The impact of media coverage on the commissioning of infrastructure is fundamentally different from the actual benefits voters derive from it.
Commissioning projects at the eleventh hour of a political term often fails to deliver the intended electoral gains. Just as medication takes time to heal a patient, infrastructure requires time for its benefits to manifest in the lives of voters.
A patient does not feel better the moment they take their first dose; healing is incremental and long-term. Similarly, voters need time to experience the tangible improvements infrastructure brings to their livelihoods before they can fully appreciate its value or attribute it to government efforts.
Voters do not simply respond to the existence of infrastructure—they respond to the value it adds to their lives. Marketers often stress that features alone do not sell a product; it is the perceived value upon use that resonates with consumers.
For politicians who delay project commissioning until the final stages of their term, hoping to leverage recency bias for electoral gain, the strategy is misguided. Voters are more attuned to value than to the spectacle of a last-minute unveiling.
Moreover, hurried commissioning efforts often backfire, exposing what appears to be insincerity and desperation. Voters see through such propaganda, interpreting it as disingenuous—akin to a person hurriedly cleaning their house only when guests are about to arrive.
It projects a lack of integrity, raising the question: “Why wasn’t this done earlier?” This rush reflects not genuine commitment to public service, but an effort to mask neglect.
True leadership, like true cleanliness, stems from consistency and authenticity. When one maintains their home or fulfills their duties with care and diligence throughout, there is no need for last-minute theatrics. Conversely, those who rush to create a façade of competence feel the sting of their own dishonesty. They grapple with self-doubt, losing confidence and credibility.
In politics, as in life, outside appearances are insufficient. Genuine impact arises not from hurried efforts to impress but from sustained dedication that builds trust over time. For leaders seeking to truly serve their constituents, the lesson is clear: start early, act consistently, and let the value of your work speak for itself.
By Professor Kobby Mensah
Expert in Political Marketing
University of Ghana Business School, Legon.
