PICTURE: GALLO IMAGES DA leader Mmusi Maimane, as with the leaders of all political parties, is the DA’s loadstone when it comes to the party’s brand. His speeches and statements set the tone and define the content of the party’s communication with voters and, ideally, embody the message it wishes to convey.Elections are the ultimate test of this. Thus, almost inevitably, a party’s communications strategy has at its centre the leader’s programme. It is, of course, complemented by other kinds of communication (including paid advertising, such as posters, radio or television adverts) but it is in the leader’s remarks that any party’s essential pitch to the electorate is to be found.In turn, because the party leader has the highest profile, their particular message tends to generate a disproportionate amount of media coverage. The more effective the leader, the more effective a party is at being able to connect with existing and new voters alike.So, what has Mmusi Maimane been talking ...
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