Cassandra Cooney

COMU3222

Essay

Comparing successful and unsuccessful spin in

public relations:
The 2007 Australian federal election
The resultant PR-ization of politics has brought the demagoguery
underpinning political processes into the open. This occurred partly
because politicians emerged as public actors, rather than behindthe-scenes advisors. It is now clear that the spin industry undergrids
the political processes of mass democracies.
-

Eric Louw1

This essay considers the relationships between spin doctors, politicians and
journalists in relation to political campaigns. Its purpose is to examine the
roles of these groups, and they way each group contributes to steering
public opinion. This essay draws on a previous political campaign, and
analyses the tools used by the opposing spin teams. This is done by
discussing the different tools used by the spin doctors, describing how
these tools were put into effect, and the result these tools had on the
political campaign. Overall this essay has been written to compare the way
two opposing spin teams exercised different spin tools. It illustrates the
success of one spin team over the other. This comparison demonstrates
that the victory of a political candidate relies heavily on the ability of their
spin team.
Spin doctoring, or public relations can be defined as the management of
relationships between the public and an organisation or individual.
doctors calculate strategies to engage and steer public opinion.

Spin

In the

political world, spin doctors adopt a vital role in the management and
strategy of political campaigns.4 They analyse the audience, stage-manage
journalists, and script material for politicians. 5 In order to generate
successful spin, spin doctors need to have the knowledge of journalistic
1

Eric Low, The Media and Political Processes, 2010, London Sage.
Eric Louw, The Media and Cultural Production, 2001, London Sage.
3
ibid
4
Austin Corthell, Public Relations and Politics, 2008, Word press.
5
ibid
2

Cassandra Cooney

COMU3222

Essay

practices, be able to organise and manage events, have extensive media

knowledge, and the ability to understand audiences. 6 Furthermore, they
need to be able to combine this knowledge to produce the most favoured
outcome. In any given political campaign, the role of the spin doctors is to
control the information being passed on to the mainstream media outlets. 7
Their job is to modify the slant and flow of this information. 8 The 2007
Australian federal election makes obvious the contribution of spin doctors
to a political campaign.
During 2007, the candidates from the Liberal and Labor political parties
were John Howard and Kevin Rudd respectively. Howard had been Prime
Minister for eleven years, while opposition leader Rudd was a relatively new
face within Australian politics. Howard was Australias second longest
serving Prime Minister, his government recovered $96 billion national debt
from the previous government, and restructured the national industrial
relations sector.9 However, unexpectedly, the election resulted in victory for
Labor. This leads to the question, why did the Labor party win the election?
Assuming most Australians received their information regarding politics
from the media, it can be argued that the role of the media played a vital
role

in

shaping

perceptions

regarding

key

political

issues

and

personalities.10 Throughout this election, spin doctors responsible for Rudds

campaign exercised their knowledge regarding the media, journalists, and
audiences to create successful political spin. While those working for
Howard generated unsuccessful spin through poor media management, the
inaccurate use of smear campaigns, and the inability to create a celebritylike profile for their politician.
One tool used by Rudds spin doctors during the election campaign was the
analysis and monitoring of the media, in order to create a favourable
position for their candidate. Analysing current media coverage of an issue
6

Louw, op, cit.

John Schwartz, The choice between Tweedle-dee and Tweedle-dum, 2007, Melbourne Metro.
8
ibid
9
Unknown, PM does hard sell on success, 2007, ABC News
10
Corthell, loc.cit.
7

Cassandra Cooney

COMU3222

Essay

allows spin doctors to see stories that have already been covered, angles
that have already been taken, and the tone or style in which their politician
is being mentioned.11 The purpose is to predict new or unexplored stories
the media may cover, or to create ways to make the stories more
favourable for their candidate.12 Prior to the official campaign, unexpected
calls for Howard to step down as Prime Minister made newspapers. 13 The
Age newspaper featured a story that read, There has been speculation
Howard will step down next January.14 It was also printed that the Howard
government had lost touch with Australian voters. The ABC wrote voters
were turned off by the leadership turmoil between Howard and Treasurer
Peter Costello.15 Monitoring the coverage of their opposition allowed
Rudds spin doctors to generate messages that favoured Rudd, were
unfavourable for Howard, and shape Rudds political agendas. This was
achieved through the use of scripts and sound bites, a second tool used by
spin doctors.
Rudds spin doctors were able to create catchy slogans or entertaining
sound bites from monitoring the media and analysing the stories regarding
their politician. Creating sound bites and script writing involves managing
politicians, and explaining to them exactly what to say to a journalist or an
audience.16 The politician reads the prepared statement and takes no
questions that do not have approved answers. The goal is to create a
unified message for the party and achieve the most positive media
coverage.17 It also aims to prevent any unwanted messages from reaching
the public.18 The slogan used by the Labor party was working Australian
families. Already knowing the media were printing stories that claimed
Howard had lost touch with the public, Rudds spin doctors would have
created this sound bite to send the message that their candidate was in
11

Louw, loc.cit.
ibid
13
Corthell, loc.cit.
14
Schwartz, loc, cit.
15
Gillian Bradford, Voters thought Howard govt out of touch, 2007, ABC News.
16
Louw, loc, cit.
17
ibid
18
ibid
12

Cassandra Cooney

COMU3222

Essay

touch with the everyday Australian. The sound bite was constantly
repeated by Rudd and his shadow ministers, and was covered by media
publications such as The Australian. Theyre sound bites would include,
Our policies are for working class families, and This budget will be for
working class families.19 This repetition and language style creates an
effective sound bite, which increases the chance of positive media
coverage. Therefore, by analysing and monitoring current news stories
regarding the election, spin doctors were able to successfully steer news
angles to support positive messages about Rudd, complemented by the use
of scripts and catchy sound bites.

A third tool used by Rudds spin doctors was the ability to understand and
work with journalists. To exercise this tool, spin doctors use journalistic
preferences in order to make their story more appealing to cover.
Journalists favour stories that will be easily understood by the public, that
contain drama or unusual dimensions, and that have accompanying visuals
or sound bites.20 Spin doctors combine these preferences to create an
appealing story for journalists, and ultimately generate positive media
coverage for their candidate. Spin doctors attempt to serve their own
agenda by planting stories journalists will find and report, this is to give
journalists the illusion they are discovering the stories themselves. 21 Rudds
spin doctors fed journalists stories of victories, defeats and drama in order
to keep them reporting the intended messages. Media releases of who was
in front in the polls, scripted sound bites, and footage of Rudd waving and
smiling were constantly available to journalists. After covering the same
political leader for eleven years, journalists would have seen these stories
as a welcomed change.22 This was evident as journalists wrote about Rudd
in a positive way throughout the campaign.
19

Chris Ulhmann, Swan says budget will be for working class families, 2007, Lateline.
Louw, loc, cit.
21
ibid
22
Schwartz, loc, cit.
20

Cassandra Cooney

COMU3222

Essay

One example of a planted story that received media coverage for Rudd,
was a media release sent out by his spin doctors. The release gave details
of a proposal for an education tax refund, where parents would receive tax
back on items such as laptops for school students. Rudd then gave a
speech on this topic at the official campaign launch. Media such as
News.com and The Australian covered this story, quoting Rudd, saying the
scheme was an education revolution, and it would, keep kids up-todate.23 Rudd also commented that Howard was past his used-by-date. 24
These stories clearly generated positive coverage for Rudd. They would
have been appealing for journalists with the use of good quotes and drama.
Thus, the stage-management of journalists allowed Rudds spin doctors to
successfully increase positive media coverage for Rudd and the Labor party.

Analysing the intended audience was a fourth tool Rudds spin doctors use
to generate positive messages and responses towards their politician.
Understanding what appeals to niche audiences allows spin doctors to tailor
scripts, sound bites and messages accordingly. 25 Rudd was able to gain the
support of younger voters by utilising popular online mediums such as
youtube, appearing on television shows such as Rove, and with comical
radio hosts Hamish and Andy. During these appearances, Rudd used more
flamboyant language and was involved in segment games. For example,
Rudd told the audience while appearing on Rove, I could deliver a
knockout blow to Prime Minister Howard in a bar-room brawl. 26 Evidently
this language was scripted to engage and connect with the younger
audience. These appearances lead to sound bites such as Kevin 07, and
made Rudd appear a more vibrant character. 27 Understanding the mediums

23

Lincoln Archer, Rudd promises computer for every student, 2007, News.com
ibid
25
Louw, loc, cit.
26
Sarah Gam, Rudd on Rove, 2007.
27
Schwartz, loc, cit.
24

Cassandra Cooney

COMU3222

Essay

used by a niche audience allowed spin doctors to tailor Rudd at certain

times during the campaign to generate positive audience responses.
Overall Rudds spin doctors were able to exercise and combine their
knowledge of journalistic practices, the media industry, and niche
audiences to generate positive media coverage. This enabled them to
successfully steer public opinion to favour Kevin Rudd and the Labor party.
Evidently, Rudds spin team contributed to his victory during the 2007
Australian federal election. This demonstrates that the success of a political
candidate relies heavily on their spin team.
Presumably as Rudds popularity rose during the election, Howards
declined. Despite being a strong and reliable Prime Minister, spin doctors
working for Howard were not able to exercise different spin tools effectively.
Howards spin doctors failed to engage the public through new mediums
such as youtube, ran an unsuccessful smear campaign against their
opponents, and could not create a celebrity profile for their candidate.
Howards spin team was unsuccessful in steering public opinion to favour
the Liberal party during the 2007 Australian federal election.

One tool Howards spin doctors failed to manage effectively was tailoring
their candidate to new mediums. Todays media technology has required
spin doctors to be skilled in new and traditional mediums. Having skills in
more mediums allows spin doctors to bypass problem journalists and
disperse more stories involving their politician. 28 Both Rudd and Howard
utilised new media during their political campaigns, through an online video
sharing site, youtube. Howard was criticised for looking uncomfortable
during these videos.29 The videos featured Howard sitting in an office,
wearing a suit, with the Australian flag in the background. He announced
his policies and made election promises. Topics such as road maintenance,
28
29

Louw, loc, cit.

Schwartz, loc, cit.

Cassandra Cooney

COMU3222

Essay

healthy living and the Defence Force each had their own clip. Howard used
sound bites such as, Today I will be announcing a big commitment to fixing
our highways,30 and, Today we will be featuring ads about healthy living
on television.31The videos were clichd, bland and did not connect with the
audience, or receive positive news coverage. They were heavily scripted,
predictable, and did not appeal to a medium with a younger demographic.
Journalists would not have found these stories appealing due to the lack of
drama and uninteresting sound bites. The ABCs online club blog wrote the
videos followed standard television formats, rather than directly addressing
online video sensibilities.32 Therefore, by failing to script their candidate
correctly for the medium and audience, Howards spin doctors did not
generate successful spin or media coverage.
Another strategy that Howards spin team did not employ well was a smear
campaign. In order to increase their candidates credibility, and diminish
their opposition, spin doctors run smear campaigns. Smear campaigns
slander the opposition by revealing their flaws or facts that would discredit
them.33 These campaigns are often seen in politics, where one party will
attempt to bring down the other by showing the inconsistency or
impracticalities of their policies or candidates. Although these campaigns
are not uncommon, they are often seen as dishonourable and desperate.
During the election, the Howard government was blamed for running an
unfair smear campaign against Rudd. Howard accused Rudd of owing
political debts to disgraced, former West Australian premier, Brian Burke. 34
Treasurer Peter Costello was quoted in the Age Newspaper saying, Rudd is
in hock to Burke because he needs him to back his story, and Burke will
play Rudd like a piano for that debt and he will extract a pound of flesh." 35
Rudd made a rebuttal which featured in the same story exclaiming Howard
was attempting to run a vicious, personal and negative smear campaign
30

JohnHoward2007, John Howard Channel, 2007.

ibid
32
Jason Williams, Election flops on youtube, 2007, ABC online bloggery.
33
Louw, loc, cit.
34
Michelle Grattan, Liberal MP hired Burke as lobbyist, 2007, The Age.
35
Stuart Rintoul, PM is running smear campaign: Rudd, 2007, The Australian.
31

Cassandra Cooney

COMU3222

Essay

against him.36 Rudd then mentioned this attempt was Howard becoming
increasingly concerned about a mood for political change". 37 Evidently, this
smear campaign was ill planned, the media coverage of the issue did not
discredit Rudd, and made it seem as though Howard used dirty tactics.
Thus, Howards spin doctors did not generate positive spin for their
candidate through a smear campaign.
A third tool Howards spin doctors could not execute was the art of
manufacturing a popular celebrity profile, or brand for their candidate. This
tool involves building a personality or character that appeals to certain
voters or demographics.38 It also aims to have the media support this
profile by reporting the intended messages that fit with this persona. 39 The
goal is for the public to recognise the look and feel of the politician, or to
make the audience think they personally know the politician. 40 To create a
unified brand, spin doctors decide which personality would best appeal to
different audiences, script the politician accordingly, and work to achieve
maximum, positive media coverage.41 Throughout the political campaign
Howards intended profile seemed to be reliable and trustworthy. A
document outlining his governments successes over the past decade was
released during the campaign.42 Howards spin team would have aimed to
remind the public he is worthy of the position. However, an article in The
Australian Financial Review found that 61 per cent of respondents
suggested Howard should move on. 43 At the time, the Labor party was also
commenting that Howard was past his used-by-date.44 On the other hand,
Rudd was being featured in media outlets such as the ABC News as the
man of the future.45 This shows that the intended profile for Howard was
rejected by the media. Clearly, in order to appeal to the Australian public,
36

ibid
ibid
38
Louw, loc, cit.
39
ibid
40
ibid
41
ibid
42
Unknown, PM sells hard on success, 2007, ABC News.
43
Lenore Taylor, Polls put Howard past his used-by-date, 2007, Australian Financial Review.
44
Rintoul, loc, cit.
45
Katie Cassidy, Rudds response, 2007, ABC News.
37

Cassandra Cooney

COMU3222

Essay

Howards spin team needed to create a more vibrant personality, instead of

relying on Howards past achievements. Hence, Howards spin doctors
failed to engage with the audience and the media by failing to create an
appropriate celebrity profile for their candidate.
Overall Howards spin doctors failed to exercise and combine their
knowledge of new media, smear campaigns, and celebrity profiling to
generate positive media coverage. As a result, they were not able to steer
public opinion to favour John Howard and the Liberal party during the 2007
Australian federal election. This further demonstrates that the success of a
political candidate relies heavily on their spin team.
Overall, the shift in politics to a more pr-ized focus has become widely
accepted.46

However,

the

somewhat

intrusion

of

journalists

and

communication professionals no doubt hinders policy making decisions in

some way. Politicians could become increasingly concerned with cameras,
scripts, and slandering each other, they loose sight of important policies
that may positively change the nation, and benefit citizens. Although, it can
be argued that in a democratic country, the pr-ization of politics is
inevitable, where politicians need to convince the public of their ability to
lead. Therefore, the need for communication professionals such as spin
doctors has become unavoidable, and almost necessary.
In conclusion, the pr-ization of politics has brought about change to
political processes and the way politicians carry out their political
campaigns.47 Communication professionals such as spin doctors work
behind-the-scenes using their knowledge of the media and mass audiences
in attempt to create the most favoured outcome for their politician. During
the 2007 Australian federal election, candidates John Howard and Kevin
Rudd attempted to persuade the Australian public of their ability to be the
next Prime Minister. Spin doctors working for Rudd exercised tools such as
media and audience analysis, and catching slogans to generate successful
46
47

Louw, loc, cit.

ibid

Cassandra Cooney

COMU3222

Essay

spin. Howards spin doctors failed to engage the public through new
mediums such as youtube, ran an unsuccessful smear campaign against
their opponents, and could not create a celebrity profile for their candidate.
This

essay

demonstrates

the

relationships

between

spin

doctors,

politicians, the media, and mass audiences. It highlights the roles and
contribution of spin doctors to a political campaign, and further suggests
that the success of a political candidate relies heavily on their spin team.
Overall it concludes that the growing need for communication professionals
within

political

campaigns,

in

democratic

society,

has

become

unavoidable, and almost necessary.

10

Cassandra Cooney

COMU3222

Essay

Works Consulted
Corthell, Austin, 2008, Public Relations and Politics: Background and
Contemporary Practice, Word press, p.1
Louw, Eric, 2010, The Media and Political Processes (Second Edition). London
Sage
Louw, Eric, 2001, The Media and Cultural Production. London Sage
Archer, Lincoln, 2007, Kevin Rudd promises computers for every student,
News.com
http://www.news.com.au/features/federal-election/rudds-school-pitch-goesdigital/story-e6frflo0-1111114869323
Viewed 9 September 2011
Bradford, Gillian, 2007, Voters thought Howard govt out of touch: Liberal
director, ABC News
http://www.abc.net.au/news/2007-12-19/voters-thought-howard-govt-out-oftouch-liberal/2589574
Viewed 9 September 2011
Cassidy, Katie, 2007, Rudds Response, ABC News,
http://blogs.abc.net.au/thepollvault/2007/10/rudds-response.html
Viewed 9 September 2011
Gam, Sarah, 2007, Rudd on Rove, The Voice of todays apathetic youth: Blog
http://todaysapatheticyouth.blogspot.com/2007/11/rudd-on-rove.html
Viewed 9 September 2011
Grattan, Michelle, 2007, Liberal MP hired Burke as lobbyist, The Age,
http://www.theage.com.au/news/national/liberal-mp-hired-burke-aslobbyist/2007/03/05/1172943358188.html
Viewed 9 September 2011
JohnHoward2007, 2007, John Howard Channel: Defence Gap Year
Announcement,
http://www.youtube.com/user/JohnHoward2007#p/u/2/rYzxhLCuIuY
Viewed 9 September 2011
Neelam, Mark, 2007, The Howard Government, Liberal Party of Australia,
http://www.nsw.liberal.org.au/about-the-liberal-party/achievements-foraustralia.html
Viewed 9 September 2011

11

Cassandra Cooney

COMU3222

Essay

Price, Matt, 2007, Now the wealthy are working class, The Australian,
http://blogs.theaustralian.news.com.au/mattprice/index.php/theaustralian/com
ments/now_the_wealthy_are_working_class/
Viewed 9 September 2011
Rintoul, Stuart, 2007, PM is running a smear campaign: Rudd, The Australian
http://www.theaustralian.com.au/news/nation/pm-is-running-a-smearcampaign-rudd/story-e6frg6nf-1111113100074
Viewed 9 September 2011
Schwartz, John, 2007, The choice between Tweedle-dee and Tweedle-Dum:
Australian Media coverage of the 2007 Federal Election Campaign, Melbourne
Metro,
http://search.informit.com.au.ezproxy.library.uq.edu.au/fullText;dn=200805315
;res=APAFT
Viewed 9 September 2011
Taylor, Lenore, 2007, Polls put Howard past his used-by-date, Australian
Financial Review,
http://www.highbeam.com/doc/1G1-168494817.html
Viewed 9 September 2011
Ulhmann, Chris, 2007, Swan says budget will be for working class families,
Lateline Interview Transcript,
http://www.abc.net.au/lateline/content/2007/s2234300.htm
Viewed 9 September 2011
Unknown, 2007, Howard denies Rudd smear campaign, The Age,
http://www.theage.com.au/news/national/howard-denies-smearcampaign/2007/09/19/1189881571091.html
Viewed 9 September 2011
Unknown, 2007, PM does hard sell on success, ABC News,
http://www.abc.net.au/news/stories/2007/10/12/2058292.htm?
site=elections/federal/2007
Viewed 9 September 2011
Wilson, Jason, 2007, Election Flops on Youtube, ABC News Online Bloggery,
http://eprints.qut.edu.au/10812/1/10812.pdf
Viewed 9 September 2011

12