One of the most challenging tasks for any professional, especially a politician, is to face the media while bracing for a barrage of questions from both supportive and critical journalists. For a political leader from an incumbent party dealing with the severe impacts of global factors on the local economy, the stakes are even higher, particularly with a major election approaching.
In such a media encounter, a mistake can be disastrous, while a strong performance can significantly boost one’s campaign. This was the dilemma faced by Dr. Mahamudu Bawumia, Vice President and NPP Flagbearer, during his much-anticipated media interaction with the Ghanaian press last night.
Dr. Bawumia is undoubtedly a skilled political orator, having captivated the media and many Ghanaians with his eloquent and analytical presentations. However, this event was different. For the first time in sixteen years, Bawumia faced the media independently, without the protective shadow of veteran politician Nana Akufo-Addo.
Facing the media alone for the first time, Bawumia bore not only his own responsibilities but also the perceived failings of the Akufo-Addo administration, of which he has been a part for the past seven and a half years.
The media engagement was predictably a mix of friendly and hostile questions from both supporters and critics, with uncertain outcomes. Despite this, Bawumia navigated the storm remarkably well.
In my analysis below, I highlight how Dr. Bawumia managed the session effectively.
Audience
Understanding one’s audience is crucial in political communication. In this case, the audience included the media as the primary group and the general Ghanaian public.
Dr. Bawumia demonstrated a clear understanding of his audience. He began his presentation by requesting a moment of silence for deceased media members, particularly those who died in the line of duty. This gesture showed great respect for the media and underscored his commitment to media freedom.
Message
Although the session was meant to be unpredictable, Dr. Bawumia set the tone with concise opening remarks that outlined his political journey as the NPP Flagbearer. He appropriately acknowledged and thanked the media for their support.
His messaging focused on two main areas: highlighting the government’s positive achievements and outlining his vision for the presidency. Addressing these two aspects was a strategic choice.
Delivery
Dr. Bawumia is accustomed to addressing the press, but this event required him to handle unscripted questions rather than delivering a prepared lecture.
Overall, his delivery was excellent. He demonstrated a solid grasp of various issues, from the economy to mining. His bold handling of economic questions, an area where many anticipated he might be evasive, was particularly impressive. His responses were data-driven and verifiable.
Demeanor
Dr. Bawumia maintained a confident yet calm demeanor, especially when addressing complex issues like the economic crisis of 2022. Although he can be fiery in campaign settings, this occasion required a more persuasive and clear approach, which he effectively delivered.
Banking Crisis
The banking sector cleanup, which addressed the failing banking sector in Ghana, remains a controversial and often misunderstood topic. Dr. Bawumia used this national platform to thoroughly explain the severity of the banking crisis, correcting misconceptions and highlighting the extent of the problem.
His response to criticisms from former President Mahama about the banking sector cleanup was particularly effective. By detailing the situation, Bawumia shed light on the significant issues that had been previously unknown to many Ghanaians.
Sincerity
Dr. Bawumia has consistently acknowledged the economic challenges faced by the country. However, his recent admission of the depth of his concern during the 2022 crisis was particularly touching. This level of transparency and honesty demonstrated his genuine commitment as a leader.
Problem Solver
Dr. Bawumia’s tagline, “to lead is to solve,” reflects his self-image as a problem solver. Throughout his presentation, he emphasized his ability to address issues, such as the economic crisis of 2022, and presented solutions like the gold for oil and gold purchasing policies. His discussion of various policies aimed at solving long-standing challenges reinforced his reputation as a problem solver with a forward-thinking approach.
Tough Questions
Unlike recent media encounters where questions were often soft or prearranged, many questions posed to Dr. Bawumia were tough and challenging, providing valuable insight for the audience. Addressing these questions directly in front of the media was beneficial for his campaign and helped avoid potential criticisms.
Conclusion
Dr. Bawumia once again demonstrated why he has experienced such rapid political ascension. He rises to meet high expectations, and in this instance, he performed impressively in front of a national audience.
Despite politically motivated criticisms, including a focus on the duration of his responses rather than their content, Bawumia’s nearly four-hour presentation showcased his intellectual depth and a forward-thinking mindset essential for advancing Ghana.
With a predominantly youthful population, Ghana requires a leader who understands modern realities. As Vice President, Dr. Bawumia has shown that he possesses this understanding. His presentation and responses highlighted his vision for transforming the country, particularly through digitalization and modern national values.
In summary, Dr. Bawumia proved that he is a man on a mission. While political critics may publicly attack him, privately, they likely recognize the depth of his intellect.
Source: Dr. Ekow Acquah/Political Communications Consultant
