Illustration: Matt Golding. The comparative analysis of publicly available published transcripts shows Mr Abbott gave 457 radio and TV interviews, press conferences and shorter "doorstop" interviews in 2011, while Mr Shorten gave just 265 in the equivalent 2014 period. Both leaders' offices cautioned that transcripts of interviews were not always published. A spokesman for Mr Abbott identified an additional 23 press conferences and claimed a total 675 interviews in 2011, while a spokesman for Mr Shorten said he had spoken with 2UE last Friday, with 2GB at least once in 2014 and that "there is no doubt that Labor calling the budget and the Liberals' GP tax, $100,000 degrees and pension cuts unfair has resonated hugely with ordinary Australians". The publicly available information shows both men faced the scrutiny of the Canberra press gallery about the same number of times – 47 times for Mr Abbott and 54 times for Mr Shorten – and both men spoke to the ABC about the same number of times – 40 times for Mr Abbott and 45 times for Mr Shorten. But in a carefully calibrated media strategy, Mr Shorten is clearly avoiding potentially risky radio interviews, particularly in New South Wales, which has the greatest number of lower house seats and in which Jones and Hadley occupy pre-eminent positions.

Mr Shorten also appears to dislike breakfast television, making just two appearances on the Nine Network's Today show and five on the Seven Network's Sunrise in 2014, compared to 31 and eight by Mr Abbott in 2011. ANU professor of political marketing Andrew Hughes said Mr Shorten risked becoming known as "Invisibill" because of his "small target, small policy" strategy. "Shorten is clearly making Abbott do the running and then jumping on his mistakes," he said. "The more Abbott speaks, the less Bill will, so the differences are noticed, even if the policy differences are small." "It's a good strategy in that it minimises the harm that can be done, but it also shows they [Labor] must be worried about his depth and the depth of their policies."

Fairfax Media spoke to more than half a dozen Labor MPs from across states and factions about the analysis, and while some MPs were critical of Mr Shorten, others highlighted Labor's ascendancy in the polls to defend the opposition's political strategy. One Labor MP said Mr Shorten's approach was a problem that "everyone is aware of". "Make no mistake, there will be a change of leader on the other side [in the Liberal Party] and then it's a whole new ball game," one MP, who asked not be named, said. "Part of the problem is that neither he nor just about anyone in his office has been in opposition before; you have to put yourself out there". A second MP agreed, arguing "we have to remember how quickly things can turn. We have more work to do. At some point they will switch to Turnbull or Bishop and then we will be looked at more closely."

But three MPs, who also spoke on condition of anonymity, defended Mr Shorten's small target strategy and pointed out the leadership group – including Chris Bowen, Tanya Plibersek, Anthony Albanese and Penny Wong – were also prominent media performers. "Why should we get in the way when the Liberals are killing themselves? We are ten points up in the polls," that MP said. A second MP said the caucus was largely satisfied with Mr Shorten and that "Abbott keeps shooting himself in the foot, it's hard to compete". A third MP said that "even with great leaders there is room for improvement" and added "look how well we are doing in the polls".