Golding’s positive traits

THE EDITOR, Madam:

The article titled ‘Rebranded Mark Golding struggles to find footing ’ which was published in this newspaper yesterday pretty much summed up the situation the opposition leader is currently in. The article may be difficult for some PNP supporters to accept, but if read with an objective eye, the truth will be seen.

The problem that the PNP and its leader are having is that they are playing ‘Andrew’s game’, meaning they are playing catch-up and seem to believe the only way they can catch up and keep up with Andrew Holness is by replicating the JLP’s approach. That is a major mistake for more than one reason.

First, the PNP has been very critical of the way Holness is marketed; they have often referred to him as a PR PM, meaning, he relies heavily on PR and marketing to remain relevant, and lacks substance. After such as a criticism, I think it is hypocritical and somewhat stupid for the PNP to be trying so hard to use PR and marketing to try and boost the popularity of their leader.

PR and marketing, I believe, is best used for ideas, visions, and philosophies. Some politicians are blessed with innate abilities that allow them to connect with people in a way that goes further than speaking on a political platform, and if smart, they will use those abilities to market themselves. While others are more on the dull side, so marketing these kinds of politicians will take a different approach.

Marketing is all about finding one’s strength and promoting it and using it to your advantage.

FIND OWN FORMULA

Before becoming leader of the PNP, Mark Golding was seen as a likeable person, he was considered a cool character, humble and not into much mix-up. He is an accomplished lawyer and investment banker who became the member of parliament for a strong PNP garrison filled with communities that are impoverished and violent at times, and he seems to have found favour with the constituents.

Marketing cannot change the nature of a product or a person, it can only enhance. Mark Golding has positive traits which should be marketed to the public. Having him struggling to speak Patios, trying to connect, just looks desperate. Is it that the PNP believes that the public is not intelligent enough to accept a politician who focuses more on substance and ideas rather than looks and dressing?

If you ask the average Jamaican what Mark Golding is really about, what is his message or philosophy, or what direction he intends to take his party and the country if given the chance, I am almost sure that nobody could answer that question.

Every time I see a snippet of him on TV or social media, he is either being silly, dancing, trying to be jovial or trying his hardest to speak Patios, which is definitely not his strong point.

Mr Golding needs to reconfigure his strategy and communicate to us on a serious level. Tell us what he would do about crime and corruption if he were the prime minister. How would he deal with his ministers or MPs who are caught in scandals? What is his view on the country becoming a republic? What are his thoughts on the state of the economy?

Mr Golding, please approach the public in a more serious manner; now is not the time for gimmicks.

GARTH THOMPSON