OTTAWA 鈥 Nearly two weeks after a bitter election defeat, the Conservative party has turned its sights to its next chapter: rolling out tone shifts, a renewed media strategy, and the reintroduction of its leader to start courting voters who turned elsewhere at the ballot box.
Pierre Poilievre鈥檚 Conservatives 鈥 for supporters have, at least publicly, united around him 鈥 are keen to point to the party鈥檚 expanded vote share, seat count and base as reasons not to depose their seatless leader and those central to his campaign.
But that refrain can鈥檛 last forever.聽
鈥淲hat (people) didn鈥檛 want to be sold was how wonderful the result was,鈥 said Rob Batherson, a former Conservative party president who fell to the incumbent Liberals in Halifax West last week.聽
That doesn鈥檛 mean it鈥檚 time to burn it all down, Batherson told the Star.
鈥淲e’ve gone through so much churn and leadership turnover and backbiting and finger-pointing. The party needs some stability,鈥 he said.
鈥淐onstantly switching up leaders and teams, it does set us back practically.鈥
Stability was undoubtedly one of the messages Poilievre sought to convey this week.
In his first public comments since his election night loss, the Conservative leader said he was ready to spend his summer 鈥渓istening carefully鈥 to Canadians. He wished Prime Minister Mark Carney well on his high-stakes meeting with U.S. President Donald Trump. And he said that instead of axing key members of his team 鈥 like campaign manager Jenni Byrne 鈥 he would instead bring more voices to the table.聽
It reflected a more humble 鈥 and human 鈥 tone that Poilievre鈥檚 supporters concede is necessary to win over more voters.
鈥淚 don’t think we anticipated as much of the pushback from baby boomers, if you will, as far as the tone goes,鈥 Greg McLean, the Conservative MP recently re-elected in Calgary Centre, told the Star鈥檚 Althia Raj.
鈥淚 can tell you seniors鈥 homes did not like the tone, and they wanted us to make sure we were stronger against Trump. That was a big issue in seniors’ homes, but they also wanted to see a more conciliatory tone in Parliament.鈥澛
While older Canadians appeared to rally around Carney鈥檚 Liberals by the end of the campaign, the Conservatives struggled to make inroads with another key demographic: women.
More 鈥減ersonal鈥 moments in the campaign 鈥 such as during the leaders鈥 English-language debate, when Poilievre expressed regret at not being able to meet more Canadians, and when he discussed in an interview his young daughter with special needs 鈥 should have been leveraged more, said a source close to the campaign.
鈥淚t is absolutely reasonable to hold the government to account, and that is the job of the opposition, but seeing that softer side that is within him, I think that is what folks who consider themselves moderate but Conservative accessible 鈥 need to see,鈥 said the source, who spoke to the Star on the condition they not be named.
The humility many in Conservative circles say Poilievre must now embody is particularly critical because the leader lost not only the election but his own Ottawa-area seat.
Poilievre鈥檚 decision to run in the Alberta riding of Battle River-Crowfoot 鈥 where he has already spent time trying to earn the respect of voters 鈥 also comes as discontent with the federal Liberals and separatist rhetoric in the province is bubbling up anew.
鈥淚 think it is a positive thing that Pierre is returning to Alberta, because he can hopefully quell those concerns by having a presence in the province,鈥 the campaign source said.聽
That was a sentiment echoed by longtime Conservative MP Andrew Scheer on Tuesday, just before Tory caucus members sequestered themselves in an all-day, closed-door meeting to air campaign grievances and plot the party鈥檚 next steps.聽
At the culmination of that meeting, caucus members had selected Scheer, a former party leader with a wealth of experience in the House of Commons, to serve as Poilievre鈥檚 representative in the lower chamber until his anticipated return.
Veteran Conservatives say that was a calculated choice, weighing the former leader鈥檚 resume against concerns that choosing a rising star within caucus could undermine Poilievre, even if a fresh face would indicate the party was serious about broadening its appeal.聽
鈥(Scheer鈥檚) not angling to be the leader of the party again,鈥 said David Tarrant, a vice-president of National Strategic Communications at Enterprise Canada, who has previously worked in the offices of former prime minister Stephen Harper and Premier Doug Ford, and on Nova Scotia Premier Tim Houston’s campaigns.聽
鈥淚t鈥檚 a short-term role. It’s not as if we’re building the Conservative party’s brand long-term over who occupies that role,鈥 Batherson said.聽
There are other opportunities now for Poilievre to expand his team, not just behind the scenes but on his 鈥渇ront bench,鈥 said another source involved in the Conservative campaign.
鈥淭here’s some interesting faces, some new people that are in caucus now that can help us keep the voters we have and then expand to new people,鈥 said the source, citing Newmarket-Aurora MP Sandra Cobena and Hamilton East-Stoney Creek鈥檚 Ned Kuruc as two examples.聽
But to better platform new faces, re-elected MPs and even the leader, the party鈥檚 decision to eschew traditional media outlets throughout the campaign must be rethought, sources say.
While the party tended to favour alternative media sources like podcasters, YouTubers and livestreamers during the campaign, it has already given some MPs more leeway to return to legacy airwaves since its election defeat.
鈥淵ou have to speak to the folks who watch more traditional media outlets. With the folks over 65, they’re the folks who have CBC on all day. Younger people are going to be on TikTok and YouTube,鈥 a campaign source said.
鈥淪o it’s balancing to ensure that you are reaching as many Canadians as possible on the mediums that they favour.鈥
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