Yobe SSA Media Offers Insights on Presidency’s Media Restructuring
By Ibrahim Umar,
Kanempress News,
22nd , November,2024
How Tinubu Can Maximize the Strengths of His Presidential Media Team
By Yusuf Ali, Senior Special Assistant, Digital and Strategic Communications to Governor Mai Mala Buni CON
President Bola Ahmed Tinubu has appointed the largest media and communication team in history. In a recent move to restructure the media team, the President announced the appointment of three Spokespersons.
According to a statement by Special Adviser on Information and Strategy, Bayo Onanuga, on Monday evening, this restructuring aims to strengthen the government’s communication machinery.
The statement clarified that the new structure indicates that three Special Advisers in the media team, including the office of Special Adviser on Information and Strategy, will work collaboratively as “there is no single individual spokesperson for the Presidency.”
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 Special Adviser on Media and Public Communications, will now assume the role of Special Adviser, 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 on Information and Strategy—will collaborate to serve as joint spokespersons for the administration.
However, having three spokespersons 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, creating 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 overemphasized. Web-based access to information, including news and organizations’ websites, blogs, and the bustling social media, has resulted in a faster pace of coverage. 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 much at stake to explain to Nigerians the benefits of some of these reforms and to separate the facts from the fictions. A single and effective communication operation is vital for the success of the administration’s goals and priorities identified as the ‘Renewed Hope’ agenda to be incorporated into the communication strategy.
Instead of having the trio of Dare, Onanuga, and Bwala as spokespersons to compete, President Tinubu should maximize his team’s strengths 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 suggest that the President assign Bayo Onanuga as head of the Presidential Communications Team to work behind the scenes. Sunday Dare should be the Spokesperson to issue statements, make pronouncements, and address the press. Meanwhile, Daniel Bwala should focus on making appearances on TV, explaining knotty policy prescriptions in interviews, and countering the opposition.
