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Sadly for voting Australians it feels like the Federal Election campaign has become a competition of who is disliked the least. It’s been said that one of the strongest things going for Albanese this election is that he’s not Scott Morrison, and vice versa. But maybe you're voting "Teal" anyway?
Snapchat and TikTok: the only winners?
We're seeing all candidates use new channels to reach new audiences with content such as memes and videos to discredit their opponents.
Only Labor has embraced Snapchat, but both Liberal and Labor are leaning into TikTok in ways they never have before. On the Labor Party account, one video hails Anthony Albanese "Alpha Albo" in a clip with him walking away in slow-motion. On the Liberal Party's official page, Anthony Albanese is mocked for failing an open book test on his own policies. This sledging strategy is designed to attract attention with a meme or video and then encourage viewers to stick around for the serious messages.
IRL (in real life) the battle has been just as fierce and dirty.
As we approach May 21st we are increasingly seeing reports of our leaders white-knuckling their way through media conferences.
Cut through #fail
In a campaign where all parties and the media are focused on discrediting the leaders' campaign messages, fame agendas have become lost and it's increasingly hard to see what the parties actually stand for.
My colleagues and I have asked many colleagues and clients to articulate the Government and Opposition policies... and it’s nigh on impossible.
What we do know
The word trainwreck has appeared more than 200 times in election articles over the last few weeks, almost always referring to fact-checking and #gotchamoments in interviews that have left the Prime Minister and Opposition leader scrambling for their own policy cheat sheets.
As their political fame agendas slip away, there are at least five things that leaders can learn from Scott Morrison and Anthony Albanese to improve their media performance.
1. Body language – presentation is everything
Albanese’s monotone and heavy reliance on notes and advisers to answer questions, in addition to his tendency to use short sentences and speak in staccato, has plagued him during the entire campaign. Meanwhile, our Prime Minister has copped his fair share of criticism for his constant nodding, grinning and smirking at inopportune times. Great body language doesn’t come naturally and is a learned skill.
2. Bridging 101 for those gotcha moments
The rise of the #gotcha moment has been a defining feature of this election campaign. Adam Bandt’s bridging masterclass, when faced with a gotcha question by a journalist,was possibly one of this election’s finest moments #googleit. Bandt's deflection and bridging to his own messages were textbook perfect.
3. Fake empathy is unforgivable
Scott Morrison’s “I am blessed” gaffe during the first Election 2022 debate was a very ham-fisted attempt at empathy and the public saw through this. Arguably his expression of care for the vulnerable is lacking in the election policy and not easily visible in the campaign promotions. Show don’t tell.
4. Stick to the script (and your messages)
Key messages help the interviewee stay on track and communicate the right information to the right audience. The election campaign has been characterised by memes and jokes like no other election. And it all detracts from the real agenda. What is that anyway?
5. Avoid negativity
We always tell clients to avoid competitor bashing as it becomes the story and detracts from the messages. As we’ve seen playing out in the election campaigning, this schoolyard sledging leaves the audience no clearer on the strengths of the interviewee.
As we approach May 21st we can be certain about one thing, this political campaign will continue to provide financial services marketers with a hot-housed case study on what not to do in a media interview.
Get in touch to find out how can help make your next media interview a success.
