How Tinubu can maximise the strengths of his presidential media team, by Yusuf Ali
President Bola Ahmed has appointed the largest media and communication team in history. The President in a latest move to restructure the media team announced three spokespersons.
The new restructuring, according to a statement by Special Adviser on Information and Strategy, Bayo Onanuga, on Monday evening, is in a bid to strengthen the government’s communication machinery.
The statement also clarified that the new restructuring indicates that three Special Advisers in the media team, including the office of the Special Adviser on Information and Strategy, would work collaboratively as “There is no single individual spokesperson for the Presidency”.
According to the statement, Mr Sunday Dare, previously the Special Adviser on Public Communication and National Orientation, has now been re-designated as Special Adviser, Media and Public Communications.
Mr. Daniel Bwala, who was announced just last week as the Special Adviser on Media and Public Communications, will now assume the role of Special Adviser on policy Communication.
The statement further clarified that rather than relying on a single spokesperson, the three key Special Advisers—Dare, Bwala, and the existing Special Adviser, Information and Strategy—will collaborate to serve as joint spokespersons for the administration.
But having three spokespersons in my opinion can result in mixed and confusing messages. When a president has more than one spokesperson, it is very unlikely that they will deliver the same message in the same way to create a consistent image. Contradictory messages can cause confusion and even damage.
The world of media and public relations is fast evolving in the 21st century. The importance of having one spokesperson for developing and implementing an effective media and communication strategy cannot be overemphasised. Web-based access to information, including news and organisations’ websites, blogs and the buzzing and bustling social media has resulted in a faster pace of coverage and the need for the presidency to respond quickly without conflict is important.
President Tinubu’s plate is already full because of the ongoing harsh economic reforms. There is so much at stake to explain to Nigerians the benefits of some of these reforms and separating the facts from the fiction. A single and effective communication operation is very vital for the success of the administration’s goals and priorities identified as the ‘Renewed Hope’ Agenda to be incorporated into the communication strategy.
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Instead of having the trio of Dare, Onanuga and Bwala as spokespersons to compete, President Tinubu should maximise his team’s strength as he knows them. This means understanding their roles, skills, personalities, preferences, and goals will help the President to assign tasks, delegate responsibilities, and provide support according to their abilities and interests.
I want to suggest to the
President to assign Bayo Onanuga as head of the Presidential Communications Team and should work behind the scenes. Sunday Dare should be the spokesperson and issue statements, make pronouncements, address the press and all. While Daniel Bwala should do what he knows best, make appearances on TV, explain knotty policy prescriptions in interviews and attack the opposition.
Yusuf Ali is the Senior Special Assistant
Digital and Strategic Communications to Governor Mai Mala Buni, CON.
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