Yesterday, I wrote a post with some general musings about political communications and how it complements politics and the public policy process. In short, I argued that when one criticizes the method by which another releases news instead of the substance of the news itself, it’s already a lost battle.
The example I brought up yesterday was Ontario Premier Dalton’s McGuinty’s unsurprising leak of Ontario’s budget shortfall projecting an $18 Billion deficit over two years. I suggested that we would be more productive debating how we got to this fiscal position and how to remedy it whereas the cheap and easy solution is to criticize the communications strategy of the leak (as the federal Liberals did when the Conservatives did this with the federal budget).
Today’s example is this business about the seal hunt and federal fisheries minister Gail Shea’s use of ministerial resources to put out partisan messaging. The substance of the message is the suggestion that Liberals are against the seal hunt. To be against the seal hunt may bring nugatious satisfaction to urban-dwelling self-styled sophisticates who would croak that such an industry is “dreadful” and “appalling” while it is the causus belli of the constituents of a block of Altantic ridings. Even Stephane Dion recognized the political disaster that would come from speaking out against the hunt. But the Liberals are not wisely measuring the risk of their latest moves against the Conservatives on the peripherals of this issue.
Yes, Gail Shea’s office made a mistake but it is perhaps a larger – yet characteristically instinctive – mistake for Liberals to criticize the method when by doing so they force wider the path to highlight the substance of the release. While Ottawa people get caught up in the fact that Stephen Harper’s minister didn’t dot her i’s and cross her t’s in the proper and polite procedural fashion, the real folks in Atlantic Canada look right past the syntax snafu and have another news cycle to consider that the folks in Ottawa that may be taking away their livelihood and according to this “press release scandal” those folks are Liberals!
For the Liberals, this is a classic example of not seeing the forest for the trees or in this case the seal hunt for the jobs. Instead, they’re getting caught up in the syntax of it all.
Yesterday, Ontario finance minister Dwight Duncan ‘leaked’ the news that Ontario would see a budget deficit of $18 Billion over the next two years.
We’ve been hearing hints of an Ontario deficit for a little while now. Of course, this is a communications strategy for mitigating bad news.
Just as the federal Conservatives did prior to the release of their own budget, PMO director of communication Kory Teneycke passed on the detail that the budget would be projecting deficit.
Strip the bad from the budget day headline and frontload some tax cuts and the other ‘silver lining’ elements on the day of the budget announcement. By that time, deficits are yesterday’s news and the media is biased towards reporting what’s new.
The federal Liberals protested when their Blue friends on the government benches did just over one month ago, while their provincial cousins are doing the same thing. Provincial Conservatives should avoid the same temptation.
Communications is necessary to move dry, plain or just ugly policy through the emotional and human crucible of the public forum. However, to burn at communications as a method instead of policy as substance is often too easy and while it may produce a bright flash, the flame is short and does nothing to get at the essence of debate.
We should not, however, dismiss real debate and positioning on issues. Some bemoan that politicians are ‘playing politics’ at a time of economic crisis. But, politics is getting to the core of an issue and at the methods by which it should be addressed. Let’s get past the bright flash and get down to it.
I live in downtown Ottawa in the riding of Ottawa-Centre. The riding itself is a special one as it is populated by the workers the keep the gears turning of the very government that all Canadians voters elect. My neighbours are staffers from each federal political party (Bloc staffers know the rent is cheaper in Gatineau), bureaucrats, journalists and you wouldn’t even know the riding has any NDP inclination until you find Bank st.
Despite this, Ottawa-Centre will be a battleground during the next federal election. In recent history, the riding has been held by all three political parties (the PCs won it in 1979). While the Conservative candidate Keith Fountain lost by some 9,000 votes during the last election, he and the Green Party candidate David Chernushenko were the two major candidates that were able to raise their respective parties’ vote share while Dipper Paul Dewar (the current MP) and then-Liberal candidate Richard Mahoney lost overall party vote share from the previous 2004 election.
For the Conservatives, the strategy to win this riding would require splitting the vote among NDP-Green voters and demoralizing/converting Liberal votes. The current nominee of the Conservative Party Brian McGarry has good name recognition in the riding as his family have been prominent small-business owners in the riding for some time. The combination of the right factors and McGarry’s candidacy may just allow the Tories to challenge and win in the riding.
A key strategic element of the Conservative push in this riding has been effective use of ten-percenters. Since January, I have received not one but six of these mailings from this House of Commons program.
The Liberals have been railing against the Conservatives for sending out these partisan (perish the thought!) mailings from their House of Commons research group. As a party in perpetual opposition, the NDP has been quietly onside with the Conservatives in sending out these mailings as opposition parties (such as Conservatives themselves and their legacy parties) have needed to innovate in order to get their message out since traditional mainstream channels tend to project and focus upon the government’s message (or information about the government) as that which is newsworthy.
As I’ve received six of these ten-percenters since January, I imagine that Ottawa Centre is a target riding. This is compounded by the fact that other MPs from other ridings are legally using their ten-percenter quota to blanket this riding with information about the Conservative government’s agenda.
I do think that the messaging could be even more specific and strategic in this riding. Conservative ten-percenters in Ottawa Centre should question the NDP’s commitment to the environment and rhetorically ask who will keep Canada along the proper environmental path. If the Conservatives are not going to get left wing votes in Ottawa Centre, they should make sure that these votes are going into the most advantageous column. To win the riding, Conservatives need to challenge the NDP and get their base to move green. To best the Liberal voting total in Ottawa Centre, Conservatives need to do as they are doing elsewhere in the country; an effective Conservative campaign will not so much win on converting ardent Liberal partisans but rather by demoralizing them and have them ponder why they should get and and vote for a so-called leader that will not stand in the House of Commons and vote for them.