Mud slinging didn’t work. Advertising is failing. Polls are in. The Prime Minister is in trouble. And he knows it. Rudd has a cliche for every occasion and he has his MP’s on message trotting out the “John Howard is a clever politician” mantra at every turn. They’re singing the same tune, and people are listening. Howard has apparently gone a bridge too far, he’s an old man and it’s time for change. While Howard has been condemned for negative campaigning Rudd has been subtly digging the foundations out from under the seemingly unassailable castle Howard. He displayed an air of cockiness right up to the Federal Budget where he changed tact. RUDD: There’s still a few months to go before this election. But he’ll get a surge in the polls and I dare say I won’t. Here’s a progression of statements from K-Rudd over the last few months:
“I’ll say to you friends one and all, win this election we will.”
“I’ve always said we’re up against a clever politician and he’s going to be a force to be reckoned with.”
“You can’t hand out a bucketful of money to the Australian community and not get some bounce.”
It will be very much a marathon and … I expect we’ll take a pounding in the opinion polls as a result of this budget.”
Both parties are desparate to secure underdog status prior to the polls because we all know Australia loves an underdog. The PM has gradually been moving away from blatant antagonism to something more subtle.
“I’m not boasting that I’m going to win, as my opponent is.”
“The public opinion polls suggest we would not just lose but be annihilated.”
“People might think I’ve got a rabbit to pull out of the hat. I don’t.”
The Howard government waited for Labor’s inevitable implosion under Latham – but it seems unlikely they’ll get the same result from the artist formerly known as Dr Death, K-Rudd. He seems to have his temper, and the Labor factions under control. So Howard’s boys have joined the chorus line – they’re now dishing out back handed compliments to the Labor front bench.
“Julia Gillard’s on the front cover of the ABC magazine, she’s in Women’s Weekly
and all those things,” Industrial Relations Minister Joe Hockey told reporters.
“I’m not as pretty as Julia Gillard, obviously.”Finance Minister, Senator Nick Minchin told ABC radio today: “The Prime Minister
was just stating the reality that on current polls, if these current polls
continue then there will be a change of government and a Rudd Labor government
would be elected decisively.”
Labor’s response was once again elegantly on message…
“I think that’s a piece of political trickiness for which the Prime Minister is notorious,” Labor MP Kelvin Thomson told reporters.






No Comment
As an experienced PR person (I feel one year on the job and a 5 year degree makes me an “expert”) there’s one piece of wisdom I’d like to pass on to anyone out there who has anything to do with the media. NEVER*, NEVER**, ever say “no comment.” It’s poor media management, it takes away an opportunity to express your point of view in the public sphere and it just makes you look guilty. Don’t do it. Ever. Someone should pass this advice on to Sylvester Stallone and his management company. He copped a hiding in the media after he was busted trying to import 48 vials of illegal “stay young and fit” growth hormones on a promotional visit to Australia – eager to avoid uncomfortable questions in the future the Stallone camp has banned Australian journalists from attending his press conferences. The ultimate “no comment” – as a result every major Australian newspaper ran a story about his poor sportsmanship and recalcitrance. The rules for dealing with the media are (for those of you planning on ever being in front of a camera, or talking to a journalist).
1. Figure out your key message and stick to is – say nothing else if need be, all the reporter is looking for is a quote to write a story around – if you only say one thing that’s the only thing they’ll quote.
2. Never say no comment – if you don’t want to comment come up with a standard line explaining you won’t comment at this point as you’re waiting for more information – by the time that information comes the story should be well and truly out of the news cycle.
3. Don’t lie to the journalist.
4. Don’t try to unsay something you’ve said – that puts a big flashing neon sign over the statement – corrections are ok, flat out denials not so good.
5. Don’t get angry with what’s said. K-Rudd apparently needs to learn this one – what’s printed is printed, you can’t unprint something. Nor should you try to put pressure on a journalist – that breeds contempt and that’s bad. K-Rudd is looking into his media management strategy.
6. Don’t crack wise with journalists – if you say something that can potentially be taken out of context it probably will be. Only say what you want to be quoted.
Funnily enough, I started writing this entry yesterday just before I had to say “no comment” to a journalist – although he was a uni student trying to break a story we didn’t want broken so I’m not overly concerned about the far reaching implications of that – and I didn’t “no comment” him – I just didn’t return his calls.
*capitalised to indicate importance.
**repeated to indicate importance.
May 4, 2007