Former Member of Parliament Dr Tony Aidoo has criticised the communication approach of the National Democratic Congress (NDC), saying the party should place more emphasis on crafting and promoting strong policies instead of relying heavily on messaging tactics.
Dr Aidoo, a founding member of the NDC and a former Deputy Trade Minister, made the comments in an interview on a local radio station. He argued that effective political communication must be grounded in sound policy ideas that resonate with voters, rather than just slogans or simplified talking points. According to him, focusing too much on communication without substantive content weakens public confidence in the party.
The NDC, one of Ghana’s major political parties, has been increasing its visibility in public debates and media campaigns ahead of upcoming elections. However, Dr Aidoo expressed concern that the party’s strategy appears more focused on attracting attention through messaging and criticism rather than presenting clear, implementable policy alternatives that address citizens’ real challenges.
Dr Aidoo emphasised that voters are increasingly interested in understanding how political parties plan to solve issues such as unemployment, economic instability, and rising living costs. He said that without a strong policy foundation, even the most effective communication efforts will fail to deliver meaningful change for the electorate.
The political strategist called on the NDC leadership and communication teams to re-evaluate their strategy and ensure it prioritises substantive policy discussion that can build trust and offer voters clear reasons to support the party. He believes this approach will strengthen the party’s appeal and credibility ahead of the next national polls.
