Lahja Nashuuta
Communications professionals have pointed to a scattergun approach, and
advised political parties to have clear campaign strategies and realistic political agendas which speak to the electorate’s needs.
While a recent media monitoring study of Namibia’s 2024 elections showed an increase in media coverage of political parties’ activities, strategic communications experts have poked holes in the different political campaigns, messaging and information dissemination.
Observations
Swapo focusses on holding big rallies, and used prominent musicians to draw a huge crowd to the launch of its manifesto.
In contrast, parties like the Independent Patriots for Change (IPC), participating in the National Assembly election for the first time, are connecting personally with potential voters.
Party leader Panduleni Itula is meeting voters face-to-face, shaking hands, and having conversations with the locals.
Other leaders such as McHenry Venaani of the Popular Democratic Movement (PDM) have used different methods, including recently visiting hair salons at a local market to engage workers and customers.
The Landless People’s Movement (LPM) is currently also focusing on a door-to-door campaign and small community meetings. The party has made its presence felt on social media, specifically Facebook, where announcements of campaign events are being issued, and most of the party’s campaign events are posted or streamed live.
Experts
In an interview with New Era, managing director of Oxygen Communications and Namibian media personality Hilda Basson-Namundjebo said political parties need a media campaign strategy to set their agenda.
“The agenda they set is literally their plan to govern, and thus forms the construct of the social contract they commit to. It is reflective of their values and their priorities, and plays a pivotal role in mobilising voters to consider them as a suitable and effective government that would be best-placed to meet needs and aspirations,” she stated.
At the moment, the electorate is being treated to politics of mass mobilisation.
“Unity, economic development or reform and healthcare are the broad themes. There is very little distinction in messaging, and even the attempts at presidential debates are effectively reduced to a question-and-answer session,” Basson-Namundjebo said.
Only a small number of parties are leading in terms of a structured narrative, and that is because they have published their manifestos and have frequent engagements on the themes, she continued.
“You must frame your narrative. What do you stand for, and what don’t you stand for? Who are the people you can draw in with your narrative, who are the ones who are apathetic, and who are the ones you can write off because they will never support you? Then marshal your resources, and pursue the voters as directly as you can. Your party is a brand. Walk the streets, engage and have conversations. Call people, and market your party directly. Word of mouth is still the most effective way to communicate,” she said.
Honesty
Basson-Namundjebo cautioned political parties to be honest about what they have on offer.
“If you can’t draw stadiums full of people, do smaller engagements. If you know you are unlikely to garner enough votes, why not focus where you can make inroads in terms of a medium- to long-term strategy? Not every head of a political party should run for president. Maybe your aim should be five seats, and then be intentional about your long-term strategy,” she noted.
Early release
Adding her voice to the discourse was Wanja Njuguna, a senior journalism lecturer at the Namibia University of Science and Technology (Nust), who said it is important for political parties to start acknowledging the importance of manifestos.
“The manifesto is supposed to be released as early as possible for the electorate to study it, and make informed choices. However, with only one month before the elections, there are still political parties without a manifesto, no campaigns, and no structures,” she opined.
Njuguna described a manifesto as a political tool, a selling tool through which parties sell themselves to voters.
“As a political party, you need to have a clear agenda and a campaign strategy that outlines who you are, what you bring to the table, your target audience, and how your message will reach your target audience,” she said.
“Political parties need to change the mindset of the voters by presenting themselves differently. How is your party different from the rest, and how will you achieve the party targets, such as having unemployed youth or landless Namibians voting for your party?” Njuguna asked rhetorically.
She said political parties need to package that information in a way that it’s easier for the public to digest.
“Do research about the audience, and find the right channel to reach out to your target audience. Just like any other business, you need to be clear with the type of products you want to sell; that’s why the manifesto plays a role,” the veteran journalist-turned-academic said.
Consistency
Ilke Platt, founder of Poiyah Media, emphasised consistency in campaign messaging, which can allow a clear outline of the party’s intentions.
“Political parties should embrace a communication model that does not portray a defensive and reactive strategy. With constant proactive media messaging, the public will be able to better understand the party’s intentions,” she said.
“Political parties should always start internally by having a brand audit. For those that struggle with negative brand positioning due to internal issues, this must be ironed out to allow a true and authentic voice to resonate with community members.
A real election marketing and public relations strategy needs to start five years before the next election campaign (immediately after the election results are announced), so that when the time is ready, you don’t have to convince as much, for the people would have seen your deliberate efforts over that five-year period,” Platt argued.
She added that media campaigns must be genuine, and not rolled out a few months before elections.
Radio
Communications specialist Mwatile Ndinoshiho stressed the importance of including radio and social media in political campaign strategies.
She said it is important for political parties to create engagements which can build trust, and show that parties are serious about making a difference.
From a communications perspective, Ndinoshiho observed that political parties are expected to clearly communicate how they want to tackle issues such as income inequality and social equity.
“They should leverage all communications tools, including social media, radio, TV and newspapers, and adapt them to their specific audience,” she said.
“Various demographics have specific needs, and the messaging should be tailored to meet these specific needs, clearly saying how the parties intend to solve people’s everyday problems.
While the youth are more interested in education and jobs, my grandmother in the village wants clean water and access to high-quality seeds and fertiliser to increase her crop yields.”
She maintained that a clear agenda and media strategy will help political parties communicate what they stand for, reach voters effectively, and shape public perception.
“Without a clear message, voters can’t understand a party’s goals, or how they plan
to address issues that matter. An effective media presence, especially on social media where many young Namibians get their news, and radio where the rural population gets theirs, helps parties reach voters
directly.
For a political party to effectively influence voters, its media campaign strategy should look at the future, and clearly articulate the party’s vision for the country, with a view to transforming their lives and their future,” said Ndinoshiho.