Heather Robinson
DURING THE life of every political aspirant or seasoned politician, there are some basic communication tools that are used to get the message across to the potential voter. One of the best ways of reinforcing one's message - corporate entities do this as well - is to formulate a catchy slogan. Many hours are spent trying to determine what slogan best describes the individual's personality and what he hopes to accomplish during his tenure.
History tells us that some of these slogans are so catchy and popular that they remain in use long after their life has expired and they have been cast aside by their owners. Jamaicans remember the following slogans well: 'We put people first' and 'Log on to progress' that were used by the People's National Party (PNP). Perhaps it is a function of age, but I am unable to remember the recent slogans of the Jamaica Labour Party.
In 1992 when I became the candidate for the PNP in St. Catherine South Central, my campaign team and I decided on using the slogan 'Little things mean a lot'. That decision, once taken, became my guiding light during my brief sojourn as a Member of Parliament. Nothing was too small or unimportant to address. From the little boy who wanted to just sit at the steering wheel of a jeep and pretend to drive, to ensuring that the students of St. Jago High School had green flags and scarves to take to boys and girls championships to cheer on the athletes.
CATCHY SLOGANS
Within the current presidential campaign, some candidates have been able to formulate slogans that have managed to capture the imagination of the PNP delegates and the Jamaican people. Dr. Omar Davies is using 'Prosperity' as his slogan, and Dr Peter Phillips uses 'Solid as a rock'. I am this time unaware of the slogan that Mrs. Portia Simpson Miller's 'Team Portia' is using, and similarly, with Dr. Karl Blythe.
So in these last few weeks of campaigning for the presidency of the PNP, delegates are determining who best suits their idea of the PNP's fourth president. Some persons will use big issues to make such a determination, while others when they talk to each other will tell their own stories of their experiences with each candidate.
Comrade A might recall when he first met candidate X, while comrade B will remember whenhe first heard candidate X speak publicly. Then another will recall an incident in which
candidate X demonstrated extraordinary care. The delegate could have been facing a major emotional, physical or financial crisis, and candidate X was able to assist in the smallest way, and at great personal sacrifice.
For those of us who are not first-generation members of the PNP, we are accustomed to attending party activities with family members. However, when that activity is the party's annual conference, and for the first time in one's life one goes there without a family member, who has died, the emotional pain is unbelievable. When, therefore, candidate X simply comes across and offers words of comfort in that environment - the one and only person who did - there is a bond that is formed that is unbreakable.
During their last days of
campaigning, no candidate can be remodelled and represented to the delegates. If you have not always demonstrated genuine care and been genuine, it is too late to start. If you did not return telephone calls before now, it is too late to start. The best persuasion instruments in these times are the good little stories that can be told about you, including your ability to deliver the Norman Manley lecture with 24 hours' notice. Little things mean a lot, especially when they add up.
Heather Robinson is a life underwriter and former Member of Parliament.
