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By Andrew MacDougall
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Within the newest signal that every part is simply high quality in Justin Trudeau’s Ottawa, the prime minister has shuffled his ministerial deck, bringing in seven new faces, rearranging dozens extra and saying “thanks in your service, right here’s a (potential) ambassadorship” to some of his veteran arms.
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We’re now eight years into Trudeau’s tenure and apparently it’s time for a recent begin.
So, say howdy to rookie Minister Dan Vandal, everybody. I imply, who else are you going to name when it’s worthwhile to elevate somewhat hell to ship some outcomes, proper?
You deploy “The Vandal”! It’s nominative determinism at its best. Wait, what’s that? You imply, Minister Vandal was already within the cupboard? Oh.
And that’s the purpose. Vandal may have been in earlier than, he could possibly be in now. None of it issues as a result of none of Trudeau’s cupboard members, it appears, are allowed to a lot as squeeze out a timid howdy with out the say-so of the Prime Minister’s Workplace, and everybody is aware of it.
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So, right here’s my recommendation to the brand new crop of cupboard members being paraded out by the PMO: study to say “no.”
I do know, I do know. You’ve in all probability solely gotten the roles since you promised to by no means say the phrase “no” to the PMO, however “no” you will need to, and “no” you shall. Not less than, if you wish to get one thing performed.
And also you don’t have to fret about your jobs. Having simply put you there and praised you as the reply to the nation’s issues, the prime minister is hardly in any place to then volte-face and yank you.
Trudeau’s not in a lot of any place today, so poorly is he performing — whether or not that’s on Chinese language interference, cost-of-living, or housing begins.
You, my new cupboard mates, at the moment are within the pole place. So use it.
Coming because it did on the day a recent spherical of polling put the Liberals 10 factors behind their Conservative opposition, the prime minister’s shuffle can equally be learn as a nobbling of his potential rivals.
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Anita Anand to the Treasury Board Secretariat? Is that basically the place the well-regarded minister is required, particularly with Ukraine nonetheless boiling? Trudeau has additionally saved Chrystia Freeland nailed to his financial masthead, and so forth.
Which isn’t to say there aren’t some fascinating strikes with Sean Fraser to Housing, Infrastructure and Communities in all probability being the decide of the litter.
With polling exhibiting Trudeau’s enchantment fading amongst youthful cohorts, rekindling the dream of housing affordability ought to be prime of the want checklist for a authorities that’s now getting lengthy within the tooth.
As a former director of communications to a chief minister, I’ve an additional bit of recommendation for the brand new cupboard. Neglect concerning the communications. Neglect concerning the tweets (sorry, the Xs), the Instagram posts and the exquisitely crafted video footage of you “relating” to atypical folks.
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You’ll be able to inform the hundreds of individuals in your collective communications departments to face down. It’s time to indicate, not inform.
As a result of it ain’t gonna be the comms that saves you from a drubbing on the polls; it is going to be supply. In case you don’t ship, nothing you’ll say about not delivering will assist you.
You bear in mind “supply,” don’t you? “Deliverology” may really feel very 2015 (together with gender-balanced cupboards), however you want outcomes.
So go ship, new ministers.
Canadians are telling their elected leaders they need cheaper meals, cheaper gasoline and cheaper homes, not low cost photographs on social points that received’t put meals on the desk.
They need much less sizzle, extra steak. They need motion, not phrases. Most of all, they need Justin Trudeau out of their faces, so begin by getting him out of yours.
That is the final probability for members of a Trudeau cupboard to indicate Canadians they matter. To point out they’re greater than mere pawns on the PMO’s chessboard. It’s time to say “no.”
Andrew MacDougall is a London-based communications marketing consultant and ex-director of communications to former prime minister Stephen Harper.
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