In Sierra Leone today, the question of whether public relations (PR) can help a politician get elected is both relevant and complex. At Make Impact Global Communications, we believe in honest conversations grounded in the reality of our society. So here’s my professional take.
The Political Landscape in Sierra Leone
Let’s face it: Sierra Leone’s electoral environment is not the textbook model of free, fair, transparent, and competitive elections. There are no structured party primaries. Getting a party symbol often depends on party loyalty and leadership preferences — not necessarily merit. Electoral violence, vote buying, high illiteracy, and deep political partisanship still dominate the landscape.
In such a setting, a PR campaign — no matter how well-crafted — cannot fix systemic issues. That’s true. But does that mean PR has no place? Absolutely not.
In Sierra Leone, PR isn’t about billboards or expensive TV ads alone. It’s about narrative control, grassroots mobilization, cultural storytelling, and trusted messengers. It’s about how candidates connect emotionally with the people — using familiar voices, local languages, and the right platforms.
When President Maada Bio campaigned under the “New Direction” slogan in 2018, it wasn’t just a political promise — it was a carefully repeated message that painted a vision and rebranded him as a reformer. That’s a PR strategy in motion, even if it wasn’t labeled that way.
Dr. Kandeh Yumkella’s 2018 parliamentary victory in Kambia, under a newer party (NGC), is a case in point. He used PR to position himself as a credible technocrat and reformer. His campaign emphasized integrity, global experience, and development — messages that resonated with educated youth, professionals, and diaspora communities. It wasn’t just about politics. It was strategic communication, executed effectively.
Even in imperfect systems, perception drives trust. And trust influences votes — especially when manifestos are similar. In communities with low literacy, messaging through radio, community influencers, and religious leaders becomes even more crucial. PR, when localized and ethical, can shape public understanding and empower voters to make informed choices.
At Make Impact Global Communications, we advocate for people-centered political communication. We encourage political leaders to invest not just in winning, but in building trust, telling authentic stories, and engaging citizens with respect.
We may not yet have a fully democratic electoral system, but PR remains a powerful tool for influence, awareness, and connection — and it is up to us as professionals to use it responsibly.
–Want help shaping your political or organizational message in a way that truly connects with your audience? Contact Make Impact Global Communications today — we help leaders, brands, and changemakers make real impact.
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