By Franklin Sone Bayen*
Social media and audiovisual declarations by spokespersons and accredited surrogates for candidates are often so amateurish, unguarded and unrestrained, they can hurt the fortunes and prospects of candidates. This is my experience covering politics for over two decades:
- In political campaigns, the people not seen render more strategic service than people seen jumping around and beating drums for candidates.
- Back office guys or campaign strategists give and receive situation briefings, do progress assessments, weigh the risks and prospects, march these with the budget, make projections and inform candidates how the race is faring, how to proceed and/or when the race is done.
- That’s why when candidates take major decisions, including “suspending campaign” (euphemism for throwing in the towel in American political lingo) the most crestfallen faces are those of front office guys, that is the megaphones, the spokespersons, the surrogates. They are often just balloons. Little else.
- The greatest sycophants in a campaign are front office staff. Fortunately and unfortunately, they are not aware of what back office strategists are doing in earnest.
- Political campaigns are expensive. Back office strategists are working on the maths and advising caution. Front office megaphones are spending and enjoying their show without counting the costs (both in terms of expenditure and potential damage and gains).
- Back office guys are those who advise candidates on damage control in order not to burn bridges for future political deal-making.
- Front office guys are artillery soldiers. They never understand. They spit fire against those the candidate may make deals with, eventually.
- Understandably, ignorance and enthusiasm are the fuel that fire front office guys. So, bear with them for not knowing what back office guys know because reality needs to be hidden from them to keep them upbeat. Dampened spirits may cause them to lose the flare they need for their megaphone roles.
However, Campaign Managers ought to monitor the actions and declarations of their mouthpieces and call them to order. Their useful enthusiasm can be a harmful double-edged swords.
*The author has covered politics for over about three decades in Cameroon and abroad, beginning as a secondary school boy. He took Political Science, Sociology and Anthropology courses among his composite minors during his undergraduate and post-graduation Journalism studies at ASMAC-ESSTIC, UB and UPAC. He can be reached at: sonebayen@gmail.com, 674749575 (direct calls), 656969090 (WhatsApp), @sonebayen (X, former Twitter)
