Many of the women had not had to take dress or a public image very seriously until
they were elected mayor and for most it had been a low priority in their lives and it was a surprise to discover how high people's expectations were of their mayor's self presentation. Several of the women bemoaned the fact that they had to take care with their appearance even if they were just going out to the supermarket. Although there was no clothes allowance for the mayor, they had to invest in an extensive wardrobe
of new clothes whereas a male could just buy a few new ties. One mayor had gone to an occasion in a good knit suit and had been made aware that a higher level of elegance was expected of her. Another mayor said that her two female councillors had dropped several hints that she should wear make-up. One mayor said, "there is an expectation that you've got to be the best dressed person in the district", and another stated:
People do comment on what you are wearing and what you look like ... My first three months, my whole pay was spent on clothes and then you have a husband that you have to dress as well, as he has never been to so many functions. Suddenly, we need all these good clothes . . . even going to the supermarket you have to look nice. You can actually see some people that you don't know staring at you. (Heather Maloney, Franklin District)
The mayors were asked about how they would like to be perceived as mayor compared with how they thought they were perceived. One mayor said that you would need to be polling all the time to know what the public thought of you and another two mayors were quite unsure, but others were very clear and matter of fact and some were very thoughtful in their answers. One mayor saw herself as "one of the people, feminine but strong" and felt that she must be OK in the public's view as they kept voting her back in. She added:
I think you have to make sure you are perceived as a doing person, but it is no good being too visionary if you are not going to action anything now. I like to be seen as somebody who likes to see action happen, but at the same time balance it with looking after our environment, making sure that development is sustainable but having growth and progress. I have six grown children and four small grandchildren and I want to know that the future is going to be good for them (Joan Williamson, Taupo District).
She made the point that:
the public can't see the whole of the job and perhaps they don't know me terribly well either, but after all these years they probably do. I think they just accept me as better the devil they know. I am very enthusiastic. I work hard at the job. I never say no. People do appreciate your being prepared to go to every little thing. They [the events] are important to every one of those groups and whether it's opening an important conference which is very erudite and you need to keep your wits about you, or whether it is simply going to a mothers' group and playing on the floor with the kids - they are all equally important. (loan Williamson, Taupo District)
Overall, the comments the mayors made showed that it was much less important it was to them to be liked and admired by everyone, than to have achieved positive
gains for the community. However, many felt that the way they wanted to be seen and the way they were seen was very similar. One mayor who wanted to be seen as "someone who comes through for people, accessible, ordinary, normal, not removed and remote" felt that having gained 90 percent of the vote at the last election showed that people were satisfied with the way she'd done her job and the way she'd brought the council and the community closer together.
Some mayors found that the image that some segments of the community had of them differed markedly from others. One mayor who said she would like to be seen as "fair, speaking from the heart, honest and committed", in fact saw herself as having two public images. The image the business community had of her was as someone who had made "sound but hard decisions" and she had their support. But many others saw her as "dictatorial" and did not believe that she was "prepared to listen to their issues". One mayor who wanted to be seen as accessible, direct, honest, someone who listened and had integrity, freely admitted that some people couldn't stand her, but pointed out that some people "don't like directness and honesty".
Another mayor said of others' perceptions, there was always the risk that if you looked warm and friendly, you were going to be seen as weak. She felt that she polarised people and probably 50 percent loved her and 50 percent hated her. Yvonne Sharp (Far North District) wanted to be seen as visionary and a mayor who listened to the community. She added, "I really feel good when people refer to me as 'my mayor' or 'our mayor' and say it in a warm and intimate way". She said that it gave her a "sense of connection". She felt that she was seen in that way but that was because of being "born and bred in the district" and being known to have "the good of the district at heart". She said she was someone who did not have "ulterior motives or private agendas".
However, one mayor who wanted to be seen as "approachable" and "down to earth" with "an open mind and an open door" felt that she was seen as "exactly that". But she made the point that as a new mayor it took time to build relationships and get support from staff and others who had been used to working with somebody else as mayor.