Former Ghanaian Ambassador to the Netherlands, Dr Tony Aidoo, has voiced his concerns about the communication strategy of the National Democratic Congress (NDC).
In a recent interview on Joy FM, Dr Aidoo stressed the importance of focusing on policy communication instead of excessively praising party leaders, particularly former President John Mahama. According to him, the NDC’s communicators are doing a disservice by engaging in “praise singing” instead of explaining the party’s vision and policies to the public.
Dr Aidoo, who has been an influential figure within the NDC, argued that while Mahama has made significant contributions to the party, he doesn’t need excessive adoration from party communicators. “John Mahama doesn’t need your praise singing,” he said, advising NDC communicators to focus their efforts on articulating the party’s policies, which he believes is crucial for the party’s future success.
The former ambassador emphasized that the NDC’s communication strategy needs to shift towards policy-centered messaging, as this will resonate better with voters, especially ahead of the 2024 general elections. He suggested that the party has already come out with a policy framework, and it is now essential to have skilled communicators who can effectively share those policies with the electorate.
Further, Dr Aidoo called for the NDC to nurture a new generation of communicators who can take on more responsibility. While he expressed his support for Sammy Gyamfi to continue as the party’s Director of Communications, he also stressed the need for a division of labor. “So hindsight cannot be foresight,” Dr Aidoo said, urging the party to grow by distributing tasks among a wider pool of communicators.
One of his main points was that the NDC’s communication efforts are overly dependent on a few high-profile figures, which limits the party’s ability to engage with the broader electorate. Dr Aidoo suggested that the party should focus on training younger, capable communicators who can handle policy discussions with depth and clarity.
