Political Marketing Strategist Professor Kobby Mensah says Dr. Mahamudu’s Bawumia’s recent media engagement fell short of expectations to counter the launch of the NDC manifesto.

According to him, although the recent media engagement by the flagbearer of the New Patriotic Party (NPP) was a strategic move to divert attention from the manifesto launch of the National Democratic Congress (NDC), it failed to achieve its purpose because Dr. Bawumia's performance was subpar.

Speaking in an interview on TV3 and monitored by GhanaWeb, on Monday, August 25, 2024, Prof Mensah criticised Dr. Bawumia’s delivery, stating that he failed to achieve its intended objective.

“The NDC’s manifesto was on Saturday, and clearly for the media, a large portion of the conversation would not be until Monday, so, obviously, the front pages and the newspaper reviews would be highly focused on the NDC, and so if they plug themselves into it, they can share the visibility. So clearly, if they organise on Sunday on a Monday, they will share visibility with the NDC. Immediately, I saw the announcement; I knew that was their strategy. But did they achieve it? No, because what actually transpired is not the brand image of what people have of Dr. Bawumia," he stated.

Prof Kobby Mensah said people expected more from Dr. Bawumia.

“People expect more from him, I think his delivery is subpar. I don't think anyone can objectively say that this is a performance expected of Dr. Bawumia, someone we know leading to the 2016 elections. You will expect a much higher performance but I don't think the performance went to their own standards, the excitement wasn't there. They managed to set themselves into the conversation,” he noted.

According to him, the moderator’s decision to tell the NPP flagbearer that he was talking too much was unprofessional and inappropriate.

“Your second question into the programme was about the former president jabbing you for being an economic messiah and not speaking the economic language anymore and the idea that he would seize the opportunity, but he went overdrive. At a point, he became boring. I am sure his team was wondering why that long time was dedicated to a particular president. It even got to a point where the one who was coordinating him said Dr. Bawumia was talking too much.

"If I were his boss, I will query him. I was surprised he did that. You can't tell your boss you are speaking too much and you are going to time him, you can't do that.”

He added that "Even from a traditional perspective, you can't do that. If you had an elderly person who had gone overboard and you are moderating a programme, the best thing Miracles could have done was to go and speak into his ear.and say his excellency, please, it was too long, so maybe tone down your timing, but in front of the national audience, he said he was going to time him, he was not supposed to do that.”

JKB/ ADG

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On Sunday, August 25, 2024, the Flagbearer of the NPP, Dr. Bawumia held a media engagement to outline his vision ahead of the pending elections.