In PR terms, the ANC has had a rough ride in the approach to this year’s elections: deadly and rampant service delivery protests, corruption scandals, poor performance of the economy, successive fuel price increases, the e-tolling mess and of course, the king of all PR nightmares, the Nkandla security upgrades. As of Thursday, rolling nationwide electricity blackouts were introduced into the mix of things that induce frustration and rage among South Africans. The ANC says load shedding will have no effect its election campaign but for as long as the power supply remains vulnerable, electricity outages remain a reality. Someone will have to carry the burden of responsibility. So far it’s the consumer, who might, incidentally, also be a voter. By RANJENI MUNUSAMY.