Johnson Ayine, an aspirant for Upper East Regional Communication Director of the New Patriotic Party (NPP), has outlined his vision for a collaborative and transparent relationship with the media if allowed to serve as Communication Director.

Reflecting on his over two decades in the media, Ayine credited the industry for shaping his career and connections. “The media has played a pivotal role in getting me to where I am today. I’ve always said, if media professionals were the delegates for this election, no one would contest me, my rapport with journalists across the region is that strong,” he stated.

Ayine emphasized that, for any communicator, the media should be an ally, not an adversary. “You need the media on your side. As a communicator, your reach is limited without them. I’ve never had issues with any journalist, host, or hostess in this region,” he said, adding that his approach is to work with all, regardless of the platform or interviewer.

He proposed a fair and inclusive system for media engagement at party events. “If there are 50 journalists in the region and you can only accommodate 10 at an event, rotate them. The next program, invite a different set, so everyone feels included and all have the opportunity to report on party activities,” Ayine explained. This, he believes, will ensure wider coverage and strengthen the party’s relationship with the media.

Ayine made this commitment in response to the numerous challenges and disappointments the media have experienced due to selective and tribalistic behavior by some party communicators.

He also acknowledged the challenges journalists face, particularly inadequate compensation and welfare support. “The media fights for the rights of all, yet their own welfare is often neglected. We need to address this by making provisions for journalists at our events, ensuring they are comfortable, have refreshments, and are able to do their work effectively,” he said.

He pledged to work closely with the leadership of the Ghana Journalists Association (GJA) in the region, designating liaison persons to facilitate smooth communication and avoid misunderstandings. “Transparency will be key. I want to maintain the strong reputation I’ve built with the media. By working directly with media representatives, we can plan better and avoid leaving anyone out,” he noted.

Ayine also highlighted the importance of proactive communication and mutual respect. “Sometimes, when sensitive or potentially damaging information is shared, I reach out to editors and producers to clarify or request restraint. This is the kind of professional relationship I want to maintain, one built on trust, openness, and shared goals.”

He cautioned against favoritism and exclusion, warning that repeatedly inviting the same journalists while ignoring others could breed resentment and negative coverage. “Every media house should feel valued and engaged. That way, when we have good news, they’ll help amplify it, and when challenges arise, we can address them together.”

In conclusion, Ayine affirmed his belief that leveraging the goodwill and professionalism of the media in the Upper East Region will be crucial in shaping public opinion and advancing the NPP’s communication goals. “With a transparent, respectful, and inclusive approach, we can use the power of the media to change minds and move the party forward.”