MALCOLM Turnbull's embarrassing appearance on the ABC's Lateline last week was a pointer to why Tony Abbott has assiduously avoided that type of inquisitorial program.

Abbott's media strategy is to go as lightly on his policy alternatives as he has gone heavily on the government's perceived failures. The more he can keep the government off balance, the easier it is to keep the public's eye on Julia Gillard's alleged shortcomings and not his policy alternatives.

But in order to succeed in that strategy, he has had to avoid the programs and occasions that allow for more searching questions aimed at exposing the shortcomings in any politician's policy offerings.

I tested my argument by looking at a range of electronic media interviews he has conducted this year and compared them with Gillard's appearances. This is not an exhaustive list, but it does give a good indication. Gillard appears much more frequently on the more inquisitorial shows:

The story is completely different on the softer interview formats, for example Channel 9's Today Show - Gillard 2, Abbott 10.

When it comes to radio, the different approaches are apparent for all to see. There isn't much difference in the number of ABC interviews, probably because the ABC is the principal source of radio coverage in regional Australia. However, it's in the talkback radio and shock-jock departments where Abbott is streets ahead.

Consider these numbers, based on my best count of interviews so far this year:

Gillard 2, Abbott 9

Abbott's strategy in a nutshell is to have as much of Alan Jones and as little of Tony Jones as possible.

It's probably not surprising that Abbott has largely avoided programs such as 7.30 this year. After all, it is on this show that he has put in some of his most self-damaging performances. Readers will recall, for example, Abbott's embarrassing interview with Kerry O'Brien during the last election campaign, when he struggled to convey any understanding of the broadband network and left everyone with the impression that the internet is primarily there to download movies and send emails. It was Abbott's worst campaign day because it marked him as someone with no eye to the future.

In similar vein, Abbott once infamously admitted to O'Brien that he doesn't always tell the ''Gospel truth''. Abbott's determination to avoid tough interviews must have been confirmed when he froze on camera and failed to speak for 24 seconds after being asked by Channel 7's Mark Riley to explain his ''shit happens'' comment about a soldier's death in Afghanistan.

So far Abbott's style of campaigning has been effective, particularly as the government is yet to settle on a price for carbon or to deal with other issues Abbott likes to whip up - such as asylum seekers.

The danger for him with this approach is threefold. First, when he is caught out in a searching interview about his alternative prescriptions, his failure to give any sort of compelling answer speaks volumes, as it did in the interview on the broadband network.

Second, he now knows he can't rely on his shadow ministers - particularly Turnbull - to run a convincing line for him on Coalition alternatives to a carbon tax.

Finally, in dragging the government down with his aggressive and negative campaign style, he is doing the same thing to himself. Despite all the government's woes, and a primary vote of 31 per cent, Gillard is still the preferred Prime Minister, according to the latest Nielsen poll.

So, when a viable contender such as Turnbull starts reminding the electorate that he has more reasoned and balanced positions on issues such as climate change, the danger for Abbott is real. At some point, he may get a tap on the shoulder from senior Liberals who thank him for all his hard work, but explain that it's now time for a less pugilistic face of the Liberal Party to be presented to the electorate.

It will be ironic indeed if climate change becomes the issue on which Abbott's leadership founders.

Bruce Hawker is a campaign adviser to the Labor Party and the managing director of the Campaigns and Communications Group.