Why the Prime Minister is the Prime Minister

Albanese is officially now a Labor Party Icon. He’s won from opposition, and he’s won from government. And, soon will soon become the longest serving Labor PM since Hawke.

How have his media appearances galvanised his position?

If you remember his first election as opposition leader, he had Covid brain fog. He campaigned poorly. He lacked confidence and we all got an uncomfortable front row view of his persistent lisp. After nine years of the coalition, Morrison was essentially voted out and Albanese found himself in the top job.

This time round although he fell off stage, he was a completely different performer. Albanese’s passion, consistency, preparation, and energy saw him as the standout candidate for PM.

Passion is essential for good media performances. Passion is infectious and audiences can sense it when you really mean it. I give Albanese 10 out of 10 for conviction. As a lifelong Labor stalwart, he truly believed in every policy and every message, and it showed.

Dutton never landed the lying tag on Albanese. Rudd successfully branded Howard as a clever politician, but we never believed Dutton when he said that Albanese was lying. Because it just didn’t look like it.

Energy is essential for good media performances. Albanese was always on. Before press conferences, during and after. Engaging with everyone around him in a very animated way. He was a much more animated version of his normal self. This is what Good Talent do. Media appearances aren’t normal interactions. You need to be an amped up version of yourself to come across engaged and normal on television. Being casual and nonchalant comes across as not being engaged. I give Albanese 10 out of 10 for energy.

Consistency is essential for clear and congruent messaging. Everyday he showed up with consistent energy and passion and messaging. We knew all of his polices because he kept repeating them. He was also aggressive when he needed to be. He personally attacked Dutton and the coalition almost like an opposition leader. He consistently showed up everyday on message and with his sword sharpened if needed. I give Albanese 10 out of 10 for consistency.

The preparation in the Labor campaign was evident from the pictures. Finishing at the MCG allowed the media to use all of the standard analogies pertaining to volume and significance. Appearing with school kids made for great pictures but also removed all dangers because children don’t vote. He looked physically fit and very switched on. He manipulated radio as a key tactic, knowing that those interviews turn into news grabs which spin all day and that FM stations attract youth.

All in all, it was a master class media performance from someone who will be forever remembered as a Labor Party icon.