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As the political parties make final preparations before publicly releasing their election manifestos, voters can brace themselves for a barrage of promises.
Election season brings not only promises, but also the only time when politicians can fully reveal themselves to the public; it is then that they are most accessible.
The biggest concern, however, is that these declarations rarely explain clearly how the promises they contain will be fulfilled.
For years, political parties have made meagre promises with impunity because the public, including the media, has failed to hold them accountable.
It is no surprise, therefore, that many political parties choose to simply rewrite their manifestos at every election, making them appear to be brand new, but in fact, they are exactly the same as the previous ones.
Political parties should also invest in hiring qualified policy researchers to help them develop campaign blueprints. This will help curb the tendency of politicians to sacrifice promises in their campaigns.
By this point, one can almost predict the general themes that will be included in the manifesto: from land delivery, job creation, fighting corruption, reducing crime, to ensuring that the benefits of the country’s resources reach everyone.
These themes will understandably be common, but the difference will be how each party plans to achieve them. It is all too easy for politicians to make big promises without revealing to the public how they will deliver on them.
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