A local publicity expert says candidates at the upcoming council election are competing with dating apps and social media to win the attention of the community.
Personal branding coach Janeen Vosper said political candidacy was a tougher sell than ever, for a variety of reasons.
“You only have three seconds to impress someone now,” Ms Vosper said.
She said modern developments like dating apps have impacted the way people judge each other.
“So, you’ve got to look like everyone else – people think I like you because you’re like me,” she said.
“The key is knowing the rapport-building tactics and subliminal messages to achieve that.”
Ms Vosper said major events like Covid also changed the way the ideal candidate behaved.
“If we were talking about 2019, I’d say definitely shake hands with someone,” she said.
“Now it’s 2024 and most people are used to shaking hands again, but some people still pull back.
“If I was knocking on strangers’ doors, I’d be asking them if they’re happy to shake hands.”
She said other factors, like the lack of political parties in Logan City Council, also made it tougher for candidates.
“You want to be seen,” Ms Vosper said.
“Logan is so different because we don’t have political parties… so candidates really have to stand out themselves by being involved.
“You want to be involved and participating in activities in the area.”
She said most people had never met their local councillor, so building rapport with constituents through door-knocking was important.
“It’s about branding yourself,” Ms Vosper said.
“I know someone who’s running for as an independent at the state election in October, and he’s already started door knocking.
“And when they’re door knocking, it can’t be about them – it has to be about the needs of the resident.”
Ms Vosper said there was a fine line between coming on “too strong or not strong enough”.
“You want to be able to stand out, but for the right reasons – you’re not trying to take over everything or make everyone look at you.” she said.
“If you watch somebody who’s trying to take over the situation, like Trump, when he goes to handshake someone he’ll turn his hand over so it’s on top, and then he’ll often put a second hand on top of that.
“It’s a real power move.”
She said new candidates should talk less about themselves and ask more people what’s important to them and their community.
“And it’s not always boastful – sometimes people are just nervous so they talk about themselves,” she said.
Candidates should also aim to distinguish themselves from other candidates.
She said they could do this by repeatedly wearing similar clothing or creating a recognisable symbol like a flower in their hair.
“It’s about creating a point of difference,” Ms Vosper said.
“Also, a smile goes a long way.”
