There’s a method to the message

Hey there, time traveller!
This article was published 16/04/2016 (3460 days ago), so information in it may no longer be current.

It is one of the most colourful photos from the provincial election campaign — Progressive Conservative Leader Brian Pallister and a seal seemingly grinning at each other through the glass at the Assiniboine Zoo’s Journey to Churchill exhibit.

But there was much more going on behind the scene — captured by Free Press photographer Ruth Bonneville — to create an environment where the party leader’s image could be positively conveyed.

The location of the news conference, the words Pallister used, and how he dressed — in this case, no tie with the top two shirt buttons open — were all carefully crafted as a way of selling the message. At the April 6 campaign stop, Pallister pledged more money for Manitoba Tourism.

A leading expert on political marketing in Canada said that’s not by accident. In every campaign and for every party, there is a small group of insiders working on crafting messages and talking points they believe will translate into success on election night.

“Often it’s three key points,” said Alex Marland, a political science professor at Memorial University. “There are key words, maybe five policies, and they make sure those get repeated at every opportunity.”

Marland said it is important for leaders to stick to those talking points at every opportunity — the repeated messaging drives home a feeling of confidence for voters.

“Political parties that do not do that are often framed as unprofessional or not ready to govern or incompetent or haphazard,” he said. “The media or others start piling on and saying they aren’t ready for prime time, they aren’t a well-oiled machine.”

While the policies may originate from the party convention or be driven by internal polls, the buck stops with the leader who has to make them resonate with voters.

“They are ultimately salespeople,” Marland said.

Pallister’s message has been clear: his party is best-suited to guide the economy, and NDP Leader Greg Selinger is untrustworthy. He has taken a softer approach on the campaign trail. There have been photo opportunities of Pallister being surrounded by children in an attempt to humanize a man who, at 6-8, can often appear menacing in the wrong light.

Selinger’s message has focused on social issues and instilling the fear a Pallister government will slash these services. Selinger is frequently seen in “dad-like moments,” whether it be at his kitchen table in St. Boniface or surrounded by children at a daycare announcement. He’s more likely to wear sweaters or a nondescript parka for outdoor events. Recent image-softening advertisements have featured one of his sons, Pascal Toupin-Selinger.

At a breakfast event earlier this week, Selinger strayed from Marland’s model of digestible talking points and pointed attacks. Instead, he addressed a business crowd with facts and statistics about economic growth and job creation. Some in the audience reportedly felt it landed flat.  

While Manitoba Liberal Leader Rana Bokhari’s campaign events have often been scripted, they have, at times, come across as less polished. She offers herself as the alternative to the “career politicians,” along with an array of populist announcements, but it has resulted in an unclear central message.

With the words of Marland in mind, the Free Press took a look at what the three leaders have been saying, how they have been getting their message across and how they’ve crafted their image since the writ dropped.

Progressive Conservative Leader Brian Pallister

Key phrases: A better plan for a better Manitoba; Manitobans are the best shoppers in Canada; the six-million-dollar man: every day since Greg Selinger has been the premier of Manitoba, he has spent six million dollars more than he has brought in.

The sell: Pallister’s news conferences have been tightly scripted, but he has become more at ease and comfortable in front of the podium over the course of the campaign. He makes jokes and smiles frequently, but puts on his serious face when talking about ER wait times or high ambulance fees. At most of his announcements, he is standing at a podium, and there have been strategically placed signs to match the theme. He is almost always in a business suit and often flanked by several candidates. His key talking points centre around building a better Manitoba, cutting taxes and shopping around for better results.

NDP Leader Greg Selinger

Key phrases: Brian Pallister has said there are no sacred cows; Brian Pallister is not worth the risk; Running with scissors;

We’re focusing on growing the economy and creating jobs;

Because health care matters, because everyone matters.

The sell: Similar to Pallister, Selinger has a sign for every occasion. He takes a softer approach to underscore he “cares,” particularly about social issues such as health care and education. “Because everybody matters” is one of his campaign slogans. The party has frequently gone on the attack in televised ads lambasting Pallister for his role in the 1990s Filmon government, which laid off nurses and privatized The Manitoba Telephone Service. More recently, Pallister’s history as an MP in Ottawa under former prime minister Stephen Harper has been the target. His key talking points centre on the risk of a Conservative government, stimulating the economy through investment and protecting core services such as health care and education.

Manitoba Liberal Leader Rana Bokhari

Key phrases: It’s time for meaningful change in Manitoba; These guys are fighting for power; I am not a career politician.

The sell: With a tighter campaign budget, Bokhari’s announcements are slightly more scaled back. She relies on fresh-faced Liberal candidates to back her up, subtly suggesting the party is strong and ready to be a viable opposition. Bokhari regularly says she isn’t an ideologue and is not a “career politician” like Pallister or Selinger. Her news conferences are usually held in campaign offices or in front of the Manitoba legislature. She speaks in plainer language with less emphasis on repeated talking points. The tone is more casual, giving her a less stiff but unpolished look. Her frequency to go off-script has led to a few missteps, including a taped outburst directed at the media over a candidate controversy. Her key talking points, although less succinct, focus on being the alternative to the old-school politics of Pallister and Selinger.

kristin.annable@freepress.mb.ca

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