10/07/2026
Emmanuel Mwamba ✍️
Never Attack the Messenger, Deal with the Sender or the Message
..When they go lower, we go higher...
I must say this.
I raise this matter publicly because it has been thrust in the public space.
When faced with a kind of dirty and aggressive personal-attacks based campaign, the politics never seen before in America, the Obamas faced a difficult choice.
"When they go low, we go high" was their response, a famous political motto coined by former First Lady Michelle Obama during her speech at the 2016 Democratic National Convention.
Family we have a sacred duty. Never attack the media or its personnel. The recent attacks on News Diggers, its Editor-in-Chief, Joseph Mwenda and other media players are unacceptable. It only harms the candidates we are promoting and side-tracks us from delivering our message.
If Kalemba, News Diggers, and others have taken an editorial position to support a candidate of their choice, we must respect that and if in the process they raise a war against our candidates by publishing negative stories or raise false or unfounded allegations, our duty is to fight off the messages, not the messengers.
Just compare how Fox News and CNN fight for their different candidates and parties.
If we don't agree with their message or their published view or we feel they peddle lies, we should counter that with the facts and truth, but never make their reporters or editors or owners a subject matter.
Over the years, I have been a constant victim of malicious, dirty and unfair attacks by some rogue media, but I always refused to descend to the levels where I engage in attacks with such media and its personnel including their photographers who latch onto the fight.
My focus remains on their bosses or the message I'm delivering, because running public affairs require public scrutiny and public accountability.
If our leaders wish to run public affairs, they know that the role comes with the responsibility to be accountable, the humility to accept criticism and the skin to endure silly, malicious or evil attacks.
Our message, energy and stance must remain central to deliver a debate that highlights the core issues troubling our people and the proposed solutions we offer.
Kwamana.
