Elevating leadership through effective communication

Introduction

In the realm of leadership, effective communication stands as a pillar of influence and governance.

Bernard Avle, a prominent voice on Citi FM’s Breakfast Show, underscores this necessity in his reflections on political conduct and traditional practices. Drawing parallels between the decorum expected of Ghanaian chiefs and modern political leaders, Avle advocates for a communication style that embodies respect, wisdom, and integrity.

This article delves into Avle’s insights, exploring the significance of effective communication in leadership and its implications for governance and societal harmony.

The Importance of Effective Communication in Leadership

Leadership is not merely about holding a position of power; it is about guiding and inspiring others toward a common goal. Effective communication is central to this process, as it enables leaders to convey their vision, build trust, and foster collaboration.

Avle emphasises that the quality of communication in politics directly influences governance. “If your politics is dishonest, your governance cannot be honest,” he asserts, highlighting the intrinsic link between political discourse and the quality of leadership.

Learning from Traditional Practices

Avle draws an enlightening comparison between the communication practices of Ghanaian chiefs and modern political leaders. Chiefs, he notes, rarely shout or display overt anger in public. Instead, they employ linguists to articulate their thoughts with precision and decorum. This practice ensures that the words of a chief are refined and carry the weight of thoughtful deliberation.

“A word of a chief is very powerful,” Avle explains, pointing out that the role of the linguist is not to speak for the chief but to ensure that what is communicated is measured and respectful.

This traditional approach to communication offers valuable lessons for contemporary leaders. It underscores the importance of measured speech, the value of consultation, and the need for a respectful tone in public discourse.

By adopting these principles, political leaders can enhance their credibility and foster a more constructive political environment.

The Pitfalls of Adversarial Communication

Avle critiques the adversarial nature of modern political communication, particularly the tendency to justify misbehaviour and disrespect under the guise of politics.

He argues that such behaviour not only undermines the integrity of political discourse but also sets a poor example for governance. “If we excuse bad behavior because that’s politics, it will translate into governance,” he warns, emphasising the need for decorum and respect in political communication.

This adversarial approach, characterised by shouting and insults, contrasts sharply with the consensus-building practices of traditional Ghanaian leadership. In the traditional system, conflict resolution is approached with a focus on dialogue and mutual respect.

Avle highlights the need to reconcile these traditional values with the demands of modern political systems, suggesting that political communication should reflect the cultural norms of respect and deliberation.

Building a Culture of Respectful Communication

Avle calls for a shift in the political culture, urging leaders to prioritise ideas and credibility over volume and aggression. He critiques the culture of shouting and mass mobilisation, which often prioritises spectacle over substance.

“We don’t need shout; we need ideas. We don’t need shout; we need credibility,” he asserts, emphasising the importance of thoughtful and respectful communication in politics.

This call to action extends to political parties and their leaders. Avle specifically addresses the need for the New Patriotic Party (NPP) to re-evaluate their communication strategies, particularly in light of recent comments that have sparked controversy.

He stresses that aspiring leaders must communicate in a manner that reflects the dignity and responsibility of their positions. “You want to be president of Ghana? That’s the way you have to talk,” he insists, highlighting the high standards expected of those in leadership roles.

The Role of Political Communication in Governance

Effective political communication is not only about winning elections; it is about governing with integrity and respect.

Avle underscores the role of communication in setting the tone for governance, arguing that the manner in which leaders campaign influences how they will govern. “If you campaign arrogantly, you govern arrogantly,” he states, linking the quality of political discourse to the quality of governance.

This principle extends to the broader political system, which must prioritise transparency, honesty, and respect in all aspects of communication.

Avle calls for reforms in political communication that align with traditional values of respect and decorum, suggesting that such reforms are essential for building a more just and effective political system.

Conclusion

In his reflections on leadership and communication, Avle offers a compelling vision for political discourse that is rooted in respect, wisdom, and integrity. Drawing on traditional Ghanaian practices, he highlights the importance of measured and respectful communication in both politics and governance.

By embracing these principles, leaders can foster a political culture that values ideas and credibility over aggression and spectacle. As Avle aptly puts it, “Leadership is not merely about holding power; it is about guiding and inspiring others toward a common goal.” Effective communication is central to this mission, serving as the foundation for trust, collaboration, and ultimately, good governance.

Editor’s Note: This article was inspired by remarks made by Mr. Bernard Koku Avle on the Citi Breakfast Show on Thursday 11th July 2024