So the votes have been tallied and the results are out. On 8th May 2011, Singaporeans woke up to the reality of a stronger Workers' Party; having wrested the Aljunied GRC stronghold containing 3 Ministers no less from PAP and retained their traditional bulwark of Hougang, their presence in the Parliament has strengthened from 1 seat to 6 (not including any possible NCMPs too). This is also the most number of elected Opposition seats taken up since Singapore's independence.
But the feeling of dissatisfaction is strong in the air and one wonders if PAP will take heed. They have clearly lost ground; the previous election in 2006 PAP having garnered 66.7% of the votes, only 60.14% voted for them in 2011. Two PAP heavyweight ministers, Senior Minister Goh Chok Tong and Minister Mah Bow Tan also received poorer scores for their "report cards" this time round, having lost a significant share of votes from the previous election. These 2 constituencies were also notable for their 'wins' due to the slate of fresh candidates offered up by National Solidarity Party. For first time contestants, their share of votes gained were very credible and noteworthy.
But on a whole, what tips could the opposition parties glean from this election?
1) Consistent Messaging
The Workers' Party's communications plan was the strongest and the tightest amongst ALL the parties contesting this time round. Yes, even the PAP could take a lesson or two. Having attended their rallies and watched their videos online, every candidate knew the party's mission and ideals by heart and embodied it. Ending every speech with a consistent "Vote for the Workers' Party towards a First World Parliament", that line became synonymous with the party and in fact, the strongest rallying cry for the election.
I will not go into whether the message itself could have been better, but their consistent delivery cannot be faulted. The PAP recognised and went for the jugular by attempting to tear it apart, with MP Indranee Singh leading the pack. But Mr Low successfully rebutted every attack backed up by Ms Sylvia Lim in the press and the messaging was reinforced credibly by every candidate during the rallies. So not only did they settle on a communications message, but plans were laid for a vigorous defense and strong comebacks to what was a rather predictable PAP challenge.
2) Brand Loyalty
Workers' Party candidates also stand out by having a strong loyalty to the cause, something in which every other political party (besides PAP) suffers heavily from. In this aspect, I actually believe that WP took a leaf or two from PAP's own book!
The leader and "star appeal" from the get go has always been Mr Low Thia Kiang, flanked by the very capable and charismatic Ms Sylvia Lim and the extremely credible Mr Chen Show Mao. Mr Pritam Singh also came into his own with his steadfast delivery but overall, the strongest spotlight was trained on Mr Low and nobody else fought to detract that from him. And it worked for the voters. Mr Low came across as a strong party leader backed by strong lieutenants and the voters bought it. Having stepped out firmly into the unknown to contest for a GRC, the challenge was thrown during Nomination Day and the battle lines were drawn.
PAP tried to play a game of chicken, challenging Aljunied GRC voters if they dared sacrifice Foreign Minister George Yeo for a normal MP like Mr Low but that strategem backfired tremendously. And it went to show that voters were not impressed with titles and fancy sounding portfolios; instead a strong character coupled with integrity was what counted and WP came out the stronger winner.
The National Solidarity Party got off to a shaky start with the loss of their Principal Election Agent and older brother of party chief Goh Meng Seng. From then on, it sadly became the Nicole Seah Show, with attention within and without the party trained solely on her young shoulders with very little else coming from the rest of the party candidates. But what a marvelous job she pulled off, backing Senior Minister to the polls with only 54% of the votes garnered. This was an incredible feat made no less by the fact that she was a political newcomer. Very little was heard from party chief Mr Goh Meng Seng through out (the other Mr Goh) despite Mah Bow Tan's obvious unpopularity and SM Goh's clumsy gaffes. Previously touted star candidates or "A-team" comprising of former scholars and couple Tony Tan and Hazel Poa also failed to impress or garner much traction amongst voters.
But it could have been better. The musical chair of opposition candidates played out prior to Nomination Day did not help the cause overall with personas and egos jumping ship every so often. The Reform Party suffered the worst of this and generally arrived at Nomination Day with an air of having cobbled their candidates from anybody and everybody willing to "have a go at it". Not the sort to inspire faith in a voter from the get go if they knew that your candidate joined you just a couple of months or even weeks / days prior to the elections. The only party that stood above and away from the opposition fray with regard to "talent" was Workers' Party and they have the results to show for it. Voters like to know you are in it for the long haul and that includes your membership to the party. After all, Singaporeans like stability even when voting for change.
I think Alex Au once stated that to argue for the greater cause of "unity" was to be disloyal to the party's cause of gaining more seats and sadly, this has played out to be true. Perhaps it is the very nature of an opposition candidate that makes him or her unable to stay within a party that has a set of rules and regulations he or she can't agree with. After all isn't the hallmark of a PAP candidate one that submits to group-mandate?
I personally believe that in the months ahead, we will see loser candidates leave their current parties and join others or set up new ones.
3) Having A Media Plan
A pleasant surprise from this election was the improvement of coverage allocated to opposition parties this time round. The local press had obviously realised that they no longer had the stranglehold on news in the era of Facebook and the Internet. Unfortunately most if not all opposition were caught off-guard but how nicely the press was playing this time round and were still playing by the old rules i.e. do not trust or rely the local press to get your message out. This in a way, is a sad indictment of the trust our local citizenry has towards the press but that's a post for another time.
So aside from the traditional podium pounding speeches and the clumsy fumblings of urging supporters to "share" links and videos online, the opposition failed by and large to play to the local media, something that PAP has had the luxury of since inception. By the time various opposition figures realised this, it was rather too late into the campaign and PAP has as usual stolen a march on them.
Vivian Balakrishnan's attempted smear campaign on SDP backfired and ironically hit him in where he least expected it; via the local press. Disapproving and unforgiving opinions were published and aired in local papers for once, reflecting the louder disgust heard online and within days, the PAP camp found itself in a position of scrambling to regain lost moral high ground. But the fair play exhibited by the local press was unexpected and to be honest, unprecedented and the opposition failed to capitalise on their gains.
All that said, whether this continues to remain as a normal state of affairs remain to be seen as PAP evaluates the performance of the media under their control and whether hidden repercussions are dealt or felt with after the results are known. The loss of a GRC and a well-liked Foreign Minister is guaranteed to rattle the highest management and as history has shown, PAP is not above changing the rules or altering the playing field to suit itself.
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