Bernard Gauthier

Week two of my journey through the websites of the major political parties and time to step into the online home of the Conservative Party of Canada. The first impression is powerful and impossible to miss: this site is one repetitive and nasty attack on the Liberals. Who would have expected to find more photos of Stéphane Dion than Harper and almost as many splashes of Liberal red as Tory blue on the main page? I can’t help but wonder if this site only adds to the political stagnation documented by a recent Globe And Mail/CTV News poll — a poll whose findings suggest that one of the reasons for the Conservative’s inability to climb in the polls is “apprehension about the prime minister’s leadership style.”Let’s start the review on a more positive note: like the Liberal site, the Conservative Party of Canada site has a clear sense of branding and mission. The branding (lots of blue and a big picture of the leader) is clear here, as is the call to action.  There are very evident invitations to sign up, join the party, donate, send an e-card to a friends, etc. In other words, there is something to say and something to do — a solid start. The whole thing is neatly organized and has the look and feel of a polished communication vehicle.

Then the attacks start. A photo of a shrugging Dion standing in front of puffins saying “We didn’t get it done.” Then a video button with the same photo of Dion and the headline: “Stéphane Dion is not a leader.” Scroll down and, surprise, two more of the same photo of Dion shrugging, with headlines criticizing his idea of improving relations with the premieres and “flip flops and conspiracy theories.” Over to the right a little and, you guessed it, the same photo of Dion on a link to “Notaleader.ca.” This site, in turn, features half a dozen or so of the same photos and some humourous (in a high school yearbook kind of way) pseudo blog entries penned by Dion’s dog, Kyoto.

So, I’m about three minutes into my visit to Stephen Harper’s party website and I’ve seen two pictures of Harper and eight (all the same) of Dion. The pictures of Dion are not flattering and the words that accompany them are universally harsh and negative. So I wonder to myself, is this any way for Harper to correct the image problem that pollsters seem to think is holding him back? The problem was summed up nicely by Peter Donolo and Tim Woolstencroft of the Strategic Counsel in a Globe And Mail article: “He’s not seen as particularly likeable.” This site, so far, is anything but warm, approachable and, well, likeable. I have to chuckle at the irony when I go back to the main page and notice the headline underneath the photo of Dion and the puffins: “Stéphane Dion - All negative all the time.”

Back on the main page, I decide to go beyond the Dion photo exhibit and see whether the Conservative Party of Canada spends any time communicating the virtues of its own leader. The “Leader” button brings up a short but crisp bio of Stephen Harper that stays very much on message (values, priorities) and ends with a brief mention of his family. Not quite warm and approachable but at least it’s about the Prime Minister and not the Leader of the Opposition. The photos that accompany the bio range from the heart warming (PM with kids and hockey equipment bag) to the official (House of Commons, election campaign) to the somewhat weird (soft focus with an earily glowing Canadian flag at some international summit, confused looking in front of a Chinese sign in bright Liberal red). Still, the overall impression is of a hard working statesman — not a stretch at all.

The big problem is two pictures of Dion on this page (which is supposed to be about Harper, remember) are screaming out at me from across the page. Their message is not one of statesmanship so the effect is to compete for attention and undercut the message. Not good.

Still determined to find something truly likeable on this site, I go back to the main page, scroll past some nasty photos of Dion, scroll more to get past more photos of Dion and finally, the scroll wheel on my mouse emitting a small puff of smoke, arrive at a section with the irresistible name: “Previous Stories.” I can’t help but click on the most recent link — a news release on the naming of a new Mental Health Commission of Canada. I find a concise, positive story on an important issue. I find evidence of a Prime Minister doing something about the issue and speaking eloquently about it: “The board and advisory committee members represent the best people in the mental health field in Canada today,” said the Prime Minister.  “Their work will improve quality of life for Canadians and their families dealing with mental illness.”

Nice. The quote shows concern for Canadians and their families and a touch of humility. There’s more; here’s a news release on the occasion of the Prime Minister’s visit to New Brunswick for the Festival Acadien. The photo of Harper and celebrants is terrific and shows a genuine connection between the PM and those around him. The quote is once again eloquent and worthy of a Prime Minister who appreciates the country’s history: “The battle for the survival and vitality of the French fact in Canada was fought and won by communities like Caraquet and many other Acadian communities,” the Prime Minister said. “Long before Canada’s founding, it was Acadian men and women who provided the most impressive example of the loyalty of a community to its values and its culture.”

As I said in my last posting, my allegiance to any one party or position on some imaginary political spectrum is pretty fleeting. I usually begin an election undecided and watch carefully what is said and how before making up my mind. I’m impressed by eloquent, informed quotes and political leaders who can genuinely connect to voters on the street. I’m impressed by political leaders who tackle important issues even if they aren’t glamorous or immediately popular. I’m far less impressed (you can probably tell by now) with repetitive attack ads that scream out at me and remind me of those recent poll results, a stagnant minority government and a leader who needs to be seen as more “likeable.”

Much as was the case with the Liberal site, the Conservative site has all the raw materials for a really effective vehicle: strong branding, clear structure and, deep within, great text and photos. What’s needed, it seems to me, is for the people behind the site to focus more on promoting what they have to offer and less on taking down the official opposition. They just might find it helps to attract those undecided and soft Liberal voters they so need.