Japhet Festus Gbede, an Assemblymember and National Democratic Congress (NDC) communicator, has called for a transformation of the party’s communication strategy in the Akatsi South Constituency, arguing that political communication must extend beyond radio appearances to embrace digital innovation and strategic storytelling.
Gbede, who is contesting for the position of Deputy Communications Officer of the NDC in Akatsi South, believes the constituency needs a modern communication structure capable of shaping public discourse, promoting the party’s activities and projecting its achievements to audiences beyond the local political landscape.
Describing himself as the “antibiotic and antidote” for what he considers the constituency’s strategic communication deficit, he argues that the changing media landscape demands a more proactive, coordinated and digitally driven approach to political engagement.
“I have the voice to represent the party on radio, television but political communication goes far beyond that. I also have experience in digital communication, and I want to use that experience to help put Akatsi South NDC on the international map,” Gbede said.
According to Gbede, although radio remains an important platform for political engagement, effective communication requires a broader strategy that incorporates digital media, multimedia production, online publications and coordinated messaging.
He argues that the NDC in Akatsi South must move beyond an approach largely associated with radio discussions and develop the capacity to communicate its message across multiple platforms.
His proposed approach includes digital content creation, short-form videos, coordinated social media campaigns, multimedia storytelling, rapid responses to emerging political issues and the strategic dissemination of verified information.
He believes these tools could help the party engage younger audiences, communicate government policies more effectively, document community development initiatives and strengthen its visibility within and beyond Ghana.
Gbede maintains that a strong communications department should not merely react to criticism from political opponents but should also anticipate emerging issues, set the agenda and consistently communicate the party’s positions with clarity and evidence.
Gbede’s campaign draws on his involvement in party communications and grassroots political activities.
Having contested for the Deputy Communications Officer position in 2022, he continued participating in party activities and subsequently served on the Akatsi South Constituency Communications Team and the Volta Regional Communications Team.
He also serves as Assemblymember for the Wuxor, Have and Sremanu Electoral Area, a role through which he engages with community development concerns and public-service issues.
These experiences form part of the credentials he is presenting to delegates as he seeks to assume a greater role in shaping the constituency’s communication strategy.
Explaining the thinking behind his campaign slogan, Gbede uses the terms “antibiotic” and “antidote” metaphorically to convey his determination to address what he sees as weaknesses in the constituency’s communication machinery.
The antibiotic represents his resolve to tackle persistent communication challenges, while the antidote symbolises his proposed corrective response to misinformation, ineffective messaging and an overreliance on conventional communication methods.
His argument is that the constituency needs a communicator who can combine radio presentation skills with digital communication experience and strategic planning.
“I am not coming merely to add another voice to the radio panel. I am coming with a broader vision; to strengthen our voice on radio, expand our influence online and make Akatsi South NDC visible to the world,” he said.
As the contest for the Deputy Communications Officer position approaches, Gbede is urging delegates to consider a communication model that prioritises innovation, preparation, accountability and effective engagement across multiple media platforms.
