NZ National Party PowerPoint details “How to be cool”
In what might be seen as a form of political midlife crisis, New Zealand’s National Party leadership apparently has mounted a PR effort to make the party seem more “cool” to voters.
The campaign targets women’s magazines, and youth charities, and uses (some would say co-opts) a number of images and brands associated with New Zealand’s youth culture, but certainly not with its politicians.
Someone has allegedly leaked a set of PowerPoint slides from a National Party Address made by National Party General Manager Greg Sheehan to the Northen Regional Party Conference in April this year.
Meanwhile, the opposition Labour Party has called the campaign “desperate” and “cynical.”
“‘Charities should be supported because they back worthy causes - not because they will give National MPs political mileage,’ Trevor Mallard said. ‘National is also using well-known kiwi bands - The Feelers and Steriogram - in this plan in an effort to somehow convince people the party is ‘cool’. I would be interested to know if these bands know that their image is being used to promote the National party in this way. Likewise, National has used Dawn Raid clothing as a brand the party can link to - which is laughable given the dawn raids were carried out by a National government and were a lowpoint in relations between National and Pacific Island communities - a relationship that has still not recovered. Does (National Party Leader) Don (Brash‘)s memory not go back that far?’”
The presentation was the subject of a speech given by Mallard this week.
Any program that proclaims “We Must Make National Cool,” is probably doomed to failure.
Yeah this is a classic case of trying to use PR to cover up really poor substance.
National is trying to promote its women because it is facing a woman prime minister. In a country with a woman Head of State, woman chief justice, woman ceo of the largest company…it’s unbelievable the main opposition party does not women on its front bench.
Of the women in these pics - Collins, Dean and Blue - only Collins has any seniority or credibility. The two most senior women were fired by the party leader, an elderly banker whose main platform is to return to policies that had their heyday in the 80s, and bashes race, welfare and crime. Can we deduce why they might not be cool? It’s not cool because it is hackneyed.
As a strategy this also misses the question of why the magazines would put these women on the cover. They have to do something to engage interest first.
Good pr advice would tell them their pr problem is a substance problem. When they stand for something interesting and engaging - and they look like their own country - they will be cooler.
Having said that, the party is neck and neck with the government in the polls. Being ‘cool’ might not be the main strategic issue for them.
By John on 07.24.06 4:30 am