As the 2024 General Election approaches, the political atmosphere in the country is charged with anticipation and fervor. Various political parties and candidates are employing distinct strategies to sway public opinion and secure votes. Amidst this backdrop, the spotlight on effective political communication has never been more crucial.
Recently, Dr. Mathew Opoku Prempeh, running mate of the New Patriotic Party (NPP), sparked considerable discourse with a comment that underscored the importance of mindful communication in politics. His statement served as a poignant reminder of how words uttered by political leaders can significantly influence election outcomes and shape the broader democratic landscape.
In an exclusive interview with The Vaultz News, Dr. Kobby Mensah, a prominent Political Marketing Specialist, delved into the intricacies of political communication. He articulated that effective communication hinges on several key tools and strategies, each designed to resonate with voters and drive specific objectives.
In the realm of political communication, the tone is a fundamental tool that leaders use to convey their messages effectively. Dr. Mensah emphasized the critical role of tone in political discourse, highlighting techniques such as code-switching.
“Code-switching literally means you change the speech tone or the flow of your communication. So, you could either at some point lift your voice, and at some point, reduce the voice in a manner to reflect the issue that you are talking about.
“Sometimes you could change from English to maybe a local dialect because of a certain effect you want to achieve.”
Dr. Kobby Mensah, Political Marketing Specialist
Dr. Mensah noted that by strategically varying tone, politicians can effectively convey urgency, importance, or empathy, thereby influencing voter perceptions and decisions.
Moreover, Dr. Mensah discussed the significance of content strategy in political messaging. He outlined approaches like framing and priming, where politicians strategically present issues from angles that resonate with the electorate. This method not only ensures clarity but also frames discussions in ways that appeal to diverse voter sentiments and priorities.
“Framing is looking at different perspectives that perhaps the audiences or the voters haven’t actually looked at those perspectives. You could put issues in a different perspective.
“But before you start a perspective, as I said, you prime the voters so that their mind will go on to that particular part of it that you think they haven’t been paying attention to.”
Dr. Kobby Mensah, Political Marketing Specialist
Embracing Modern Communication Channels
The interview underscored the evolving role of media and social platforms in modern political communication. Dr. Mensah indicated that in today’s media-driven world, mediatization plays a vital role in political communication. This concept refers to speaking in a manner that attracts media coverage.
“Mediatization is about speaking in a manner that the media behaves in a way that they write their stories. Media write stories in short forms. They write headlines in screaming form. They sensationalize.
“They write in what we call sound bites. So, most of the time in your content, if you want certain key things to be paid attention to, you let them stand out in your content delivery.”
Dr. Kobby Mensah, Political Marketing Specialist
Dr. Mensah also highlighted how politicians must adapt to the immediacy and amplification of social media. Unlike traditional media, social platforms empower voters to directly engage with and challenge political narratives, making transparency and authenticity imperative for politicians.
Dr. Mensah emphasized that politicians can no longer rely solely on traditional media channels; they must engage with voters on platforms where immediate feedback and viral reactions can shape public perception. This shift requires politicians to be more responsive and adaptable to real-time interactions.
Dr. Mensah further observed, “In recent times, while I’m on Joy News, someone in their room watching, can immediately hit Twitter or Facebook and say I disagree with this guy. They hit the button, and it goes viral. They give facts or important points. In the end, I’m found out or I’m criticized.”
Need for Continuous Research and Adaptation
One of the significant challenges in political communication is the lack of continuous research and adaptation. Politicians often rely on outdated methods and fail to keep up with changing voter dynamics and societal trends.
Dr. Mensah emphasized the importance of ongoing observation and research to understand the evolving needs and preferences of the electorate.
“In most cases, politicians lack research. The majority of the political parties or politicians do not take their time to research. You can do so by observation and taking the views of people who are observing and to inculcate that into your communication.”
Dr. Kobby Mensah, Political Marketing Specialist
Dr. Mensah candidly addressed challenges facing modern politicians, including the need for thorough research and adaptation to dynamic societal changes. He stressed that political communication cannot afford to be static; it must evolve alongside shifting demographics, generational values, and technological advancements.
Integrating Young Consultants for Effective Campaigns
In a nod to the changing landscape, Dr. Mensah advocated for political parties to include young people and consultants into their teams. These individuals can offer fresh perspectives and insights into contemporary communication strategies, helping politicians craft messages that resonate with a modern, diverse electorate.
“Although they are young people they can give you valuable lessons on how to manage your political communication,” Dr. Mensah advised.
By embracing these changes and seeking professional advice, politicians can enhance their communication efforts and better connect with voters.
Modern politicians must also be willing to own up to their mistakes and be open to learning from different perspectives.
Dr. Mensah emphasized that a dogmatic approach to politics is no longer effective. Instead, politicians should adopt an attitude of humility and openness, acknowledging when they are wrong and being willing to adjust their views based on new information.
This approach can build trust and credibility with voters, who are increasingly skeptical of rigid, inflexible political leaders.
“There’s nothing like political talk. Whatever communication that you put out, people believe it, and people will hold you accountable for them. Don’t assume that you can say things and go scot-free and say that it was a ‘political talk’. ‘I just said it.’ No.”
Dr. Kobby Mensah, Political Marketing Specialist
To excel in political communication, Dr. Mensah asserted that politicians must treat it as a discipline that requires continuous learning and practice. Just as professionals in other fields undergo training, politicians should seek to understand the intricacies of communication and the history and context of their political environment.
“In everything that we do, every career form, if you want to become a lawyer, you study law. If you want to become a surgeon, you study medicine. If you want to become a politician, there are trades for them. There is discipline for them,” Dr. Mensah concluded.
As we approach the 2024 General Election, Dr. Mensah’s insights serve as a guiding beacon for politicians navigating the complexities of public communication. The stakes are high, and every word spoken carries weight. Mindful and strategic communication not only enhances electoral prospects but also fosters a healthier democratic discourse where accountability and transparency reign supreme.
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