Week 4: Entering the Final Stretch
April 24, 2025
As pre-polling starts and major, unforeseen global events threaten to overshadow the election, we look to expert commentary from Cube’s Founder and Managing Director, Anne-Marie Sparrow in this week’s Communication and Public Relations Australia (CPRA) Pulse Report.
With just 10 days until Election Day, there is a sense the nation is experiencing a level of campaign fatigue — with this week’s reports showing only the boldest issues and strongest headlines are managing to get news cut through. With many maximising the 7 days leave for 16 days off it seems many are mentally checking out!
Global politics and national security have been front and centre – with concerns over potential Russian military bases in Indonesia sparking unease last week and generating an apology from Dutton. How our future leaders will navigate the complex global dynamics is being further reinforced as important voting criteria!
Health, by contrast, has slipped down the list of headline topics. Despite Labor’s early “Mediscare” push, it’s been relatively quiet on the health front. A National Press Club debate yesterday between Health Minister the Hon Mark Butler and Shadow Minister Senator the Hon Anne Ruston confirmed the major parties are relatively aligned on priority health reforms — so no matter who wins, some health policy continuity seems certain.
Yet, the promise and reliance on our Medicare cards— prominently displayed on the campaign trail by Albanese — is certainly generating a level of criticism by some commentators. Created in the 1980s, Medicare no longer matches the needs of our population that’s older, sicker, and dealing with more complex health challenges. So will Labour’s Medicare promises generate the changes needed – many don’t believe it’s possible!
This week’s reports also show a very interesting analysis in the different ways the parties are using media channels. Labor is dominating in traditional, earned news coverage, while the Liberals are running a stronger social media strategy. Whether this social dominance will sway votes remains to be seen, but one thing is clear: social media is being fueled by public sentiment, while traditional news is predictable following the usual discussion topics, events, door stops! But not long now…
..Just over a week to go and the next three-year chapter begins.
