Luxon’s Comms Team Needs to Step Up, and the PM Needs to Listen to Them – Brent Webling

The communications team surrounding New Zealand Prime Minister Christopher Luxon, including his media trainer Rachel Smalley and chief of staff Cameron Burrows, must urgently enhance their strategies and processes. This call to action comes in the wake of what the author describes as the National Party's second "ugly failed leadership coup" in four months, suggesting that sanity has prevailed in averting further internal turmoil.

Brent Webling, the author and a former National Party ministerial press secretary, argues that the party needs to critically examine its communication management. He implies that the recent leadership challenge, though unsuccessful, highlights underlying issues in how the party handles its public image and internal messaging. Webling suggests that the party's leadership would have been acting "crazy" to allow such a challenge to succeed, given the potential damage to the party's stability and public perception.

The opinion piece, published in the NZ Herald, emphasizes the need for proactive and effective communication. It implies that the current team may not be adequately prepared or equipped to navigate the political landscape, especially following a period of internal instability. The author's perspective is that the recent events necessitate a significant "step up" from Luxon's comms advisors to ensure robust and coherent communication strategies are in place moving forward.

Webling's commentary suggests a critical need for the National Party to regain its footing and present a united, well-managed front to the public. The focus on communication underscores its importance in political maneuvering and maintaining party cohesion, particularly after a period of internal strife. The piece serves as a direct appeal for improved performance from the Prime Minister's inner circle.