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The Weekly is a PR Coup

Posted by: Steve Murphy | 29 July, 2010 - 1:24 PM
Julia GIllard on Women's Weekly

PLAYING NOW: Steve Murphy on 3AW Mornings with Justin Smith and Tom Elliott

ALP strategists must have smiles of content on their faces today having pulled off the media coup of Campaign 2010 by getting a 13 page spread in the latest edition of the Women’s’ Weekly in the middle of the race for the Lodge.

Of itself, the glossy spread won’t change the way people vote. That’s not what it is designed to achieve. It is designed to make the PM more familiar to voters. Give them an unfettered but carefully orchestrated insight into the person.

Voters do like to get to know their leaders as individuals beyond the usual benchmarks of intelligence, integrity, credibility and trustworthiness. It’s just human nature.
The slavish nature of The Weekly spread, humanises the PM in a very female way. She’s up for a bit of fun. She likes to get made up and feel good about herself, just like most women in the target demographic. Gee she is one of us.

All this is achieved without having to answer pesky questions about people’s assemblies, disloyal leakers, whether there was a deal or no deal with the man she stabbed in the back and so on and so forth.

It’s the water cooler conversation of the next 24 hours and it will play a part in breaking the cycle of negative focus on the Prime Minister that we’ve seen in the past few days. Sure it wasn’t planned for that purpose, but it will be one of the benefits. All good campaigns need a helping of luck and timing and this is Julia Gillard’s.
The PM and indeed the editor of the Weekly, Helen McCabe have been quick to pre-empt and neutralise the potential negative that readers might think Ms Gillard considers herself a celebrity, a fashionista or is somehow ‘up herself’.

The Prime Minister, in a clever and very self deprecating way, has said that “It’s amazing what good lighting and good make-up can do for you.” Message: I haven’t got tickets on myself.

Ms McCabe is on the front foot and eager to tell anybody who wants to listen that “As far as Australian celebrities and Women’s Weekly photo shoots go, she was incredibly low maintenance.” And this from Ms McCabe “She looks real, those wrinkles give her a smile, it is not plastic.” Message: She’s not a prima donna; she is comfortable in her own skin.

The Weekly spread exposes the PM to more than 1 million readers across the nation. Reaching the vital target audience of women from 18-45 in a non-political, non-threatening and much personalised way.

This is gender politics being played out on the national stage. As I told Justin Smith and Tom Elliott on the Neil Mitchell programme this morning this is a massive free kick for Julia Gillard and one that that Tony Abbott could never get.

It is the type of campaign exposure money can’t buy.

Blog comments Your Say

  • Well it's not looking so good now as the was the "fake Julia".

    South Perth Andy Wednesday 4 August, 2010 - 9:44 PM

  • Cheryl, The fact is The Weekjly did a big spread when Ms Gillard ascended the Leadership, barely a month ago. They have given her another run in the middle of an election campaign. Why? because she is a female. No equal exposure for Tony Abbott here. Good for her. I'm not sure what facts you think I've misused in accusing me of bad journalism.

    steve murphy Friday 30 July, 2010 - 12:25 PM

  • I think it's a disgrace that a Helen McCabe has tried to influence the election in this way. What happened to the idea of media balance?
    I hope you are right in saying that the spread won't change votes, but this smacks of a biased, lefty editor giving a member of the sisterhood a valuable leg-up.
    As for Ms Gillard not being a fashionista, she gave 5 hours of her time to get tarted up for the Weekly. When was the last time she gave 5 hours to 3AW or The Herald Sun?
    It's a shame she doesn't spend 5 hours on some of her mad-capped policy decisions.

    Jonathan Appleyard Friday 30 July, 2010 - 12:25 PM

  • Ok it may be a coup for someone but there is no way that I shall be putting that magazine face upwards, I couldn't stand looking at that face.

    Louise Thursday 29 July, 2010 - 4:07 PM

  • Did the same crap get said whe it was done for Abbott and his family, that was only a couple of months ago, this was also done earlier but only released now, try to stick to the facts, its such bad journalism, oh wait your a commentator not journalist, my bad.

    Cheryl Thursday 29 July, 2010 - 2:50 PM

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