Jul 6, 2026 – 7.29pmIn the wash-up of Anthony Albanese’s landslide electoral victory last year, ALP National Secretary Paul Erickson declared there were new rules for the game of politics. For god’s sake, don’t be boring, he told The Australian Financial Review Magazine. And be authentic. Look wider for your audience. And whatever you do, keep hammering home simple messages for months before they filter through.For the prime minister, this has meant appearing on the full gamut of traditional media, from 7.30 on the ABC to Sky News Australia’s Bolt Report. He speaks to FM radio hosts and breakfast TV. And in more recent years he has broadened his remit to include social media influencers covering the federal budget and joining him on the election campaign trail, as well as appearances on podcasts and YouTube shows.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Ronald MizenPolitical correspondentRonald Mizen is the Financial Review’s political correspondent, reporting from the press gallery at Parliament House, Canberra.Sam Buckingham-JonesMedia, marketing and telecommunications reporterSam Buckingham-Jones is the media, marketing and telecommunications reporter at The Australian Financial Review. Send tips about the media and the telco sectors via encrypted messaging platform Signal (@samebjones.18) or email.Fetching latest articles