Before Coming Into Office, Almost 90% of the Party Members Were Communicators; Today, Just a Few

Political commentator Kwame Sakah has expressed concern about what he considers a significant decline in communication efforts within the National Democratic Congress (NDC) since the party assumed office. He argued that the party previously had a much larger number of members actively involved in communicating its policies and defending its political positions, but that responsibility now appears to rest with only a handful of individuals.

Sakah recalled that before the NDC came into government, approximately 90 per cent of its members were actively involved in communication. According to him, party supporters and communicators worked collectively to explain the party’s agenda, respond to criticism, and promote its political message. He believes this broad participation helped the NDC maintain a strong public presence and effectively communicate its position on national issues.

However, the political commentator lamented that the situation has changed considerably since the party took office. He suggested that only a few individuals are now carrying the burden of defending the government and communicating its achievements to the public. Describing these individuals as “wounded soldiers,” Sakah appeared to suggest that they are struggling under the pressure of responsibilities that should be shared among a wider group of party members.

His concerns point to what he sees as a weakness in the NDC’s current communication structure. When only a small number of people are responsible for explaining government policies and responding to criticism, the party may find it difficult to maintain a consistent message across different platforms. It may also become less effective in countering opposition arguments and addressing public concerns promptly.

Sakah’s observations highlight the importance of effective communication in Ghana’s competitive political environment. For a governing party, communication involves more than defending itself against criticism. It also requires explaining policy decisions, highlighting development initiatives, addressing misunderstandings, and helping citizens understand how government programmes are intended to benefit them.

The apparent reduction in participation, as described by Sakah, raises questions about whether the NDC is making sufficient use of its grassroots structures, party executives, activists, and other supporters. A broader communication network could enable more members to contribute to public discussions while ensuring that the party’s message reaches different communities and audiences.

His comments also suggest that the demands of governing may have affected the enthusiasm and involvement that characterised the party’s communication activities before it came into office. Political parties often rely heavily on their supporters during election campaigns, when members are motivated to defend their candidates and promote their manifesto. Maintaining that same level of participation after winning an election, however, requires continued coordination, engagement, and clearly defined responsibilities.

For the NDC, strengthening its communication efforts could involve encouraging more members to participate in public education, improving coordination among party communicators, and ensuring that accurate information about government policies is readily available. Such measures could help prevent a situation in which a few individuals become responsible for responding to nearly every political controversy involving the party.

Ultimately, Sakah’s criticism serves as a warning about the need for the NDC to reassess its communication strategy. His central argument is that the party should move away from depending on a small group of communicators and return to a more collective approach. By encouraging wider participation and maintaining a consistent message, the NDC could strengthen its public engagement and improve its ability to explain and defend its policies.

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