According to communications expert Zbigniew Lazar the ruling party’s campaign is getting its message across.
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Interviewed on PolandIN communications expert Zbigniew Lazar said that he is not surprised that voters think the ruling party’s campaign is the most effective. According to a poll released on Wednesday, nearly 55 percent of voters felt that the ruling Law and Justice (PiS) are running the most effective election campaign with only seven percent thinking that the main opposition Civic Coalition’s (KO) campaign is the best. The analyst argues that the ruling party’s key messages are getting through. He points to the use of words such as “credibility” and “dignity” which are hitting “the bulls eye”.
His judgement on the opposition KO’s campaign as being too aggressive. This aggressive language means that the attempts to soften its image such as the selection of Małgorzata Kidawa-Błońska as PM designate weren’t working.
Mr Lazar said that in contrast the ruling party leader Jarosław Kaczyński has had “a complete make -over” of his image. He was now relaxed, making jokes and connecting with people.
The expert felt that in terms of the new brands appearing in this election only the “Left” were getting their messages through, with the post-communist and young new left elements combining. The “Polish Coalition” made-up of the Polish People’s Party (PSL) and the movement led by the rock musician Paweł Kukiz were like “fire and water” and therefore not convincing.
Finally, Zbigniew Lazar argued that social media campaigns, through their aggressive nature, were losing credibility with potential voters. He noted that there was a “renaissance of traditional campaigning methods such as hanging banners from windows and balconies.”