Mediawatch Politicians pressured by ads, ministers go multimedia with 'helpful' handouts
Jul 19, 2025
Claire Robinson, an expert in political communication and author of 'Promises Promises, 80 Years of Wooing New Zealand Voters', discusses how politicians are increasingly using multimedia tools to engage with the media and the public. She delves into the impact of rising media campaigns on political decisions, particularly post-COVID, highlighting innovative strategies like superhero-themed advocacy. Robinson also critiques the ethical implications of public funding for political messaging and examines the changing landscape of political communication in a digital world.
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Ministers Hand Out MP3 Soundbites
- Associate Minister of Justice Nicole McKee issues MP3s with media statements to aid journalists pressed for time.
- She remains available for interviews, using pre-recorded soundbites as an added resource, not a replacement.
Use Audio Grabs To Assist Media
- Provide audio grabs with press releases to ease production pressures on media outlets, especially during off-hours.
- Always remain available for follow-up interviews to clarify or discuss topics beyond the audio clips.
Tech Expands Political Messaging
- Political parties exploit digital and social media technologies to broadly disseminate messages, filling gaps left by declining journalistic capacity.
- This expands ways to push messages, often blurring lines between information and campaigning.
