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.
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.
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.
Tanya Plibersek is the Deputy Leader of the Australian Labor Party and also the Federal Shadow Minister for Foreign Affairs. She’s also a great role model for aspiring political activists across Australia as well as in her home state of New South Wales. Her statement below about feminism was published in Australian newspapers on Thursday 13 November and I’m adding it here as a reference for future comments on this issue, and also to show my daughters as they each grow up and are old enough to read it and understand it.
Tanya Plibersek: Why I’m a feminist
I am a feminist. Not because I’m a whinger, or a victim, but because I understand how very fortunate I am. And I’m grateful to the women (and men) who’ve made that possible.
If a footballer runs onto the field to a barrage of racist abuse, should he ignore it? Or should he call it out as unacceptable? What is the braver thing to do?
Ignoring racism or sexism doesn’t make it go away.
I am a feminist because I am grateful to be able to combine motherhood with a career that is intellectually and emotionally rewarding.
I am a feminist because I understand that the 18 per cent gender pay gap is not there because women are less competent at work than men.
I am a feminist because I know that the number of older women retiring with less superannuation than men is not because they are worse savers.
I am a feminist because I know it’s unacceptable that one in every five Australian women will experience sexual assault and one in every three Australian women will experience domestic violence in their lifetimes.
I am a feminist because I want my daughter to be safe walking home; because I want her to feel any profession is open to her, and that she is valuable for her intellect, her kindness, her sense of humour – not her looks.
I am a feminist because I want my sons to know the deep rewards of an equal relationship with their life partner, the satisfaction of being a hands-on father, and the limitless opportunity of rejecting unhealthy stereotypes.
I am a feminist because I recognise that it is the struggle of previous generations that have given me the opportunities I have. Bella Guerin, who back in 1883 became the first woman to graduate from an Australian university; Edna Ryan who fought for equal pay for men and women; Vida Goldstein who fought for women to be allowed to vote and stand for Parliament; and Jeannette McHugh, the first Labor woman to be elected to the House of Representatives from NSW.
I am a feminist because I know that having so much joy and satisfaction and home and at work, it would be completely unacceptable to say to other women, the young women I meet, so full of potential, “you’re on your own”.
If you don’t see the structural problems in society, you can’t fix them.
Tanya Plibersek is the Deputy Opposition Leader.
Haven’t had much time for blogging lately due to a new job but have given it a lot of thought with so much material to read and absorb. Will hopefully find more time over coming weeks for posts on the recent election in New Zealand, US mid-terms, by elections in NSW as well as current contests in Victoria and the ongoing saga of a federal budget whose passage seems to be the political equivalent of the 80s classic ‘Never-ending Story”.
Today I feel compelled to put some thoughts on paper (or keyboard?) following two recent culturally significant events that had some personal meaning: Remembrance Day and the funeral of Gough Whitlam.
I’ve previously mentioned the importance of cultural context in campaigning techniques. Last night I noticed our PM was copping a bit of flak on twitter (nothing unusual there) regarding his recent threat to “shirtfront” Vladimir Putin as well as his recent commitment to send Australian troops back into the Iraq. Yes, that same quagmire created by Bush/Blair/Howard when they invaded and destroyed a largely functioning nation in 2003. I recalled Mr Abbott was also recently found guilty by the Insiders panel of conflating crimes in Western Sydney and the threat of Terrorism from “ISIS’, or “Daesh” as they are called by their local enemies. So following the twitter ruckus I was keen to see what recent statements he may or may not have made that were embarrassing to him or the nation. Disappointingly there didn’t seem to be any recent zingers or clangers. In fact the video statement he released for Remembrance Day was well-written and relatively-speaking, well-delivered.
It was a big improvement on his last video about past wars when he inexplicably conflated the anniversary of the D-Day landings in Normandy with his economic fight “to cut tax” and “open Australia for business” on big projects (obviously ignoring recent raises in petrol tax, the implementation of a new tax on the sick, and decisions to prevent foreign investment in Australian business).
There’s a good write up including some of the more memorable tweets here.
It’s also a shame the Remembrance Day statement seemed to be overshadowed by his recent decision to cut wage increases for the Australian armed forces. Tasmanian PUP Senator Jacqui Lambie even botched together a meme of sorts (presumably using powerpoint?). Despite the poor layout, it conveyed an effective message about the PM’s attitude to the wages and conditions of the service men and women that were often tasked to join him in Putin-like photo opportunities.
There were also no shortage of anti-Abbott memes quick to take the opportunities presented by numerous public photos of the often media-shy PM. Just google (images) Abbott+Putin+meme for big laughs, especially if you’re a Trekky.
What is most disappointing though is that there have been more memorable Remembrance Day speeches made in the recent past. PM Abbott is yet to capture the vision for our nation or pride in the Australian people that is expected from a national leader. Compare and contrast Keating’s speech from the 2013 Remembrance Day about Australians who have lost their lives in war. Sadly the video has been removed on this website.
My favourite parts include:“By 1915 we had no need to re-affirm our European heritage at the price of being dragged to a European holocaust. We had escaped that mire, both sociologically and geographically. But out of loyalty to imperial Britain, we returned to Europe’s killing fields to decide the status of Germany, a question which should earlier have been settled by foresight and statecraft.’ and “One thing is certain: young Australians, like the young Europeans I mentioned earlier, can no longer be dragooned en masse into military enterprises of the former imperial variety on the whim of so-called statesmen. They are fortunately too wise to the world to be cannon fodder of the kind their young forebears became: young innocents who had little or no choice. Commemorating these events should make us even more wary of grand ambitions and grand alliances of the kind that fractured Europe and darkened the twentieth century. In the long shadow of these upheavals, we gather to ponder their meaning and to commemorate the values that shone in their wake: courage under pressure, ingenuity in adversity, bonds of mateship and above all, loyalty to Australia.”
Keating’s 2013 speech was similar to his 1993 speech as PM, the audio of which is available here.
Speaking of great speeches, there was an amazing one last week by Noel Pearson at Gough Whitlam’s funeral service. Much has been written about it already.
Here’s the full text of Noel’s eulogy to Gough. And here’s the video:
Anyone interesting in politics and political craft appreciates a great speech. But what makes a great political speech? It’s worth looking at a couple more to try and see what’s in a great speech, and its often art as much as science. A favourite example is Keating’s famous Redfern Speech from 20 years ago. Here is a full transcript of the speech.
And here is some analysis that helps put it into context and explain the significance of its parts.
And here is some video to relive the moment:
Another favourite worth dissecting is Barack Obama’s famous speech at the 2004 American Democratic National Convention when he retold, eloquently, the story of his personal journey (which is described in much greater detail in his best-selling books).
The transcript of that speech can be read here along with some detailed and interesting analysis about its contents.
And here’s another favourite (sadly without analysis).
and just to get back to the original point about cultural context here’s a local favourite that every Australian child should read, listen to and learn! My Country Read by Dorothea McKellar.
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.
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.
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.
Today the world lost a great comedian who brought much joy and humour to millions of lives.
Robin Williams never shied away from taboo topics or important issues. He wasn’t without fault and often pointed them out himself.
Here he describes 10 years in US politics:
He also participated in many worthy causes:
this is one of my favourites – Robin Williams and Stevie Wonder helping recruit Young Democrats!
And here he is talking about his first serious Broadway role… he was a great communicator who will be sorely missed.
Would you name your daughter after a Nintendo game? This is so cool! 🙂
Great story about one of his recent movies here: http://www.theguardian.com/film/2010/sep/20/robin-williams-worlds-greatest-dad-alcohol-drugs?CMP=twt_gu
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.”
— 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:
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: