By Yaw Adomako Baafi
Planning and organization are timeless pillars of success, influencing the outcome of virtually every endeavour. In politics, these elements are undeniably vital, shaping the foundation of a party’s operations, strategies, and goals. However, in the contemporary political landscape, communication has emerged as an equally crucial, if not more significant, determinant of progress and victory.
Effective communication is the sine qua non of modern political success. After meticulous planning and organization, the results and intentions must be conveyed effectively and persuasively to the target audience. Without this, even the most well-thought-out strategies can fail to resonate with voters. Communication is no longer just a support tool in politics; it is a driver of outcomes, capable of inspiring action, fostering trust, and winning hearts and minds.
Moreover, strategic communication serves as the bridge between a party’s vision and the electorate’s understanding of that vision. The interplay between planning, organization, and communication cannot be overstated. A well-executed communication strategy amplifies the impact of planning and ensures that a party’s message reaches its audience with clarity, conviction, and purpose.
In today’s political arena, the party or candidate who tells a compelling, engaging, and persuasive story is likely to win the race. Modern communication extends far beyond mere rhetoric or speaking engagements. It demands adaptability, cultural sensitivity, emotional intelligence, and the ability to harness technology and media effectively. Political communication is a core managerial and administrative function that must be carefully aligned with broader strategies.
To neglect communication is to jeopardize political success. To embrace it with intention and skill is to unlock the power of connection, influence, and ultimately, victory.
Introduction
“Plans fail for lack of counsel, but with many advisers, they succeed” (Proverbs 15:22). This biblical adage underscores the indispensable role of strategy, planning, and collaboration in the pursuit of success. In politics, these virtues are critical, forming the bedrock upon which every party’s vision, operations, and strategies are built. Yet, as the dynamics of modern governance evolve, communication has emerged as an equally vital—if not superior—component in determining electoral outcomes.
Politics is no longer just a contest of ideologies or policies; it is a battle of narratives. The ability to connect with the electorate through clear, persuasive, and emotionally resonant communication can tip the scales between victory and defeat. The annals of history provide examples of leaders who, despite ground-breaking policies, faltered due to their inability to convey their vision effectively. Conversely, others have risen to prominence through their oratorical skills and mastery of communication.
As Ghana’s recent political landscape has demonstrated, the absence of strategic communication can undermine even the best-laid plans. This essay explores the essence of communication in modern politics, examining its intersection with planning and organization, and offering insights into how it can be harnessed for success.
The Strategic Essence of Communication
Communication: The Driver of Political Success
Communication in politics transcends the mere dissemination of information. It is the art of shaping perception, mobilizing support, and building trust. As Aristotle posited, “The art of persuasion lies in the ability to balance logic, emotion, and credibility.” In this light, political communication becomes the vehicle through which planning and organization are transformed into tangible outcomes.
The interplay between planning and communication is symbiotic. While planning provides the blueprint, communication breathes life into it, ensuring that a party’s vision resonates with its audience. For example, President John F. Kennedy’s inspirational rhetoric in the 1960s galvanized the American public, emphasizing the power of words to shape history.
The Elements of Effective Political Communication
Adaptability and Cultural Sensitivity
Modern political communication requires a nuanced understanding of the audience. Different demographics respond to different messages, making adaptability and cultural sensitivity paramount. In Ghana, for instance, regional, linguistic, and cultural differences demand tailored messaging strategies.
Stakeholder Engagement
No political party can succeed in isolation. Building strong alliances with media outlets, civil society organizations, academia, and other influencers is crucial. These stakeholders amplify a party’s message and lend credibility to its campaigns. For instance, the role of religious leaders and opinion makers in shaping public discourse cannot be overstated in Ghana’s political landscape.
Harnessing Technology
The rise of digital media has revolutionized political communication. Social media platforms like Twitter and Facebook have become powerful tools for reaching voters, particularly the youth. A robust digital strategy enables parties to engage with their audience in real time, counter misinformation, and build a strong online presence.
Case Study: Lessons from Ghana’s 2024 General Elections
The 2024 general elections in Ghana offered a masterclass in the consequences of ineffective communication. Despite the remarkable achievements of the New Patriotic Party (NPP) under President Nana Akufo-Addo and Dr. Mahamudu Bawumia, the party struggled to convey its successes persuasively. Several factors contributed to this failure:
· Lack of Intentionality in Relationship Building
The NPP reportedly failed to cement relationships with critical stakeholders, leading to diminished support from civil society organizations, the academia, the trade union congress, the youth groups, student leaders, and other influential groups.
· Weak Media Relations: Once known for its strong ties with the media and civil society organizations, the NPP lost touch with these critical allies, creating a vacuum filled by opposition narratives.
· Neglect of Communicators
The neglect of party communicators and grassroots supporters, who are essential for amplifying the party’s message, weakened the party’s outreach efforts. Comparatively, the opposition NDC provided stronger support to its communicators.
· Ineffective Use of Resources
Despite significant investments in communication, poor strategy and a lack of cohesion rendered these efforts ineffective.
· Exclusion of Communication Expertise
The absence of communication professionals in key post-election review committees, such as the one led by Professor Michael Oquaye, further undermines the party’s ability to assess and improve its communication strategies.
· Internal Disunity: A lack of coordination among various communication arms—presidency, information ministry, and parliamentary representatives—led to inconsistencies in messaging.
· Lack of Transparency amongst the Communication Leadership: While the hallmark of the campaign team was based on transparency, this appeared to be totally absent in the leadership of the communication front. All the communication officers in the 16 regions and those in the various constituencies across the country were totally cut-off from the communications decisions, strategies, and the allocation of resources.
· Absence of Teamwork: As the adage goes, “In unity lies strength”. Another proverb has it that, “Two heads are better than one”. The benefits accrued from effective and well-coordinated teamwork are incalculable but unfortunately, this was totally absent. One man show which was born out of self-centeredness and selfishness purely dominated the entire campaign communication exercise. Almost all the 16 regional officers are ready and willing to tell how they were marginalized to the extent that a campaign jingle would be played by the media in a region yet the communication officer will not be privy to how and when those were sent.
· Poor and Uncoordinated Research: Communication thrives well where there is effective research to support it. In the case of NPP, it is unfortunate that the research team is attached to elections. This is a very bad decision that always work against the party’s communication. The situation was worsened in the 2024 election where a minimal research work was done. In some cases, just one person and probably few others could boast of access to research from the national security, and few other ministries but wickedly, they also kept those information in their chest for self-aggrandizement.
In contrast, the National Democratic Congress (NDC) excelled in fostering strong relationships with key stakeholders, supporting its communicators, and maintaining a cohesive communication strategy.
The Way Forward: Building a Communication-Centric Strategy
Effective communication has become the cornerstone of political success. It is no longer a support tool but a decisive factor in shaping public perception, inspiring trust, and mobilizing support. This therefore, calls for a strategic communication. The following are among the recommended strategies;
· Interconnection of Planning, Organization, and Communication
The alignment of a party’s vision with a well-crafted communication strategy ensures that the message is not only heard but resonates with the electorate.
· Training and Capacity Building
Regular training programs for communicators are essential. Equipping them with skills in public speaking, crisis management, and digital media ensures they are well-prepared to represent the party effectively.
· Relationship Building
As noted by John Maxwell, “Leadership is influence, nothing more, nothing less.” The NPP must prioritize relationship-building with media, civil society, and other influencers. A proactive approach to maintaining these ties can rebuild trust and goodwill.
· Adopt a Holistic Communication Strategy
The NPP must design a comprehensive communication framework that integrates all aspects of political messaging. This includes aligning planning, organization, and execution across all communication channels to ensure consistency and clarity in messaging. A well-rounded strategy should incorporate traditional media, digital platforms, and grassroots outreach to engage diverse demographics effectively.
· Strengthen Stakeholder Relationships
Rebuilding and nurturing relationships with key stakeholders—such as the media, civil society organizations, academia, religious groups, and trade unions—should be a priority. Proactive engagement, consistent dialogue, and mutual respect can help restore trust and support.
· Empower and Support Communicators
Party communicators, including grassroots volunteers and serial callers, should be given the necessary resources, training, and motivation to perform effectively. This is not negotiable and it must be treated as such. Regular workshops, access to accurate information, and financial incentives can ensure that they remain committed and capable.
· Improve Resource Allocation
To avoid the pitfalls of ineffective spending, communication budgets should be strategically managed. Investments should focus on areas with the highest impact, such as training programs, media partnerships, and digital tools for real-time audience engagement.
· Centralize Information and Coordination
A centralized information hub should be established to provide communicators with accurate and timely data. This ensures consistency in messaging and prevents misinformation. Additionally, better coordination among the presidency, information ministry, parliamentarians, and party officials can unify the party’s voice.
· Include Communication Experts in Decision-Making
Experts in political communication should be part of key committees, especially those tasked with post-election reviews and strategy formulation. Their insights can help identify gaps and craft solutions that resonate with the electorate.
· Leverage Technology and Data Analytics
The use of data analytics can provide valuable insights into voter behaviour and preferences, enabling targeted and effective communication campaigns. Social media analytics, voter surveys, and feedback loops can help refine strategies in real time.
· Internal Coordination
Consistency and coordination among different communication channels—such as the presidency, information ministry, party headquarters, and parliament—are essential for unified messaging.
· All Inclusive Team Building: The effort of everybody in the communication team must be cherished and commended. No one should be made to feel ignored or unappreciated, neither should others’ effort must be put on pedestal. This obviously and naturally creates resentment and dampens people’s spirit.
· Effective Research Base: The party must be intentional to establish a well-researched base to support the communication. In this wise, the party’s constitution must be amended to also add a research team to the communication
· Comprehensive Communication Approach
Political communication spans various disciplines, including public relations, branding, critical thinking, and knowledge of political history, psychology, sociology, and economics. This multidisciplinary approach strengthens the foundation of persuasive messaging.
Conclusion
As the Bible reminds us, “A house divided against itself cannot stand” (Mark 3:25). The NPP’s challenges in the 2024 elections highlight the consequences of neglecting communication as a strategic priority. While the party’s policies and governance may have been commendable, its inability to convey these achievements effectively to the electorate proved costly.
Political success in the modern era demands more than just sound policies; it requires a commitment to strategic communication. By embracing this principle, parties can bridge the gap between vision and voter understanding, inspiring trust, building relationships, and securing victory.
Strategic communication is not merely about speaking. For the sake of education, talking refers to the act of speaking or vocalizing words, while communication is a broader process that includes both verbal and non-verbal elements, such as listening, interpreting, and responding. Communication aims for mutual understanding, whereas talking is simply the delivery of information, without ensuring effective exchange or comprehension. Communication is more about connecting, inspiring, and mobilizing. When done right, it can transform policies into progress and trust into votes.
For the NPP, the path forward lies in introspection, reorganization, and a renewed focus on communication as the heartbeat of political strategy. Only then can the party reclaim its place in Ghana’s political landscape and work toward a brighter future for all.
