Where the Progressive Conservatives go from here
As you probably now know, David Alward is the new leader of the New Brunswick Progressive Conservative Party.
Mr. Alward won the job on Saturday in front of a large crowd at the Aitken University Centre in Fredericton. The leadership convention was full of energy and enthusiasm about the party's future and its chances of winning the 2010 provincial election. Many in the party believe the Tories can pull off an election victory in two years. However, there is one thing the party can't overlook if they want to meet that goal. This would be the need to have better communications tools and an improved communications strategy.
The outgoing interim party leader seems to understand this. In a Telegraph Journal article published on June 23rd, Jeannot Volpé complained about his party's " inability to control the message and frame debate - and the Liberals' apparent ease in doing just that."
Mr. Volpe is correct.
Being able to control the message and frame debate is essential in any success a party will have and one only has to look at the recent Liberal election failure to see what will happen when you are not able to control the message and frame debate. But the provincial Tories have not been able to control the message and frame debate in recent years. The Tories have to change this if the party really wants to win in 2010.
There is no question that the Tories have many things in their favour right now as they move towards 2010 such as a new leader, a good seat standing in the legislature and the fact that many New Brunswickers are unhappy with the current Liberal government. There is also the fact that the news media is always interested in holding a government's feat to the fire. The Tories must take advantage of this, control the message and frame the debate in order to win in 2010. The party must also effectively take advantage of all the communications tools that are available today in order to connect with voters.
I'm sure the Liberal communications staff are confident they will be ready for 2010. Will the Tories be ready?
Mark Taylor is a veteran journalist, communications specialist and founder of Fredericton-based marketing and communications firm Delora Media. Visit Delora Media at www.deloramedia.com
Delora Media is hosting several seminars this autumn on effective marketing and communications. Visit www.deloramedia.com for more details.
