ROBIN ADAIR
VANCOUVER ISLAND – “Say it seven times and people will remember it.” This is the communications advice given time and time again to politicians of all stripes. The reality is regardless if it’s fact, fiction or conjecture, if you keep repeating a line the public will gradually buy in. This is why we hear “axe the tax” repeatedly from the BC Conservatives and “action for you” from the NDP as examples of simple phrases designed to stick with voters. Aside from the slogans there can also be angry, personal attacks that can sometimes raise so much ruckus that they can dwarf the real issues of the campaign.
Part of the problem is that government is complicated and major policies can be hard to explain in an ad or stump speech. So, it’s much easier for politicians and their handlers to throw out simple jargon to paint a sunny picture of progress for the party they support while tarring and feathering any and all opposition. How harsh can political barbs be during an election? Well, the cruel dictators of history would be flattered to learn the actions of the Canadian left sometimes described by detractors as “Stalinist” while the right wing is occasionally compared by fiery opponents as Nazi-like or even worse resembling the dreaded blueprint of Donald Trump.
So, how does an average person wade through all the noise and arrive at an informed decision on election day? I suggest you look closely at the various promises and see how they stack up with the real issues at hand. If for example billions of dollars are committed to solving the doctor shortage and staffing shortfalls in BC hospitals then listen to what health workers and recent patients have to say to help you decide if things really are improving. The same thing goes for housing and affordability. What are builders, planners, real estate experts and buyers saying about new government programs designed to get young families into homes. Is this taxpayer’s money well spent?
As for crime, homelessness, drug addiction and mental illness all landing on our city sidewalks the verdict of the public already seems pretty clear. These tragic scenes need to be immediately rectified with housing, treatment and in some cases long-term detention. Most politicians are giving lip service to public safety strategies but it really comes down who the public believes will follow through and make hard, but necessary changes. People have been told that compassion is paramount but it isn’t a kindness to leave ruined lives languishing on the streets. This isn’t politics, this is common sense.
Another key message in political communications is “always lead with your best stuff”. The idea here is to come forward with clear comments and ideas to address the public’s major issues and concerns. I suggest this is the best road to travel to succeed on election day. However, as long as negative messaging and simplistic jargon are available there will still be plenty of politicians opting for low-lying fruit. Such is politics in 2024.
Robin Adair is Co-Host Victoria Rumble Room, a current events video podcast attracting a cumulative audience of over 2 million views. Adair worked as a TV and radio reporter, anchor and commentator for 25 years including 17 years at CHEK TV in Victoria. Later a government relation consultant, conference coordinator Adair also served as a political pundit and media commentator. Always community minded, he was the Chair of the Greater Victoria Chamber of Commerce (2006) and Chair of Camosun College Board of Governors (2008). In 2010 he served as the General Manager of Communications and Protocol for the City of Vancouver during the Winter Olympic Games. For these past three years Robin Adair has produced and co-hosted Victoria Rumble Room, a current events video podcast attracting a cumulative audience of over 2 million views.
