NSW: Iemma's no fool when it comes to campaign strategy

AAP General News (Australia)
02-15-2007
NSW: Iemma's no fool when it comes to campaign strategy

By Peter Jean, State Political Reporter

SYDNEY, Feb 15 AAP - NSW Premier Morris Iemma is no fool when it comes to election
campaign strategy.

NSW Labor powerbrokers decided 18 months ago to install the then health minister as premier.

The state's 4.3 million enrolled voters will decide on March 24 whether to let Mr Iemma
keep the job or to replace him with coalition leader Peter Debnam.

Mr Iemma and Mr Debnam are due to square off this Friday night in the first televised
campaign leaders' debate in NSW history.

On Sunday, Mr Iemma will officially launch Labor's bid for a fourth consecutive four-year
term in office at an event in Hurstville, in south-western Sydney.

The scheduling of the Labor campaign launch for two days after the only election debate
is no coincidence.

The Friday evening timeslot for the election debate on ABC Television's Stateline program
virtually guarantees a relatively small audience - something Mr Iemma was aware of when
he dictated the terms for the event.

By contrast, a big audience will see the highlights of the campaign launch when they
tune into the Sunday night news bulletins, which are among the most watched television
programs each week.

Mr Iemma is a strong parliamentary debater, less comfortable performing at press conferences
and, of course, has no experience at a televised leaders' debate.

Mr Debnam has some experience with televised debates, having gone head-to-head with
Treasurer Michael Costa on Stateline last year.

A strong performance by Mr Iemma in the debate, followed by the Sunday launch, will
see Labor's campaign build momentum.

If Mr Debnam does a better job in the debate, Mr Iemma will be hoping the release of
some popular policies at the Labor launch will get his campaign back on track.

In recent years, party campaign launches have been held two to three weeks before election day.

The March 24 election date is set by law and dictates that Mr Iemma call upon Governor
Marie Bashir in early March to formally advise her to issue writs for the poll.

Holding the launch this weekend is a symbolic way for Labor to bring the campaign period
to an early but informal start.

Rodney Smith, a senior lecturer in Australian politics at the University of Sydney,
says Mr Iemma's decision to wage a long campaign reflects the fact Labor doesn't expect
an easy win.

"The Labor Party thinks they can't just cruise in with a non-campaign," he said.

Mr Debnam says the Labor launch is just a "media event" and he has been campaigning
for 18 months.

He has been in full-time campaign mode since early January and has already released
dozens of policies.

While Labor's campaign is also well underway, Mr Iemma has been keeping his powder
dry and holding off most of his election promises for the five-week campaign period, beginning
this weekend.

Labor luminaries like former premiers Bob Carr, Barry Unsworth and Neville Wran haven't
been invited to the Labor campaign launch.

Mr Iemma says it will be a low-key event, with guests to include his family, people
he grew up with in south-west Sydney, local community leaders and hospital staff he worked
with as health minister.

The premier says he has great respect for his predecessor Mr Carr and has invited him
to other campaign events.

But it's clear Mr Iemma wants attention at the launch to be focused on his own achievements
as premier and not on the successes or failures of the Carr government, in which he served
as a senior minister.

"This is an election about what I have done in the last 17 (sic) months and what I
plan to do over the next four years," Mr Iemma said this week.

Mr Iemma has worked out his strategy and is now ready to see if it works in practice.

AAP pj/hn/imc/sp

KEYWORD: NEWSCOPE NSW (AAP NEWS ANALYSIS)

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