Gov't needs to find new image to overcome sagging ratings
Gov't needs to find new image to overcome sagging ratings
Anna KociNska
Faced with a 19% approval rating, the Solidarity Election Action (AWS) and Freedom Union (UW) coalition is expected to make drastic changes in its government to restore public confidence.
Along those lines, Prime Minister Jerzy Buzek addressed the nation last Wednesday, acknowledging the government had bungled portions of the four major reforms in health, pension, education and administration kicked off this year and admitting that there needs to be a new approach in the remaining two years of its term.
"I am aware of all the mistakes, but the reforms were a must," Buzek said. "Now, we want to listen to the needs of ordinary people." To improve its ratings, public relations and public policy consultants last week said that the government must solve one key problem: It must communicate that it can lead as one coherent body and not continue to be pulled apart by the numerous factions it currently represents. And part of that is focusing on one clear message, not the scattering of ill-stated ideas that have dominated to date, they said.
Part of that leadership problem is Buzek himself. "As far as I know, according to surveys made for the premier's office, Buzek is perceived more like a nice and honest father and not as a boss," said Maciej Grabowski, deputy managing director of United Public Relations (UPR). UPR had been approached about working with the government, Grabowski said.
Changing that image, however, would be a challenge for any media savvy group which public relations specialists said the government so far has proven it is not.
The main difficulty, Grabowski said, is the vast number of different right-wing groups AWS represents. "There are too many conflicts within the coalition to create a coherent image," he said.
Those conflicts have taken a toll on the government's approval rating.
Another issue plaguing the government is the mere grouping of UW, an economic-focused group consisting of former advisers to the Solidarity movement, and AWS, the coalition of right-wing parties backed by the grass roots Solidarity trade union. Those two entities are often pulling the government in two different directions with competing messages, said Mariusz Kaminski, AWS's deputy and leader of the anti-communist Liga Republikanska.
Another question is to what degree Buzek could be that new strong leader, particularly if the government brought in fiery personalities to drum up public support. "You can't make a wolf out of a lamb overnight," said Lena Kolarska-Bobinska, director of the Institute of Public Affairs.
The government has been sending out some signals, however, that make public policy specialists believe AWS is beginning to pay more attention to its image. Buzek recently hired a new communications adviser, Krzysztof Augustin.
While Augustin refused to comment, he did purport to have extensive experience in building both corporate and individual public images. Political analysts said his touch was already apparent in Buzek's national address on European integration earlier this month. "The way he spoke and moved his look it was all very different and good," Kolarska-Bobinska said. "But, at the same time, there is still no communication strategy for the entire government."
Even if the government did adopt a clear mission statement, solving its popularity problem will not be easy given the onerous reforms it has taken on this year, UPR's Grabowski said.
Grabowski said he would give the government a few recommendations if it were his client. "First, sealing up is a must so that all possible controversies, such as ZUS (the ailing Social Insurance Office), are settled behind a closed door," he said. "The government should also focus on several important issues, such as security, which would be easier to market than it was in the case of the four reforms."
