Five plus months in, and most Australians couldn’t name a single thing Angus Taylor stands for.

That’s a communications failure. The kind that ends careers, in politics and in business.

Taylor is a Rhodes Scholar, a former McKinsey partner, and a competent policy thinker. He is fit, good-looking and energetic. But none of that matters if nobody knows what he’s for.

Taylor took the Liberal leadership in February after defeating Sussan Ley. He inherited a party polling below One Nation nationally and bleeding seats to Teal independents in the cities. The Farrer by-election in May delivered the verdict: the Liberal primary vote collapsed from 43 per cent to 12 per cent. One Nation’s David Farley won the seat. The numbers have barely moved since.

Most opposition leaders fight on one front. Taylor fights on three: Hanson has captured the conservative base, Teals to his left, and a Labor government with an enormous majority.

That squeeze won’t fix itself.

The author Peter Wilkinson

The invisibility problem

In crisis communications, we talk about three messages every leader needs: the incident message, the company message, and the personal........

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