5 lessons from the Alberta PC's election loss

Alberta Progressive Conservative leader Jim Prentice listens to NDP leader Rachel Notley speak during the leaders debate in Edmonton on Thursday April 23, 2015. (THE CANADIAN PRESS/Jason Franson)

There’s a textbook on turning victory into defeat to be written from Tuesday’s NDP triumph over Alberta’s eternal Progressive Conservative government.

To assist those watching in confounded confusion as right-wing conservative country rolled hard left under NDP control, consider just five lessons from the shocking loss.

1. It comes down to the campaign

This will bring special comfort to the federal NDP, but Alberta proved there’s no sure winner once the writ drops.

A month before the election call, Jim Prentice was unbeatable and Rachel Notley was, at best, ramping up as Official Opposition Leader. Only campaigns matter. Everything before they start is background noise.

2. Stick to fixed election dates

Of particular note to Stephen Harper, fixed election dates must remain fixed. Prentice ditched the legislated campaign calendar to take advantage of a decimated opposition. All it did was unite voters against the crass opportunism of breaking a law for partisan advantage.

3. Personality matters

Justin Trudeau can take some heart that its leader personality first, party policy second in voter minds.

Many Albertans had only a simplistic grasp of NDP promises. And the corporate-unfriendly platform seems a difficult fit with troubled economic times.

But they embraced the sunshine bounce and partisan pragmatism of Rachel Notley. They have intuitive trust she won’t sacrifice their best interests for party ideology.

4. Attack ads didn't work

Of concern to Harper, attack ads don’t always work. Five-alarm fearmongering became a PC fixture in the final weeks. Elect an NDP government and the oil industry flees the patch, they warned.

Political messaging is so tainted by self-interest now that nobody believed any of it.

5. Have an escape plan

If all else fails and you can’t avoid a terminal fate, have a graceful exit plan in place. Last impressions linger.

Jim Prentice would never dazzle Albertans with wit and charm. But he projected an aura of dignified professionalism.

To declare he would not serve the Calgary riding which had re-elected him moments earlier was neither dignified nor professional. His petulant exit will be a legacy and his sacrifice of a big banker’s paycheque to serve his province forgotten.

That’s just five of the 50 ways to lose your mandate and self respect from the PC campaign handbook.

It ought to be a compulsory study for politicians who want to win.