New Media, Political Communication, and the Imperative for Professionalism in Governance– Alexander Kukah

The rise of new media and the increasing importance of effective political communication have underscored the need for politicians to work closely with communication professionals at all levels of public discourse. Recent controversies—such as the viral video of Sammy Gyamfi offering gifts to Nana Agradaa—have sparked intense debate, raising ethical concerns and putting the opposition in a position to challenge the ruling government under the lens of its newly launched Code of Conduct.

Public Relations (PR), Personal Assistant (PA) roles, and broader political communication have become essential pillars in shaping public perception, managing crises, and supporting political leaders in fulfilling their responsibilities. These roles are no longer optional but critical to effective and ethical governance.

There is a pressing need for the National Democratic Congress (NDC) government to establish structured political offices for state-appointed officials. Within this framework, roles such as PR Officers, Liaison Officers, and PAs should be formalised and empowered to act as buffers—managing public engagements and protecting leaders from reputational risks, especially in situations involving public donations or acts of appreciation.

Culturally, gift-giving and public displays of generosity are often seen as symbols of status and goodwill. However, in the context of a government striving to build a new culture of transparency and accountability, such practices must be curtailed. Public gift-giving by political appointees, if not regulated, can easily be misinterpreted and weaponized against the government’s integrity.

Professor Henry Kwasi Prempeh, Chairman of the Constitutional Review Committee, has called for strict limitations on public donations by political figures. His comments came in the wake of the Sammy Gyamfi video, which shows the acting CEO of GoldBod giving US dollars to self-styled evangelist Nana Agradaa—an act that has drawn public outrage and raised concerns about ethical governance.

“The Code of Conduct must explicitly regulate public acts of charity and ostentation by government appointees, including banning private foundations by public officers,” Prof. Prempeh wrote in a Facebook post. He warned that such actions, if left unchecked, could compromise the fight against corruption and erode public trust.

Although Sammy Gyamfi has since apologized, describing the gesture as a private act not intended for public viewing, critics continue to call for his dismissal. Deputy Presidential Spokesperson Shamima Muslim confirmed,  that Chief of Staff Julius Debrah has summoned Gyamfi for questioning, emphasizing the administration’s commitment to ethical governance.

“Every action, minor or major, is treated seriously,” she stated. “This administration’s greatest test will be aligning its actions with its stated values.”

Understanding the Key Roles in Political Communication

1. Public Relations (PR) in Politics
   Definition: Political PR involves managing the image, messaging, and communication strategies of politicians, political parties, and government institutions to shape public opinion.
   Key Responsibilities:

   • Crafting speeches and press releases

   • Coordinating interviews and media events

   • Crisis communication

   • Social media management

   • Messaging during election campaigns
     Skills Required: Strong writing, media literacy, strategic thinking, and crisis management.

2. Personal Assistant (PA) Roles in Politics
   Definition: PAs provide administrative and strategic support to politicians, helping manage schedules, policy briefings, and public appearances.
   Key Responsibilities:

   • Scheduling and correspondence

   • Policy briefing and stakeholder engagement

   • Travel and event coordination

   • Drafting speeches and reports
     Skills Required: Organization, discretion, political awareness, and time management.

3. Political Communication
   Definition: A broad field focused on how political information is created, shared, and interpreted.
   Includes:

   • Campaign messaging and advertising

   • Government communication

   • Media relations and influence

   • Digital outreach
     Key Concepts: Framing, agenda-setting, narrative creation, and audience targeting.

Interconnected Roles

PR officers, PAs, and communication strategists often collaborate to align messaging, manage political reputations, and ensure consistency in public engagement. When coordinated effectively, these roles enhance public trust, reinforce ethical standards, and contribute to electoral success.

Story by: Alexander Kukah