For some time, I thought the Economic Freedom Fighters (EFF) was going to take the front seat in the South African political scene in the next few years. But I was wrong.
On the contrary, like a tantalising mirage, they have travelled for far too long without getting to at least a sign of the Promised Land. It cannot be disputed that the party is blessed with noisemakers who make politics interesting. It also is a fact that the party is a trendsetter and forces others to introspect and account.
But there is something missing, a great public relations (PR) strategy to reinforce their campaigning. A PR that can foresee dangers of speech in their leaders. Equally, the party leaders should learn to seek advice on matters of what can be said or done to someone.
The ANC’s Youth League and SASCO are now reclaiming important political turf, such as Turfloop because the youth are not so confident about the EFF’s arrogant approach and speech on matters of development. You do not go around vandalising and insulting people as a party.
Our history is marred with censorship, grand gatekeeping, dictatorship and disregard for humanity. The EFF is aware of this and tried in the past few months to inspire new hope among the voters. However, the party leader’s recent altercations and confrontations with the media shows that the leaders want change, but they don’t want to change.
First, the media has the right to investigate and report on their findings. It is upon political parties and politicians to provide the journalists with information that is factual for an accurate reporting. If the information is not well captured, a PR division should ridicule such with factual information.
Second, it is the journalists’ right to information and freedom of speech. The EFF should not be angry that the discourse in the media does not match their PR expectations. Dealing directly with the journalists is tantamount to consummate impertinence and insolence, high-level of arrogance and over exaggerated self-importance.
The party, which by far has gained voter trust as respecting the rule of law and procedures, showed complex levels of unprofessionalism and political inanity. One thing for sure, the party leaders should have known better that none can ever control the media, and being at loggerheads with them does not help their political campaigning or would not influence better reporting about the party in the future. This is notwithstanding the truth that the media is in the hands of colonial masters and advance white monopoly capital.
The right procedure was for the party to lodge a complaint with the editors of the said media outlet. If a solution is not found at that level, there is Press Ombudsman and Broadcasting Complains Commission to deal with such issues. Both politicians and journalists have an overlying role, which is to serve the public.
Journalism and politics are a public service good. Both should strive to serve the people who feed them – the masses. And the media has an upper hand in this regard, as they have control over what to do with political information through agenda-setting. And politicians can only defend themselves by staying away from trouble.
Refusing to meet up with editors around these issues was the signal Malema was looking for from Mama, that the party is ready to take government but not prepared to lead – a mission close to impossible. If they did not have time to meet up with editors, where did they find time to have a meeting with Vodacom? Expressing a dangerous form of whited sepulchre could perilous to the party.
Let me just say, the party needs serious self-watch from its leaders. The conduct of Malema and Shivambu around journalists is unprofessional, childish and a disregard for democracy. In a post-colonial society, Ubuntu drives us, respect for every person.
The public used to adore Dr Ndlozi for his oratory. But he has been turned into a mere communication officer who is less critical and strategic. That is why the party leader thinks it is wise to speak for the communication division. He must stop this if he is to take the party forward.
Not everything needs radicalism, as if being rascals would increase voter confidence. Voters are not empty vessels, who can just vote in favour of haughtiness. This boisterous behaviour will, and has already started to, veer off voter confidence to somewhere else.
The EFF must stop destroying property, be it private or public, and showing flagrant disregard for the law is not liberal. The party has always played hide and seek, claiming that it has not sent its members to vandalise property.
Its leaders need to repent as of yesterday.
