Tony Aidoo Urges NDC to Prioritize Policy Communication Over Personal Praise for Mahama

Introduction: A Strategic Pivot for Ghana’s Opposition

In the critical pre-election period leading up to Ghana’s 2024 general elections, a prominent voice within the National Democratic Congress (NDC) has issued a stark and strategic warning. Dr. Tony Aidoo, a former Ghanaian Ambassador to the Netherlands and a seasoned political commentator, has publicly criticized the party’s current communication strategy. His core argument, articulated on Joy FM’s Top Story, is that the NDC must fundamentally shift its focus from extolling the virtues of its presidential candidate, John Dramani Mahama, to a disciplined, nationwide dissemination of its detailed policy platform. This editorial analysis examines Dr. Aidoo’s critique, contextualizes it within Ghana’s political landscape, and provides a pedagogical breakdown of why a policy-centric communication strategy is not just advisable but essential for electoral success and democratic health. For political strategists, communicators, and engaged citizens, this represents a crucial case study in moving political discourse from personality cults to substantive governance proposals.

Key Points: The Core of Aidoo’s Critique

Dr. Aidoo’s intervention can be distilled into several non-negotiable imperatives for the NDC’s communication directorate:

• Shift from Praise to Policy: The primary failure identified is the over-reliance on “praise singing” for former President Mahama. Communicators must instead become educators of the party’s manifesto and policy positions.
• Develop a Deep Bench: Aidoo acknowledges the value of current Communications Director Sammy Gyamfi but insists on grooming a diverse “division of labour” of spokespersons to broaden the party’s reach and messaging capacity.
• Message Discipline and Training: There is an implied criticism of the quality and discipline of current media engagements. Communicators who cannot articulate policy should be withheld from studio appearances.
• Strategic Foresight: He cautions against using past experiences (“hindsight”) as a guaranteed blueprint for the future (“foresight”), urging a forward-looking strategy based on current policy offerings.

Background: The NDC, Ghana’s 2024 Electoral Contest, and the Communicator

The Stakes of the 2024 Ghanaian General Election

Ghana, a beacon of democracy in West Africa, prepares for its ninth presidential and parliamentary election in December 2024. The contest is widely expected to be a rematch between the incumbent New Patriotic Party (NPP), represented by Vice President Mahamudu Bawumia, and the opposition NDC, led by former President John Dramani Mahama. In such a high-stakes, closely fought race, the battle for voter perception is often won or lost in the arena of communication. Voters, especially the critical swing demographic and first-time voters, increasingly demand to know not just who a leader is, but what they will do.

The Role of the Party Communications Director

The Director of Communications for a major political party is arguably one of the most influential unelected positions. This individual is responsible for crafting the public narrative, training spokespersons, managing media relations, and ensuring message consistency across all platforms. Sammy Gyamfi, a fiery and articulate lawyer, has held this post for the NDC. His style has been characterized by robust defense of the party and sharp critique of the government. Aidoo’s suggestion is not necessarily to remove Gyamfi but to expand the ecosystem under him, creating a tiered system of communicators for different audiences and platforms.

Dr. Tony Aidoo: The Messenger and His Credentials

Dr. Aidoo is not an external critic but a veteran insider. His diplomatic service and long-standing affiliation with the NDC (and its predecessor, the Provisional National Defence Council era) grant his words weight. He represents a generation that views political struggle as intrinsically linked to ideological clarity and policy development. His critique, therefore, comes from a position of concern for the party’s long-term ideological coherence and electoral effectiveness, rather than mere personal opinion.

Analysis: Why Policy Communication Trumps Personality Praise

The Pitfalls of a Personality-Centric Campaign

While a charismatic candidate is an asset, centering a campaign almost exclusively on that individual’s persona carries severe risks:

1. Vulnerability to Attacks: A personality-focused campaign provides the opposition with a single, large target. The NPP can (and does) relentlessly attack Mahama’s past record, character, and perceived failures. If the NDC’s defense is only “Mahama is good,” it cedes the initiative on every policy front.
2. Failure to Engage the Discerning Voter: The modern Ghanaian voter, particularly the youth and urban professional, is more policy-aware. They seek solutions to unemployment, debt management, industrialization, and educational reform. Praise songs do not answer questions about how the NDC will fund its free tertiary education proposal or manage the national debt.
3. Neglect of Down-Ballot Races: A presidential-centric narrative can drown out parliamentary and local government candidates. Voters may support Mahama but not know or care about the NDC’s candidate for their constituency, weakening the party’s overall parliamentary prospects.
4. Erosion of Institutional Strength: Over-reliance on one figure makes the party itself seem irrelevant. If the party is only a vehicle for one man, what happens after that man’s tenure? Building a strong, policy-driven party brand ensures longevity beyond any single leader.

The Power of a Robust Policy Platform

A disciplined policy communication strategy offers a powerful counter-narrative:

• It Defines the Battlefield: The NDC can set the agenda by constantly discussing its “People’s Manifesto” or specific policies like the “24-Hour Economy” or “Blue Economy” initiatives. This forces the NPP to respond on the NDC’s terms.
• It Demonstrates Competence and Readiness: Articulating detailed plans shows the party has done its homework and is prepared to govern. It transitions the conversation from “do you like this person?” to “which plan is better for Ghana?”
• It Empowers the Grassroots: When local party members and candidates can confidently explain policies, they become effective campaigners at the community level, where voting decisions are ultimately made.
• It Builds a Coalition of the Informed: Policy appeals can attract technical experts, academics, industry leaders, and international observers who may be wary of personality-based politics but recognize a viable alternative governance plan.

The “Division of Labour” in Political Communication

Aidoo’s call for a “division of labour” is a sophisticated strategic insight. It suggests a tiered communication apparatus:

• Tier 1: The Architect: The Director of Communications and a small core team develop the core messages, messaging bible, and rapid response protocols.
• Tier 2: The Specialists: Subject matter experts (e.g., on economy, agriculture, health) who can do deep-dive interviews, write op-eds, and brief journalists on specific policy areas.
• Tier 3: The Surrogates: A broad network of credible spokespersons—former ministers, academics, traditional leaders, youth icons, and regional heavyweights—who can tailor generic messages to local contexts and specific demographics.
• Tier 4: The Foot Soldiers: Millions of members equipped with simple, clear “talking points” for door-to-door and community engagement.

This model prevents burnout of key figures, ensures message consistency while allowing localization, and creates resilience against the loss or scandal of any single individual.

Practical Advice: Building a Modern Policy Communication Machine

For the NDC and indeed any political party serious about winning on ideas, here is a actionable framework:

1. Conduct a “Policy Audit” and Message Mapping

Before any campaign, the communications team must work with policy committees to:

• Identify the top 5-7 policy pillars that differentiate the party (e.g., economic transformation, education, healthcare, anti-corruption, infrastructure).
• For each pillar, develop a simple “elevator pitch” (30 seconds), a “kitchen table” explanation (2 minutes), and a detailed briefing document (for experts and media).
• Translate these into the major Ghanaian languages and local dialects. A policy on agriculture must resonate with a farmer in the Upper West and a trader in Accra.

2. Institute a Rigorous Spokesperson Training Program

This is non-negotiable. Training must cover:

• The “Bridge” Technique: How to pivot from any question (even a hostile one) back to a pre-prepared policy message. (e.g., “That’s an important point about the past, but what Ghanaians want to know is our plan for the future, which is…”).
• Message Discipline: Drilling the core phrases. Avoid improvisation that creates inconsistency.
• Media Savviness: Understanding sound bites, television visuals, and social media clip formats.
• Rapid Response: How to counter misinformation and attack ads with fact-based, policy-focused rebuttals within the “golden hour.”

3. Diversify the Communication Ecosystem

Go beyond traditional media:

• Digital & Social Media: Create short, animated explainer videos on policies. Use infographics for complex topics like national debt. Host live Q&A sessions with policy experts on Facebook and Instagram.
• Community Outreach: Organize “Policy Town Halls” in every constituency, not just “Rallies.” These should be forums for questions and answers, not just speeches.
• Strategic Partnerships: Engage with civil society organizations (CSOs), professional bodies (like the Ghana Medical Association or Ghana Bar Association), and think tanks that can endorse or discuss specific policies, adding third-party credibility.

4. Measure and Adapt

Communication must be data-informed:

• Use polling and focus groups to test which policy messages resonate most with different demographics.
• Monitor social media sentiment and engagement metrics on policy posts vs. personality posts.
• Track media coverage to ensure policy stories are being placed, not just reaction to government news.
• Be prepared to tweak messaging based on feedback, but never abandon the core policy pillars.

FAQ: Addressing Common Questions on Political Messaging

Q1: Is there no room for highlighting a leader’s character or record?

A: There is absolutely room, but it must be contextualized within a policy framework. Instead of “Mahama is a good man,” the message should be “President Mahama’s proven leadership in [specific sector] is why our plan for [policy X] will succeed.” Character is validated by competence and results. The focus must remain on the future plan, using past record as supporting evidence of capability, not as the sole argument.

Q2: What if the party’s policies are not fully formed or are complex?

A: This is precisely why a dedicated communication strategy is needed *before* the campaign. Policies must be distilled into simple, benefit-oriented language. Complexity is not an excuse for vagueness. For example, instead of explaining the intricacies of a debt restructuring plan, the message is: “Our plan will reduce debt burden and free up funds for schools and hospitals.” The detailed white paper exists for experts, but the public message is about tangible outcomes.

Q3: Does this mean attacking the government’s policies is wrong?

A: Critique is essential, but it must be tied to a superior alternative. The most effective attack ad or speech contrasts: “The NPP’s policy on [issue] has failed because [reason], whereas our policy of [NDC’s policy] will succeed because [reason].” This is a policy-based attack, not a personal one. It shows you have a better solution, not just criticism.

Q4: How can smaller parties or new movements implement this advice with fewer resources?

A: The principle scales. Focus on 2-3 key, differentiating policies. Train a small core of