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The Power Index

Election deciders: the media

Not even the mighty News Corp tabloids can make the public care deeply about this election.

Election deciders: the spinners

Who are the faceless men who set the party's messaging each day?

Election deciders: corporate lobbyists

Not all corporate campaigns against political parties happen on TV. Some go under the radar, and can be even more effective.

Election deciders: trade unions

How do does the trade union movement flex its muscle during elections?

Election deciders: the fixers

Chiefs of staff walk a fine line. They need to be prominent enough to help their party's message, without becoming the party's message.

Election deciders: the moneybags

Investment vehicles, unions and key industries help finance the parties' federal election campaigns. But there's one donor who dwarfs all of them.

Election deciders: meet the pollsters

In the first of a series on those players behind the scenes who will sway the election, Crikey journalists Myriam Robin and Josh Taylor profile the pollsters.

<em>Crikey</em> has been counting down the most powerful people in the fight for the 2013 federal election. Here's our number one: the campaign directors. Who are these people, and what tack are they taking in 2013?

The Power Index: election deciders, campaign directors #1

Crikey has been counting down the most powerful people in the fight for the 2013 federal election. Here's our number one: the campaign directors. Who are these people, and what tack are they taking in 2013?

Our top pollies' chiefs of staff Ben Hubbard and Peta Credlin are invaluable to their respective leaders, sending their troops into battle, calming hot tempers and negotiating back-room deals. <em>The Power Index</em> finds out what makes these political powerbrokers tick.

The Power Index: election deciders, the fixers at #2

Our top pollies' chiefs of staff Ben Hubbard and Peta Credlin are invaluable to their respective leaders, sending their troops into battle, calming hot tempers and negotiating back-room deals. The Power Index finds out what makes these political powerbrokers tick.

The election is roughly 100 days away, and the parties' spinners are fired up -- planting stories, shilling images, shaping the message and the nightly news. These wily party types massage the message and try to get their candidate's face on TV -- for all the right reasons. But do Gillard and Abbott have the best spinners in place?

The Power Index: election deciders, the spinners at #3

The election is roughly 100 days away, and the parties' spinners are fired up -- planting stories, shilling images, shaping the message and the nightly news. These wily party types massage the message and try to get their candidate's face on TV -- for all the right reasons. But do Gillard and Abbott have the best spinners in place?