By Leonard Kavwenje
As only two weeks and days remain to the 2025 general elections, the political mechanism of State President Lazarus Chakwera AKA Dr. Laz continues to catch blue fire in the process reminding me of PR Week’s Editor-in-Chief, Danny Rogers’s book, “Campaigns That Shook the World: The Evolution of Public Relations”.
To begin with, Chakwera’s campaign has clarity of vision and ambition hence setting his own precursor to long term success. He is clear on what he intends to do for Malawians once re-elected.
In addition to that, he is using a collaborative rather than an adversarial approach. He is opened up and collaborates with local media effectively. He extends this to celebrities like musicians: Dan Lu, Skeffa Chimoto and Symon and Kendall to mention but a few. This potentially builds more power in the Malawi Congress Party.
Furthermore, MCP’s campaign is not necessarily a mass marketing but a mass movement . It is too strong. It is emotionally balanced. Words like ” Zakuti Amalawi akudandaula kukwera kwa mitengo ya katundu tikudziwa ndipo ndi zoonadi…” are good as they transmit honesty and courage. It is also effectively mobilised.
One is able to see large numbers of people following Chakwera without necessarily relying on the support of the traditional media that may also cost millions of Kwachas for the party on advertising. How Kasungu treated Chakwera is just a bright example.
Last but one, Chakwera has an ability to optimise new digital technologies in his campaign. He has integrated different channels. I saw Chakwera on TikTok on Tuesday night saying ” Game iyi ndi ya wadya mtoliro”.
Finally, Chakwera in his whistle stops is deploying resources of great storytelling with a creative flair and quality. His messages cut through with exact thoughtfulness and powerful ideas.
Let us close with David Ogily, one of the fathers of modern communications, “Unless your advertising contains a big idea, it will pass like a ship in the night.
