Former Ghanaian Ambassador to the Netherlands, Dr Tony Aidoo, has criticised the communication strategy of the National Democratic Congress (NDC), calling for a stronger focus on policy messaging rather than personal praise for party leaders.

Speaking on Joy FM’s Top Story on Monday, 16 February, Dr Aidoo said the party should prioritise the dissemination of its policies and nurture a new generation of communicators, rather than relying solely on high-profile figures.

“So hindsight cannot be foresight. Now the party has come out with a policy. But there are so many mouths to feed, and so many hands to work. Let us grow by the division of labour,” he stated.

Dr Aidoo emphasised that while he would prefer that Sammy Gyamfi remain the NDC’s Director of Communications, it was important to groom other communicators to take on more responsibility.

“If I had my way, Sammy Gyamfi will continue to be the Director of Communications for the NDC, but you have to nurture others to come up,” he said.

He also expressed dissatisfaction with how the party’s communicators are currently performing, arguing that much of their media engagement focuses on extolling the virtues of President John Mahama, rather than explaining the NDC’s policies.

“I am not satisfied with the way our communicators are doing. They go there praising John Mahama — John Mahama doesn’t need your praise singing. Go and explain the party’s policies. If you can’t do that, then don’t go to the studio,” Dr Aidoo added.