Paul Nwosu :
As murmurs reached a crescendo following President Tinubu’s appointment of two additional officials to the office of media and communication, the presidency found it compelling to explain the bureaucratic innovation: the trinity of spokespersons—three persons in one spokesmanship.
One must confess that such a triplication of one position is novel. Not even in the advanced Western democracies, from which we copied our presidential system of government, has this kind of triplicity been attempted. Even during Hitlerian era, where Joseph Goebbels performed all manner of gymnastics with propaganda for the Nazi regime, history does not record that his position was replicated into three, despite the desperate heat of that acrimonious global onslaught against the German Reich.
It is important to recall that after the exit of Ajuri Ngelale, the former presidential spokesman, Bayo Onanuga, as though waiting for the gangling, fair-complexioned young man to move on, quickly slid under the wheels of the presidential spokesmanship. Indeed, power abhors a vacuum. But once this transition occurred, it was expected that Onanuga would continue with his dream job.
Then, in quick succession, came the appointments of Daniel Bwala, former spokesman for Atiku Abubakar, and Sunday Dare, former Minister of Sports in President Buhari’s cabinet—making it three men to speak for one president.
Nigerians watched with bated breath to see how this new concoction would work. The appointees, eager to start work, hit the ground running as soon as their appointments were made public, without taking the time to synergize their roles as three-in-one spokespersons. Unsurprisingly, a cacophony of voices began emanating from the citadel of power, resembling the biblical Tower of Babel. Media commentators couldn’t help but snigger and jest at the seeming absurdity of the experiment.
Before the situation could spiral out of hand and embarrass the presidency, Bayo Onanuga, the longest-serving of the trio, issued a terse statement on Monday, November 18, 2024 attempting to clarify their assignments. According to him: “President Bola Tinubu has re-designated the positions of two recently appointed officials in the State House media and communications team to enhance efficiency within the government’s communication machinery.”
Under this new arrangement, Sunday Dare, previously designated as Special Adviser on Public Communication and National Orientation, is now Special Adviser on Media and Public Communication.
Daniel Bwala, initially announced as Special Adviser on Media and Public Communication, is now Special Adviser on Policy Communication.
Onanuga himself retains the role of Special Adviser on Information and Strategy.
The statement emphasized that: “All three Special Advisers will collectively serve as spokespersons for the government. This approach aims to ensure effective and consistent communication of government policies, decisions, and engagements.”
Onanuga’s explanation is akin to a carpenter mis-hammering a nail into wood and then claiming it is a new style of nailing instead of admitting it is a mistake.
Although the appointments deviate from established norms, they could be seen as part of Tinubu’s creativity in governance. If we fault President Buhari for being a stickler for routines and procedural handbooks, we might commend President Tinubu for daring to veer off the beaten path in pursuit of improved outcomes.
Having three spokespersons with well-defined tasks could compel the appointees to delve deeper into their assigned portfolios and develop expertise in those areas. It could also provide the public with a diverse range of perspectives on what the presidency is doing for the country.
On the other hand, if the appointees fail to adhere to their roles, confusion may arise, leading to inconsistency and clashes in messaging. Communication experts insist that consistency is crucial to ensuring public appreciation of any subject matter.
Drafting three individuals to serve as official spokespeople may also portray a reflexive, panic-driven action by the administration. It could suggest a preference for propaganda over addressing realities, creating the impression that the president feels overwhelmed by the challenges he inherited and has opted for media spectacles to distract public attention while he works to untie the numerous knots.
Ultimately, the success of this experiment will depend on how well the spokespersons collaborate without attempting to outshine one another.
Good luck to them.
PAUL NWOSU, PhD
Editor-in-Chief, AnambraTimes
