Five PR lessons that will define the 2025 election for the Liberals

A few days have passed since the Labor party led by Prime Minister Anthony Albanese was restored to power for a second consecutive term – something novel, making PM Albanese the first Australian prime minister to clinch a second successive term in 21 years. Or for context, when the median Sydney house price was $523,000 vs $1.5 million today. A long, long time ago…

There will be much soul-searching and reckoning at the Coalition’s headquarters this week and for some time to come.

Meanwhile, such a disastrous Liberal Party campaign in the 2025 Australian Federal Election offers several valuable PR and communications lessons, particularly for political strategists and corporate communicators alike. 

While the full post-mortem will evolve, here are my five biggest 5 PR takeaways:

1. Messaging Must Reflect Public Sentiment

• Lesson: Campaign messages that ignore or contradict the public mood will fail to resonate.
  
• Example: The Coalition focused heavily on economic management and national security, but misjudged the electorate’s stronger focus on cost-of-living pressures, climate action, and integrity in leadership.
  
• PR takeaway: Do not rely on past strengths alone; ensure your messaging is aligned with what the audience cares about now.
  

2. Leadership Perception Is a PR Asset—or Liability

• Lesson: A leader’s image and communication style are pivotal in modern campaigns.
  
• Example: Leader Peter Dutton struggled to connect with key demographics, particularly younger voters and urban electorates. His hardline stance on issues like the Voice referendum, climate policy, and working from home to end for all public servants (though later on, he reversed it) only reinforced perceptions of being out of touch.
  
• PR takeaway: A leader’s brand must evolve with the times. Media training and authenticity are essential.
  

3. Negative Campaigning Has Diminishing Returns

• Lesson: Overreliance on attack ads and fear-based narratives can backfire.
  
• Example: The campaign’s attacks on Labor’s “radical” energy policies didn’t land, partly because the public increasingly supports renewable energy and climate transition. Nuclear power was not an election policy winner for Dutton, and he sought to ignore it as his campaign was tanking.
  
• PR takeaway: Fear-based messaging must be balanced with hope and vision. Modern audiences value solutions over scare tactics.
  

4. Ignoring Demographic and Regional Shifts Is Risky

• Lesson: The “teal” and independent threat remains real in urban seats, and younger voters continue moving left.
  
• Example: Continued losses in inner-city seats and failure to win back any teals show the party hasn’t reconnected with progressive-leaning voters.
  
• PR takeaway: Segment your audiences carefully and avoid treating all regions or demographics the same. Tailor your strategy and spokespersons accordingly.
  

5. Adaptation and Innovation in Media Strategy Are Crucial

• Lesson: Relying too much on traditional media and not engaging enough on digital platforms is a strategic misstep. Labor outspent the Liberals on social media ads in 2025, and that worked well.

• Example: Labor and Greens effectively used TikTok, influencer voices, and community groups to engage new and younger voters.
  
• PR takeaway: Embrace new channels and platforms. Build social-first narratives, especially to reach under-40s.
  

6. Internal Unity and Brand Cohesion Matter

• Lesson: Public infighting, policy confusion, or ideological splits damage credibility.
  
• Example: Mixed messages on climate and women’s issues exposed unresolved tensions within the party.
  
• PR takeaway: Ensure internal alignment before going public. Consistent, disciplined messaging is key to building trust.
  

Any successful PR strategy in politics or business demands authenticity, agility, and alignment.

Ignoring cultural shifts or digital behaviours isn’t just outdated—it’s costly, as those who will be in the cold political wilderness for at least the next three years will feel today.

For more timely comms and media tips, follow me on Instagram @bespokecoad.