Dr. Paul Herzuah
By Bright Philip Donkor
A political and media communications expert, Dr. Paul Herzuah, has urged the major political parties to adopt campaign messages that are tailored, measured, and rooted in addressing the specific needs of the electorate.
He emphasised that these messages must be issue-based, consistent, unambiguous, and repeated frequently to ensure they resonate with voters, rather than relying on populist statements designed to garner cheap political points.
In an interview with the Daily Statesman on the “nature of political campaigns in Ghana as the December 7 polls draw near”, Dr. Herzuah, who also lectures at the Faculty of Journalism and Media Studies at the University of Media, Arts and Communication (UniMAC), expressed concern over the frequent lack of focus in political campaign messages.
Disengagement
Dr. Herzuah noted that both the governing New Patriotic Party (NPP) and the opposition National Democratic Congress (NDC) often fail to align their communication with the pressing needs of ordinary Ghanaians, leading to a disconnect between politicians and the electorate.
“Effective political messaging requires a clear understanding of the issues that matter most to voters. Political campaigns should not be a scattergun of promises. They need to be focused and tailor-measured to address tangible issues like unemployment, healthcare, education, and infrastructure,” he explained.
He underscored the importance of consistency in political messaging, stressing that repetition is key to ensuring that campaign promises resonate with the electorate. “For a campaign to succeed, its core message must be reiterated enough times to stick in the minds of voters. They need to clearly understand what a party stands for and how it intends to address their most urgent concerns,” he explained.
Lack of focus
Dr. Herzuah also lamented the current state of political rhetoric, citing a tendency for politicians to make populist statements rather than offering genuine solutions. He specifically pointed to recent remarks made by former President John Dramani Mahama, the NDC flagbearer, attributing this year’s reduced rainfall to the ruling NPP government, as well as a claim by the Majority Chief Whip that the NDC had polluted more water bodies than the NPP.
“These are childish and infantile comments, far below the standard we expect from seasoned politicians and statesmen. Such baseless statements only serve to distract from the real issues facing Ghanaians. I was particularly disappointed in Mahama, given his experience and stature in our political landscape,” Dr. Herzuah remarked.
He stressed that the political discourse must rise above such pettiness, and focus on issues that truly matter to the electorate. “The people are no longer swayed by sensational claims or populist promises. They are now more advanced in their ability to decipher what is true and what is not. Political parties must adjust their messaging accordingly,” Dr. Herzuah warned.
Sophisticated electorate
According to Dr. Herzuah, Ghanaian voters have grown more sophisticated over the years, and are increasingly demanding action over words. “Gone are the days when politicians could make sweeping promises and expect voters to take them at face value. Today’s electorate wants to see action on the ground. They want real solutions to their problems, not empty rhetoric,” he said.
He observed that the voters were particularly skeptical of promises that seem designed only to attract attention rather than offer meaningful change.
“When politicians say things like ‘I’ll give you free stuff,’ they are playing to the gallery. It’s a populist tactic that might stir excitement but does little to solve real problems. What we need are solutions that are clearly communicated and rooted in data-driven insights,” the expert indicated.
Way forward
Dr. Herzuah urged political parties to develop precise, issue-based messaging that speaks directly to the concerns of the electorate ahead of December polls. He cautioned that broad, vague promises could lead to voter apathy, as Ghanaians are increasingly wary of campaign rhetoric that lacks substance.
“Politicians must understand that the electorate is no longer easily swayed by flashy promises. They want real results. They need to see evidence that their concerns—whether it’s unemployment, healthcare, or infrastructure—are being addressed in a concrete and measurable way,” Dr. Herzuah stressed.
He called for a shift from the current trend of populist statements toward more thoughtful, solutions-oriented communication, grounded in the realities facing Ghanaians. “It’s time for a new era of political messaging—one that is measured, focused, and most importantly, addresses the needs of the people,” he reiterated.
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