Communication — the art of getting people to listen to, and more importantly, hear one’s intention — is the most crucial tool in our human arsenal. How we say it is as important as what we say or even what we mean to say. Tone, the language we choose, our delivery method … all these are key in message delivery. This week, the DA felt the weight of both excoriating criticism and praise when it unveiled a controversial billboard as part of its 2019 election manifesto. With leader Mmusi Maimane leading the way, the DA took to the streets on Wednesday, their march ending with the big reveal of their election billboard that remembers those who’ve died because of the ANC’s lack of good governance. The massive hoarding records the names of people who’ve died: dead Marikana miners, children drowned in pit latrines, psychiatric patients lost in the Life Esidimeni horror. Of course, the ANC was going to take exception. I’ve heard several angry outbursts from ANC faithful express angry reasons...

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