Hunter MP Joel Fitzgibbon has warned his party that they must put 'labour back in Labor' or face electoral annihilation.
But he insists there is still time for leader Anthony Albanese to turn things around before the next election, which could be held later this year.
It comes as polling, conducted last November by Chorus Consulting with New Zealand research firm Community Engagement found Labor was on track to lose the electorates of Shortland and Paterson at the next election.
The polling, which surveyed 955 people in each seat, found Shortland, held by Pat Conroy, had dropped 13 points since the election to 28 per cent compared with the Liberals' primary vote of 45 per cent.
In Paterson held by Meryl Swanson, Labor's primary vote fell by 11 per cent since the 2019 election to 30 per cent. The Liberals primary vote stood at 43 per cent.
More than 70 per cent of those surveyed in Shortland and 65 per cent in Paterson said they were "very certain" they would not change their voting intention before the next election.
Mr Fitzgibbon, who survived a 9.5 per cent swing against him at the last election, said the poll's prediction should be taken seriously.
"It's a credible polling company that is well used and respected so anyone in the Labor Party who chooses to ignore or dismiss it is making a very big mistake," he said.
"I certainly feel the poll is consistent with the feeling that I pick up throughout the region."
Mr Fitzgibbon, who quit the Labor front bench last year because of divisions over energy and climate policy, said the party was yet to take responsibility for its failed policies.
"I believe the Labor Party has to get back to its roots. It has to put labour back into the Labor party," he said.
"It has to recalibrate its policies and its message and demonstrate that we have the backs of those who wear the high-vis, those who wear the blue collar, those who work in the gas industry, those who work in our coal mines, manufacturing plants and abattoirs.Those are the people who are looking to Labor to demonstrate that we have their backs and that poll indicates that we haven't convinced them."
But in relation to a possible leadership shake-up he said the party needed to address its message rather than the messenger.
"I believe that Anthony Albanese has the opportunity to send that very clear message in the electorates that we have held for a long time - that Labor has still got their backs, that Labor will prioritise them and support their economic aspirations," he said.
Mr Conroy did not comment about the survey results, however, Ms Swanson said political infighting would make the party's already challenging situation even worse.
I acknowledge that the numbers across the Hunter show people are feeling lost and unsure.Paterson MP Meryl Swanson
"I acknowledge that the numbers across the Hunter show people are feeling lost and unsure. This is not new information. As a party, we need to do more to ensure our platform meets community expectations and guarantee the outcomes our region needs," she said.
"The libs have proven time and time again, they don't understand the people of the Hunter, and they won't deliver."
She said effective local members needed to do more than stand for a political party, rather, they need to stand on their merits as members of the community.
I'm not an inner-city MP. I'm a proud regional member and our issues are very different from our city cousins," she said.
"We understand as locals that the Hunter needs support and the embrace of all its industries, not just a select few."
"The worst is yet to come for our region's workers with this governments plans to reanimate the corpse of Work Choices and label it industrial relations reform."
"My priority is working with the union movement and workers to defeat these archaic reforms."