In the building of reputations, be it in tourism attractions, or in a doctor’s practice, even for the best laundry soap, nothing is as immediately effective as the power of word-of-mouth. Hearing a recommendation from someone about a travel destination (particularly for family groups) is like gold because the appraisal, unlike the expensive four-colour magazine ads, is not a pitch biased in favour of the property. It is coming from someone you know, no punches pulled, the minus with the plus, which allows you to make a decision based on reliable appraisal instead of advertising hype. Similarly, when persons are in need of professional medical help, the name of a reliable doctor, based on the experience of a close friend or relative, will almost always mean a new patient for the doctor and a person now satisfied that his/her health concerns are in good hands. Admittedly, there are times when someone else’s word-of-mouth appraisal may not be what you experience, but as a rule we pay attention to those reports, even on the laundry soap, because they come with no strings.
As this particularly pivotal election looms for Guyana, it is important to keep in mind that politicians also know only too well the value of word-of-mouth and that they will respond to it. Having said that, however, living again in Guyana, it has been my observation that we are a people who don’t seem too inclined to interact frankly with our political leaders on the issues that concern us. (I am obviously not referring here to public voices such as Christopher Ram, Freddie Kissoon, et al, who are regularly doing it; I’m speaking about the private person.) I witnessed a stark example of this reluctance at a recent public function where I noticed a friend of mine, off to one side, in a very animated huddle with two very senior politicians (one Government, one Opposition). The conversation ran for several minutes, replete with vigorous finger pointing, adamant shaking of heads, and expressions of dismay – classic political histrionics; I was enthralled – so I made it my business to ask him later whether the chat was about the Marriott, or Amaila Falls, or the infamous AG’s tape. He laughed and said, “No, man. We were just talking about the West Indies cricket team.” I gaped. “You mean to me tell me that there’s a key election coming, you had these political heavyweights all to yourself, and with all the pressing issues we have before us, all you wanted to talk about was cricket?” My friend, a respected professional here, said, “Well, you know, it wasn’t the right time and place for that.” My reply was, “Padna, with people of such high influence like that the right time is any time.” The gentleman was not pleased (I hope we’re still friends), but the incident illustrates my point: that too many Guyanese feel embarrassed to confront our elected representatives about current issues, but if we don’t express our concerns to the persons who are in the best position to address them, how, to be fair to them, are they expected to know what we want of them?
There is no referendum coming soon on matters of great import. There are no town hall meetings planned where ordinary citizens can get up and question politicians. I haven’t heard of any call-in NCN shows where voters can express their concerns and potential politicians can be grilled. With those public forums not available, there is clearly a need for us, acting individually, to collar our election hopefuls and lay it on the line with them. We should be providing the word-of-mouth feedback that every public official looking for election, or re-election, values highly. Further, for the exercise to have any real information value, for the candidate as well as the voter, the conversations we have with these candidates must move away from the generalized rhetorical platitudes – progress for Guyana; efficient government; a modern economy – that the high-priced consultants love to prattle. We must reject the cliche phrases that ultimately tell us nothing, and ask direct questions that elicit specific answers. I’m not suggesting we be rude to these people, but if they give you cliches, simply ignore them for the pap they are and ask for substance.
“Why should I vote for you? If elected, what’s the highest priority on your agenda? Guyana has extensive corruption in government and in business; how do we combat that? Women are being brutalized in this society; what do we do about it?” And don’t settle for platitudes; ask them for specifics. From such conversations (make up your own questions) persons who are now running, or about to be running our country will at least be getting a grasp of what we worry about, of what we dream about and pray about. They will know clearly what we hope for and, therefore, what we want of them.
Ultimately, despite the stir they make, the politicians’ reaction to critical columnists in the media is often “that’s just one opinion; don’t worry with that”. I’ve heard that response in Grand Cayman. I’ve heard it St. Lucia and Jamaica and Barbados, as I’m hearing it here now, and I don’t know enough of politics to know if the view is valid. But what I do know, from watching them operate in various countries, is that while the politician may in fact ignore the single voice of a Ryan in Trinidad, or a Cargill in Jamaica, or a Ram in Guyana, no politician will ignore hundreds of voices speaking to him/her earnestly on the same issue. Most politicians, in the face of clear public opinion to go east, will vote for going east, merely from being told by the people that they wish to go east, and one infallible way to inform them is by word-of-mouth. That’s how we persuade them: provide word of mouth. Let your political candidates know simply and firmly what you want. You don’t have to belong to a civic body; you don’t have to write a letter; you don’t have to go to meetings; simply collar your candidate and give him/her your two cents. If the subject of West Indies cricket comes up, shut it down. Spell out your concerns.
When somebody makes a point in the press that you agree with, tell your politician. When you disagree, tell your politician; provide word-of-mouth. Yes, some maverick politicians – like a Gairy in Grenada, or a Bustamante in Jamaica – may ignore it, but most politicians, paying attention to the game, will take note. Word-of-mouth is worth more than a dozen full-page ads in the press.
It’s worth more than all the coloured flags flapping in the breeze. Word-of-mouth is like thunder; it wakes up the recipients – even the ones half asleep. Whatever our political leanings may be, to see them realized we should take a few minutes and engage our politicians every chance we get; give them some word-of-mouth; make it brief, but make it precise. It could help get us the kind of Guyana we want.
