Auckland mayoral election: Some media tips for candidates

Sunday, 1 September 2019

Ban the bikes in CBD - mayoral candidate Ted Johnston has plans to reduce congestion in his bid for the mayoralty. (First published August 2019)

OPINION: There is nothing a politician, or would-be politician, hates more than being ignored.

In Auckland, the job of running for mayor and reaching one million voters, makes coverage in the news media all the more valuable

Some candidates are already grumbling on social media that they are not getting their share of airtime or column inches.

Phil Goff addresses the media as he announces he will run for the Auckland mayoralty again.

So without giving away media secrets I thought I would offer tips for anyone considering a mayoral campaign for 2022, on how to be noticed by the media. No guarantees of course.

**READ MORE:

The late activist Penny Bright enlivened many a public meeting with her sense of humour, which is something some candidates are lacking.

* Auckland mayoral race: Ted 'Rocky' Johnston throws hat in the ring with shoestring budget

* Auckland will miss Penny Bright, a 'tireless and reliable advocate'

* John Palino withdraws from Auckland mayoral race

* The summer of Auckland mayoral wannabees**

Pick up the phone

Call me 'old school' but if you want to be the mayor of the country's biggest city, is it too much to expect you would launch your candidacy by introducing yourself to the right people at the media outlets you hope will cover your tilt? Of 21 candidates, only two campaigns made personal contact with Stuff. Two others sent an email, one of them belatedly demanding coverage.

Have a launch

You don't have to hire Eden Park, a dozen friends would do, and standing on a soap box in a public park. It shows that someone other than yourself, takes you seriously and gives you a chance to take some photos and wow social media.

Social media is not the real world

So you've got a Facebook page and dozens of people keep telling you you're the real thing and the city needs you. There's another 999,076 voters out there who have never heard of you, and you've got to get out there and find them. The media will probably not be following your every word on social media.

Have something to say that matters to everyone

Your ticket might be 'Aucklanders for pip-free grapefruit'. But that is not going to get you the keys to the office on Level 27. Try also widening the idea, for example a rate rebate for planting citrus trees. You also need sensible policy, ideas on how you would tackle the big issues, and if this all seems a bit over the top, don't even bother.

Do something

If you're not being invited to appear in nationwide media, you can still organise your own meetings and appearances. Chloe Swarbrick, who came third in Auckland's mayoral race in 2016, spent less than $9,000 but organised her own series of public 'conversation' meetings, wowing those who turned up to suburban halls in the evening darkness with her engaging and interactive style.

You are not a candidate until you are

John Palino has made this harder for you in 2022. Palino said he was a candidate, got invited to debates, but then even before nominations closed, announced that he was flagging it away. He promised he would stand for a council seat, but changed his mind on that too. The media might be demanding a higher threshold of visible commitment in 2022. I will.

Have a sense of humour

This is optional. It might not be who you are. The late activist Penny Bright enlivened many a public meeting delivering her unique take on the state of Auckland Council, with a dash of theatre and self-deprecating humour. She gained support as much for her panache as her policies. This is the first mayoral campaign since Bright's death and it is the duller for her passing.