There is trouble inside Labour.
Former General Secretary, Mike Smith, the guy who lied to Police and the Electoral Commission over the pledge card, is being very vocal now about how dreadful David Cunliffe is.
David Cunliffe badly needs a new stump speech. On Thursday in Whanganui I heard him depress a large and sympathetic audience for ten minutes with tales of national woe, then promise a positive campaign but give no details. It is good to know that a positive campaign is proposed. Labour has promised an economic upgrade; it also needs a communications upgrade, and besides being positive it must be relevant. That could shift the polls.
The policy bones are all there â theyâre just not connected in a narrative that relates to voters. Because they are not connected they canât be repeated, so too much communication is undisciplined and unfocussed, as we saw last week from several players. Focussed and disciplined communications are necessary for voters to have a clear idea of what is on offer, how it relates to them, and why Labourâs alternative is best for them and for the country.
It is the mantra of misery and it besets everything that Labour says and does.
Message relevance is critical; this was key to Labourâs late communication in 2005, described to some extent byÂ Mike WilliamsÂ in todayâs Herald. Relevant communication to non-voters was critical to Labour coming from behind to lead on election day. Don Brash is still crying in the beer about it. And while Iâm on 2005, getting Labourâs numbers up is also critical to post-election decisions. The lead party will have first crack at forming a government, and much will depend on the numbers on the day. Â Read more »