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He is not just delightful to watch, appealing to listen to, but he appears on national screens with glamour. The good looks and charm in my view, defines Sammy Gyamfi.
In 2024, he used these qualities to his advantage and conquered witless Ministers, lawmakers and government spokespersons of the administration of President Nana Addo Danquah Akufo-Addo.
Even before 2024, he showed class with the sheer force of his presence in the media. He is charismatic in personality, presents eloquence and a tactical approach to issues based on facts and oratory.
NPP panelists who appears on shows with pride and prejudices, whose casual cruelty deceives them to assume that his youthful age is enough for them to underestimate or undermine him, often realises that the gentleman has developed upper class communication skills far superior than them.
Those who appear arrogant will simply receive the slide dig tatters' reputation, after having a debate with the gentleman.
Most of them have learnt to live with this reality throughout their encounter with him, as one false step during debate will be met with rendition of endless ruin, some would occasionally roll their eyes in utter bewilderment.
A DETERMINED CHARACTER IN THE LARGEST OPPOSITION PARTY
The crucial distinction between Sammy Gyamfi, the darling boy, and other leading members of NDC is that, they have institutional mindset while Sammy Gyamfi and the other Mahama breed, have progress mindset, they are not just the "Gen-z's" of our time, but they always want to win and win convincingly and decisively.
Transitioning from Kumasi to Accra, had its own complications and implications especially when one doesn't have the best of footing in the nation's capital, it could be disheartening and downgrading, but Sammy Gyamfi did not look back but quickly sort the approval of the Accra establishment through hard work, humility, and cooperation.
Eventually, he successfully positioned himself against all odds.
Aside from that, upon reaching Accra, he displayed civic virtues required by the NDC party's constitution through his conduct and behaviour, and successfully climbed his way up through meritocracy without succumbing to the bullying tactics of existing political players already stationed in Ga Mantse land.
Many have described him as an upright and admirable person by all standards.
He opened up in the process of acclimatizing to Accra, and the mainstream media enjoyed his appearance and presence on each of their shows on television and on radio just because he offered them unexpected headlines that could be described as catchy, cliché and punchy.
WHAT DOES HEROISM LOOK LIKE IN NDC
Heroism in NDC looks like the sort of people the party will usually pick at delegates congress irrespective of their background, social status, religion, tribe, creed or colour.
Consequently, Sammy Gyamfi demonstrated all the qualities of one who wanted to be a hero in the social democratic party.
As a result, he became a battering force on air, through radio and television, on land, thus meeting party members and in the water, swimming through threats from his opponents.
He fought fire and fury, bringing down the NPP in the public eye, and became the thorn in the flesh of those enshrouded in various scandals in government.
Subsequently, he became a monster to scandal-shrouded government appointees, who occasionally felt he was hired to dismantle their political career even when they knew that he was doing his traditional duties as the National Communications Officer of NDC.
But, for Sammy Gyamfi, most of these government appointees would have become conventional challenges to conventional politics, without looking at the time, and the position of technology and global advancement that engineered the mirror of transparency through social media and communication.
He had become an institutionalist, troubling anti-institutionalists whose moral fibre resonated with corruption and bad governance.
In Ghana, the anti-institutionalists have always had an upper hand in everything and every government, because it is easier to degrade and destroy than to form, reform, and transform with those who desire change and would tamper with the status quo.
Throughout the eight years of the overrated and overhyped President of Ghana, Nana Addo Danquah Akufo-Addo, we lived anxiously, amid a multifaceted crisis of legitimacy during which strong voices from civil society in the country had sounded silently louder, even though issues were clearer that every facetious of our governance architecture had been going down and rottening beyond recognition and yet the country's institutions could not assist to address these, but unfortunately headed same direction.
The very core of the communication campaign waged by this gentleman and his ethics demonstrated that he was fighting for Ghana.
He came up strongly pushing against the stifling traditionalism that under normal circumstance could stultify his ambition as a young politician, but he persevered and conquered the darkest side of Accra, ushering him into the arms of decision makers, with a strong message that indeed he had arrived, WELCOME TO ACCRA was definitely the defining moment for the young lawyer.
Ghana, under Akufo-Addo, administratively became a mess, but who could have communicated that better to the understanding and acceptability of ordinary Ghanaians, if not for Sammy Gyamfi?
Remember that he was not just defending NDC, but the visionary leader who became the country's infrastructure reformer, who honoured his commitment to serve and change the state of Ghana and all her institutions.
Sammy Gyamfi was equally exposing the performative arsonists who were cruel and vowed to weaken all our state institutions in the name of state capture.
We know our institutions have nascent flaws, but they remain the backbone of our governance architecture and therefore deserve our protection and one of the people who did exactly that was the National Communications Officer of NDC.
He was never a standpatter, therefore, he never responded to threats outside and inside with fear by clinging fiercely to the status quo. He resisted them and proved with certainty why he had to do so without fear or favour.
All his communication strategies were devoted to clinical tactics and would often render opponents impotent on live television, not just because of his remarkable traits, but also earning him admirable followers on social media.
LEADING THE TEAM OF COMMUNICATORS WITH FIRE AND FURY
Sammy Gyamfi, though young and articulate, developed an intense mindset and lived every second of his communication career for the revolutionary quest to have the NPP administration kicked out as soon as he assumed office as the National Communication Officer of NDC in 2018.
That was before the 2020 general elections, and by 2024, he had already become assertively fearless and was carrying the scars of struggle with him.
These included his famous banter with Kennedy Ohene Agyapong, among other subtle battles waged to dismantle many 'hardliners' in NPP when he was barely occupying that political space as the head of the party's communication wing.
He was charged with the core mandate of furthering the aims and objectives of the opposition National Democratic Congress (NDC), but many say he had performed beyond expectation, warranting the unanimous endorsement of his candidature when he contested unopposed, offering him the lottery of his second term in office.
MAKING THE BATTLE OF SECOND TERM A REALITY
When he was elected for the second time as the National Communications Officer of NDC in 2022, he appeared more determined than before.
His actions showed he had dramatically revised his clouds with the mandate secured, while using the furnace of those volcanic eruptions of some Ghanaian finest youth, including Kwame Nkrumah, Paa Grant, R.S. Blay, who were baked unintended during the country's independence struggle.
For him and his associates, there were no compromises to be made during the 2024 elections. It was just going to be pure struggle until victory was secured by the party.
He and his team nationwide embraced danger, like young lovers, and saw no future without qualitative change in the front-line communications which he led. He was indeed the master tactician who never disappointed.
In just a few years of his reign as National Communications Officer in 2018, a patchwork of rebel communicators had emerged, including Malik Basintale, who consequently seized control of a broad stretch of the media landscape in Accra, Kumasi, Takoradi and Tamale, all considered the battlegrounds for political communication.
But, it’s unclear just how much support the party had offered his administration in this regard and in terms of resources to weaken his opponents and inspire all his team members and allies in the smaller political parties to drum home visible, verifiable, viable campaign communication required to spread the policies and programmes of the NDC against the ills, and scandals of the NPP.
For Sammy Gyamfi to have succeeded in becoming the darling boy and surest toast of the Ghanaian media, and quickly developing staunchest allies, and working constantly with them was not just amazing, dazing, but dazzling.
Sammy Gyamfi made sure that his deputy and other communicators of the party could carry messages of different connotations or nuances, but they all generally carried the message of facts, figures and verifiable arguments to studios of various media houses on television and on radio as well as podcasts.
This is because Sammy Gyamfi and his team had realised that Ghana had definitely reached a cumulative breaking point to reject plain lies, deception and propaganda targeting innocent citizens, particularly the unlettered, who were unfettered and unsettled with adequate and accurate information against a deliberate misinformation campaign waged by the political class in government.
Indeed, there was an obvious disconnection between the Ghanaian electorate and chronic lies due to the power of social media and the internet, all considered as reservoirs of knowledge, history and the future to prevent and ward off gaslighting by distortionists.
The communication maestro would often make sure that first-rate comments by government officials deserving of first-rate response would not settle down or be allowed to simmer without being squarely tackled with an appropriate certification of factual checks.
The thievery, being exposed in government, occasionally rattled feathers of the ultra-wealthy in the Akufo-Addo-Bawumia-led administration, who significantly benefited from the create, loot and share syndrome as against those who were largely regular and everyday people who were often super excited about these revelations of scandals emanating from various places and angles in government.
ASSUMING A NEW ROLE AS THE VOICE OF CONSCIENCE
For most Ghanaians, especially those in the diaspora, Sammy Gyamfi had become a voice of conscience, but for the NPP, he was a pawn of NPP adversaries, despite secret admiration by most top leaders of the NPP, the right-wing conservative party in Ghana.
As well established, many loyalists of the NPP and NDC, two leading political parties in the country, would often criminalise political disagreements, and the majority of discerning Ghanaians appeared far apart and unanimous that the young man had reached the peak and pinnacle of his political communication mandate as assigned to him by the NDC.
For the NPP foot soldiers with blind loyalty, Sammy Gyamfi was lying all the time to Ghanaians.
But, this simple quotation would suffice: "There are lies, and then there are lies. A lie to protect someone from unwarranted harm would be virtuous; a lie to protect your privacy might be all right. But lies to obscure the truth? Lies to overthrow venerable and noble institutions? Lies that damage the innocent to further dishonest goals? Not the same at all. And, frankly, suggesting that they are the same is simply put, lying"— Mark H.
LEADING THE TASK OF 2024 CAMPAIGN COMMUNICATION
The build-up to assuming the role of a skillful communication person could be daunting, but when Sammy Gyamfi responded positively to this call, he provided evidence of his determination never to be jarring for anyone but would show he was committed and burned with determination to take this up as his job.
He simply developed a state of mind that psychologists describe as feeling persistently exhausted and yet cynically thinking about the work assigned to him, the transition was even tougher.
While communication might seem like the obvious solution to politics, being overwhelmed by doing it as your main work, time away could reveal just how depleted one could become.
At some point, the workload was causing serious burnout in the heat of the political season.
This stemmed from the feeling that all communicators of the major political parties were not in control of their affairs and lost control over their work when everyone was speaking for the party.
Burnout during the campaign blended well into the rest of the daily activities of communicators.
Most typically felt they were lacking the energy to do anything except get through the election period.
Family responsibilities, friends and hobbies could fall by the wayside — even if people had the time for those activities outside of the communication work, they could be too tired, or feel apathetic about them.
Taking time off could have relieved burnout for Sammy Gyamfi and his team during the campaign, but no way, they did not stop and never gave up, and in some cases, fell sick in line of duty and would later come back to work more after feeling recharged and better able to tackle their workload as they mounted media platforms nationwide to discuss issues of national importance. It was simply an assignment and national task well executed to the admiration of all, including opponents of NDC and other political affiliates.
THE FORMATION OF SAMMY GYAMFI FAN CLUB
On March 28th 1989, just three years away from the introduction of Ghana's fourth republican constitution, a seven (7) star General was born in Sunyani in the Bono Region, the middle belt of Ghana. He would later grow up to attend St. James Seminary Senior High School, Kwame Nkrumah University of Science and Technology (KNUST), Ghana Law School, among others would later be part of his upbringing and success story.
Subsequently, Sammy Gyamfi would be called to the Ghana Bar Association (GBA) on October 5, 2018, to become a lawyer.
Made President of TEIN-NDC (2011-2012)
Public Relations Officer for the Metropolitan Chief Executive (MCE) of Kumasi Metropolitan Assembly, Kojo Bonsu.
At the national level, Sammy Gyamfi assumed the position of Communications Director of Exton Cubic Mining Group, working for Ibrahim Mahama, the influential Ghanaian entrepreneur.
As the career steps of the young lawyer would suggest, he was born with the beaming light to guide.
The NDC, and all those who desired to tap into this talent pool did not waste time as interesting simplicity of affection for him emerged stronger when party folks began to idolise the lawyer as they embellished the virtues of his communication skills, strategies with grand traces of mental beauty in the formation of Sammy Gyamfi Fan Club.
Sammy Gyamfi's love in NDC by contrast, consisted not in telling, but in showing glaringly at public gatherings and at NDC functions that after all, the party followers could be rational beings.
That notwithstanding, in politics, Sammy Gyamfi knows that some are full of abstract principles and carry sententious moralising behaviour.
He is also aware that not all party apparatchiks share his love, and have quietly been pleased with him (Sammy Gyamfi) getting his moment in the political space.
But, consciously, as the young man appears, he knows when to blow cold and hot, press low and high, play hard and soft, but above all, remain respectful, forceful and a force to reckon with at all levels of the political ladder.
His appointment to occupy the office of Managing Director (MD) of PMMC by President John Dramani Mahama has crowned all the aforementioned efforts made delightfully.
Here we are today celebrating a star in communication, and indeed the rise of Sammy Gyamfi.
AYEKOOOOOO (Congratulations)

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