Modern-day ‘fireside chats’ allow Premier to hear directly from voters
Has the Premier lost the knack of listening? This week, InQueensland columnist Madonna King suggested she had. Political lobbyist and former Palaszczuk staffer Elliot Stein begs to differ
The Premier isn’t just listening to Queenslanders, she is talking directly to them.
Traditional media outlets and parts of the chattering class might not like the Premier’s style, but it is pitch perfect for punters.
Annastacia Palaszczuk has been Premier for five years and leader of the Labor Party for eight. She has won every election she has faced as leader.
One thing has been constant – every single day of those eight years she has been written off and underestimated. There isn’t a character in town who doesn’t have a view about her and think they know better. And yet, all the commentators have been wrong.
The uncomfortable secret of those who chip away at her is this – the Premier is more in touch with everyday Queenslanders than the rest of us in the political world.
I experienced it firsthand as a Chief of Staff in her government and campaigner for Labor over many years. The political echo chamber will be focused in one place while the Premier retains her sense of true north with the people of Queensland.
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Her judgement calls are right on the money and they come without the baggage political bubble parlour games.
Look at her decision against asset sales in the height of the Newman Government’s seemingly impenetrable majority. It wouldn’t have won the day with the political we-know-best crowd – but it won over the people.
Column inches of commentators might be obsessed with which traditional media interview she has or hasn’t done, which adviser does what or which phone calls get returned.
The people who matter – the voters – are obsessed with whether or not their jobs are safe, their family is safe, and their health is secure.
On those metrics the Premier and the Government exceed.
Queensland is among the envy of the world in tackling the Coronavirus and keeping it suppressed.
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Our multi-billion-dollar economic response from the Cape to the Gold Coast exists because we’re safe. From new mining projects to advanced manufacturing, from start-ups to tourism to extra cops on the beat – the government is stepping up.
As Europe and the USA enter another punishing lockdown, we are free to move around, to open businesses and live our lives all while being mask-free. Net Australian domestic migration is headed north, bringing with it the benefits of inbound capital, new investment, headquarters and jobs.
With a tremendous story of comeback and recovery to tell and on the backdrop of a media landscape focused on the political horserace of the day – is it any wonder that the Premier decides to speak directly to people?
Choosing social media over single broadcasters isn’t vanity – it’s meeting people where they are. The fireside chats of Menzies have been replaced with streamed live videos, right into the palm of your hand.
Any media executive will tell you privately that since COVID-19 started viewers and listeners absolutely soar when media outlets stream a press conference in full and live. Whether it be over the radio, on TV or more commonly on Facebook Live – direct communication from the Premier to the people of Queensland gets far more ears and eyes than the evening news.
That’s a tough transition. It is a big change to the model that has existed for many years. 2020 is a year of transition for the entire economy and an acceleration of the changing media diet of citizens.
While those of us in political world will watch both sides of the race with equal fervour and focus and treat the campaign like an equal two-horse race that is the wrong way to think of the 2020 election.
People are tuning in to the Premier and tuning out the political babble.
Recent surveys have found the Premier’s ‘share of voice’ in media and communications exceeds the Opposition Leader’s ten times over. The election is a decision about endorsing the team that has delivered health security and now economic recovery or not.
Seeking re-election is tough at the best of times, a third is harder still.
The last Labor Premier who won a third term in office was Peter Beattie in 2004. Goss’ third election win lasted a handful of months in 1995 and before that you have to go back to William Forgan Smith in 1938.
Between now and October 31 more barrels of ink will be spilled on speculation and airtime will be clogged with commentary. The Premier’s strategy will be to zero in on talking directly to voters every single day. It is the right approach and it will serve her and the Labor Party well.
Elliot Stein is the Queensland Director of government relations firm Hawker Britton, and a former Chief of Staff in the Palaszczuk Government
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