Johnson Ayine, an aspirant for Upper East Regional Communication Director of the New Patriotic Party (NPP), has laid out a bold vision to overhaul the party’s communication strategy, promote unity, and expand its appeal at both grassroots and regional levels.

With over twenty years of experience in communication, known for his fact-based, data-driven approach, Ayine has pledged to address existing weaknesses and foster transparency, accountability, and inclusivity in the NPP’s outreach. “I know there are weaknesses we need to address to strengthen NPP communication. My aim is to do things differently and better,” he said in an interview.

Ayine emphasized that effective political communication is crucial for shaping public opinion and influencing voter behavior. “If we want to win more constituencies and secure more votes for the NPP, we must equip every party executive and supporter with basic communication skills. This way, they can confidently represent the party in any setting, whether on radio, in the market, or on their farms.”

He plans to introduce regular training for party members, ensuring everyone can clearly communicate NPP policies and respond to criticism. “Our communicators should be able to debate and win arguments wherever they are, helping people understand the party’s pro-poor policies and achievements.”

Ayine also stressed the importance of unity, selflessness, forgiveness, and teamwork within the party, noting that unity is critical for public trust and electoral success. “When people see that party members are united, supportive, and ready to solve problems together, they are more likely to support us,” he said.

To ensure transparency and accountability, Ayine will establish a welfare committee with a dedicated bank account for communication resources. “All contributions and expenditures will be recorded and acknowledged, so supporters know exactly how their resources are used. This will encourage more people to support the party financially.”

He also intends to set up a research and archives committee to monitor promises made by both the NPP and their opponents, especially the NDC. “We must hold the NDC accountable for their promises and highlight the unfulfilled ones, just as they have done to us in the past by tagging our then Vice President Dr. Bawumia as “Bawuliar”. This committee will gather facts to support our arguments and strengthen our public messaging.”

A monitoring and publicity committee will also be introduced to track media appearances and ensure the most suitable spokespersons address relevant issues. “We’ll monitor all media, match communicators to topics they are best suited for, and ensure we have the right people addressing the right issues to avoid missteps.”

Ayine proposes an annual ‘Communicators Day’ to acknowledge and reward outstanding communicators, fostering motivation and healthy competition within the team. He also outlined plans for outreach days, where party communicators, executives, and candidates will visit communities, engage with voters, and conduct house-to-house campaigns. “Direct engagement helps us understand voters’ problems firsthand and tailor our messages to resonate with them.”

He stressed the importance of localising communication and making party messages relevant to constituents’ daily lives. “People want to hear how national policies affect their daily lives. Our communicators must be able to link party achievements to the concerns of the people.”

Johnson Ayine’s vision centers on training, transparency, research-backed messaging, strategic media engagement, recognition of top communicators, and grassroots outreach. By implementing these strategies, he believes the NPP can build a more effective, united, and responsive communication network to win the hearts and minds of voters across the Upper East region.