The newly elected New Patriotic Party (NPP) Upper East Regional Communication Officer, Dr. Samuel Akonga, has identified disjointed communication as one of the major challenges confronting the party in the region.
Dr. Akonga says he will introduce a research-driven approach to communication to ensure consistency and improve the party’s messaging across the region.
He made the remarks after emerging victorious in the NPP Upper East Regional delegates’ elections held on Saturday.
Dr. Akonga polled 158 votes to defeat incumbent Regional Communication Officer Peter Ayinbisa, who obtained 107 votes, while another contender, Johnson Ayine, secured 67 votes.
Until the election, Peter Ayinbisa had served as the party’s Regional Communication Officer.
Dr. Akonga said his campaign across the various constituencies allowed him to assess what he described as weaknesses in the party’s communication structure.
He said one of the key concerns identified was the lack of a unified message, resulting in party communicators sometimes presenting different positions on various media platforms.
“They themselves realized that in this region we have been having disjointed communication. You hear someone saying different things on a different network. When you hear someone at a different network, it is different altogether.”
According to Dr. Akonga, the situation requires a coordinated communication strategy backed by research to ensure that communicators are properly equipped with facts and a common understanding of the party’s positions.
As an academic, he said his experience in research would give him an advantage in developing a communication system that combines research with effective messaging.
He described his election as a “rebirth of the party’s communication structure”, saying he intends to work with communicators across the constituencies to address the challenges identified.
Dr. Akonga pledged to make research a central component of the NPP’s communication strategy in the Upper East Region.
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