Our current politicians would do well to emulate Mandela’s style of communication, writes Thabani Khumalo.
Durban - While our country leads the rest of the world in celebrating the incredible impact and legacy of Nelson Mandela, I wish our government could emulate him. Among the infinite lessons our politicians could learn is how to be an incredible communicator.
A functioning democracy needs an informed citizenry. Providing citizens with adequate information on priorities, programmes and activities ensures not only the legitimacy of a government, but also institutes regimes of transparency, accountability, good governance and accelerated development.
In fact, effective communication prevents misconceptions, averts conflicts, reduces uncertainty, inspires confidence and promotes participatory democracy and development.
When delivering his political report to the 49th ANC National Conference in Bloemfontein in 1994, Mandela said: “The lesson that needs to be kept in mind especially in the current period when we have to contend with serious difficulties of governance and delivery, is that the solution lies in engaging and involving the people through all stages of the process and honesty explaining to them the difficulties we face and the reasons behind some unpopular decisions we may have to take.
“This is the best antidote to attempts by opportunists of all hues to gain popularity on the basis of radical-sounding but impractical propositions.”
Since Mandela spoke, there have been a series of protests and resistance towards some of government’s “unpopular decisions”. These include the death of soldiers in the Central African Republic, the Dalai Lama not being granted a visa to come to this country, the e-toll controversy, the Russian nuclear agreement and the Sudanese President Omar al-Bashir leaving the country despite a court order not allowing him to leave.
Some of these decisions could have been understood, embraced and supported by stakeholders, had government engaged and communicated its “unpopular decisions”.
As Mandela warned, such an insufficient government communication has resulted in the emergence of political dragons and vampires who propagate impractical, radical, irrational, fanatic, outdated, destructive and self-serving propositions and ideologies that promise false solutions to desperate people.
While our country has delivered significantly since the dawn of democracy, there are still insurmountable challenges of economic stagnation, corruption, crime, unemployment, xenophobia and other social ills that have created uncertainty and hopelessness within some citizens.
The test of leadership communications is not when there is good news – that is easy to communicate.
Great communicators show their mettle when they have to share the uncomfortable, own up to mistakes or wrongdoing, or admit to failure.
During trying times leaders need to communicate in a way that removes doubt as quickly as possible.
Political consumers are influenced by a combination of preferences for thoughts (head), feelings (heart) and actions (hands), hence the three factors form the basics for effective leadership communications strategies.
First, leaders who lead by their thoughts are driven more by cognitive logic rather than emotions, hatred, anger, hunger for power or any narrow interests.
Pure political intelligence must form the core of their leadership visions, policies and programmes.
Second, leaders with human hearts embrace the highest ethical principles, which include transparency, accountability, humility, honesty, respect for human rights and good reputation. So, leaders that open their hearts to citizens are more likely to be rewarded with unconditional love, loyalty and emotional attachment.
Third, leaders who are action-driven, reflect a pattern of development that is apparent and appropriate in the evolution of human being.
Through his vision, principles, thoughts, words and actions, Mandela personified leadership.
Communication guru, Liz Wainger, says Mandela should be remembered for communications that:
* Expressed principles, values, beliefs and goals.
* Created and shared a strong message.
* Were firm, bold, honest, authentic and consistent.
* Addressed uncertainties, hopelessness and confusion.
* Used simple, yet expressive language.
* Were accompanied by compassion and a smile.
* Were communicated through body language.
Indeed, a great lesson to learn from one of the world’s greatest leaders.
One cannot influence anyone without first communicating and engaging with them sensitively and sensibly.
A good head and good heart are always a formidable combination. But when you add to that a literate tongue or pen, then you have something very special.
And that something very special is effective leadership communications.
* Thabani Khumalo is a political and communications strategist.
** The views expressed here are not necessarily those of Independent Media.
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