The funeral of Wellesley Bolt, father of sprint legend Usain Bolt, should have been a moment of quiet dignity—a time for family, friends, and a grateful nation to pay their respects.

Instead, what unfolded was a poorly disguised PR exhibition, orchestrated by Prime Minister Andrew Holness’ communications team with all the subtlety of a campaign launch.

Let us be clear: No one faults the Prime Minister for attending. But the overbearing media choreography, every handshake, every word, every angle seemingly curated, revealed a troubling lack of sincerity from those behind his public image. In a setting that demanded humility, his PR team opted instead for grandstanding. It was tone-deaf, excessive, and frankly, exploitative.

Even more egregious is the backdrop of the SSL scandal, in which Usain Bolt remains one of the most high-profile victims. Despite months of public outcry, there has been little resolution, no real answers, and certainly no justice. Against that reality, the carefully staged “tribute” feels hollow, even insulting.

Holness’ handlers seem far more invested in optics than in outcomes. Their lack of emotional intelligence—failing to read the room, failing to show restraint—is matched only by their lack of balance. Leadership communications should reflect the values of the people they serve: decency, empathy, and discretion.

This team appears to know none.

Jamaica deserves better. Our moments of national grief should not become backdrops for political branding. If Holness’ PR machinery is the best he has to offer, then it is high time for a reset, because right now, they’re not just failing him. They’re failing us.

Yours truly,

Rachael