There’s something quite intriguing I’ve observed recently—especially in the stark contrast between the current President Mahama appointees and their immediate predecessors. It’s the power of PR. Yes, Public Relations, not Pay Rise (although some might pray for both).
Let’s be honest—this new crop of ministers, CEOs, and Director-Generals are not just doing their jobs; they’re documenting it, live-streaming it, hashtagging it, and in some cases, TikToking it!
Their use of the digital space, especially social media, is nothing short of masterful. And while they are indeed putting in commendable work, the notion that they have outperformed their predecessors in just five (5) months is, quite frankly, a bit of a stretch, a little like calling a KVIP a duplex because it has two compartments.
To me, and I say this with no malice but utmost clarity, the one area where Dr Frank Amoakohene and his colleagues have clearly outshone their incumbents is in their strategic and aggressive use of social media. These appointees are digitally alive and socially woke. They engage with the public directly, respond to complaints, occasionally jump on viral trends or challenges, and in doing so, humanize the political figure—a rare feat in Ghanaian politics.
And it’s working! To some people, that simple online “vibe” or virtual accessibility is enough to win their loyalty. You see them online and you feel like you know them—even if all they posted was a photo with the caption “Productive meeting with stakeholders.”
Now compare that with Nana Addo’s appointees—many of whom, may have implemented policies and executed projects far more substantial and impactful than they ever received credit for. Their only crime? They didn’t push it. And in advertising, there’s something called “Push Marketing”—you push your content, product, or message directly to your audience, rather than waiting for them to stumble upon it. It’s not always about doing more; sometimes it’s about making sure more people see what you’re doing.
Names? Oh, they’re everywhere. Malik Basintale is posting. Sam ‘Twitter General’ George is posting. Aborakwa is posting. John Dramani Mahama JDM himself is posting. Just name them! Their digital footprints are everywhere, and like breadcrumbs, they lead straight into the hearts of Ghanaians.
The more we see what you’re doing, who you’ve met, which community you’re helping, the issues you’re tackling, and the odd selfie at a school block inspection—the more we feel we know you, and the more we begin to trust and root for you.
Take Prof. Otchere Addai-Mensah, former CEO of KATH, for example. He didn’t just work hard; he made sure we knew he was working hard. And that transparency? That visibility? It earned him admiration across the board. You see why we love him?
At the end of the day, perception matters almost as much as performance. And in this age of reels, likes, threads and retweets, sometimes it’s not just about what you do—but how well people know you did it.
Me ink asa.
— Snr. Kwame Kusi
