the podcast include:
Jon Faine’s co-host is director, producer, screenwriter, actor and comedian, Rob Sitch whose latest ABC TV series Utopia, premiered last night at 8:30pm.
Their first guest is creative director, author and political commentator, Dee Madigan. Her book is called The Hard Sell: The tricks of political advertising.
“Negative ads work and the reason they work is because they hone in on the people who are disengaged,” she says.
“Disengaged voters are far more likely to vote against a party than for them.”
Then they are joined by Dr Stephen Mills, former speechwriter to Prime Minister Bob Hawke and political journalist, who now lectures at the Graduate School of Government at the University of Sydney.
When asked about the campaign directors that he interviewed for his latest book, The Professionals: Strategy, Money and the Rise of the Political Campaigner in Australia, he says, “They’re intelligent, they’re focused, they are loyal party servants and they are doing their job which is to win the election.
“I think the real reason Rudd lost from a campaign point-of-view, is that he had no discipline in his campaign strategy.”
and no discussion about political advertising would be complete without the inclusion of this explanatory dissection of negative Liberal TV ads from 2007:
One member’s view of the 2012 ACT Assembly Election
In coming days I’m planning to add some historical information about the most recent ACT Assembly election, which was held on 20 October 2012. The first item is a submission made by one of our member’s Chris Monnox to a post-election report compiled after the campaign. Chris is an author and academic, who also recently wrote a very comprehensive history of ACT Labor.
I’ll begin by attaching a pdf copy of Chris’s submission.
Chris Monnox submission to review of 2012 ACT election campaign
Great article on Liberal Party ads from the 1940s by Jennifer Rayner
ANU Doctoral Candidate Jennifer Rayner has written a great article on The Conversation about Liberal Party ads from the 1940s and how they speak today’s political language.
Jennifer explains how “Melbourne University has unearthed the only remaining recordings of the Liberal Party’s landmark 1948 “John Henry Austral” radio serial – the first Australian example of a professional, media-centric political ad campaign.
The John Henry Austral series was Australia’s first nationally coordinated and professionally produced political ad campaign. It ran twice-weekly as a 15-minute radio serial for 20 months leading up to the 1949 election, in paid spots on about 80 radio stations across Australia. Campaign scholar Stephen Mills estimates that it cost the Liberal Party some £2300 a month to run the series; this equates to around $125,000 in today’s money and makes it one of the most expensive political ad campaigns the country has ever seen.
Although John Henry Austral was a fictional character voiced by actor Richard Matthews, his purpose was very real: to foster antipathy towards the Chifley Government and so pave the way for a Liberal victory in 1949.
Authors such as Mills and the University of Melbourne’s own Dr Sally Young have argued that the remarkable modernity of the John Henry Austral campaign shows that the Liberal Party was ahead of its time in pioneering professional campaign techniques.
Jennifer is one of the brilliant minds behind this week’s political campaigning workshop at Sydney University. You can find more of her articles at The Conversation here.
A workshop on campaign management and political marketing
If you’ve read my earlier (now slightly dated) literature review or discussed political campaigning with me over a few beers (I apologise for everything I said after the third beer) you’ll know I often lament about the relative lack of professional and academic interest in political campaign training in Australia. Well it’s clear I’m not the only one, because this week in Sydney there’ll be an inaugural event that brings many academics and practitioners together to discuss this very thing!
Check out the website: http://www.cmpm2014.org/ for “The 2014 Australia New Zealand WORKSHOP ON CAMPAIGN MANAGEMENT & POLITICAL MARKETING”. As far as I know registration is open to all those with an interest in this field, academic or otherwise.
As the website explains: “In 2014, the University of Sydney’s Graduate School of Government will play host to the second Australia-New Zealand Workshop on Campaign Management and Political Marketing. The workshop will bring together academics and practitioners for an in-depth discussion of current and emerging trends in campaign management and political marketing, and generate new networks and opportunities for further trans-Tasman and international research. The workshop will particularly focus on the intersection between research and practice, and is open to academics, party representatives, political consultants, research students and civil society campaigners.”
As well as a series of panels and discussions about many aspects of campaigning the highlights will include some discussion of Stephen Mill’s new book The Professionals: Strategy, Money and the Rise of the Political Campaigner in Australia I haven’t read the book yet, but if it’s anywhere near as good as his brilliant 1986 book “The New Machine Men” I will probably read it a few times and ask him a few questions about it afterwards! 🙂
Stephen has been busy promoting his book in the media recently. Here are some links to recent articles and interviews:
Here’s a short summary:
Political polling, door-knocking, the targeting of marginal seats and swinging voters. They’re terms all Australians are now very familiar with as elections continually roll around. But that wasn’t always the case. Academic and author Stephen Mills examines how politics in Australia has been shaped and influenced in the newly published The Professionals: Strategy, Money and the Rise of the Political Campaigner in Australia.
That’s not Stephen, it’s Liberal Party National Director Mr Brian Loughnane, one of the many interviewees featured in Stephen’s new book. Do yourself a favour and buy it.
If you want to see what Stephen looks like and learn more about his amazing work then you should check out his website! http://www.stephen-mills.com.au/