Vicki KyriakakisDec 22, 2022

For #auspol & #politics watchers & those interested in the art of political #spin. Have dived into the #LiberalParty's post-election post-mortem report & been listening to media breakdown of it. One thing that stands out is their assertion that they lost control of their 'brand'. And yes, they did. What's stunning though is their conclusion on why.

They have chosen to focus pretty heavily on spin. Now it just so happens 'spin' is my business, & I think the LNP has it upside down. (A short 🧵 )

Show threadVicki KyriakakisDec 22, 2022

Brand is not solely about spin. The only way to truly lose control of your brand is from the inside-out.

Spin is important of course. But it’s nowhere near as important as what you do.

Brand is a combination of the promises you make and the promises you keep. You are what you do. That's it. If you behave incompetently, your brand will eventually be one of incompetence. If you keep your promises, your brand will be one of trust. 2/

Show threadVicki KyriakakisDec 22, 2022

The Liberal Party lost control of its brand because it stopped behaving in line with its professed values and became known for what it actually did.

In some areas – such as perceptions on gender issues, climate change, and equality – it enacted its brand rather thoroughly. That brand just happens to be completely at odds with the values held by most Australian women, and Gen Xers, Millennials and Zoomers who now collectively form bulk of electorate. They simply rejected the brand on masse. 3/

Show threadVicki KyriakakisDec 22, 2022

That the Liberal Party report focuses almost exclusively on blaming ‘left wing’ spin and the fierceness of the ALP and Teal campaigns, misses the fact that the Liberal Party did this to themselves.

You can’t get spun as incompetent if you display competence. You can’t get spun as sexist if you display fairness and equality. You can’t get spun as scandal prone if you display strict adherence to the rule of law. 4/

Show threadVicki Kyriakakis

The Liberal Party report gives the sense that they think that a lot of this comes down to appearances and spin, rather than substance.

That if only they'd done the PR better and gotten their messaging right, they could have won the last election. Messaging is important but only if you can back it up.

The Liberal Party did this to themselves. That they still don’t get this will only be to their further detriment. END/

Dec 22, 2022 at 10:09pmWeb
Show threadNow at @[email protected]Dec 22, 2022

@VickiKyriakakis Just utterly astounding.

Most ASX-100 companies now have a net zero strategy, a multicultural and gender diversity policy, and a Reconciliation Action Plan. This stuff is being driven by C-suite executives and company Boards—the traditional base of the Liberal Party.

So, on social issues, "the party of business" is now significantly to the right (on social and environmental issues) of its core base of business leaders.

The party lost the federal electorates covering Sydney's eastern suburbs and Lower North Shore. They lost Frydenberg's seat in Melbourne, which covers what should be some of the bluest of blue ribbon suburbs, including Kew, Canterbury, and Camberwell.

In Victoria, at state level, since 1982 they've only won three elections. Three in 40 years. One of which was a moderate leader (Baillieu) running against an increasingly tired Brumby government. Even Brighton has moved into the marginal category in recent times.

The party is also in opposition in WA, SA, and even Queensland.

In NSW, the only state where the Libs have done well, it's because the Kean-Turnbull-Berejiklian moderate faction has been strong enough to resist the worst impulses of the Morrison-Hawke and Perrottet factions.

All this despite the full, vocal support of the Murdoch press.

And they think the problem is spin?!

Show threadNow at @[email protected]Dec 22, 2022

@VickiKyriakakis One more thing.

I don't think I've ever met anyone who thought the biggest problem with Scott Morrison was not enough spin. Quite the opposite.

Especially during his little Hawaiian holiday.

Show threadVicki KyriakakisDec 22, 2022
@ajsadauskas 100% all of this
Show threadDave JDec 22, 2022
@ajsadauskas @VickiKyriakakis Spot-on analyses, the both of you!
Show threadDebbie SpillaneDec 23, 2022
@VickiKyriakakis sounds like the report into their election performance might be mostly ass-covering from those involved in said election performance.
Show threadVicki KyriakakisDec 23, 2022
@DebbieSpillane I think they genuinely tried to figure out what happened, but they are also blinded by their own entitlement. They have a huge blind spot when it comes to their perceptions of other parties and opponents. They carry a 'born to rule' mentality they just can't seem to shake. And they are reluctant to confront the elephant in the room - that they are now deeply out of step with mainstream Australia. (Though I note they intend to do a 'listening' study of sorts).
Show threadBlotreport: YESDec 23, 2022
@VickiKyriakakis I haven't read it (although I have downloaded it), but given the way the Liberal Party has behaved for the last few years, your analysis rings true. Do you think that they simply expected their PR arm in the Murdoch media to continue to work as before? https://blotreport.com/2022/11/27/murdochs-malignance/