Language Matters

Labour’s election campaign, now characterised as the No-Campaign Campaign is unravelling. Their campaign video was parodied almost immediately and their spokespeople are muffing their lines.

Their messaging is wrong-footed and they have managed to mangle the language of the campaign.

Labour was spinning yesterday that they wanted to make the election about policies rather than personalities.

But John Key shows them how wrong they are and also shows Grant Robertson how to deliver a message that references your opponent without muffing your own message:

Mr Key was yesterday dismissive of the decisions, saying it was Labour’s call on whether or not to hide away their leader. ”

At the end of the day, you can’t hide away if you’re the Prime Minister of New Zealand.”

John Key smacks up Labour’s bizarre claim that the election “isn’t a popularity contest” and at the same time smashes Phil Goff subtly by suggesting he is hiding away. He then segues into a nice Rugby and Team analogy to show that Labour doesn’t have a team, much less a captain.

“He’s the skipper of Labour just like I’m the skipper of National. You would expect whoever the leader is to be the person supporting their candidates. I’m on the hoardings of every candidate. What I’m saying to the people in that community is that I stand by that candidate and am backing that person.”

Once again the language is important. Again he barely mentions Labour, talks more about National and it’s team of  candidates.


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As much at home writing editorials as being the subject of them, Cam has won awards, including the Canon Media Award for his work on the Len Brown/Bevan Chuang story. When he’s not creating the news, he tends to be in it, with protagonists using the courts, media and social media to deliver financial as well as death threats.

They say that news is something that someone, somewhere, wants kept quiet. Cam Slater doesn’t do quiet and, as a result, he is a polarising, controversial but highly effective journalist who takes no prisoners.

He is fearless in his pursuit of a story.

Love him or loathe him, you can’t ignore him.

To read Cam’s previous articles click on his name in blue.