A recent forum organized by Africans Communicating Africa in partnership with TimeKeeping Dialogue Series brought together experts to discuss strategic communications in the context of Ghana's 2024 elections. The panelists shared valuable insights on ethical communications, emotional communications, women representation, issue management, and more.
Nil Commey, an International Communications Strategist, highlighted the National Democratic Congress's (NDC) effective use of emotional communications to connect with voters. He noted that presidential candidate John Mahama's branded clothing was a clever tactic to promote his brand and appeal to the emotions of the electorate, particularly the youth.
Nii Commey observed that vibrant political parties effectively harness the media to disseminate their messages, ultimately influencing public perception and voter behavior. The strategic deployment of communications by parties like the NDC and NPP has been particularly noteworthy, as they deliberately engage with the public to shape their narratives.
Key Strategies Employed by Political Parties:
- Intentional Messaging: Political parties have adopted a coordinated approach to messaging, leveraging various media channels to reach their target audiences.
- Stakeholder Engagement: Parties have recognized the importance of engaging with stakeholders, including the electorate, to shape public perception and influence voter behavior.
- National and Coordinated Communications: The use of national and coordinated communications strategies has enabled parties to effectively disseminate their messages and achieve their goals.
Joyce Sackitey-Ahiadorme, a Communications Professional, praised the NDC's efforts in promoting women representation during the 2024 election campaign, citing the party's vice-presidential candidate as an example. However, she criticized the Cheddar party's introduction of their female vice-presidential candidate as being too late.
Afua Serwaa Boateng, a Media Relations Professional, discussed issue management during the 2024 campaign. She identified three key issues that arose: the role of Dr. Kwame Nkrumah in Ghana’s development, Bawumia's leadership skills, and the role of religion in influencing voter behavior. Boateng noted that the New Patriotic Party (NPP) failed to address these issues effectively, instead focusing on their campaign.
According to Afua Serwaa Boateng, Ghana's political landscape has witnessed a significant shift in how political parties and state institutions utilize the media to convey their messages.
The media has taken a proactive approach, seeking information directly from the electorate rather than relying solely on political parties,” she observed.
The forum, which was moderated by the Georgina Asare Fiagbenu -Communications for
Development Strategist, provided valuable insights into the strategic communications employed by political parties during Ghana's 2024 elections. As the country continues to navigate its democratic journey, the importance of effective communications in shaping public perception and influencing voter behavior cannot be overstated.
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